Matt Cooper. Credit: Alpha Digital
Alpha Digital has returned to independent ownership following a mutual agreement with ASX-listed XPON Technologies, which acquired the marketing agency in May 2025.
Under the separation, all intercompany loans have been forgiven. A nominal cash payment of $776.29 was made for shares in Alpha Digital, and performance-based earn-in obligations have been waived and extinguished.
All staff will remain with the agency, with no redundancies planned.
The change follows an internal strategy review led by Nathan Fraser, who has been promoted from head of product to general manager, and Tim Harper-Russell, head of growth and partnerships.
Fraser, Harper-Russell and founder Matt Cooper developed the strategy together, with all three agreeing a human-first, AI-enhanced approach best meets the needs of current and future team members and clients.
The review contributed to Cooper’s decision to return Alpha to independent ownership and adopt a more human-first approach to media and digital services.
XPON Technologies had positioned Alpha within its broader AI and automation offering during the ownership period.
“When we first joined XPON it was exciting to be able to offer increased layers of automation and experience to our clients. An organisation that had recently picked up best AI agency award,” said Matt Cooper, Alpha Digital founder and CEO.
“We’ve certainly learned a lot on this journey. The more we’ve integrated AI into our workflow as an agency the more I’ve learned about how best to harness its potential.
“Alpha is returning as an indie because the agility that it provides us will offer the best support for the business outcomes for our clients, along with protecting the best interests of our team and the culture we’ve built at Alpha.
“This month we celebrate our 15th anniversary and I’m more energised about our future than at any previous point.”
Alpha Digital continues to work with some of Australia’s leading retailers and focuses on delivering ongoing growth and support for ambitious brands.
The agency will mark its 15th anniversary later this month.
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