Tribe
Founded 2013 · 111 employees on LinkedIn · 4 known investors
TRIBE operates an app-based platform connecting brands with micro-influencers and content creators, allowing brands to run campaigns across many creators at once rather than a single celebrity endorsement. It serves marketing teams and brands seeking branded social media content at scale.
Also known as TRIBE · Tribe Group
Founders & leadership
Tribe was founded in 2013 by Jules Lund.
Investors · 4
Company profile
researched Aug 2026TRIBE operates a creator (influencer) marketing platform used by brands and agencies to build, manage and measure campaigns with social media content creators. The platform supports campaign activity across TikTok, Instagram, Snapchat and Pinterest, and combines self-serve technology with a support team covering community management, campaign execution and customer success. Brands access an opt-in creator community rather than a scraped database, with the company citing more than 70,000 opt-in creators on its site.
Product lines include Creator Marketing (running influencer campaigns), Premium UGC (commissioning user-generated content for a brand's own marketing channels), and TRIBE Unlocked, an employee-generated content (EGC) offering built for brands and retailers. Campaign communication, content approvals, legal agreements and creator payments are handled within a single centralised platform, and measurement uses first-party data drawn directly from the TikTok, Instagram and Pinterest APIs. Creators participate through a mobile app through which they submit content and get paid.
Founding story
TRIBE was founded by Australian TV and radio host Jules Lund after he helped build what the company describes as the country's most engaged Facebook brand page. He observed that the cost of a single sponsored post from a celebrity, fashion blogger or YouTuber could instead fund roughly 50 micro-influencers, producing wider reach, higher total engagement and many more content assets. Because managing that many influencers manually was impractical, he designed an app to automate the process.
Business model
B2B software-and-service model: brands and agencies use TRIBE's platform, supported by in-house community management and customer success teams, to commission content and campaigns from creators; creators are paid through the platform for approved content.
Traction
Reported scale includes 70,000+ opt-in creators cited on the company website and, per a Built In profile, 8,000+ connected brands, 80,000+ creators and more than 1.5 million pieces of branded content produced; the Built In profile lists 128 total employees.
Latest developments
The company markets three offerings — Creator Marketing, Premium UGC and TRIBE Unlocked for employee-generated content — and supports campaigns across TikTok, Instagram, Snapchat and Pinterest, with measurement via first-party platform APIs.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Positions itself as a creator marketing platform differentiated by an opt-in creator community rather than a database, serving brands and agencies; Built In classifies it in the marketing technology sector and reports connections between 8,000+ brands and 80,000+ creators.
Emphasises a 100% opt-in, engaged creator community instead of a scraped influencer database, bundling platform technology with hands-on human support, consolidating campaign workflow (approvals, legals, payments) in one place, and measurement based on first-party platform API data. TRIBE Unlocked is described by the company as a scalable employee-generated content solution.
Technology
A campaign management platform that centralises creator sourcing, communications, content approvals, legal agreements and payments, plus real-time analytics built on first-party data from the TikTok, Instagram and Pinterest APIs. A companion mobile app lets creators join campaigns, submit content and receive payment.
Go-to-market
Direct sales to brands and agencies, supported by dedicated customer success staff providing onboarding, training, objective setting, campaign and creator management, performance measurement and account planning; creator supply is recruited via an opt-in app with a 'create content, get paid' proposition. Marketing includes case studies and an industry newsletter.
Marketing teams at brands and agencies, including large consumer brands and retailers; named customers referenced include Unilever, Amazon, Disney, L'Oréal, McDonald's, Rimmel London, Logitech, Mars, Diageo, Maybelline New York, Essie, NYX PMU and Adobe.
Geography
Headquartered in Australia (Melbourne office listed), with team members across the United States, Australia, England and the Philippines, and reported expansion into the UK and US markets.
History
The company's own About page states it was founded in 2014 by Jules Lund in Australia; a Built In company profile lists a founding year of 2013 in one field and states the company was founded in Australia in 2015. The company subsequently expanded beyond Australia, with a team spanning the USA, Australia, England and the Philippines and reported expansion into the UK and the US.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 7
by search overlap
Companies competing with Tribe for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 1
launches, deals, and filingsFounded in Australia, TRIBE expanded into the UK and the U.S.; its team spans the USA, Australia, England and the Philippines.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Tribetribegroup.co · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Tribe do?
- TRIBE is an Australian-founded creator marketing platform where brands and agencies run campaigns with opt-in social media creators.
- Who founded Tribe?
- Tribe was founded by Jules Lund in 2013.
- Who are Tribe's investors?
- Tribe's investors include Cardinia Ventures, Clinton Capital Partners, Exto Partners, Indie.