Meet Becky Simms: The Kent Entrepreneur Shaping the Future of Digital

Who Is Becky Simms?

Becky is the Founder and CEO of Human First Collective, a collection of digital businesses that make space for human brilliance by embracing the evolving tech and AI landscape.

Becky has been listed in the BIMA100 for the last five years, a list of the top 100 people shaping the future of the digital industry. Her two digital agencies focus on how understanding human behaviour can supercharge digital products and marketing strategies. She also spearheads a not-for-profit, Aspiration Digital, which inspires our future digital leaders.

Becky is also a member of the Government’s Digital Skills Council, providing industry knowledge and expertise to help solve the digital skills gap.

What’s a typical day like for you?

My days are a whirlwind of meetings, both in person and virtual. I love the energy of face-to-face conversations, so you’ll often find me commuting into London early in the morning, then heading back to Maidstone in the evening. On other days, I’m in our Maidstone office, where the atmosphere is always buzzing, our team is fantastic, and we are constantly bouncing around ideas that spark creativity.

Between calls with clients, strategy sessions with our behavioural science team, and one-on-ones with staff, I carve out ‘deep work’ blocks, usually at home or even on the move on trains, where I can focus on writing proposals, reviewing performance data, or planning upcoming initiatives. Balancing collaborative time with focused solo work keeps me productive and ensures nothing slips through the cracks.

What’s something you’ve learned about yourself since starting your business?

I discovered a depth of resilience I never knew I had. Running a company means weathering highs, like landing a major client, and lows, like market downturns or unexpected cash-flow crunches. In those early years, the stakes felt immense; people depended on me for their livelihoods, and that responsibility drove me to adapt quickly. I learned to stay calm under pressure, to pivot strategies when needed, and to always keep the team informed and supported, even when times were tough.

Do you prefer working alone or as part of a team?

I value both. There’s something invigorating about collaborating with a team, sharing responsibilities, brainstorming together, and then reconvening to refine ideas. At the same time, I cherish my solo work sessions, where I can dive deep into complex problems without interruption. I often find that stepping away from my desk to a different environment is when I deliver my most creative and strategic thinking - I find I have to stop thinking to let the ideas come in!

Whereabouts in Kent do you live?

I live in Allington, just outside of Maidstone.

What did you want to be when you were growing up?

From a young age, I was drawn to business. My dad ran an IT security company, initially commuting into an office in Kilburn, then carving out a home office in our family home, very ahead of his time! I’d watch him strategise, troubleshoot client issues, and plan for sales meetings, and I knew I wanted to lead a team and build something of my own. While IT security wasn’t my eventual path, observing his entrepreneurial spirit and dedication planted the seed in me to follow a similar journey.

What was your first-ever job and what did it teach you?

My first job was as a waitress at an upscale restaurant. It was the best way to learn customer service: juggling multiple tables, remembering orders, and solving problems on the spot, like a misplaced dish or a dissatisfied guest. The full-on experience of working in a restaurant honed my communication skills, taught me to stay calm under pressure, and instilled a strong work ethic, qualities that have served me well in business.

What hobby or interest do you pursue outside of work?

I practice aerial silks, a circus-inspired art where you climb and perform acrobatic poses on suspended silk fabric. It’s physically demanding and mentally absorbing. I have to concentrate fully on wraps, foot locks, and body alignment, which forces me to switch off from daily stresses. Plus, the camaraderie with fellow aerialists is energising and supportive.

What motivates you on tough days?

I find joy in the full spectrum of entrepreneurship, the breakthroughs, the routines, and even the setbacks. Tough days often yield the greatest growth: they push me to refine our processes, test new strategies, and fortify our resilience. Knowing that each challenge is an opportunity for learning and that my team and clients rely on me keeps me motivated to push through.

Tell us about the business

We’re the Human First Collective, an umbrella for three complementary ventures:

1. Reflect Digital (founded 2011): A performance marketing agency specialising in SEO, paid media, and data-led digital strategies. Our behavioural science team digs into audience motivations, why, how, and when people buy and we translate those insights into customer strategies that drive measurable results.

2. Lab (acquired 2023): A technical business that diagnoses digital pain points, whether a sluggish website, a clunky app, or process inefficiencies, and delivers tailored solutions, from bespoke platforms to AI-powered tools.

3. Aspiration Digital: An education and outreach initiative aimed at inspiring the next generation of digital leaders. We host events for sixth-form students (now expanding beyond Kent) and produce the Behind the Future podcast, where I and a student co-host interview industry professionals about their career journeys and roles.

Did you have to secure initial funding to start your business?

Yes. My dad was our first investor; he believed in my vision and provided seed capital, which I repaid as the business grew. Since then, we’ve used strategic loans and explored external investment, such as potential growth capital for Lab. Funding needs evolve as a company scales, so it’s important to reassess financing options at each stage.

How did your business idea first come about?

Working at various agencies, I loved digital marketing but was frustrated by how little focus some placed on human behaviour. I envisioned an agency built around empathy and understanding, where employees felt valued and clients were treated as partners. That vision became the cornerstone of Reflect Digital and, later, the Human First Collective.

How did you transition from a side hustle to a full-time business?

I took a definitive leap: I resigned from my agency role, committed fully to Reflect Digital, and leveraged my dad’s support to bridge initial cashflow gaps. Without full-time dedication, it’s hard to gain traction, so despite the financial risk, going all in was the catalyst for our growth.

Who were your first-ever customers and what strategies worked?

Back then, I had no portfolio of agency work to showcase. My dad connected me with a few trusted contacts and simply asked them to meet me. I presented my strategic ideas, and two of those prospects became our inaugural clients. Delivering strong results for them, their new websites drove traffic and leads. From this we created case studies that turned cold pitches into warm conversations, snowballing into more business.

What strategies have been most effective in growing your business?

Putting people first, both our team and clients, has paid the biggest dividends. We invest in employee development, foster a supportive culture, and ensure everyone sees a clear growth path. With clients, we embed ourselves in their goals, maintain transparent reporting, and consistently deliver measurable ROI. This human-centric approach builds loyalty, drives referrals, and fuels sustainable growth.

Why do you think your customers choose you over your competitors?

Our unique behavioural science capability gives us a deeper understanding of audience motivations. Combined with our transparent culture, regular reporting, honest recommendations, and collaborative planning, clients trust us not just as a service provider but as an integral extension of their team.

What’s your top tip for building trust and winning new clients?

Be unapologetically transparent. During pitches, if the brief doesn’t align with what will drive results, we say so. It may cost us an opportunity at that moment, but honesty builds a reputation that brings clients back when they’re ready to do things the right way.

What’s the best feedback you’ve received from a customer?

Beyond praise for campaign performance, the most meaningful feedback is when clients compliment our process - how we explain strategies clearly, empower their teams with insights, and integrate seamlessly into their organisation. That recognition validates our human-first ethos.

What has been your hardest day in business so far, and how did you push through it?

In the early weeks of COVID-19, our revenue plummeted by around 70% as clients paused marketing. To preserve jobs, we implemented a flat 20% salary reduction across the board. Delivering that news over a video call was one of the toughest leadership moments I’ve faced. We transparently explained our rationale, answered every question, and committed to transparency over the process back to 100% salaries. Over subsequent months, business rebounded so strongly that by December we were able to surprise the team and pay back all the reductions, turning that hard decision into one of our proudest milestones.

Who are the key figures that contributed to your success and how did they influence you?

My dad’s early investment and unwavering belief were foundational. More recently, Nikki Gatenby, our coach and non-executive director, has been instrumental in sharpening my leadership skills and challenging our executive team to think strategically and holistically about growth.

If you were starting your business today, what would you do differently?

I’d proactively build an industry advisory network of mentors, peer agency leaders, and sector experts, from day one. While social media now makes connecting easier, having that chorus of seasoned voices early on would fill gaps in my knowledge and accelerate decision-making.

How would you describe your leadership style?

Empathetic and people-centred. I invest time in one-on-one conversations to understand each team member’s motivations, strengths, and aspirations. That allows me to tailor my guidance, provide meaningful challenges, and support their professional journeys.

What qualities do you look for when hiring team members?

We hire to our three core values:

1. Family: a genuine sense of care and support for colleagues.

2. Going for Gold: a drive for excellence and continuous improvement.

3. Love Our Craft: a passion for digital marketing and a hunger to stay ahead in a constantly evolving industry.

How do you foster a positive company culture?

We run quarterly team days, mixing strategy workshops with fun activities, plus ongoing working groups led by team members. Most importantly, we cultivate a feedback-rich environment: we solicit input regularly, then close the loop by transparently sharing actions taken in response. That cycle of listening, acting, and communicating ensures everyone feels heard and valued.

How do you encourage professional growth among employees?

Each team member has a personalised career development plan outlining one-, three-, and five-year goals. We hold regular check-ins to track progress, explore new learning opportunities, and adjust roles where possible so nobody feels their ambitions are stalling.

 Who do you recommend for great business advice?

1. Phil Agnew, host of the Nudge podcast - excellent for behavioural science insights in bite-sized episodes and newsletters.

2. Steven Bartlett, host of The Diary of a CEO - offers candid entrepreneurial stories and lessons that span industries.

What’s one book you recommend every entrepreneur should read and why?

Made to Stick: Why Some Ideas Survive and Others Die by Chip and Dan Heath is fantastic for inspiring creative thinking.

Do you have any favorite quotes?

“Life is short, love what you do.” Work occupies a huge part of our lives; enjoyment and passion are non-negotiable for long-term success and fulfilment.

What’s the best piece of advice you’ve ever been given?

When facing a tough situation, like almost losing a key team member, an advisor asked, “How can you make this the best thing that ever happened?” It’s a challenging prompt, but it reframes adversity into opportunity and fuels creative problem-solving.

What are your short-term goals for your business?

In the next year, our focus is on delivering exceptional outcomes for clients while deepening our behavioural science integration across all services. We’re also fine-tuning internal processes to scale efficiently as we add new talent and clients.

What’s your plan for the future of your business?

To expand the Human First Collective by acquiring like-minded agencies and businesses that share our values. We’ve learned how to blend distinct cultures, like Reflect Digital’s performance focus and LAB’s technical expertise, into a cohesive group, and we want to replicate that model on a larger scale.

How do you see your industry evolving and how are you preparing for it?

AI is dramatically enhancing productivity, automating routine tasks like reporting and initial copy drafts, freeing us to focus on creativity, strategy, and human connection. We’re investing in AI tools to streamline operations while doubling down on our human-first approach. I also advise the government’s Digital Skills Council on emerging technologies, ensuring we stay ahead of regulation and skill-development trends.

 Why did you choose to base and grow your business in Kent?

Kent offers the best of both worlds: quick access to London and mainland Europe, alongside beautiful countryside and a lower-stress commute. It’s an attractive lifestyle proposition for our team, many of whom value shorter travel times and a stronger work-life balance.

What’s your favourite local spot in Kent?

Folkestone Harbour Arm is my go-to: you can grab a street-food bite, enjoy a drink by the water, and soak up the vibrant creative scene. It’s a perfect spot to unwind and find inspiration.

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