YY Group makes its move into Australia’s flexible workforce market

YY Group has launched operations in Perth as part of its entry into Australia’s AUD150 billion casual labour market. With 2.4 million workers making up more than a fifth of the national labour force, the opportunity is significant.

The Group is betting on high-demand sectors such as hospitality, tourism and services, while using its AI-driven platform to secure early advantage. Its UAE expansion, which delivered 65% quarterly revenue growth in 2024, shows the scalability of its model and the potential for rapid client wins in Australia.

By focusing on enterprise clients and technology-enabled workforce management, YY Group is positioning itself to capture share in a market under pressure to balance cost, agility and service quality.

Read the full article to explore how this strategy could reshape competition in Australia’s casual labour market.