​​Human First Collective Acquires Freestyle Digital Transformation Agency

As part of the Human First Collective, we’re proud to announce the acquisition of Freestyle, a UK-based digital transformation agency. This strategic move marks the latest step in our growth strategy, aimed at building an ecosystem of agencies committed to leveraging AI and technology to enhance human potential, alongside performance marketing agency, Reflect Digital.

Freestyle was founded in 1995 and is renowned for its expertise in creating innovative digital products, services, and experiences, which amplifies and extends the offerings across our UX, design, apps and digital product development services. Freestyle also brings valuable technology partnerships, including Optimizely Gold and Umbraco Silver expertise.

Our strategy is rooted in cultural alignment and shared purpose, bringing together businesses that inherently adopt a "human first" approach. This latest acquisition strengthens our ability to apply behavioural science to a wider range of platforms and client challenges, ensuring that people remain at the core of all our initiatives.

“The acquisition of Freestyle brings exceptional talent and technological expertise to our already powerful team. Their strategic approach and excellent portfolio of brands are a perfect complement to LAB. What’s more, our cultures and ethics are perfectly aligned.

This is a hugely exciting time, and we look forward to a swift integration as we begin 2026 together.” - Dean Corney, Managing Director at LAB

Clients of both Freestyle and other agencies within the Collective can expect continued business as usual, enhanced by access to a broader skillset and behavioural expertise. Freestyle will initially continue to operate under its existing brand name, with a full brand merge with LAB anticipated in January 2026.