What Freestyle does

Freestyle Agency is a UK-based digital transformation agency offering business strategy, technology strategy, UX design, app development, and digital product services to enterprise clients. Founded approximately 30 years ago and headquartered in Maidstone, Kent, the agency built its positioning around innovative digital products, services, and experiences, and earned Gold Partner status with Optimizely — a credential it leverages for digital experimentation and optimisation engagements. Its service mix spans UX, design, apps, digital product development, and behavioural science integration, targeting enterprises seeking end-to-end digital solutions across various sectors in the United Kingdom.

The agency operates on a professional services revenue model, engaging enterprise clients directly through managed service relationships and project-based work. Distribution is primarily direct-to-enterprise via field sales, supported by a digital presence (website, LinkedIn, Instagram, Twitter, YouTube) and industry-event participation. Freestyle's differentiation rests on three decades of accumulated craft expertise, its Optimizely Gold Partner credential, and a behavioural science-led approach to user-centred design. Leadership includes co-founder and CEO Suzanne Linton.

In September 2025, Freestyle was acquired by The Human First Collective — a conglomerate that also owns LAB (technical agency) and Reflect Digital (behavioural science). Following the acquisition, Freestyle officially merged with LAB on 5 January 2026, and the combined entity now operates under the LAB brand with a focus on behavioural design, experimentation, and innovation. As of the merger, Freestyle no longer operates as an independent entity under its own name.

Name

Freestyle

Legal name

Freestyle

Website

https://freestyle.agency

Company type

Private

Founded year

1996

Operating status

Acquired

Headcount range

11–50 employees

Short description

Freestyle Agency is a UK-based digital transformation agency offering UX design, app development, and digital product services to enterprise clients. Founded ~30 years ago, it merged with LAB under The Human First Collective in January 2026 following its September 2025 acquisition.

Ownership category

akta.pro rank

Headquarters

HQ city

Warwick

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Digital Agency Services: Freestyle Agency generates revenue through providing digital product development, UX design, apps development, and digital experience services to enterprise clients. As part of The Human First Collective, the agency offers comprehensive digital solutions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Freestyle is a digital transformation agency providing business strategy, technology strategy, and digital product services. The firm designs and develops digital products, applications, and platforms for enterprise clients, integrating behavioural science with UX design and engineering capabilities. It serves as an Optimizely Gold Partner delivering tailored digital solutions across web, mobile, and connected experiences.

Product overview

The FreeStyle Libre product portfolio from Abbott consists of continuous glucose monitoring (CGM) systems designed for diabetes management. The core offering includes the FreeStyle Libre 2 Sensor, which provides 14-day accurate glucose readings with real-time alerts and mobile app integration. These CGM sensors are designed to be painless and are suitable for both adults and children (aged four and above). The products integrate with insulin pumps and smartphone applications to provide comprehensive diabetes management solutions.

Differentiator

Problem solved

Functional benefit

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• The Human First CollectiveflagshipStrategic or Co-development Partner · 1 September 2025Freestyle Agency was acquired by The Human First Collective in September 2025. The acquisition brings exceptional talent and technological expertise to the Collective's existing team. Both organizations share aligned cultures and ethics with a 'human first' approach to running a business. The merger enables combined expertise in behavioural science and digital product development.
• LABcoreStrategic or Co-development PartnerFollowing acquisition, Freestyle Agency officially merged with LAB in January 2026. Freestyle's expertise in innovative digital products perfectly complements LAB's UX, design, apps and digital product development offerings. The merged entity operates as LAB under The Human First Collective umbrella.
• OptimizelycoreTechnology or IntegrationFreestyle Agency held Gold Partner status with Optimizely, a relationship that continues with the merged LAB entity. The partnership involves building on Optimizely's platform for digital experimentation and optimization solutions. LAB continues to work closely with Optimizely and is engaged in new client conversations leveraging this expertise.
• Reflect DigitalminorStrategic or Co-development PartnerBecky Simms, CEO and Founder of Reflect Digital (part of The Human First Collective), commented on the Freestyle acquisition, noting aligned values and ways of working between the teams. Reflect Digital brings behavioural expertise to the combined entity.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ustwo: London-based digital product studio offering UX, design and product development to enterprise clients. Closely comparable to Freestyle in scale, geography, service mix and human-centred design orientation.
• Frog Design: Design and innovation consultancy offering UX, product design and transformation services. Comparable category and offering to Freestyle, with similar emphasis on human-centred design.
• Supercharge: European digital product studio offering UX, design and custom software development. Comparable scale, service mix and European enterprise client focus to Freestyle.
• IDEO: Global design and innovation consultancy with a deep heritage in behavioural science and human-centred design. Directly comparable offering to Freestyle, especially the merged entity's behavioural-design positioning.

Broad incumbents

• R/GA: Global digital product and experience agency with a deep enterprise client base. Overlaps with Freestyle's digital transformation offering but operates at significantly larger scale and broader geographic reach.
• AKQA: Global digital agency providing brand, design, innovation and product services to enterprise clients. Comparable service portfolio to Freestyle but with a much wider international footprint and headcount.
• Thoughtworks: Global digital transformation consultancy with deep engineering, product and design capabilities. Competes for the same enterprise digital mandates as Freestyle but at much larger scale.
• EPAM: Global digital product engineering and design services firm. Overlaps with Freestyle's UX, design and digital product development offering, serving similar enterprise clients at materially larger scale.
• Deloitte Digital: Enterprise digital transformation consultancy inside a Big Four firm. Competes for similar enterprise digital mandates as Freestyle but with vastly greater scale and breadth.
• Razorfish: Enterprise digital transformation agency offering strategy, design and technology services. Comparable enterprise client focus and digital transformation mandate to Freestyle, at larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/freestyleint
• YouTubeyoutube.com/@LAB_UK
• LinkedInlinkedin.com/company/labdigitaluk
• Instagraminstagram.com/labdigitaluk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Freestyle