We are Somo.

We’re one of the fastest-growing digital product and experience agencies, helping the world’s biggest brands and coolest start-ups become the leaders in digital change.

We design and build intuitive digital products and accelerate the journey of transformation using our unique Rapid Actionable Innovation engine to identify and solve challenges from a truly customer-first perspective.

Our story

In 2010, digital pioneers Nick Hynes and Carl Uminski founded Somo which is now the largest independent design and build agency in the UK (eConsultancy Top 100 2019). The winning formula based upon our core competencies of Product Leadership, Design Culture and Modern Engineering has seen us ideate and develop over 1,000 products for over 100 clients. Delivering at scale and pace is at the heart of how we give a competitive advantage to brands we work with. Our clients see immediate results when working with us and we have a merry team of over 175 Somo digital ninjas who have a passion and ability to deliver the very best.

With the rate of change in the digital ecosystem, the journey of transformation continues to accelerate at a pace. Whether re-imaging existing digital products, driving cost efficiencies with digital tools, launching new digital ventures to grow venue or going through a holistic digital transformation to redefine your culture, processes and technology – Somo can help.

We’re leaders in digital transformation, working across four key areas:

  • Digitisation

    Shifting current offline processes to digital

  • Digitalisation

    Improving current offline processes with digital

  • Digital Innovation

    Meeting customer needs with new digital technology

  • Digital Ventures

    Driving revenue growth with new digital opportunities

Driving value at pace with our three digital transformation pillars:

Using Somo’s three pillars of successful digital product delivery – Modern Engineering, Design Culture and Product Leadership – we help our clients through their journey of digital change to create products and experiences customers and employees love.

  • Product Leadership

    Delivering real value requires bold, evidence-based decision-making, combined with the courage to hold the team onto your vision.

  • Modern Engineering

    Fast, agile and efficient development of future-proof solutions depends on independent selection of best fit tools and technologies.

  • Design Culture

    Creating tools and products people love means putting the user’s voice right at the heart of the design process.

Our Leadership Team

Nick Hynes, CEO & Co-founder

A true business visionary, Nick co-founded Somo in 2009 and has led the business to become one of the world’s biggest independent digital product firms.

Somo Value: Love Innovation

Carl Uminski, COO & Co-founder

A digital industry pioneer with 25 years of experience in creating state-of-the-art digital products, Carl has worked with the leaders of over 60 of the world’s biggest brands to achieve scalable growth and transform their customer experiences.

Somo Value: Create Success

Ross Sleight, Chief Strategy Officer

Fascinated by consumer behaviour and technology adoption, Ross has worked in digital for over 25 years, and is respected throughout the industry for his strategic foresight and vision.

Somo Value: Lead with knowledge

Vinny Hayes, Chief Commercial Officer

Vinny leads our global partner engagement programme, developing Somo's network of interconnected technologies and services to create value and world-class products for clients.

Somo Value: Create Success

Mike Astle, Chief Technology Officer

Mike manages and evolves Somo’s technical team and practices, herding coders and electrons in equal measure.

Somo Value: Love innovation

Nick Haywood, Chief Delivery Officer

Nick leads the delivery team, harnessing the power of agile delivery at scale to build disruptive digital products.

Somo Value: Be Brave

Rebecca Crook, Chief Growth Officer

Rebecca leads the client solutions, new business and marketing teams at Somo, working closely with clients to understand their challenges; and spreading the word about Somo!

Somo Value: Create Success

Adam Cole, Finance Director

Adam leads the finance team, bringing together insight and finance to unlock long-term growth and boost efficiency across Somo – all while ensuring the finance machinery runs like clockwork!

Somo Value: Create Success

Jack Reinelt , President, North America

With his track record in building fast-growing tech businesses in the USA and internationally, Jack is responsible for expanding Somo's success across North America.

Somo Value: Be Brave