Lara Fox, Managing Director, Objective

Objective is a leading Essex-based technology agency specialising in helping businesses streamline processes with bespoke software solutions and unlock value through data analytics.

Founded in 1987, Objective has grown from infrastructure and software development to a powerhouse of data-driven innovation.

Objective’s highly skilled team works with clients of all sizes, from small local businesses to large enterprises, offering customized software, data analysis services, and expert consulting. As a proud Microsoft partner, Objective is dedicated to helping businesses realize their true potential using the power of data and AI.

What inspired Objective? Why was it created?

Objective is a family business founded by my mother, Cath Fox, in 1987. She saw an opportunity to help businesses better leverage the data and information they collect. She saw first-hand how improving business processes can lead to increased efficiency and create opportunities for innovation.

What solution did it offer at the time?

When Objective started, we focused on infrastructure, software development, and later training. The mission that remains central to our work today was to make technology work for business processes, not the other way around. Cath’s goal was to increase organizational efficiency through the use of innovative technology. While technology has evolved significantly since 1987, that mission continues to drive our business.

How has Objective evolved since then?

Over time we have changed our approach, retiring IT infrastructure and training services to focus on growing software development capabilities. In 2015 we added data analytics to our services in response to customer demand. We understood how integrating software development and data analytics could bring additional benefits to our customers, allowing us to provide a comprehensive package. In 2019 I took on the role of Managing Director and in 2024 my sister Joely joined the team as Commercial Director to support our growth and further expand our customer base.

Who do you admire in business?

Of course, I admire my mother. Starting a tech company in her early 20s in the 1980s—a time when technology was still a “man’s world”—was no small feat. As a young female entrepreneur with three young children, she had to work extra hard to prove herself. But she did, building Objective into what it is today. Her ability to take a business, find ways to improve it, and think outside the box was incredible, and I learned a lot from her. I generally admire people who have the courage to start something and the discipline to sustain and nurture it. While I’ve developed my own identity since taking over the business, the values ​​and ethos my mother instilled in me still drive our culture.

Looking back, is there anything you would have done differently? And why?

In retrospect, I would have gotten promoted sooner. I joined the family business with the intention of staying for just a year to gain work experience and explore different areas, such as operations and marketing. But I ended up loving every aspect of it and I’m running the business over a decade later. That’s a common experience in family businesses.

Initially, I was young and shy, which made me hesitant to promote my skills within or outside the company. It was only after completing my MBA that I gained the confidence to pursue my ideas and defend my position within the company. I always had a good understanding of how companies work and how technology can add value. I wish I had been more confident in promoting this earlier.

What defines your way of doing business? What have you changed or implemented since the acquisition? How do you put your own spin on things?

It turns out that being an executive’s daughter wasn’t something to feel awkward about; it was an asset. Having grown up in the business, I knew Objective inside and out and already had a lot of ideas about what I wanted to implement when I took over.

Since taking over, I’ve made a few changes to put my own stamp on the company. In 2021, I invested in our first office, which was a significant commitment to our long-term future. We now have a dog in the office, which reinforces the family atmosphere and inclusive culture that are important to me. I’ve also introduced new processes and training procedures, with a greater focus on team engagement and leadership. I’m pushing for a more service-based approach to working with companies, alongside our product-based projects.

Since both my sister Joely and I are heavily involved in the business, we have a vested interest in making Objective a success. We are determined to prove ourselves and have a solid plan to do so.

What advice would you give to someone just starting out?

Support yourself. Identify what you do well, keep doing it, and give yourself credit for it.