About Our Company

Insightful.Mobi is a field sales and merchandising platform built specifically for consumer goods companies and distributors across New Zealand and Australia. Since 2015, we have helped brands transform their field operations with purpose-built tools for sales execution, merchandising compliance, and promotional management — solving problems that generic CRM platforms were never designed to handle.
Journey

How we got here

We started with a simple observation. The tools field teams were using weren't built for field teams. They were office CRMs forced onto mobile devices. We knew there had to be a better way.

2015

Founded Insightful.mobi to solve the real problems field teams face every day.

2016

Launched Sales IM, purpose-built for field sales reps working in retail environments.

2017

Expanded to Merch IM for merchandisers, bringing the same field-first thinking to display management.

2018

Introduced Agent IM for customer visits, completing our platform for comprehensive field execution.

Today

Market leader trusted by 50+ brands across New Zealand and Australia, including major names like Asahi and Reckitt.

What sets us apart

Based in Auckland, our team understands the AU/NZ retail landscape from the ground up. We work directly with customers to deliver smarter tools for every role in a field team. Our platform runs online and offline, is optimised for Foodstuffs, Woolworths, and Metcash/IGA, and continues to expand across Australia with capabilities like AI-powered shelf recognition.

Our team

We're a lean, focused team of 10 people who understand field sales from the ground up. You talk to people who actually build and understand the product.

Paul Miller
CEO and Co-Founder

30+ years in technology leadership across FMCG in New Zealand and Australia. Paul co-founded Insightful.Mobi to give field sales and merchandising teams purpose-built tools that actually fit how the AU/NZ retail market works.

Gelu Rosioru
CTO & Co-Founder

Leads the design, architecture, and development of the Insightful.Mobi platform. Gelu brings deep expertise in cloud-native application development on AWS and Azure, ensuring our tools perform reliably online and offline in the field.

Dave Wyers
Business Solution Specialist

Works directly with customers to onboard, configure, and optimise their Insightful.Mobi platform. Dave ensures every implementation is tailored to how each company's field team actually operates in the market.

Vladimir Merkurev
Business Analyst & Support Lead

Leads customer support and business analysis, working closely with clients to resolve issues, gather requirements, and continuously improve how our tools work for field teams day-to-day.

George Adams
Board Chair

Provides strategic governance and guidance to the Insightful.Mobi leadership team, drawing on extensive senior leadership experience across technology and business in New Zealand.

Francis Hsu
Senior Software Developer

Builds and maintains core platform features across Sales IM, Merch IM, and Agent IM. Francis plays a key role in delivering the functionality our customers rely on every day in the field.

Anthony O
Developer

Part of the development team building and enhancing the Insightful.Mobi platform, working across our suite of field sales and merchandising tools.

Rianon Thomas
Marketing Coordinator

Manages marketing content, customer case studies, and communications that help tell the Insightful.Mobi story across New Zealand and Australia.

Alex Giurglu
Report Writer

Creates and maintains the dashboards and reports that give our customers visibility over their field team performance, retail execution, and promotional activity.

Louise
Shelf Recognition Data Specialist

Supports our shelf scanning and image recognition capabilities, helping ensure accurate product data that powers smarter retail execution insights for our customers.

Ready to transform your field execution?

We're real people who understand real field challenges. Let's talk about what we can do for your team.

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