Objective is a leading tech agency based in Essex, specialising in helping businesses streamline their processes through bespoke software solutions and unlocking value using data analytics.
With a rich history dating back to its founding in 1987, Objective has grown from its roots in infrastructure and software development to become a powerhouse in innovative data-driven solutions.
The highly knowledgeable team at Objective works with clients of all sizes, from small local businesses to large enterprises, offering tailored software development, data analytics services, and expert consultancy. As a proud Microsoft Partner, Objective is dedicated to empowering businesses to harness their true potential using the power of data and AI.
What was the inspiration behind Objective? Why was it started?
Objective is a family-run business, founded by my mum, Cath Fox, in 1987. She recognized an opportunity to help companies make better use of the data and information they were collecting. She saw firsthand how improving business processes could lead to capacity growth and spark opportunities for innovation.
What did it provide a solution to at the time?
When Objective first started, the focus was on infrastructure, software development, and later, training. The mission, which remains central to our work today, was to make technology work for business processes, not the other way around. Cath’s goal was to create efficiencies for organizations through the use of innovative technology. Although technology has evolved significantly since 1987, this mission continues to drive our business.
How has Objective evolved since then?
Over time, we shifted our focus, phasing out IT infrastructure and training services to concentrate on the growing possibilities of software development. In 2015, we added data analytics to our services in response to customer demand. We recognized how the integration of software development and data analytics could offer added benefits to our clients, allowing us to provide a holistic package. I took over as Managing Director in 2019, and in 2024, my sister Joely joined the team as Commercial Director to support our growth and further expand our client base.
Who do you admire in business?
Of course, I admire my mum. Founding a technology company in her early 20s during the 1980s—a time when technology was predominantly a ‘man’s world’—was no small feat. As a young female entrepreneur with three small children, she had to work doubly hard to prove herself. But she did, building Objective into what it is today. Her ability to enter a business, find ways to improve it, and think outside the box was incredible, and I learned so much from her. In general, I admire people who have the courage to start something and the discipline to maintain and nurture it. While I’ve carved out my own identity since taking over the business, the values and ethos my mum instilled still guide our culture.
Looking back, is there anything you would have done differently? And why?
With hindsight, I would have promoted myself sooner. I joined the family business intending to stay for just a year, to gain work experience and explore different fields like operations and marketing. However, I ended up loving every aspect of it, and over a decade later, I’m running the business. This is a common experience in family businesses.
Initially, I was young and self-conscious, which made me hesitant to promote my skills within or outside the company. It wasn’t until I completed my MBA that I gained the confidence to push forward with my ideas and assert my position within the company. I’ve always had a strong understanding of how businesses operate and how technology can add value. I wish I had been more confident in promoting that earlier on.
What defines your way of doing business? What have you changed or implemented since taking over? How are you putting your own stamp on things?
It turns out that being the director’s daughter wasn’t something to feel awkward about; it was an asset. Having grown up with the business, I knew Objective inside out, and I already had many ideas of what I wanted to implement when I took on my role.
Since taking over, I’ve made several changes to put my own stamp on the business. In 2021, I invested in our first office premises, which was a significant commitment to our long-term future. We now have an office dog, adding to the family feel and inclusive culture that’s important to me. I’ve also introduced new processes and training procedures, placing more emphasis on team involvement and direction. I’m pushing for a more service-based approach to working with companies, alongside our product-based projects.
With both myself and my sister Joely heavily involved in the business, we have a vested interest in making Objective a thriving success. We’re determined to prove ourselves in our own right, and we’ve got a strong plan to do just that.
What advice would you give to someone starting out?
Back yourself. Identify what you do well, keep doing it, and take credit for it.
