Jay’s 2025 Lookback: Identity, Growth and Gratitude

Jay’s 2025 Lookback: Identity, Growth and Gratitude

As 2025 comes to an end, I’ve been reflecting on what an incredible year it’s been for Flotek Group. When we started this journey three years ago, we never imagined the scale of growth we’d achieve so quickly. And with that growth came a real challenge: staying true to who we are.

At the start of the year, we partnered with Spindogs to revisit our identity. When we first defined our brand, we could not have predicted how fast things would move. It is easy to lose sight of your ideal customer profile (ICP) and your core values when you are scaling at speed. So we took the time to explain who we are to an external agency that genuinely got us. Together, we developed a brand profile that goes beyond colours and logos. It articulates our mission and embeds our values into everything we do.

Our values are not just words on a wall anymore. They are the heartbeat of Flotek:

• Be Positive – Embrace challenges with positivity. Happy you equals happy partner.

• Soar Like an Eagle – Act decisively. Do not float around waiting.

• Learn to Be Exceptional – Every challenge is an opportunity to grow.

• Actions Earn Trust – Deliver what you promise. No ifs, no buts.

• Want a WOW! – Let your work speak for itself.

• Succeed Through Growth – Always ask, ‘What else?’

We also made a big shift: moving away from using the term ‘customers’ and choosing ‘partners’ instead. This is not just semantics. It reflects our belief in building long-term, aligned relationships rather than transactional ones. We win when our partners win, and we want that mindset to show up in how we work, communicate, and deliver.

Once this identity was finalised, I personally presented it to the team. It was more than a rebrand. It was a reaffirmation of why we exist. It also paved the way for our new website, designed by Spindogs and developed by our team. And yes, next time I’ll let Spindogs handle the development too. I forgot how much work goes into copywriting, testing, and getting every last detail right.

Acquisitions: A Big Year for Growth

One of the most exciting parts of 2025 was completing three acquisitions that strengthen our capabilities and accelerate our strategy.

First, we acquired Simpology, an information technology business in Cambridge with a fantastic team and reputation. This deal came through a recommendation from a key partner, which is a great example of how relationships drive opportunity. Thanks again, Smithy from Zen!

Next was Microshade, a hosted desktop business serving local town councils. This one is close to my heart because it is strategic for data sovereignty, which I believe will be huge in 2026 and beyond. People are increasingly cautious about hyperscalers like Microsoft, Amazon Web Services (AWS), and Google, and want certainty about where their data lives and what it costs. We have already migrated from Citrix to Parallels to keep pricing competitive while improving security. This acquisition leapfrogs us five to eight years of learning and testing, giving us a head start in a critical market.

Finally, we completed the full buyout of OES, after a partial acquisition in 2024. This was not just a financial move. It was about bringing Wayne into the group as Group Sales Director. Wayne’s leadership has been phenomenal. He listened to our recipe and delivered beyond expectations. Who better to drive our sales growth than someone who has already proven it?

Organic Growth: More Than Just Acquisitions

While acquisitions grab headlines, our organic growth has been equally impressive. In 2025, we onboarded 207 new partners, driving a 47% increase in Monthly Recurring Revenue (MRR). That is market-leading growth at a time when many peers are struggling.

Our Business Development team made 98,674 calls this year, which works out at about 407 calls per working day. As the team grew from two to six people, we also scaled our daily activity, and we are now operating at roughly 900 calls per day. They captured 34,389 data points (supplier names, contract expiry dates), giving us a powerful pipeline heading into 2026.

Delivering for Partners

Growth brings projects, and we delivered 3,014 projects this year, an average of 251 per month. These ranged from hosted phone systems to full information technology migrations and transformation projects.

This is where I want to give a huge shout-out to Annie and our projects team, who have worked tirelessly to make this happen. I know how tough it can be dealing with Openreach for a line install, or Microsoft when they change the goalposts daily. Yet the team have kept things moving and delivered exceptional results for our partners.

Our People: The Heart of Flotek

We added 26 new team members this year, plus replacements for leavers, and I am proud of our retention rate for great people.

We launched Perkbox, giving the team extra holidays, mental health support, and a 24/7 helpline. That is something I am personally proud of, because you cannot build a great business without looking after the people inside it.

Recruitment has been huge too. We hired a new Head of People, Hannah, who joined six months ago to lead recruitment. In 2025 alone, we received 4,200+ job applications, that is over 350 a month. And right now, we have nine open roles that I am excited about, because fresh talent brings new ideas, and energy to the business.

Service Excellence

Our commitment to partners shows in the numbers:

• 36,255 tickets closed (151+ per day).

• Maintained 7-day support, now averaging 8 to 15 weekend tickets.

• Trustpilot rating: 4.9 (313 reviews).

• Customer Satisfaction: 88%.

• Net Promoter Score (NPS): 69, which is market-leading in our sector and just one point away from ‘world-class’. That is a goal for 2026 set by Dan, our Head of Service.

• Reduced average response time by 26 minutes (now 45 minutes).

• Resolution time down to 4h 25m, which is 2h 29m faster than 2024.

Operational Highlights

Our engineers have been everywhere, covering 520,217 miles travelled up and down the country to install, support, and migrate systems.

A standout project was upgrading 200+ quarries across the UK to our Internet Protocol (IP) replacement product for phone lines. It was tough going, but exciting too, and the team smashed it.

We also sent 53,666 invoices this year, and yes, we created a national shortage of purple polo shirts. Every single one of our team wears purple, even me, so the amount of uniform ordering is eye-watering. But I love walking into any of our seven offices and seeing a wave of purple. It is who we are.

Thank You

None of this would have been possible without:

• Our purple people, the heart of Flotek.

• Our partners, new and old, for trusting us.

• Our suppliers, for enabling us to deliver market-leading solutions.

2025 has been full-on, but it has been incredible. I’ll share in January what is coming for 2026. Trust me, it is exciting.