Startup Muster co-founder steps down as chief executive, naming Julian Tol as successor

New Startup Muster chief Julian Tol.

New Startup Muster chief Julian Tol. Source: Supplied

Startup Muster, the research startup founded to offer insights into the Australian startup scene, has named Julian Tol as its new chief executive, as co-founder Monica Wulff steps down from the role to focus on her role as a director.

The announcement that Tol, founder and ex-chief executive of Software-as-a-Service advertising startup Brandscreen, will take over the role four months after applications opened in February.

Founded five years ago, Startup Muster is backed by Google, UTS, and the federal Department of Industry, Innovation and Science.

Tol has worked with startups across the US, Europe and Asia, and now has plans to bring his expertise home to Australia.

“During my first stint in Silicon Valley, I was surprised by the attitude to failure. It’s almost a necessary prerequisite for success, and we could do with more of that in Australia,” he said in a statement.

“We need less fear of failure and less stigma around it. I’ve had both wins and losses and I’m better for it.”

According to the statement, Tol values Startup Muster’s ability to create a full picture of the Australian startup ecosystem, particularly in bringing insights to corporates looking to invest in startups.

He said the annual Startup Muster reports provide insights to help Australian startups enter the international market.

“Australian startups are increasingly using local success to propel them into global markets. Aussie execs travel well, and Startup Muster data helps all players in the ecosystem, from government to investors, to plan and execute expansion plans,” said Tol.

The fifth Startup Muster survey is due to open on July 2.

Startup Muster put out a call for a new chief executive on LinkedIn in February, with Wulff saying she will be focusing on her role as a director as the company continues to grow.

“As a co-founder of this business I am committed to its future. I’m proud to have supported Startup Muster to become the organisation it is today, taking it from a side hustle to a nationally recognised organisation, and I look forward to the opportunity to focus on my director duties and bringing in the right talent to lead the company forward,” Wulff said at the time.

NOW READ: Stories of stepping back: Mon Purse’s Lana Hopkins and Broadband Solutions co-founder Sam Bashiry on leaving chief executive life


Notify of
Inline Feedbacks
View all comments
SmartCompany Plus

Sign in

To connect a sign in method the email must match the one on your SmartCompany Plus account.
Or use your email
Forgot your password?

Want some assistance?

Contact us on: or call the hotline: +61 (03) 8623 9900.