ABOUT

Two people,
one obsession.

whatcould.ai started from a simple observation — there’s a massive opportunity for Australian businesses to do more with technology, and most of them aren’t leveraging it.

Max applied this thinking in FMCG and the trades — replacing enterprise software, cutting data entry and reducing workshop admin so people could spend more time on the work that matters.

Finn applied the same mindset in financial services, replacing six separate tools with one platform so advisers could spend more time with clients. He also built a purpose-built system to replace manual commission reporting and spreadsheet reconciliation.

Max Storey

Co-founder

Finn Holt

Co-founder

OUR WHY

“We became obsessed with delivering outcomes that free up time, so people can spend it on the work that makes money.”

Across both industries, we saw the same thing: real progress isn’t about just plugging in a chatbot. Financial services and trades come with privacy, compliance and audit requirements — and the answer has to work within those constraints.

That’s whatcould.ai. The two of us, helping other businesses scale, spend less and serve their clients better by returning people to the work only they can do.

OUR TRAINING & STANDARDS

We don’t
wing it.

We’ve invested in formal training across cybersecurity, cloud, AI and applied AI — so we can build secure, reliable and production-ready systems for real businesses.

Our approach

Cybersecurity &
data protection

We build with security and privacy front of mind — especially in regulated industries.

Selected training

Macquarie University — Cyber Security: Security of AI
Wiley Skills Network — Data Systems Foundations, Database Deployment and Maintenance, Database Security Compliance and Resilience