Mobilyser sounded like a smart solution. It promised to help Australians save time and money on their taxes by separating work and personal phone usage. Its founder, Robbie Adams, appeared on Shark Tank Australia in 2015, asking for $1 million in exchange for 25% equity. This put Mobilyser’s net worth at $4 million.
It had traction, a timely solution, and a founder who had personally poured in nearly half a million dollars. But by 2016, Mobilyser was completely gone. There were no headlines. No big shutdown notice. Just silence.
This article uncovers how Mobilyser went from a $4M Shark Tank hopeful to a forgotten app and what entrepreneurs can learn from its rise and fall.
Mobilyser’s Net Worth
At the time of its Shark Tank pitch, Mobilyser’s net worth was valued at $4 million. That valuation was based on Robbie Adams’ ask: $1 million for 25% equity in the company. But here’s what was missing:
- Revenue figures were not shared
- User base was never publicly disclosed
- There were no outside investors besides Adams himself
While the app had technical potential, it wasn’t backed by financial proof. Robbie had already invested between $400,000 and $450,000 AUD from his own funds. This added risk, but not revenue.
Fast forward to 2016, Mobilyser was no longer available in app stores. By then, its net worth had effectively dropped to zero.
What Mobilyser Tried to Solve
To understand the app’s appeal, you need to know what was happening in Australia in 2014 and 2015.
The Australian Tax Office (ATO) was tightening rules around mobile phone tax claims. People had to prove which phone calls were for work and which were personal. For small business owners, freelancers, and remote workers, this was a real pain.
Mobilyser aimed to fix that.
The app worked by:
- Letting users tag contacts as “work” or “personal”
- Tracking calls and data usage automatically
- Generating ATO-compliant reports for tax filings
- Syncing data with a web-based dashboard
It was designed to simplify a confusing process and help users avoid audits or rejected deductions.
On paper, it made perfect sense.
The Man Behind the App: Robbie Adams
Robbie Adams was no typical tech entrepreneur.
He was a former Australian Army serviceman, with a background in safety training and defense logistics. After transitioning into the private sector, he founded JKP Technologies and later JKP Fusion.
He wasn’t backed by Silicon Valley or a flashy team. He funded Mobilyser himself after missing out on a $500,000 innovation grant.
Adams believed the app had a real future, especially as the ATO crackdown began. But belief isn’t always enough.
Image Source : Business News
The Shark Tank Pitch: Where Things Went Sideways
In 2015, Robbie appeared on Shark Tank Australia in Season 1, Episode 11.
He walked in asking for $1 million in exchange for 25% of Mobilyser. He demoed the app, explained its tax benefits, and even mentioned his personal investment.
But the Sharks were unimpressed.
Here’s what went wrong during the pitch:
- No proven revenue model
- Only available for Android, no iOS version
- High user acquisition costs
- Unclear go-to-market strategy
Shark Naomi Simson pointed out the high cost of educating and acquiring customers. Another Shark called it “a really bad idea.” None of them made an offer.
Without a deal, Robbie walked away empty-handed.
RELATED: Why are 50% of the Shark Tank Deals Not Getting Close?
Why Mobilyser Failed to Survive
While Mobilyser solved a real problem, several critical flaws stopped it from growing.
It Only Worked on Android
At the time, Mobilyser was not available for iPhones. That immediately cut out a huge segment of potential users, especially business professionals.
Manual Tagging Was a Chore
Users had to tag contacts themselves. There was no automation. Over time, that made the app feel like more work than it was worth.
No Marketing Momentum
Without a Shark partner or media push, the app didn’t gain traction in app stores or online.
Limited Trust and Awareness
Tax-related apps require a high level of trust. Without endorsements, certifications, or major user reviews, many potential customers likely held back.
Lack of Scale
There was no evidence that Mobilyser had scaled beyond a few hundred users. The founder’s own investment couldn’t carry it forward.
By late 2016, the app disappeared from Google Play. The official website was taken down. The business shut its doors with no fanfare.
If you were a Shark, would you have invested in Mobilyser’s $4M pitch on Shark Tank Australia?
What Happened to Robbie Adams?
Robbie Adams may have exited Mobilyser, but he didn’t leave entrepreneurship.
Today, he is based in New Zealand and has shifted into two successful fields:
- Luxury real estate: He built a portfolio valued at over $150 million NZD, focusing on waterfront properties NZ Sotheby’s Realty
- Marine safety tech: He launched Cerberus Marine, which offers emergency beacon systems and tracking devices for superyachts
He never made a public statement about Mobilyser’s shutdown. But his new ventures show that he didn’t let failure stop him.
What Entrepreneurs Can Learn from Mobilyser
Mobilyser’s journey offers valuable lessons for anyone launching a startup, especially in tech:
- Validate before you value. A $4M net worth means little without traction
- Launch on all platforms. Ignoring iOS was a huge limitation
- Automate wherever possible. Manual tagging killed user experience
- Market smarter, not just harder. Great products still need great marketing
- Shark Tank is a boost, not a guarantee. Exposure helps, but only if the business is ready to scale
Robbie had passion, a plan, and a problem worth solving. But the pieces didn’t fit fast enough.
RELATED: 9 REJECTED SHARK TANK PITCHES THAT MADE MILLIONS
Final Thought: The Value Beyond the Valuation
Mobilyser may be gone, but its story is more than a failed app.
It’s a reminder that even the best ideas need execution, funding, and timing to survive. And sometimes, even when your pitch hits national TV, you still have to walk away and rebuild from scratch.
Robbie Adams did just that.
As for Mobilyser, its net worth was once $4 million. But its legacy is a masterclass in risk, resilience, and reality.
TL;DR
Mobilyser net worth was $4M on Shark Tank Australia but vanished by 2016 due to limited platform support and no investor backing.
FAQs
Did Mobilyser get a deal on Shark Tank Australia?
No, Mobilyser did not secure a deal, as the Sharks criticized its lack of revenue and Android-only platform.
Why did Mobilyser shut down?
Mobilyser ceased operations by 2016 due to its Android-only limitation, manual tagging issues, and lack of marketing traction.
What was Mobilyser’s valuation on Shark Tank?
Mobilyser was valued at $4 million during its 2015 Shark Tank pitch, based on a $1 million ask for 25% equity.
What is Robbie Adams doing now?
Robbie Adams is now a successful entrepreneur in New Zealand, focusing on luxury real estate and marine safety technology.