Joomstore is relevant to the AI agent ecosystem as an implementation and optimization partner for non-technical sectors. While they are not building foundation models, they are active in the application layer, specifically through "Generative Engine Optimization" (GEO). This is a critical function for the agent ecosystem because it focuses on how businesses can ensure their data is discoverable and accurately represented when agents perform RAG (Retrieval-Augmented Generation) or web searches to answer user queries.
They are a bridge between agent technology and the legacy web. By integrating AI-powered chatbots and deploying "AI strategy" for SMEs and NGOs, they are helping to expand the footprint of agentic tools in industries like law and healthcare. Their work highlights a growing market for specialized consultants who can tune corporate data for LLM consumption, ensuring that the next generation of AI agents has high-quality, authoritative sources to pull from.
Joomstore began in 2008 as a specialist in the Joomla content management system, a focus reflected in its brand name. Over nearly two decades, the Perth-based agency has evolved into a full-service digital partner for sectors that require high levels of compliance and complex data handling. Founded by Noah Greenstone, the firm primarily operates in the Australian market, serving non-governmental organizations (NGOs), law firms, and corporate entities. While the company still supports a broad range of legacy and modern platforms—including WordPress, Webflow, and Shopify—its recent focus has shifted toward the integration of artificial intelligence into traditional business operations.
As search habits migrate from traditional Google queries to AI-driven interfaces like ChatGPT and Perplexity, Joomstore has introduced Generative Engine Optimization (GEO). This service is a response to the way LLMs (Large Language Models) index and cite information. Unlike traditional search engine optimization, which focuses on keyword density and backlink profiles, GEO involves structured data and content strategies designed to ensure a business is mentioned and recommended by AI agents. This positioning suggests Joomstore understands that for many of its professional services clients, being the top result in an AI's conversational response is the new benchmark for digital relevance.
The company’s portfolio includes highly customized applications that go beyond simple brochure-ware. For Soroptimist International, they built a SaaS platform handling membership management, intricate reporting, and governance across affiliate operations. For the Energy Matrix Group, they developed a gas trading application featuring real-time data and analytics used to price energy in Australia. These projects indicate a technical capacity for building logic-heavy applications that require more than basic website builders can offer. By hosting these sites on a private, managed platform, the agency maintains control over the security and performance variables required by their enterprise-adjacent clientele.
Joomstore positions itself as a strategic consultant rather than a volume-based development house. The agency advocates for "AI outreach" and "efficient automation" as tools for SMEs to compete with larger competitors. Their internal operations use these same tools; their website features an AI agent named Noupe to handle initial customer inquiries and lead capture. This implementation serves as a case study for their clients, demonstrating how agentic interfaces can replace or supplement traditional contact forms. As the AI ecosystem matures, Joomstore is acting as a service-layer bridge, translating the capabilities of LLMs and autonomous agents into practical business outcomes for organizations that are not inherently tech-centric.
Generative Engine Optimization and AI-driven digital strategy for traditional businesses.
Joomstore is hiring.