The DAM vendor landscape has changed significantly since 2021, with some big names exiting Australian marketplace or being acquired by larger players.
The digital asset management (DAM) market has seen remarkable changes since we first explored this topic in 2021 blog, we have since updated our article on How to Choose a Digital Asset Management Solution in Australia. As a follow up, this updated blog article reflects the significant advancements in technology, such as AI-driven automation, enhanced compliance tools, and seamless integrations, which have transformed how organisations manage their digital assets. In addition, our latest eBook provides a digital asset management guide in 2025.
The vendor landscape has shifted dramatically, with several big names exiting the Australian marketplace or being acquired by larger players. DAM vendors like Thirdlight, once a well-known choice for mid-sized organisations, have been subsumed into larger ecosystems, limiting their direct presence in Australia. Similarly, legacy solutions like Extensis Portfolio and Fotoware have struggled to remain relevant in a cloud-first market, with their on-premise models increasingly viewed as outdated. Other vendors have narrowed their focus to specific regions, making their solutions less accessible or practical for Australian organisations.
In this updated guide, we not only highlight the vendors thriving in 2024 but also reflect on the evolving challenges and opportunities within the DAM market for Australian businesses.
Full Disclosure: As a certified reseller for Canto, we’re proud advocates of their solutions. That said, every organisation’s needs are unique, and the best DAM for you will depend on your specific requirements.
AEM (Adobe Experience Manager)
Canto remains a leading DAM solution globally and in Australia, catering to small to medium-sized organisations, particularly in education, government and brand sectors. Since 2021, Canto has doubled down on its Australian market presence including a dedicated business development professional, establishing dedicated local support, and expanding AWS hosting capabilities in Sydney with backups in Melbourne, ensuring full data sovereignty.
Key Updates:
Key Weakness:
Limited advanced video and audio handling compared to some competitors, which may not suit organisations with heavy media needs.
Things to know:
HIVO, a fully Australian-owned DAM, continues to cater to creative teams. Its niche focus on consent workflows has helped it carve out a market, but limited integrations and scalability hinder its broader adoption. Since 2021, HIVO has prioritised enhancing its workflow tools to support creative project management.
Key Updates:
Key Weakness:
Lacks scalability and critical DAM features like advanced reporting, integrations, and DRM, making it unsuitable for larger or more complex organisations.
Things to know:
IntelligenceBank has evolved its offering to include broader marketing operations capabilities. It is a strong choice for organisations looking for a unified platform for asset management, compliance, and brand governance. However, its slower feature rollouts compared to competitors remain a drawback.
Key Updates:
Key Weakness:
Slower rollout of new features compared to competitors, which may frustrate organisations looking for cutting-edge tools.
Things to know:
Collaboro continues to specialise in rich media and video-first DAM solutions, but its outsourced tagging model remains divisive. In 2024, Collaboro stands out as a full-service DAM provider offering both digital and physical asset management services.
Key Updates:
Key Weakness:
Reliance on outsourced tagging may create difficulties in finding assets if tagging logic doesn’t align with organisational workflows.
Things to know:
Bynder remains a heavyweight in the enterprise DAM market, with a continued focus on creative content production and distribution. While its extensive feature set is a strength, its high costs and offshore processing remain concerns for Australian businesses requiring data sovereignty.
Key Updates:
Key Weakness:
Offshore data processing and backups may not meet Australian data sovereignty requirements, posing compliance risks for some organisations.
Things to know:
Lookatme has maintained its position as a low-cost, basic DAM solution. However, its limited functionality and lack of transparency about technology and security features continue to limit its appeal. Few significant updates have been made since 2021.
Key Updates:
Key Weakness:
Limited transparency and innovation, making it a less viable choice for organisations with evolving DAM needs.
Things to know:
MediaValet continues to target large enterprises with high-volume creative production needs. Its robust support for massive media files and integration with Microsoft Office remains its standout features. However, its high cost may limit adoption for smaller businesses in Australia.
Key Updates:
Key Weakness:
High costs make it inaccessible for smaller organisations or those with limited budgets.
Things to know:
Brandfolder excels in brand asset management, offering an intuitive interface and AI-powered tools. Acquired by Smartsheet, it provides seamless integration for project and team management, though some organisations may find its focus on branding too narrow.
Key Features:
Key Weakness:
Narrow focus on brand asset management may not suit organisations requiring broader DAM capabilities.
Acquia DAM, a robust platform formerly known as Widen Collective, targets enterprise-level organisations with diverse digital asset needs. With advanced content governance features and seamless integration into broader Acquia tools, it’s a great choice for complex environments.
Key Features:
Key Weakness:
The complexity of the platform may lead to a steeper learning curve for new users, requiring significant onboarding and training.
AEM is a comprehensive content management solution with robust DAM capabilities. Designed for enterprise-level organisations, it integrates seamlessly with Adobe’s ecosystem, offering unparalleled support for creative workflows and content delivery.
Key Features:
Key Weakness:
High cost and complex implementation process make it less suitable for small to medium-sized organisations.
Click to see how AEM compares to Canto.
The DAM market in Australia is diverse, with vendors catering to a wide range of organisational needs. While Canto and Bynder lead with strong feature sets and enterprise capabilities, niche players like HIVO and Collaboro offer specialised solutions for creative teams. Brandfolder and Acquia bring fresh options for branding and enterprise content workflows, respectively, ensuring that every organisation can find a DAM solution tailored to its needs.