Flowing Bee About Us

Marketers don’t just want awareness — they want to drive real behaviour change.

Yet information alone explains barely 1% of customer behaviour. The other 99% is behavioural — and unlocking it requires solving two persistent challenges:

1. Insight — understanding behaviour
Traditional research is slow, costly and surface-level. It shows what people do, not why. To shape choice, marketers need a deeper view of how people think, feel and decide in context.

2. Execution — turning insight into action
Even when insights exist, they often fail to influence campaigns. The greater challenge is converting understanding into activities that shift behaviour and improve effectiveness.

Flowing Bee was created to solve both problems.

Our platform unites insights, execution and measurement in one seamless system — grounded in behavioural science and powered by human-centred AI.

This means marketers can finally understand their audiences deeply and act on that understanding to deliver smarter, faster, more effective results.

"Flowing Bee has been a real value driver"

Tony Clement

Global Director of Insights, Movember

"Flowing Bee's behavioural science-led approach isn't just faster; it delivers measurable results"

Tania Turnbull

Chief Marketing & Product Officer, Inviva

Meet our leadership team

We bring together expertise in behavioural science, AI, marketing and
engineering — with decades of experience delivering change for global brands.

Michael Sankey

Co-founder and CEO

A behavioural scientist with a PhD in organisational psychology, Michael has over a decade of experience driving behaviour change for ASX50 and Fortune 500 companies. He leads Flowing Bee’s mission to put behavioural science at the heart of modern marketing.

Sara Khorasani

Co-founder and CTO

A simulation engineer with 12 years’ experience in Formula 1 and startups, Sara is completing a PhD in Computer Science at the University of Melbourne. She leads Flowing Bee’s technology — combining AI with behavioural science to create practical, scalable solutions.

Joe Schmetzer

Principal Engineer

With 30+ years of experience building critical systems across finance, cyber defence, retail and marketing, Joe ensures Flowing Bee’s platform is fast, safe and reliable.

Jessica McCartney

Chief Commercial & Product Officer

Jess is a commercial leader with 20+ years’ experience growing B2C and B2B brands. She applies behavioural science, data and technology to deliver measurable growth, leading Flowing Bee’s commercial strategy and customer partnerships.

The meaning behind Flowing Bee

Like bees in a hive, marketers juggle countless moving parts -insights, execution and measurement - while striving to create communications and campaigns that truly connect.

Flowing Bee was built to remove that friction and restore flow to the process. By uniting behavioural science with AI, we help marketers reach a state where strategy, creativity and execution work seamlessly together.

Flowing Bee is where behavioural science gives marketing its rhythm, focus and impact.

Putting the customer
at the heart of every
marketing decision

Marketers don’t just want awareness — they want to drive real behaviour change.

Our mission

A clear and bold heading

We make behavioural science accessible, helping marketers apply it rapidly, at scale, and with measurable impact.

Our end-to-end, customer-led marketing platform is built on science and powered by human-centred AI, enabling marketers to achieve greater effectiveness and efficiency.