gap: the lack of a platform prioritising environmental responsibility and genuine accessibility while at the same time offering competitive economics for hosts.

The platform has achieved strong early traction since launching its public launch in late 2024, with hosts meeting rigorous criteria across sustainability (eco-friendly amenities, renewable energy, waste reduction) and inclusion (accessibility features, LGBTIQ+ friendly spaces, culturally sensitive hosting) via a compelling, quality-focused proprietary algorithm developed by the company.

With a highly competitive commission rate of 10%, Heartful, the only 100% Australian-owned accommodation marketplace servicing the whole of Australia, delivers additional impact through innovative partnerships with organisations such as Homes for Homes Australia, Soap Aid and the Australian Bedding Stewardship Council.

Following a successful $132,000 equity crowdfunding campaign via Birchal in 2023 (130+ investors), Heartful has built a substantial supply-side foundation and is now accelerating demand-side growth to capture the rapidly expanding conscious travel market.

Founder Jen Clark was recently named a finalist in the 2025 Women In Travel Awards by Travel Weekly, recognising her leadership in transforming Australian tourism into a force for social and environmental good.