Who we are
RocketFuel was founded on a simple conviction: SaaS companies deserve a growth channel they own outright, one that keeps working when the ad budget pauses.
Our story
Henry and Joe met inside fast-scaling SaaS. Henry was leading technical SEO at Airwallex across 8+ countries. Joe was running organic growth at Whispir. Both were watching the same pattern from different angles: paid channels eating budget and stopping the moment spend paused, organic compounding underneath and almost always under-resourced.
They started RocketFuel to fix that. The idea was to treat SEO the way the best product teams treat their roadmap: as a compounding asset, measured against pipeline and CAC, built to outlast any single campaign.
Today the studio is based in South Yarra, Melbourne, working with SaaS companies across Australia and beyond, giving each one a digital moat their competitors can’t simply outspend.
What we believe
We optimise for the work that's still earning you pipeline in three years. Not the screenshot that looks good in this month's board pack.
Rankings are a diagnostic, not the goal. We report in qualified pipeline, CAC and payback. The same three numbers your CFO already tracks.
No shortcuts that age badly. We build the kind of authority Google and AI search reward for the long run.
The founders
Henry leads technical SEO and AI search at RocketFuel. 15 years in SEO, most recently leading technical SEO at Airwallex across 8+ countries and tens of thousands of URLs. He runs the technical foundations, schema, programmatic templates and AI search optimisation work, and is the person you'll talk to in the first audit call.
Joe leads strategy at RocketFuel. A decade in SEO consulting and in-house roles at Airwallex, Whispir and other SaaS brands across Australia and the UK. He owns the 12-month plan, the prioritisation framework, the international rollouts and the commercial relationship. He's the person who keeps the work tied to your CAC and payback targets quarter after quarter.
Book a 30-minute call with Henry or Joe and see where your fastest organic wins are hiding.