Sydney-based programmatic media agency Bench has recently started working with Tyro to lead the business bank’s programmatic media operations.

Tyro is widely recognised as a disruptor brand in the payments and banking sector, providing a fresh alternative with innovative payments and banking solutions for Australian businesses. Similarly, Bench’s programmatic solutions are using technology to help businesses translate complicated data into consumer-relevant information.

It makes for a fitting partnership between the two Sydney born-and-bred technology companies as they continue to drive innovation in their respective industries.

Bench chief commercial officer Gil Snir (feature image) said after Tyro’s recent ‘Better business banking’ rebrand launch, it was looking to challenge the traditional approach to business banking with a data-driven, technology-based approach.

“We are excited to be establishing a strong and lasting partnership with Tyro. It is a great cultural match with both Bench and Tyro sharing an agile mindset. We believe in empowering businesses to discover the true value from their media through simple, technology-enabled solutions.”

With a shared drive to embrace innovation and disrupt the digital ecosystem, Bench will utilise their proprietary data modelling solutions to enable faster and more agile marketing communications.

“We’ve recently launched new programmatic workflow solutions that will demonstrably scale Tyro’s digital media abilities.”

Tyro CEO Robbie Cooke said: “Bench has built a reputation as an innovator in the programmatic space and as a fellow Sydney-born tech company, we are excited to be working with Gil and the team.

“Our mission at Tyro is to simplify payments and banking for our customers, and it’s clear Bench has developed its solutions with a similar mindset.”