Headcount: 21 (+163%)
Specialism: Microsoft AI
HQ: Castle Donington, Leicestershire
This AI-focused Microsoft partner was launched in 2025 by husband and wife pairing Vicky and Brett Critchley, who sold previous venture Bam Boom Cloud to Pax8 in 2023.
The business is built on the acquisitions of Leicestershire-based True MSP and a book of US and Canadian customers.
UK accounts show headcount rising from eight to 21 between its fiscal 2022 and 2025. Total employee numbers currently sit at 43, with further acquisitions planned (see Q&A below).
View the wider Fast-Growth 50 here.
Q&A with Truly SMB Executive Chair Vicky Critchley
How have you been able to increase headcount in a flat market?
We purchased a book of business that had a small team attached to it in Jan 2025 – this was to serve our North America operations. The rest of the headcount growth has been organic. We have spent the last year developing IP and starting new service lines that all needed headcount.
What mega trend do you think will most shape the year for your company?
Nearly all of our customers are SMBs, their requirements aren’t normally impacted day to day by [kit shortages and concerns over data sovereignty]. They need to be secure and have their data in the most appropriate place but on the whole they can work around these things to run their business. They want their IT provider to show them meaningful real ways to push their business forward with technology.
Which competitor or peer do you respect the most, and why?
I really respect the team at ANS in Manchester, they are the masters at sales growth. Their sales leader Adam is incredible.
What’s a fact or quirk about your company most people won’t know about?
We have an engineering team developing IP.
Does the rise of AI and automation make it less likely you’ll continue to add headcount at the same rate in the coming years?
It makes it less likely that we will hire the same types of roles. We are more likely to hire people who can really push AI and automation to the next level.
Name one thing you have planned for the next 12 months
Acquisition
