Big news: Harpreet joins the Axcels team to lead our UK Agency growth.With decades of experience scaling agency businesses, launching GTM strategies, and pioneering AI-powered growth, Harpreet's impact in the ecosystem speaks for itself — from leading roles at LAB Group and Valtech, to her board work with Women Love AI and Torch Social.She's on a mission to help agencies move from outputs to impact — and make sure they stay ahead in the AI era.We asked Harpreet a few questions about why now, why Axcels, and what she sees coming next.

Q1 – You've sat on agency boards, run groups, and advised AI-led startups. What's broken in how agencies deliver value today?
‍I'd say the lack of actual 'agency'. When tech moves so fast, it's cliché but you have to keep disrupting yourself. Take content and findability for example — your website used to be your storefront, but we've seen that shift move through search, paid ads, social, user-generated content, optimizing for LLMs, and very soon it will be about agent-to-agent visibility of content.That's a huge shift in channels, behaviors, and expertise for agencies to keep redefining what's baseline table stakes and how they're driving actual value for the next stage of the internet.

Q2 – What's changed most in what tech startup clients expect from agencies — and what hasn't changed fast enough inside agencies?
‍Actually, I don't think much has changed! The age-old problem is B2B content is so hard within agencies and for their clients. Subject matter experts are normally billable, so they lack time and generally write for their peers at a level that is too technical and doesn't necessarily inspire action. Sales and marketing are better at writing with ideal client profiles in mind but can often generalize the content in an attempt to appeal to the audience while embedding clear calls to action.That gap leaves the most senior people in a lot of companies having to rewrite content that can be technical, speak to intended audiences, and provide the level of thought leadership and insight that helps convert.If I could point at one thing that has changed, the expectation of generic LLMs to solve this has resulted in less patience and more frustration all around that quality content can't be produced quickly and at scale.

Q3 – Everyone's talking about "AI for content." You've worked at the heart of that transformation. What do most people get wrong?
‍The latest models have been a big jump, but there is an over-reliance on AI to create content at scale without properly training models on the basics like tone of voice, ideal customer profiles, brand guidelines, case studies, existing collateral, etc.I get how hard that is for the average person, and it can feel like wasted effort when new versions are always being released. But the result is a big pushback against content that feels grammatically perfect but lacks any personality or depth.

Q4 – When you first saw Axcels, what clicked for you — not just as a tech tool, but as an agency operator?
‍It solves the hardest thing in every facet of life — consistency. Every company, with limited resources, lurches from whatever part of the funnel needs the most attention. When times are good, it's closing and servicing clients; when times are less fruitful, it's lead generation.The first thing to drop is always quality content-led lead generation and ongoing brand awareness, especially in B2B. Axcels makes it easy to keep that running even when you're busy elsewhere, so you can maintain that consistency for growing your business.

Q5 – You've built GTM engines. If you were scaling an agency today, how would you use Axcels — and what would you stop doing?
‍I'm all about the data points, so I'd use Axcels' in-depth understanding of ICPs, LinkedIn personas, and newsworthy content to create very tailored, timely content that keeps my potential buyers informed and subscribed rather than just bombarding them with company content, points of view, and case studies.

Q6 – What blind spots do most agency leaders still have when it comes to AI, scale, and client retention?
‍That their clients actually care about them and their company positioning.Clients want reassurance that you understand their problems, can solve them, make them look good, and keep them at the forefront of saving money or making money with AI.Your content should be focused on that first and foremost — not just promoting your company's services, case studies, and awards.

Q7 – What would a "high-retention agency" look like in 2026 — and how different is that from today?
‍As AI levels the playing field, I predict high-retention agencies will have invested in developing strategic polymath skills — people who can connect dots across industries and disciplines, can spot future signals, know how to adapt, and have excellent interpersonal skills.Allowing those people to flourish will rely on specialist tools like Axcels liberating their time from traditional knowledge work like content creation.

Q8 – What do you want people to not miss in the noise about AI and agency transformation?
‍People will still buy from people.If Axcels enables you to reach many more people through quality insight at scale, you should be obsessing about how to make the next step in that journey incredible. Because it will be a high bar to live up to once you step into a meeting room.Leading a UK agency? Harpreet and the Axcels team are here to help you navigate growth, AI adoption, and client retention in today's market.