The Australian-founded service used by organisations across North America, Singapore, and New Zealand launches at home for the first time.
Truescope will enter the Australian market on 1 October 2026, seven years after it was founded in Sydney by John Croll and Michael Bade.
Truescope is a media intelligence service and monitors broadcast, print, digital and social media, and turns that coverage into insights that communications, PR and public affairs teams can use to make informed decisions. The service is used by leading corporates and governments across North America, Singapore and New Zealand.
Australian communications teams are under pressure from two directions at once. Boards want to know what earned media is worth, and reputation risk now moves faster than a monthly report.
Truescope brings both into a single, fully integrated AI platform, replacing legacy tools bought on multi-year terms, manual clipping, and general-purpose AI that was never built for media.
The decision to launch locally followed conversations with more than 30 communications, PR and public affairs leaders across Australian government, corporate, and agency teams. Two themes came back consistently: frustration with multi-year contract lock-ins, and with platforms customers felt had stopped innovating. Many said they were open to a new provider doing something different.
John Croll, CEO and co-founder of Truescope, said the category has not kept pace with what communications teams now need.
"Australian comms teams have been locked into multi-year contracts long after the product stopped improving. We are launching with a smarter, fully integrated AI platform, a 12-month maximum term and no auto-renewal, because if we are not earning it every year we do not deserve to keep it," Croll said.
"We didn't assume this market wanted another option, so we spent time asking. What came back was an appetite for someone new doing something different, not a cheaper version of what they already have."
John Croll and Michael Bade built Media Monitors into Isentia, leading it through private equity ownership and an ASX listing before leaving in 2018. They founded Truescope in 2019 and have since built operations in North America, Singapore, and New Zealand, with a development and leadership team based in Australia.
As part of that offering, in June 2026 Truescope launched Truescope AI, which runs two agents across the platform rather than alongside it. Truescope Assistant answers questions about what happened in the coverage. Truescope Analyst explains what it means, with citations on every output so the numbers can be defended when they reach the executive team.
Michael Bade, CTO and co-founder of Truescope, said building AI into the platform was a decision made years before the current wave of AI products.
"We decided early that we weren't going to bolt AI onto a legacy platform, because it doesn't work. Every layer of Truescope has been built over the last few years to be AI-first; how we ingest media, how we structure it, how our agents reason over it. That's why Assistant and Analyst work inside the platform rather than sitting beside it as a chatbot."
"The hard part was never the model. It was years of work getting the data underneath it right, so when a comms director asks why coverage moved, the answer comes back with citations they can defend in front of an executive team," Bade said.
Key points
- Truescope is a fully integrated AI media intelligence service, built AI-first rather than adding AI to a legacy product.
- Truescope already serves leading corporates and governments across North America, Singapore and New Zealand.
- Truescope enters the Australian market on 1 October 2026 with an experienced team who understands the needs of Australian comms and PR teams.
About Truescope
Truescope is an Australian-owned media intelligence service built by PR & comms professionals. Founded in Australia in 2019, Truescope monitors broadcast, print, digital and social media for government, corporate and agency clients across Australia, North America, Singapore, and New Zealand, and turns that coverage into analysis teams can take to their boards.
Media contact
Axel Sukianto, VP Marketing, Truescope press@truescope.com
Phone: +61 424 828 115
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