Aviiana
Equity Crowdfunding Case Study
September 2025, $550k raised
Aviiana successfully completed its Crowd-Sourced Funding (CSF) raise via OnMarket in September 2025, securing $556,000 from 255 investors. The offer attracted strong demand from retail investors, with widespread participation reflecting both the commercial opportunity and the social impact of Aviiana’s mission.
About Aviiana
Aviiana Pty Ltd is Australia’s first dedicated platform delivering tailored programs, services, and e-commerce solutions to support women navigating menopause.
The company is tackling a global and rapidly expanding market, helping millions of women in a $600B industry.
By combining digital health, e-commerce, and personalised support, Aviiana addresses a significant gap in the healthcare and wellness industry. Their model positions them at the intersection of two high-growth sectors: women’s health and digital-first wellness services
“So what we didn’t expect was the exposure that resulted from the campaign. All our channels exploded! I’m talking particularly about Instagram and LinkedIn.”
Mary Doube, Founder & CEO
About the Raise
In 2025, Aviiana successfully completed its equity crowdfunding raise via OnMarket, securing $556,000 from 255 investors.
The campaign resonated strongly with retail investors, many of whom were motivated not only by the growth potential of the company but also by its mission to deliver social impact through better health outcomes for women.
Investor demand reflected:
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Confidence in a founder-led mission with strong personal connection to the problem
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Excitement around the commercial opportunity in a growing, underserved market
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Alignment with ESG themes, with investors recognising women’s health as a critical priority
“There’s no way we could have done this without you. We just felt supported by OnMarket the whole way. It was the best experience. It was intense, but if you're guided by the right people like OnMarket, it's a really positive experience.”
Mary Doube, Founder & CEO
Media Features During the Campaign
Why Did Aviiana Choose to Raise Funds via Equity Crowdfunding?
For Aviiana, Equity Crowdfunding was the ideal pathway to raise capital because it provided:
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Community engagement at scale: Bringing everyday Australians, customers, and advocates onto the share register.
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Market validation: Demonstrating that there is not only a need for Aviiana’s services but also significant public belief in the solution.
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Accessible growth funding: Raising capital without restrictive venture terms, while ensuring alignment between founders and a diverse base of supportive investors.
The Campaign Journey
1. Preparation
The Aviiana team invested heavily in preparation; from refining their investor proposition to creating accessible, plain-language communications. This created a "hype" surrounding the offer, with everyone wanting a slice.
2. Momentum Building
Aviiana quickly surpassed its minimum subscription threshold. This provided confidence for other investors and generated a “snowball effect” of participation.
3. Public Offer
The campaign ran for several weeks, supported by strong marketing across social media, direct outreach, and leveraging consumers as investors. Additionally, continuous work by founders Mary and Ali, enhanced their story, amplified their message, and attracted interest beyond Aviiana’s existing network.
How did you decide upon crowdfunding as opposed to going down the venture capital (VC) path?
We were on the trail to find an investor in our company, and we were not selective. It was a universal moment when we were introduced to crowdfunding. We were like, actually this could work because, one, we’ve already got a ready-made community, and two, we’re solving a problem for the community. So, it seemed to be a perfect fit for us.
How important was using digital marketing to assist with your campaign?
So important, the messaging, the branding. I remember being advised to put money aside for digital marketing because we were told that it really will make a difference. The way that we positioned Aviiana during the campaign, highlighting the founder and the community stories was amazing.
So for digital marketing would you say you need an agency that is a crowdfunding expert?
You need a specialist. Any founders listening, don’t shortcut that. Do not shortcut it! “There’s no way we could have done this without you. We just felt supported by OnMarket the whole way. It was the best experience. It was intense, but if you're guided by the right people like OnMarket, it's a really positive experience.”
In crowdfunding how much do founders need to embrace storytelling, especially the emphasis on the emotional attachment within their story?
Look, I think it’s critical, but it has to be authentic. And if it’s communal, like if you’re trying to solve a problem or if it’s a product that the community loves, you really have to tell the story from the heart. I remember the day I realised that Aviiana was bigger than just us. It was actually a problem, a communal issue. But it was in the way we told our story that worked well with crowdfunding.
How much of the founders’ time did the raise take up?
A lot, more than 50% of our time at the height of the campaign. I just approached it as this is a once-in-a-lifetime opportunity to make a significant change for the business. So, I just took it. It’s not a complaint, but I don’t think I realised how intense it was.
What were your goals for the campaign other than raising the capital? Did you have marketing and brand awareness goals, and how did the crowdfunding play into that?
So what we didn’t expect was the exposure that resulted from the campaign. All our channels exploded! I’m talking particularly about Instagram and LinkedIn. We established a WhatsApp group, which then allowed further reach, and that just resulted in an explosion of numbers and traction. You know, we already had traction, but this put the gas on it.
We created the WhatsApp group to help gain and leverage the campaign’s momentum. We included family, key Aviiana supporters, consultants, our accountant, our solicitor, and cornerstone investors. We brought them all on the journey. Anytime there was a win with the campaign, or we reached a key milestone we posted on WhatsApp and asked the group to reshare. It was crucial in spreading the word and the hype. There would have been about 45 in the group.
The other thing we didn’t expect was how many investors were actually wanting to be part of the journey. We’ve met new business partners and many new friends. The mums and dads who just sent us messages like, “We’re so excited to be part of this journey with you,” and “We can see this is being long-term.” Already we’re communicating with them, they are now part of it. There is a community there that we’ve now built.
If you were to raise capital again, what would you do differently? What did you learn?
I think it’s the level of intensity, and the more you put in is the more you get out. So, firstly, the compliance, get ready for some serious documentation. There’s a lot of learning on compliance issues. It can be tedious. The offer document, putting that together, I felt like it was a university thesis. But to get a really good outcome, and you said this straight up front to me “You’ve got to ring every single potential investor”. So honestly, I had conversation after conversation with potential investors, and as a result of my calls the people who were sitting on the fence ended up investing.
How are you planning to communicate with your shareholders?
We engaged a registered share registry, and they helped us set up the communication. We have 255 new shareholders, and we have since emailed everyone. We’re going to establish a WhatsApp group with some of our key cornerstone investors. We’re about to do our thank-you video to send to all new shareholders.
What did OnMarket mean for you guys?
Look, I have a brilliant team. They’re all very respectful, and we love Aviiana, and everyone’s bought into Aviiana. So, when we met OnMarket, we felt the same. We felt the same synergy, that you really believed in us. I think your belief in us is what carried us through. I mean, it was a big, big process, and I think you guys just made it seamless. There’s no way we could have done this without you. We just felt supported by OnMarket the whole way. It was the best experience. It was intense, but if you're guided by the right people, like OnMarket it's a really positive experience. And I would do it over, as hard as it was, I would do it again.
To wrap up, what is your advice to companies who are considering a crowd-sourced funding raise?
For me, if I were about to start crowdfunding, I would make sure I had my marketing right. So I’m telling the story, I’m telling it with honesty. I’m sharing what goes on in the business because people don’t want to see shiny anymore. They want to see the real, like what’s going on behind the scenes. So, one, it’s to tell your story with honesty and grace.
Second, do not think you can use your own marketing team, do not! The specialised crowdfunding marketing strategy and knowledge that Social Start-Up Labs brought to the team, I mean, I’ve got an exceptional marketing team, but they were like deer in headlights. It was a different beast. So, use a specialist agency. If your funds are limited, put it towards that. Don’t try and cheapen out in that area, do not.
Lastly, enjoy it, enjoy the ride, because we had such a blast. I was crying and laughing at the same time. The people we met, the fun we had, we smashed our goal. We took on all your advice. We really did. We just trusted in OnMarket, and I’m glad we did.
To enquire about raising funds via equity crowdfunding, click here.