Kate Goodall - Customer Experience and Senior Account Manager- DIVVY Parking

Surviving and thriving at a start-up


DIVVY started life as a mere idea in 2011, spurred by the frustration of trying to find a parking space in Sydney. By 2013 the idea had grown into a registered company and in 2014 we hired our first full-time employee, Kate Goodall. DIVVY has come a long way from its humble beginnings, and as the company has expanded and grown, so have Kate’s roles and her career. Not only our first full-timer, she’s also our longest standing employee and remains a highly valued member of the DIVVY team today.

Kate started with DIVVY as our Sales and Client Service Executive. She had previously worked for government and not-for-profit groups, and the role at DIVVY was her first experience of working at a start-up. Taking the role at DIVVY allowed Kate to realise her desire to work in the tech innovation arena and work with disruptive technology to make a positive impact on people’s day-to-day lives.

DIVVY was created as a peer-to-peer parking booking platform. When Kate started in 2014, it existed as a desktop website that allowed parkers to search for long-term parking, making use of vacant car spaces, whether in someone’s driveway, carport or office building. Kate was brought on board to assess and implement a customer relationship management (CRM) system to drive sales and help DIVVY’s business grow through the development of strategic relationships.

By 2015 DIVVY was focussing on the underutilised parking in commercial buildings and was beginning to move away from the peer-to-peer space. DIVVY was becoming a parking aggregator, operating as a conduit between the owners of corporate buildings and consumers. We offered a monthly parking product that helped owners of corporate buildings generate revenue from unleased parking spaces. Kate’s second role at DIVVY was Corporate Account Manager, where she was responsible for managing the corporate accounts that DIVVY was starting to accumulate.

It was at this time that the DIVVY app was developed and launched, and DIVVY moved into an enterprise-grade business model to meet the needs of the new corporate clientele. Having previously offered only monthly parking, we began to develop casual parking products, in turn opening up a new consumer market and allowing building owners to increase revenue by turning parking spaces over more quickly.

Simultaneously, DIVVY was developing its Enterprise product for the business-to-business market, which included staff parking management and tenant services. In 2016 DIVVY’s first access control device, known as Maggie, was created, using QR code access technology and heralding a new era of parking security and data management.

In 2017 Kate moved into a service delivery and account management role which today sees her as our Customer Experience and Senior Account Manager. Her role includes service delivery and the building and management of an offshore support team of nine people. She works with our large B2B clients to ensure their custom parking set ups, reports and systems are finely tuned to meet their individual needs.

She analyses and monitors our customer’s revenue and performance and is always working to enhance it by ensuring their parking bays are available to drivers in the optimal product category (daily, hourly or monthly parking) – and moving them as and when required – to maximise revenue generation. As well, Kate is part of the change management team, involved with implementing the DIVVY Enterprise product for new clients. She is a valued member of the DIVVY management group and represents customer experience at management level.

Kate says –

‘It’s been such a rewarding experience to work at DIVVY since its early days in 2014. I’ve loved tackling the challenges and demands of moving the business from a peer-to-peer start up to the dynamic and thriving tech innovation leader we are today. I’m proud and, frankly, in awe of how we have developed and grown as an organisation to meet the market needs and trends. We are constantly taking advantage of new opportunities and hitting new milestones. There is still so much to come – it’s an exciting time for DIVVY – as it always seems to be!’

Sydney City- Eye tower

Sydney CBD parking prices dropped


Now more than ever, if you’re commuting to work you need safe and secure parking. 

Booking your daily parking with DIVVY ensures that you have a dedicated, cashless parking space with contactless entry awaiting you.  

To make it that little bit easier, we are working with our building owners to bring you the best possible prices for parking spaces in the Sydney CBD. 

Daily parking prices have been dropped at these Sydney city locations: 

  • 2 Cathedral St- under St Mary’s Cathedral – Now $15 per day (was $20)
  • 44 Market St – opposite the QVB – Now $18 per day (was $35) 
  • 1 Margaret St – Wynyard adjacent – Now $28 per day (was $35) 
  • 30 The Bond – near Barangaroo – Now $28 per day (was $35) 
  • InterContinental Sydney – easy access to Sydney CBD, Circular Quay and the Opera House – Now $28 per day (was $35)
  • 45 Clarence St – easy access from the Harbour Bridge -Now $30 per day (was $35) 

Stay tuned for more Sydney CBD parking specials as we continue to work on securing the most competitive parking prices for you.  

Need more information or help with your booking?

DIVVY Parking has got you covered, for more information related to parking, check our FAQ page or e-mail your query to helpdesk@divvyparking.com

Car Parked in office basement and there is space for DIVVY parkers

How your business can save on its car parking spaces during COVID-19


To help businesses navigate this difficult time, here are our top tips for reducing car parking costs during the coronavirus pandemic.

1. Pay less Fringe Benefit Tax (FBT)
Did you know that your business could be paying less FBT on employee car parking at the moment? If your staff car parking is not meeting all the ATO’s conditions, it could be exempt or receive a reduction from FBT – for example, if car parking is provided for less than 4 hours between 7am and 7pm.

If your company has staff working from home, and employee parking is going unused, it is worth investigating whether that parking is currently exempt from FBT. DIVVY Enterprise clients can determine exact car parking usage in an instant with DIVVY’s reports portal and potentially save thousands during this time.

2. Get an exemption on the Parking Space Levy
Sydney, Melbourne and Perth all have versions of the parking space levy (known in Victoria as the congestion levy), an annual tax payable by owners of parking spaces located in specific high-density districts.
As part of the NSW Government’s tax relief measures to assist businesses impacted by COVID-19, Revenue NSW have announced that PSL payments will be deferred until 30 September 2020. At the time of writing, the Victorian and Western Australian governments are yet to make similar announcements.

Now is a good time to investigate whether your parking spaces are eligible for exemption from the parking space levy. In NSW an unused casual car parking space – that is, a car space available for public parking – is excluded from the PSL calculation. If your business has car spaces listed for public parking on DIVVY Marketplace that are not being used to their full capacity at the moment, investigate whether you are eligible to reduce your PSL payment. The DIVVY reports portal can provide the usage records required to apply for an exemption.

If you’re a building tenant with car parking on your lease, there’s a good chance your landlord is benefiting from the PSL deferral. Consider asking them to pass the current deferrals and savings on to you too.

3. Make money from your empty car parking spaces
You could be generating revenue from parking spaces left empty by staff working from home. If you have DIVVY access controllers installed in your car park, consider listing your empty car parking spaces for public bookings on DIVVY Marketplace. There are still people commuting to work who need safe and secure parking, and every Marketplace booking returns revenue to your business.

If your car park has a ticket validator or valet service entry system, your vacant parking spaces can be listed for public booking on our parking aggregator site Justbooked. List parking spaces for free and take advantage of a new marketing channel.

4. Get efficient with DIVVY Enterprise

The DIVVY Enterprise parking management system helps businesses get the most out of their parking at any time, and it can make life that bit simpler and safer during COVID-19. DIVVY Enterprise uses contactless QR code technology to provide access to car parks, doing away with the unsafe practice of sharing physical access cards.

The Free Up My Space’ feature offers the ultimate flexibility for staff parking management, even more useful in rapidly evolving situations like the coronavirus pandemic. Employees with allocated parking who are working from home can make their parking space available for those staff that need to continue to travel into the office and who don’t normally have access to parking.

The ‘Book On Behalf’ feature makes it easy to enable access to parking for employees or others visitors who don’t usually park on-site, or who usually work from another site, but need access during COVID-19.

DIVVY Enterprise uses secure cloud-based technology so all these features, plus Enterprise’s multitude of other functions, can all be performed remotely, meaning staff working from home can continue to manage and monitor parking efficiently and with ease.

We’re here to help. For more information, please contact Kat Fowler, DIVVY’s Marketing and Communications Manager at kat@divvy.com.au.

(Please note DIVVY does not provide financial advice and we recommend you seek advice from your financial advisory or accountant)