1TT signs three-year exclusive defence distribution deal with NATO-registered EAV
Thrive Tribe Technologies Limited (ASX: 1TT) has entered into a three-year exclusive distribution agreement with Effective Acceleration Ventures Ltd (EAV), a NATO registered defence procurement agency, to market and distribute its WooBoard and REFFIND HR platforms to the armed forces, military organisations, troops and personnel of NATO member states.
The company has confirmed that an important milestone in the agreement has been triggered, with local execution capability now onboarded and roll-out set to commence. Under the agreement, EAV must generate at least US$5 million in turnover by the end of Year 1 and at least US$15 million by the end of Year 2 to retain exclusivity.
While the agreement establishes a distribution channel for the defence market, the company has stressed that no customer contract, participant selection or guaranteed revenue has been secured.
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Deal terms: what the EAV agreement covers
Under the Distribution Agreement, EAV will lead distribution, market development and prospective-customer engagement for 1TT’s workforce software within the Target Market. The commercial structure is set out below.
| Term | Detail |
|---|---|
| Agreement type | Three-year exclusive distribution agreement |
| Target Market | Armed forces, military organisations, troops and personnel of NATO member states |
| Year 1 exclusivity threshold | EAV must generate ≥ US$5 million turnover |
| Year 2 exclusivity threshold | EAV must generate ≥ US$15 million turnover |
| EAV revenue share | 20% of revenue generated under the agreement |
Responsibilities under the agreement are split between the two parties:
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EAV: defence-market development, customer engagement, procurement navigation, channel management, and tender and proposal support.
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1TT: the product platform, licensing, configuration, implementation, integrations, hosting, technical support and ongoing development required for each customer deployment.
The balance of revenue will accrue to 1TT before its costs of product development, implementation, security, hosting, support, compliance and administration. Revenue recognition will depend on final customer contracts, delivery obligations and applicable accounting standards.
Importantly, the company notes the arrangement operates within defined procurement boundaries. The agreement gives EAV exclusivity as 1TT’s private channel partner. It does not authorise either party to award public contracts, bypass procurement or claim NATO endorsement.
Background: who EAV is and what 1TT’s platforms do
EAV is a Canadian defence supplier and services contractor holding NCAGE code L0Y27. Its disclosed activities include supplying aircraft, ship and boat parts, high-precision military optical equipment, and IT and telecommunications assets, alongside logistics and personnel services for government and allied agencies. According to the company, EAV has successfully executed millions of dollars in Canadian Government defence contracts over the past 18 months.
1TT develops cloud-based Software-as-a-Service (SaaS) solutions focused on employee engagement, recognition and workforce wellbeing. Its core platform, WooBoard (formerly REFFIND), was built to drive positive workplace culture, peer-to-peer recognition and performance visibility. Prior enterprise validation includes pilots with AirAsia and Disney.
The WooBoard and REFFIND relaunch, announced on 26 May 2026, expanded 1TT’s target market beyond enterprise employers to include government agencies, emergency services and defence-related organisations, setting the strategic foundation that the EAV distribution agreement now builds on.
On 26 May 2026, the company announced the relaunch of WooBoard and REFFIND into the enterprise, government and defence-related markets. The EAV agreement establishes 1TT’s first exclusive distribution channel for the defence market.
The opportunity: defence wellbeing is a fast-growing market
The agreement positions 1TT to target a defence sector that is increasing both its overall spending and its investment in personnel-focused technology. Several third-party market data points frame the opportunity:
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The employee communication and experience platform market is worth approximately US$3.5 billion, with 1TT targeting the defence and military segment as one of very few companies gaining a foothold in the niche.
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According to Towards Healthcare, the global mental health technology market is projected to grow from roughly US$12 billion in 2026 to over US$56 billion by 2035, with the employer-provided segment expected to be the fastest-growing customer category.
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According to SNS Insider, military telemedicine is one of the fastest-growing segments of defence health technology, with mental health and PTSD management applications forecast to expand faster than any other use case through to 2035.
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According to NATO, member states agreed at the 2025 NATO Summit to lift defence investment to 5% of GDP annually by 2035, with European Allies and Canada already increasing combined defence expenditure by close to 20% in 2025.
By pairing an established enterprise HR and engagement technology stack with a partner experienced in defence procurement channels, 1TT is aiming to position WooBoard at the intersection of two accelerating trends: rising defence budgets across the NATO alliance, and growing recognition of workforce wellbeing technology as a defence capability priority.
Educational: what “defence wellbeing technology” actually means
Defence organisations combine large, dispersed workforces with elevated exposure to operational stress. Personnel may operate across bases, ships, aircraft, depots and international postings, often working irregular shifts under sustained pressure. Software that supports troop recognition, secure communication and mental health maps onto these needs, which is why a workplace engagement and recognition SaaS is being repositioned for military use.
1TT intends to expand WooBoard beyond employee recognition into a purpose-designed digital wellbeing and readiness layer for defence personnel. The proposed product architecture is organised into five connected modules, presented as a roadmap concept rather than a finished product:
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READY — mental fitness and pre-deployment preparation.
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CONNECT — morale, cohesion and trusted support.
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RECOVER — sleep, fatigue, critical incidents and reintegration.
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CARE — a digital front door to human help.
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LEAD — privacy-preserving workforce insight.
The company has emphasised that this represents a proposed architecture. The current roadmap does not represent that all modules are complete, accredited or available for immediate deployment.
What happens next: proof of concept and roll-out
A key initial milestone has been met, with a defined proof of concept now in place. The company has entered into an agreement with a local execution partner for the first proposed application: an eight-week residential program in Australia for volunteer U.S. military veterans, incorporating baseline and completion assessment plus 30, 60 and 90-day follow-up.
The pilot is intended to assess feasibility, safety, participant experience and preliminary outcome signals. It is not designed to establish clinical efficacy, and no customer contract, participant selection or guaranteed revenue has been secured. The pilot remains subject to customer contracting, procurement, clinical and ethics approvals, and security and privacy requirements.
1TT intends to progress its development through a staged pathway spanning customer discovery, defence-user design, clinical and ethical review, cyber architecture, prototype development, pilot configuration and outcome measurement. Any claim relating to health, performance, readiness or clinical outcomes would require appropriate evidence and validation before being made.
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