As the Human First Collective, we’re very excited to announce the acquisition of Freestyle, a UK-based digital transformation agency. This acquisition represents the newest development in our expansion strategy, which focuses on cultivating a network of agencies, including digital experience and technology agency LAB, all dedicated to utilising AI and technology to maximise human potential.
Our strategy is rooted in cultural alignment and shared purpose, bringing together businesses that inherently adopt a "human first" approach. This latest acquisition strengthens our ability to apply behavioural science to a wider range of platforms and client challenges, ensuring that people remain at the core of all our initiatives.
“I am so excited to be bringing the Freestyle and LAB teams together under Human First Collective. I’ve known the Freestyle founders and team for many years now, and from day one we felt the click - that true ‘human first’ approach to running a business.
Our values and ways of working are so aligned, and both teams are going to gain so much from each other, especially when we bring our behavioural expertise into the mix.
I want to wish Suzanne and Alan the best for what comes next for them, and I know that we will do them proud as we welcome their team into the Collective.” - Becky Simms, CEO and Founder of Reflect Digital
Clients of both Freestyle and other agencies within the Collective can expect continued business as usual, enhanced by access to a broader skillset and behavioural expertise. Freestyle will initially continue to operate under its existing brand name, with a full brand merge with LAB anticipated in January 2026.
