An Australian media platform focused on creator-led discovery is set to launch a new app aimed at connecting users with local businesses and experiences.
Developed by The West Group, the platform combines geolocation technology with creator content to help users discover travel, food and cultural experiences based on their location or planned visits. The app is scheduled to launch in New South Wales on May 26, 2026.
The platform brings together content creators, businesses and communities, offering a discovery model built around curated, location-based content. Businesses are featured through creator-led posts mapped to specific areas, allowing users to explore experiences in real time or plan ahead.
West has onboarded more than 480 creators as “West Ambassadors”, with a combined reach of over nine million users. More than 1,500 businesses are already featured on the platform, with additional partners expected to join following the launch.
The platform does not include ratings or reviews, instead focusing on curated content designed to highlight local experiences. The model is intended to provide an alternative approach to how users discover destinations, particularly at a neighbourhood level.
Ahead of launch, West has built a pipeline of businesses and partners, including collaboration with local councils and brands, as well as a consumer waitlist of more than 11,000 users.
“West was built because great local businesses deserve to be found beyond the 72-hour life of a social post,” said Dean Boone, founder, The West Group. “When a content creator, a local or a visitor shares somewhere they’ve discovered, that recommendation reaches the right people in the right place and keeps working long after it was first posted in the West app.”
