It all started, like many good ideas, on the dancefloor at a mate’s wedding. Warwick and Carla Groves had just received a cracking photo of themselves mid-boogie.

“We remember receiving a beautiful photo of ourselves dancing at a friend’s wedding and thinking there has to be a better way to gather these moments,” Carla tells Business Builders.

“That’s when it clicked. What if we made it easy to spotlight the guest’s perspective and bring all those moments together in one shared, high-resolution gallery?”
And just like that, the seed for Guestpix was planted.

The photo-sharing problem no one had solved (yet)

Anyone who has ever hosted a wedding or big bash will get this: after the party, it’s a scramble to find the good photos. Someone’s got a blurry group shot in a WhatsApp thread, someone else reckons they’ll send a Dropbox link (they don’t), and good luck figuring out where those USBs ended up.

“Mainly, it was low-resolution photos sent via chat links or links to cloud drives that felt clunky,” Carla says.

“There were USBs floating around and endless group chats with low-quality uploads. Most couples never saw half the memories their guests captured.”

So the Groves decided to fix it. They created a platform where guests could simply scan a QR code and upload their photos to a shared, high-res gallery. No app. No login. No dramas.

From backyard bet to big business

Guestpix officially launched from the couple’s backyard in Adelaide with just $1,000.

“We always had a big vision for what Guestpix could become, but we went into it with realistic expectations,” says Carla. “We knew there was every chance it might not take off.”

They figured even if it only ever paid a small wage, that would be enough. But four months in, things changed.

“We received 800 orders that October. That became the turning point. We looked at each other and said, ‘This is our chance,’ so we took it!”

Warwick left his job, and by the new year, Guestpix was their full-time gig.

Building a tech product without a startup playbook

Carla might say they had no tech experience, but Warwick did bring some serious credentials to the table.

“Waz’s background is in technology, starting out as a software developer working on algorithms for capital markets,” she says. “Just prior to starting Guestpix, he was running tech operations for a national tourism business.”

The first version of the product was basic but effective.

“It wasn’t as fast, polished, or as feature-rich as it is today. But it did the job,” Carla says. “That simplicity resonated.”

Being first to market

So, how do you launch a first-to-market tech product with no marketing background? Trial, error and a bit of hustle.

“I didn’t have advertising experience so like most founders, I figured it out and learnt on the go!” Carla says.

“I was hyper-focused on A/B testing our messaging, always looking for ways to optimise.”

They launched some digital ads and posted on social. Four days later, their first order rolled in. “We were over the moon!”

Guestpix has now been used at over 100,000 events in more than 100 countries. Not bad for a bootstrapped business.

“From the beginning, we knew we had a first-mover advantage, and we were determined not to waste that opportunity,” Carla explains.

“Instead of pocketing early profits, we made a conscious decision to reinvest in the business, especially in people.”

Hiring early was a big risk, but one that paid off. Three years in, the team has grown to 20. and the product continues to evolve.

Why they stayed bootstrapped

With 353 per cent year-on-year growth, many startups would be chasing investors. Not Guestpix.

“We wanted to maintain strategic options and also preserve equity for future growth opportunities. The early years were really all about learning the market and building a scalable foundation,” she says.

That doesn’t mean they’re ruling out raising capital, though.

“We see the benefits of growth capital and see it as an inevitable progression to continue to scale,” she says.

Expanding the offering

Guestpix might have started in the wedding world, but it didn’t stay there.

“Even though we initially marketed to the wedding industry, we were amazed at how quickly people began using it for other events like funerals, birthdays, baby showers, and even corporate retreats,” Carla says.

That flexibility was intentional. “We were very intentional about choosing a name that wouldn’t pigeonhole us into weddings alone,” she adds.

Why Guestpix stands out

So what makes Guestpix different from the Googles and Instagrams of the world?

“Guestpix was designed specifically for events where dozens, or even hundreds of guests are capturing moments from their own unique perspective, without chasing the algorithm,” Carla says.

It’s private, frictionless, and fully controlled by the host. “Guests simply scan the QR code and upload their photos. It’s effortless, inclusive, and built to prioritise both the host’s control and the guest’s ease.”

They’ve also introduced features like likes and comments to create connection within the gallery, while keeping it intentional and closed to just attendees.

Privacy matters

“Privacy is at the heart of Guestpix because the moments our users are sharing… aren’t for public consumption,” Carla says.

There’s no public feed, no ads, no third-party access. And users retain full ownership of their content.

“In a world where so much sharing is done publicly and automatically, Guestpix offers a quieter, more respectful alternative,” she says.

Building a business and a life together

So what’s it like running a global company as a married couple?

“It’s definitely stressful at times, but also incredibly rewarding. We’re building something that matters to people, and we don’t take that lightly,” says Carla.

At home, Carla handles more of the parenting load to give Warwick space to focus on operations. But they still prioritise time with their kids.

“We split school drop-offs and pick-ups as often as we can, and we get them to all their sporting commitments because those little everyday moments with them matter.”

Communication isn’t always neat, but it flows. “Sometimes it’s over the morning coffee rush, sometimes it’s via WhatsApp messages from a different room late at night,” she laughs.

Lessons from the Guestpix journey

Have they ever felt like it was too much? Not exactly.

“Not necessarily in a ‘this is too big for us’ way, but more in a ‘how do we make the right decisions, fast, and stay true to the vision?’ kind of way,” Carla explains.

And the biggest lesson?

“In the early days, I remember feeling completely overwhelmed… We wanted to build Rome in a day. But the truth is, you have to walk before you can run, and eventually, you’ll fly.”

The story that stuck

There’s one Guestpix moment Carla will never forget.

“A bride reached out to us just after her wedding to share that her grandmother hadn’t been able to attend… After the wedding, the bride took her Guestpix gallery to the hospital and showed her grandmother all the moments guests had captured. She said it was like her grandmother got to be part of the day after all…

“Not long after, she passed away. That story has stayed with me ever since.”

The proudest moments

“First, we’re incredibly proud to now employ a medium-sized local team,” says Carla. “Second, knowing that we’ve helped capture and deliver millions of guest-taken memories from around the world… It’s incredibly humbling. And third, building this business as a married duo… We backed each other, even on the hardest days, and kept showing up.”

What’s next?
Guestpix is gearing up to launch new features and expand overseas.

“We’ve got a huge roadmap… and I’m really looking forward to leading that charge and scaling our brand globally,” Carla says.

And her advice for other Aussie founders?

“Being a founder ultimately is about resilience. It’s about metaphorically taking hits, rather than dishing them out… Big things can absolutely grow from small places over time. Keep turning up and believing in yourself.”

Find out more about Guestpix here.

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