From Agency to SaaS: What Happens When You Build The Thing You Wish You Had
At some point, most agency owners look at their processes and think, Surely there’s a better way to do this. For John Readman, founder of Modo25 and creator of Ask BOSCO (an AI-driven analytics and forecasting platform) that thought turned into something much bigger - a complete transition from running a service-based business to building a scalable SaaS (Systems as a Service) product.
But the journey from agency to tech wasn’t straightforward. When we caught up with him on the Beautiful Business podcast, John shared the lessons, hurdles, and mindset shifts that made it possible.
Agencies are perfectly placed to launch SaaS products
John’s story began with an itch he couldn’t ignore: client reporting was clunky, disconnected, and repetitive. His team at Modo25 started building a tool to fix it. What began as an internal solution soon revealed a much wider opportunity, and that’s often how the best SaaS ideas are born.
“If it doesn’t save money, make money, or reduce risk - don’t build it.”
The advice is simple. Focus on real problems you understand intimately. Agencies are full of them and full of insight into what clients actually want.
It’s never been easier to validate an idea
Thanks to tools like Replit, Gemini, and no-code platforms, you don’t need to be technical to get started. As John points out, you can test and validate an MVP in a weekend, something that would have taken weeks or months just a few years ago.
But while AI makes things easier, it’s not the whole answer.
“Good customer service is no customer service - because the product is that good.”
Building a tool that’s intuitive, secure, and scalable still takes time, experience and expertise. That’s where the shift from ‘scrappy MVP’ to real SaaS business begins.
AI is transforming how agencies work - but there’s a training gap
According to the 2025 BenchPress survey, 95% of agencies say their team uses AI tools in some capacity. We can see that those who integrated AI into client work and operations grew quicker than those who were dabbling with it elsewhere in their businesses.
Despite the high use of AI, only half of £1m+ agencies have run training sessions for their teams. That’s a significant gap, but also a massive opportunity.
AI should be seen not as a replacement, but as a performance enhancer. It allows developers to code faster, marketers to research quicker, and agencies to create scalable internal tools that add real value.
If you're already building custom dashboards or client tools, you might be closer to SaaS than you think.
In Spark’s recently released report into AI in Creative Agencies, they’ve gathered industry-generated insights into exactly which AI functionalities are most utilised. One running theme is AI’s ability to amplify creativity and enable ideas to turn to reality at speed, which is backed up by John’s experience and something we’re seeing with our clients at Wow.
Test early, sell sooner, and talk to customers often
One of John’s biggest lessons? Don’t wait until your product is ‘done’ to start selling it. In fact, software is never truly finished.
“We kept thinking: we’ll launch when it’s ready. But getting real users early is what helps shape something brilliant.”
Early feedback, especially from clients, helped Ask BOSCO evolve faster, attract funding, and find a product-market fit. It also revealed unexpected markets. What started as a tool for brands quickly became a time-saving platform for agencies.
You don’t need a pitch deck - you need conversations
One of the standout moments in the podcast is how John approached investment. Rather than chasing VCs with slide decks, he asked trusted contacts for advice. Many ended up backing him, including agency clients.
That approach led to over £4 million in funding, supporting the next stage of growth for Ask BOSCO.
“Ask for advice, not money. If they like the idea, they’ll offer to invest.”
It’s a reminder that the strength of your network, built over years of showing up and doing good work, can unlock doors you didn’t even know existed.
Bonus: You might be eligible for R&D tax relief
If your agency is investing in AI, automation, or building internal tools, you might qualify for R&D (Research & Development) tax relief. R&D is one of the most generous tax reliefs available to limited companies, and supports businesses that work on innovative projects. The reliefs are designed to encourage innovation and are a valuable source of cash for businesses to invest in accelerating new developments, hiring new staff and ultimately growing.
If you think you might be eligible, or want to discuss any upcoming projects that might fit the bill, we’re here to help you figure out what’s possible. Click here to tell us more.
Want to hear the full story?
This episode is packed with insight, honesty, and brilliant advice – plus a few unexpected gems (including how John once served on the altar for the Pope 👀).
