101

What 101 does

101 (legal entity 101Smart Ltd) is a Norwich, United Kingdom-based digital marketing agency founded in 1999 that designs and builds websites, bespoke applications, and email marketing solutions for UK associations, charities, care organisations, medical bodies, and small-to-medium enterprises. Its core technology stack centres on Umbraco CMS as the standard website platform, augmented by three proprietary assets: Smart Messenger, a UK-based email marketing platform launched in 2003 positioned as a Mailchimp alternative; GoCertificates, a CPD certificate generation module integrated into client sites; and BeeConnected, a Google Maps-backed farmer-beekeeper insecticide notification platform covering more than 12,000 fields and linking roughly 4,000 beekeepers with 2,000-plus farmers. The firm also delivers geographic services, SEO (including optimisation for AI-driven search results), social media management, database/API integrations, and conference/event apps.

The business operates a mixed revenue model combining one-time project fees for website and app builds (apps typically £5,000-£10,000), recurring subscriptions for Smart Messenger (from £10 per month), GoCertificates, social media, and SEO retainers, and professional services for training and support. Go-to-market is primarily sales-led via direct website and phone enquiries (01603 858250), supplemented by a strong regional UK business exhibition presence (Norfolk B2B, Anglia Business Exhibition, Bedford, Peterborough, Huntingdon, Ely, Mid Suffolk, CambsB2B), and a referral channel anchored by long-standing partnerships — most notably a 20-year relationship with communications agency Twig, the official commercial partnership with Essex Care Association (300+ member organisations), and ongoing referrals from Event Management Direct.

Operationally the company is small, with one to ten employees, managed day-to-day by Managing Director Holly Stibbon. It is privately held with no disclosed external funding, no M&A activity, and no parent entity. Sub-brands include Smart Messenger (smartmessenger.co.uk) and GoCertificates (gocertificates.co.uk). Revenue is not publicly disclosed, but the breadth of named customers across sectors (e.g., British Association of Day Surgery, BSET, ACTACC, BeeConnected, ICUP, Anglia Car Auctions, Condimentum, Acorn Village, Phileo by Lesaffre) and 25 years of continuous operation indicate a stable, diversified services business rather than a venture-scale platform.

Name

101

Legal name

101Smart Ltd

Website

https://101ltd.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

101 is a UK-based digital marketing agency founded in 1999, offering website design, app development, email marketing (Smart Messenger), SEO, social media, and geographic services, primarily serving associations, charities, care organisations, and SMEs across the UK.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT) (MPAAAIAB)

Keywords

• Website design services
• App development services
• Email marketing platform
• Digital marketing agency
• CPD certificate generation

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Website Design and Development: Bespoke website design and development services creating attractive, reliable, and manageable websites aligned with client business objectives. Pricing varies based on complexity and features required.
2. App Development: Affordable bespoke app development for business needs. App development costs typically range from £5,000 to £10,000 depending on complexity and features required. Includes conference and event apps with scheduling, abstract access, and feedback functionality.
3. Smart Messenger Email Marketing Platform: UK-based email marketing SaaS platform with subscription plans starting from £10 per month. Includes 1:1 training and unlimited phone support. Offers features for newsletters, automated workflows, and campaign management.
4. GoCertificates - CPD Certificate Generation: Digital bulk certificate maker for training providers and event organisers. Integrated into websites to allow instant certificate generation by attendees.
5. Social Media Management: Social media management services including content creation and channel management for platforms such as Facebook, TikTok, Instagram, and Google Business Profile.
6. Training and Ongoing Support: Training services for content management systems and email marketing platforms, plus ongoing support packages for website maintenance and digital marketing.
7. SEO Services: Search engine optimisation services including strategic advice, keyword research, and content writing to improve website visibility in search engine and AI results.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

101 is a Norwich-based digital marketing agency that designs and develops bespoke websites (on Umbraco CMS), mobile and conference apps, and delivers ongoing digital marketing services including SEO, social media management, and email marketing. The firm operates two proprietary platforms: Smart Messenger, a UK-based email marketing SaaS positioned as a Mailchimp alternative, and GoCertificates, a CPD certificate generation system. Services are tailored primarily to associations, charities, care organisations, and SMEs across the UK.

Product overview

101 is a digital marketing agency founded in 1999, offering a portfolio of digital services anchored by three core offerings: Website Design (brochure sites to complex platforms built on Umbraco CMS), App Development (cost-effective bespoke apps ranging from £5,000 to £10,000), and Smart Messenger (a UK-based email marketing platform positioned as a Mailchimp alternative with unlimited phone support). These core services are supplemented by specialist offerings including SEO, Social Media Management, Geographic Services, and Database & API Integrations. The GoCertificates platform provides digital bulk certificate generation for training providers and event organisers, while the CPD Certificate Generator is a modular feature that can be integrated into association and membership websites. Conference and Event Apps round out the offering for event organisers seeking digital transformation of their shows.

Differentiator

Problem solved

Functional benefit

Brands

• Smart Messenger: Email marketing platform launched in 2003, offering professional email marketing solutions with UK-based support

Products and services

• Website Design

Quantifiable outcome

• BeeConnected platform connects 4,000 beekeepers with 2,000+ farmers covering 12,000+ fields
• +5 more outcomes

Named customers20 records

Segments10 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Twig (formerly Reverberate PR)coreChannel Partner/ Reseller/ Distributor · 1 January 2004Long-standing partnership of approximately 20 years with specialist communications agency Twig (formerly Reverberate PR). 101 handles technical website development for Twig's clients in the agriculture and food sectors while Twig leads on content and strategy. Successful collaboration on projects for clients including James Pryce Tractors, Phileo Equine, Cropwell Bishop Creamery, Agri-Research, and BICCF. The partnership allows Twig to offer complete web development services without needing additional agencies.
• Event Management Direct (EMD)coreStrategic or Co-development PartnerEvent Management Direct has over 25 years' experience providing event management services for medical associations and professional bodies. Following successful website delivery for EMD's client VASGBI, EMD has recommended 101 to other clients needing reliable digital marketing solutions. 101 works closely with EMD and their clients to deliver tailored solutions including custom websites, membership management tools, and Smart Messenger email marketing. The partnership enables EMD to offer broader digital services without additional overhead.
• Essex Care Association (ECA)coreGTM or Marketing PartnerEssex Care Association appointed 101 as their official commercial partner for digital marketing services in 2023. 101 redesigned ECA's website and implemented Smart Messenger email marketing. ECA recommends 101's services to their 300+ member organisations with exclusive member discounts including 10% off website development, 10% off email marketing courses, and 20% off Smart Messenger Pro setup.
• British Beekeepers Association (BBKA)minorStrategic or Co-development PartnerBBKA partnered with CropLife UK, National Farmers Union, and The Voluntary Initiative to develop the BeeConnected platform. BBKA's involvement stems from the need to modernise notification systems for farmers using insecticides, ensuring all beekeepers including non-BBKA members receive timely notifications about planned spraying activities.
• CropLife UK (formerly Crop Protection Association)minorStrategic or Co-development PartnerCropLife UK partnered with BBKA, National Farmers Union, and The Voluntary Initiative to develop BeeConnected platform for farmer-beekeeper communication about crop protection products and insecticide applications.
• National Farmers UnionminorStrategic or Co-development PartnerNational Farmers Union collaborated with BBKA, CropLife UK, and The Voluntary Initiative to develop the BeeConnected platform addressing the need for efficient notification systems between farmers and beekeepers.
• The Voluntary InitiativeminorStrategic or Co-development PartnerThe Voluntary Initiative partnered with BBKA, CropLife UK, and National Farmers Union to develop BeeConnected. The Voluntary Initiative had prior experience with 101 on websites and projects, which led to recommending 101 for the BeeConnected development. Neal Evans, Operations Director, stated '101 already had a successful track record supporting The Voluntary Initiative and CropLife UK with their websites and other projects. Their industry knowledge and proven expertise made them the logical choice for BeeConnected.'
• Tastebuds Collective (formerly Food Innovation Cluster)minorStrategic or Co-development Partner101 is a founding sponsor and member of the Tastebuds advisory board. 101 created the Tastebuds website and provides email marketing power through Smart Messenger platform for membership communications. The Tastebuds Collective unites businesses, academia, and public sector organisations to drive innovation in the East of England's food and drink sector.
• Softwood BooksminorStrategic or Co-development PartnerAward-winning independent publishing company based in Stowmarket, Suffolk. 101 created their new author website following initial email marketing support. 101 also builds websites for Softwood's author clients, supporting their growing community of writers.
• Laura McG Photography & VideographyminorOthersVideographer Lee McGovern from Laura McG Photography & Videography produces promotional videos for 101's clients including Methley Estate Christmas Tree Farm. 101 commissions professional video content to complement their digital marketing services.

Scale indicators8 records

Direct peers

• Evoluted: UK digital agency offering bespoke web design, app development and digital marketing services to a similar SME/enterprise mix.
• Adtrak: UK full-service digital marketing agency offering web design, SEO, PPC and email marketing to SMEs; comparable in size, geography and service mix to 101.
• Cyber-Duck: UK digital agency delivering web design, app development and digital transformation; similar agency model and SME/enterprise mix as 101.
• Made Brave: UK creative digital agency providing website design, branding and digital marketing; comparable scale, sector breadth and project-based delivery model.
• Distinctly: UK creative and digital agency offering web design, branding and digital marketing to a comparable SME/association customer mix.
• Toast: UK digital agency offering web design, branding and digital marketing to SMEs and associations; similar regional UK focus and bespoke website delivery.
• Netstar: London-based digital agency providing web design, app development, SEO and digital marketing; closely comparable service portfolio and target customers.
• Huckleberry: Bristol-based digital agency providing web design, web development and digital marketing services with comparable target customer profile.

Broad incumbents

• Mailchimp: Global email marketing SaaS platform that Smart Messenger is positioned against; relevant incumbent competitor in the email marketing product line.
• Brevo: Global email and SMS marketing platform; broader incumbent competing with Smart Messenger on feature depth and automation capabilities.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/101smart-limited
• Xx.com/101WebDev

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 101