Australian startup Ajust has raised $2 million in seed funding, with the round led by Carthona Capital, to expand its AI-driven consumer advocacy platform. The funding brings Ajust’s total capital raised to $2.7 million and will support the platform’s mission to streamline dispute resolution between consumers and businesses.

Founded in 2022 by Tom Kaldor, a former LegalVision executive, Ajust leverages artificial intelligence to assist consumers in resolving complaints and disputes with businesses. Since its launch, the platform has facilitated over 20,000 interactions involving more than 750 Australian businesses, achieving an 80% resolution rate. The most active sectors on the platform include telecommunications and retail (each representing 20% of use), banking (15%), energy (7%), and aviation (5%).

Kaldor, who previously worked as an associate to High Court Justice Kiefel and served as head of product at LegalVision, developed Ajust to provide automated yet personalised consumer advocacy. The platform supports tasks such as securing refunds, managing subscriptions, and resolving service complaints, optimising its effectiveness by leveraging data on consumer issues and business resolution patterns.

Speaking about the funding, Damian Fox, partner at Carthona Capital, highlighted the platform’s unique approach to consumer service. by saying a lot of customer service platforms optimize for efficiency and deflection — making customers go away as quickly and cheaply as possible. Ajust flips this paradigm on its head with AI that’s focused on getting the best outcome for consumers, while minimising time wasted by everyone.

The new funding will allow Ajust to further enhance its AI capabilities and expand its reach, aiming to make dispute resolution easier and more efficient for both consumers and businesses.