Objective is a leading technology agency based in Essex, specializing in helping companies optimize their processes through bespoke software solutions and create 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 leader in innovative data-driven solutions.
Objective’s highly skilled team works with clients of all sizes, from small local businesses to large enterprises, providing bespoke software development, data analysis services and expert advice. As a proud Microsoft partner lens is committed to helping companies realize their true potential through the power of data and AI.
What was the inspiration behind Objective? Why was this started?
Objective is a family business founded in 1987 by my mother Cath Fox. She saw an opportunity to help companies make better use of the data and information they collect. She saw firsthand how improving business processes can lead to capacity growth and create opportunities for innovation.
What did it offer a solution for at the time?
When Objective started, the focus was on infrastructure, software development and later training. The mission, which remains at the heart of our work today, was to make technology usable for business processes and not the other way around. Cath’s goal was to achieve efficiencies for companies through the use of innovative technology. Although technology has evolved significantly since 1987, this mission continues to drive our company.
How has Objective evolved since then?
Over time, we shifted our focus and discontinued IT infrastructure and training services to focus on the growing software development opportunities. In 2015, we added data analytics to our services due to customer demand. We recognized that integrating software development and data analysis can provide additional benefits to our customers, allowing us to offer a holistic package. In 2019 I took over as Managing Director and in 2024 my sister Joely joined the team as Commercial Director to support our growth and further expand our customer base.
Who do you admire in business?
Of course I admire my mother. Starting a technology company in your early 20s in the 1980s – a time when technology was predominantly a “man’s world” – was no small feat. As a young entrepreneur with three small children, she had to work twice as hard to prove herself. But she did it and made Objective what it is today. Her ability to jump into 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 promote it. Although I have formed my own identity since taking over the company, the values and ethos my mother instilled in me still guide our culture.
Looking back, is there anything you would have done differently? And why?
In hindsight, I would have promoted myself sooner. I joined the family business with the intention of staying for just one year, gaining work experience and exploring different areas such as operations and marketing. However, I ended up loving every aspect of it and over a decade later I’m running the company. This is a common experience in family businesses.
Initially, I was young and self-confident, which made me hesitant to promote my skills inside or outside the company. It wasn’t until I completed my MBA that I gained the confidence to advance my ideas and maintain my position in the company. I have always had a deep understanding of how businesses work and how technology can add value. I wish I could have promoted this earlier with more confidence.
What defines your way of doing business? What have you changed or implemented since the takeover? How do you put your own stamp on things?
It turns out that being the director’s daughter was nothing to worry about; it was an enrichment. Having grown up with the company, I knew Objective inside and out and already had a lot of ideas about what I wanted to implement when I took on my role.
Since taking over, I have made several changes to put my own stamp on the company. In 2021, I invested in our first office space, which represented a significant commitment to our long-term future. We now have an office dog, which adds to the family feel and inclusive culture that is important to me. I also introduced new processes and training procedures, placing more emphasis on team engagement and leadership. I’m pushing for a more service-oriented approach to working with companies alongside our product-based projects.
Since both myself and my sister Joely are heavily involved in the business, we have a keen interest in making Objective a thriving success. We are determined to prove ourselves and we have a strong plan to do just that.
What advice would you give to someone starting out?
Support yourself. Find out what you’re good at, keep doing it, and take credit for it.
