AFR BOSS names Prophet Most Innovative Company in Media & Marketing

Prophet, Australia’s most advanced decision intelligence that helps businesses test and optimise decisions, has been named as the 2025 AFR BOSS Most Innovative Company, ranking at number one on the Media & Marketing list.

Now in its 14th year, the prestigious annual list, published by The Australian Financial Review and Boss Magazine, recognises Australian businesses that are redefining industries and challenging convention. Delivered in partnership with Cognizant, the awards celebrate innovation in all its forms, from disruptive technology to transformative ways of working.

Announced last night at the Four Seasons in Sydney, Prophet topped the Media & Marketing category, selected from hundreds of nominated organisations across Australia and New Zealand.

Now a year old, Prophet is a decision intelligence platform that builds digital clones of businesses, allowing them to simulate decisions before they make them. Prophet centralises organisational, marketing and market data to build a living digital clone of a business. It gives companies the ability to measure what has happened and simulate what could happen, helping them to test decisions, understand impact and act with confidence -  in other words, to rehearse reality.

Prophet is a decision intelligence platform that uses advanced commercial mix modelling and leverages its proprietary neural network and multiple mathematical models. It delivers daily updated data feeds and re-modelling, and the environment is customisable to each user's needs and preferences. The platform ingests and considers almost 87,000 macro data points and contextualises this data to understand what's impacting businesses in near real-time.

Prophet is scaling rapidly, welcoming more than 30 enterprise customers across the retail, insurance, automotive, media, on-demand delivery, wagering, and cybersecurity industries. The company is the brainchild of Jordan Taylor-Bartels, a former Hyperloop Global Marketing lead, and Sean Taylor, a former Ogilvy and VMLY&R Commerce CEO. Its backers include Executive Chair of View Media Group and Seek co-founder Matt Rockman, and former Dentsu CEO, Cheuk Chiang.

Prophet CEO, Jordan Taylor-Bartels, said: “Being named on the AFR BOSS Most Innovative Companies list is a proud moment for Prophet and our people. We’ve built a platform that helps businesses make better decisions in an uncertain world, using predictive intelligence to turn data into confidence. Innovation isn’t something we do on the side; it’s embedded in our DNA. Every process, model and experiment at Prophet is designed to challenge convention and create clarity for marketers and decision-makers alike. This recognition reinforces what drives us every day: helping companies move from hindsight to foresight, and from reaction to real advantage."

This recognition follows the appointment last week of James Sawyer to the newly created role of Vice President Sales and Partnerships to drive growth in the Sydney and Brisbane markets and beyond.

Read the story from the AFR here: https://www.afr.com/companies/media-and-marketing/how-a-crash-test-dummy-for-marketing-can-save-advertisers-money-20250925-p5mxue