About
Why we built Entitle Guard™.
Ownership should feel confident, from purchase to disposal. We connect homeowners, builders, retailers and OEMs so warranties, service and sustainability are simple.
Our story
It started with a warranty I could not find.
A few years ago, an appliance in my home stopped working. I was sure it was still under warranty. I knew I had bought it relatively recently. I knew I had kept the receipt. I just could not find any of it.
I tore through the kitchen drawer. The email inbox. The bottom of a moving box from two homes ago. By the time I gave up and called the retailer, I had spent two evenings on something that should have taken two minutes.
It is a small story. The kind of story most homeowners can tell. That is the part that started Entitle Guard™.
The conversations
I called the contact centres. They could not find it either.
I started asking. I called retailer support lines. I called the manufacturer. I asked friends in service organisations how they handle these calls. The pattern was always the same.
The agent on the other end of the phone wanted to help, but they did not have the information either. Receipts buried in inboxes. Serial numbers nobody had captured at sale. Warranty terms that lived in a PDF nobody could find. They were apologising on behalf of a system that simply was not built for this moment.
The post purchase years are not a CRM problem. They are an information problem. And nobody owned the information.
The pressure
Australian builders carry six years of statutory liability. With folders.
When I started talking to builders, the same story appeared on the other side of the relationship. The Australian residential builder carries six years of statutory liability for major defects after handover. Six years where a phone call from the home you handed over could become a defect, a warranty claim, or a tribunal letter.
And the tools to manage that period? A folder full of receipts. A USB stick of manuals. A spreadsheet that fell out of date the day after it was created. Builders were carrying real legal exposure with stationery.
Meanwhile, the family in the home they had built was the one paying for it, in the small frustrations of not knowing who to call, what was covered, or where the proof had gone.
Our purpose
Mission and vision.
Mission
Bring clarity, control and value to every purchase and every build. We make entitlements (warranties, service contracts, insurance) effortless, transparent and actionable for everyone.
Vision
A world where products are owned with confidence, support is simple, and disposal is responsible. Post purchase becomes a moment of trust, not friction.
From observation to impact
How we built it.
Five short steps from the question that started it to the platform we run today.
Observation
Paper gets lost. Email gets buried. Owners and brands both suffer when proof of purchase is not at hand.
Idea
Unify the lifecycle. One platform to register purchases, track coverage, and connect support.
Build
A consumer app. A retailer and OEM portal. A builder handover toolkit. One shared record of truth.
Scale
Automation first. Reminders, claim integrity checks, and lifecycle insights that quietly reduce cost to serve.
Impact
Trust compounding. Faster resolutions, fewer tickets, better sustainability outcomes.
What we believe
Six principles that guide how we design, ship and support.
Unified by design
One platform for homeowners, retailers, OEMs and builders. The same truth for everyone.
Automation where it helps
Reminders, integrity checks and insights that quietly reduce effort. Never noise for its own sake.
Trust through transparency
Clear coverage. Clear timelines. Clear actions. No fine print working against you.
Sustainable ownership
Responsible end of life guidance built in. Repair before replace, where it makes sense.
Privacy and security first
Your data is protected. Your control is paramount. Stored in Australia, never sold.
Designed for humans
Plain language. Thoughtful flows. Helpful nudges. The kind of product you do not have to be trained on.
The results that matter
Numbers we aim for, and outcomes we measure.
30%
Fewer support queries for brands and builders.
3×
Faster query and claim resolution.
25%
More timely renewals and service engagements.
90+
CSAT and NPS targets we aim to exceed.
Illustrative targets. Ask us about outcomes in your category.
Team
Product makers, engineers and operators.
A small team in Sydney, focused on practical impact.
Venki Arunachalam
Founder and CEO
Venki has built and led product teams across the globe for two decades, with a focus on AI and the kind of large scale platforms that have to work for everyone, every day. He started Entitle Guard™ after one too many lost warranties at home, and the conversations with contact centres that followed.
LinkedIn
Charanya Subramaniyan
Co-Founder and CPO
Charanya has launched and grown product platforms inside two of Australia’s most demanding consumer environments, Wesfarmers and Catch.com. Her background spans retail and financial services, with a focus on the customer flows that decide whether someone comes back.
LinkedIn
Kannan Hariharan
Advisor Australian Digital Ventures
Sydney-based entrepreneur and investor with 25+ years in startups. Co-founded and scaled a multi-million dollar payments company, raising significant growth capital. Now actively incubating, investing in and advising more than thirty startups across Australian and global markets through Australian Digital Ventures.
LinkedInRoadmap
Where we are headed next.
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Phase 1, 2026
Builder pilot
Ten Australian residential builders. Three properties each. Sixty day pilots, with the team embedded.
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Phase 2, 2026 to 27
Retail and merchant activation
Shopify app, merchant portal, OEM API. Bring the supply chain into the same record.
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Phase 3, 2027
Insurance
Verified entitlements unlock fairer claims and parametric cover. Partner with a small set of AU insurers.
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Phase 4, 2028 plus
Entitlement Pass
Apple Wallet and Google Wallet integration. The home, the warranty, the proof, in your wallet.
Media and partnerships
Building confidence with our partners.
We collaborate with retailers, OEMs, installers and builders who want post purchase to be a competitive advantage. For press kits, interviews, and partnership enquiries, talk to our team.
The Entitle Guard app
Take Entitle Guard™ with you. Free on App Store and Google Play.
You built them a great home. Now stop paying for it after handover.
Apply for the pilotPilot programme open. First three properties free. Email venki@entitleguard.com