Scaling a business is never a straight line. It is a balancing act of ambition, adaptability and execution. Having invested in more than 60 UK growth companies, we see the patterns that separate businesses that scale smartly from those that stall.
The next wave of successful scale-ups will be defined by product-led thinking, AI-enabled decision-making, flexible talent models and meaningful impact. For founders and leadership teams navigating this new landscape, here are 10 strategic priorities – and how some of our portfolio companies are already putting them into action.
1 — From services to product-led growth
Service-heavy models are giving way to platforms where the product itself drives adoption. Fleetclear is a prime example. The fleet technology company transformed from service-led to a scalable, product-first fleet safety and asset tracking platform. By building a self-serve, user-driven journey, it reduced barriers to adoption and accelerated growth.
2 — AI for competitive edge
AI is no longer optional. Scale-ups embedding AI into their workflows are gaining a step-change in productivity. Software company Plandek uses AI for smarter decision support, while another tech company AutomatePro has automated software testing with conversational AI. The outcome: lower costs, more personalisation, and teams freed to innovate.
3 — Remote-first and global-ready
Remote-first models open access to borderless talent. But culture and systems must keep pace. Intelligence platform company – Vypr has built strong internal systems for asynchronous collaboration and continuous feedback, proving that flexibility attracts talent but intentional culture retains it.
4 — Sustainability as a strategic advantage
ESG is moving from compliance to growth driver. Customers, employees and investors expect it from day one. Whether through emission tracking, ethical supply chains or transparent reporting, sustainability builds trust and future-proofs against risk.
5 — Data-led decision making
Gut feel doesn’t scale. Portfolio companies like Plandek provide real-time delivery intelligence, while Vypr delivers live consumer validation. Embedding data loops across functions enables faster, evidence-based decisions and sharper execution.
6 — Cybersecurity as table stakes
With growth comes exposure. Scale-ups must invest in zero-trust architecture, multi-factor authentication and regular penetration testing. It is no longer a ‘nice to have’ – it is insurance for your reputation.
7 — Agility over perfection
The strongest scale-ups move quickly and iterate. Plandek launched fast, tested with real users and evolved its product in-market. In today’s environment, speed beats size. The lesson? Bake learning cycles into every department.
8 — Partnerships to accelerate, not distract
Partnerships can be growth accelerators when aligned with core strategy. AI-powered due diligence platform Xapien forged a partnership with Dow Jones to reach enterprise clients. The right collaborations should expand reach and strengthen value propositions – not dilute them.
9 — Employee well-being as a growth engine
Scaling demands high performance, but burnout undermines it. Increasingly, treating well-being, mental health and career development as non-negotiables. A resilient workforce is essential to sustainable growth.
10 — Diversification and global expansion
Mature scale-ups often unlock growth through international markets. Vypr, for example, extended its consumer insight platform beyond the UK to support global brands. Founders should build with future flexibility in mind, ensuring products are not limited by geography, language or currency.
Scaling in the new normal —
The future of scaling is not about chasing unicorn valuations. It is about building resilient, thoughtful businesses that can adapt as they grow.
Whether it is AI transforming professional services, the fundamentals are clear:
- Obsess over your product
- Invest in culture and talent
- Let data guide decisions
- Stay agile and adaptable
- Choose partnerships that add real value
It’s important to help founders scale wisely, not just quickly. Because sustainable growth is not a single lift-off moment – it is a series of strategic steps, each one laying the foundation for long-term success.
Jamie Roberts is Managing Partner at YFM.
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