Luke Yarnton

EARLY ENTREPRENEURIALISM. Luke Yarnton has always had an entrepreneurial spirit, a trait that traces back to his childhood in New Zealand. Growing up, Luke was immersed in the world of small business, helping his parents run their retail store. “I grew up behind the counter, learning how to interact with customers and seeing the value of a returning customer,” Luke recalls. This early exposure to entrepreneurship left a lasting impression, fueling his desire to carve out his own path in the business world.

Luke’s entrepreneurial flair was evident from a young age. He vividly remembers his first venture at four years old—selling tiny crabs found under rocks he had collected from the mudflats near his family’s holiday house. “I’d knock on neighbors’ doors trying to sell them crabs, and every time I made $5, I was a happy ice-cream-fed kid,” he says with a laugh.

In high school, Luke was surrounded by a culture of success and excellence. Attending the same school as New Zealand’s top athletes and creatives, inspired him to think big. “Being surrounded by people who were doing incredible things removed any sense of limitation,” Luke explains. Despite not being academically motivated, he pursued a degree in commerce at the University of Auckland, focusing on management and marketing—skills he knew would be versatile in the real world.

After university, Luke’s first job was with a city-to-city transport startup, where he was given more responsibility than most 21-year-olds could imagine. “I had the keys to everything from customer support to marketing,” Luke recalls. Although the role was demanding, it offered invaluable experience in managing and growing a business. However, when the startup evolved into a more traditional corporate environment, Luke realized it wasn’t for him. He quit his job, packed his bags, and embarked on a backpacking adventure across Europe.

During his travels, Luke was approached by PartPay, a financial technology startup, to join their team. “That got me into the most formative stage of my life so far,” Luke reflects. At PartPay, Luke played a crucial role in the company’s expansion, moving from New Zealand to London and eventually to New York after the company was acquired by Zip, an Australian financial tech giant.

But after years of rapid growth and global expansion, Luke found himself yearning for a new challenge. That’s when he co-founded The Rave, a platform designed to revolutionize influencer marketing by turning everyday shoppers into brand evangelists. “We’re at a time when the everyday customer can make a meaningful difference for a business,” Luke explains. The Rave allows customers, regardless of their follower count, to earn instant cash rewards for sharing their favorite brands with followers. “Our vision is one where influencer marketing and affiliate marketing are completely democratized,” Luke says.

Luke’s experience as a member of the LGBTQIA+ community has also influenced his approach to building The Rave. Growing up, he struggled with his identity, particularly in the rugby community, where he didn’t have any role models who looked like him. This sense of isolation initially held him back, but today, Luke embraces his identity and is motivated to be a visible role model for others. “If I’m openly gay and proud, maybe a 16 or 17-year-old Luke out there will see that and feel inspired,” he reflects.

EMPOWERING INCLUSIVITY. At The Rave, Luke is committed to removing biases in influencer marketing, ensuring that everyone, regardless of background, has equal opportunities to share and earn. “We’ve removed bias from the equation, so every customer gets equal opportunities to participate in campaigns,” Luke explains. This approach has led to significantly higher engagement rates and has empowered people who might have previously been overlooked.

Reflecting on his career so far, Luke’s advice to aspiring LGBTQIA+ founders is simple: don’t hesitate. “The best cure for any hesitancy is to start moving,” he says. “Don’t wait around. Start building. Do stuff.”