About us
Friendship Tree is an Australian-born tech not-for-profit on a mission to restore trust in giving.
In a world that craves simplicity and connection, we turn everyday generosity into visible, rewarding impact.
We amplify and direct more resources to causes already doing the work.
Beyond our app, we’re creating a cultural movement of unity — for people and the planet. We’re here to prove that even the smallest donations, multiplied by trust and community, can sprout lasting change.
We:
Friendship Tree was planted when a handful of people from different worlds shared the same frustration: the world was feeling disconnected, and generosity had become overwhelming and confusing.
So, the team came together to make giving feel simple, human, and worth doing again. Out of those countless conversations and early ideas, Friendship Tree took root.
Founder
Adam is the heart and soul behind Friendship Tree, with a simple belief: that deciding who to donate to should be easier. He cares deeply about humanity and the natural world and believes that everyday people can change things for the better. Adam has dedicated a lifetime to leading teams and sustainable businesses, and has learned the value of steady commitment and implementation. At Friendship Tree, Adam focuses on keeping the purpose clear and the work grounded. He brings creativity, balance, patience, and a willingness to do the hard work behind the scenes.
GM, Partnerships & Engagement
Felicity brings more than 25 years’ experience across the commercial, government, and charity sectors, with over a decade focused on strategic partnerships and fundraising. Felicity is a natural connector who enjoys bringing people, ideas, and opportunities together in ways that feel aligned and mutually beneficial. At Friendship Tree, she is committed to helping the NFP sector thrive through meaningful partnerships and the right support. She works closely with charity partners to strengthen visibility, deepen engagement, and create opportunities for sustainable growth.
CFO
A community leader with more than four decades of experience across finance, governance, and business leadership, Mark provides an experienced and steady hand in leading financial strategy and compliance. Mark believes strong financial foundations make meaningful work, and has carefully structured Friendship Tree’s not-for-profit model and operating arm, ensuring clarity, compliance, and long-term sustainability so that Friendship Tree becomes a household name for years to come.
Chief Digital & Innovation Officer
With decades of experience across technology, media, and consulting, Ben combines technical depth with practical problem-solving. He oversees product development, user experience, and platform performance, ensuring the technology works smoothly and reliably. Ben believes digital tools should make things easier, not more complicated. His focus is on building systems that are robust, thoughtful, and aligned with the mission.
Operations and Sustainability Manager
Alice is a systems thinker who turns complexity into clarity. With a background spanning international security, governance, and IT, she’s known for her calm precision in fast-paced environments and her ability to turn good ideas into practical, reliable solutions. At Friendship Tree, Alice designs the systems and processes that keep everything running smoothly behind the scenes — ensuring purpose is supported by structure, transparency, and care. She’s guided by the belief that when people, planet, and everyday effort work in harmony, real change can truly take root.
Brand & Marketing Manager
Helen faithfully represents the impact happening on the ground - so supporters can understand it, trust it, and feel part of it. She ensures every piece of communication feels authentic and considered. She believes good storytelling isn’t about building hype - it’s about honesty, resonance, and timing. When the stakes are high or the message feels tangled, she enjoys finding the thread that makes it all make sense.
The ACNC-registered Friendship Tree Foundation acknowledges, with sincere appreciation, the many individuals and organisations whose dedication and belief in our purpose make our work possible. Our Foundation is supported by the people-power and technology from the social enterprises Friendship Tree Pty Ltd and Friendship Seeds Pty Ltd. With innovation, private sector investment, and commitment to social impact, these organisations provide the teamwork, momentum, and capacity essential to advancing a movement of this scale and magnitude. We extend our deepest appreciation to the committed staff, suppliers, and advisers whose expertise and passion inspire us to do more, and be more. Their collective effort enables us to pursue our vision — of building a cultural movement of giving that unites people and the planet.
Reach out to us