Having run an agency for over a decade and then spending the next 12 years building software for agencies, I’ve seen the industry from both sides of the table. And over time, one thing became glaringly obvious to me and everyone here at Synup:
Even though we were building software tools and enablement for agencies, we weren’t truly impacting the metrics that matter most to agency growth: new sales, retention, and the ability to consistently delight clients.
When you look at the agency tools market, especially MarTech platforms, you’ll find thousands of options. Most of them focus purely on marketing orchestration. Very few are designed to make a measurable difference to an agency’s top line or bottom line.
For years, agencies have been stuck between:
- White-labeled tools that are little more than rebranded apps
- Disconnected point solutions for different stages of the client journey
- Overly complex tech stacks with high costs and poor cohesion
That’s the gap we decided to close. After over two years of planning and development, I’m proud to announce Synup OS: an agency operating system designed to power everything you need to run and grow your agency.
Our goal is simple: make a tangible impact on the revenue of agencies worldwide, helping them become true stewards of marketing excellence for small business clients.
The Problems We Saw (and Will Solve) With Synup OS
1. Sticking a Logo on an App ≠ True White Labeling
For years, “white label” has meant little more than adding your logo to an existing MarTech platform and hosting it on a custom subdomain. We’ve been guilty of it ourselves in the past.
But this is the bare minimum… and it doesn’t help agencies truly own their client experience.
How we solve this
With Synup OS, we reimagined white labeling entirely. Agencies can customize everything down to the pixel:
- White-label dashboards
- Custom embeds
- Branded APIs
- Multiple delivery mechanisms for end clients
It’s not just branding anymore, it’s ownership. Agencies can now deliver a seamless, delightful experience that feels like their platform, not someone else’s product with a sticker on it.
2. Disparate Sources of Client Data
In talking to partners, we were shocked to see that many didn’t have a single source of truth for client information. Yes, they had CRMs, but those were built for generic sales pipelines, not for storing and enriching data about SMB clients.
We couldn’t find a single tool that managed client data well for agencies. So, we built one.
How we solve this
Synup OS includes a Client Manager and CDP (Customer Data Platform) that lets you:
- Consolidate all client data in one place
- Add custom fields to store critical data
- Continuously enrich profiles with AI-powered insights
It’s a purpose-built solution to keep agencies fully informed about every client at all times. So, the next time your team won’t be scrambling to find notes & info from random documents or Slack messages, while the client is on call.
3. No Unified Way to Manage the Entire Client Lifecycle
Managing a client’s journey starts before they sign on. From lead generation to the first email you send, to proposals, invoicing, onboarding, and upselling — agencies need a connected workflow.
Until now, there hasn’t been a unified platform designed specifically for agencies that serve SMBs.
How we solve this
With Synup OS, we’ve integrated tools for every step:
Everything is connected, so agencies can manage the full lifecycle without bouncing between tools.
4. Limited Support to Land New Business
One difference between agencies that thrive and those that struggle? Sales execution.
Many platforms focus only on servicing existing clients, but growth primarily requires acquiring new ones.
To truly enable agencies, it’s important to not just focus on apps and tools for their customers, but also focus on the journey before they acquire the customer.
How we solve this
Synup OS includes:
- Lead tool to find SMB clients
- Instant audits
- Sales pipeline tracking
- Automated sales workflows
Our aim: every agency using OS should add at least 10% more net new clients in their first year.
5. No Single Place to Manage Client and Team Operations
Beyond client data, agencies need to manage everything happening with their team and accounts. This includes tasks, metrics, performance, and communication.
I saw too many agencies patching this together with Google Sheets, ClickUp, or Monday, tools that aren’t purpose-built for agencies.
How we solve this
Synup OS solves this with:
- Team activity management
- Task tracking & collaboration
- A single, consolidated account view to show you what’s going on in a particular account
6. No Easy Way to Forecast Churn and Cancellations
While new sales is an important aspect of agency growth, another thing stood out. Many agencies we spoke with were losing a lot more customers than they were adding.
SMB churn is painfully high: 3% to 7% per month for marketing services. And yet, most agencies have no clear visibility into retention or which clients are at risk of leaving.
How we solve this
Synup OS introduces churn forecasting. Agencies can:
- Configure churn risk criteria at a global, segment, or individual client level
- Proactively address issues before they lead to cancellations
This turns retention from guesswork into a measurable, actionable process that helps agencies keep clients longer.
7. No Way to Drive “Revenue on Autopilot”
Once a client is onboarded, many agencies default to reactive account management – understanding their challenges, solving issues, & keeping them happy. In some cases, I’ve seen agencies servicing a large SMB customer base have a very reactive support (helpdesk & phone).
The result? All these issues kill the agency’s ability to drive cross-sell and upsell on autopilot.
How we solve this
Synup OS changes that by enabling automated upsell and cross-sell journeys within the client’s marketing app, with no manual intervention needed.
Agencies can now drive incremental revenue in the background while focusing on client success.
8. Marketing App Sprawl
Client needs listings? Buy this product.
Client needs social? Buy another product.
Client needs SEO reporting? There’s that other product.
This has always been the norm when it comes to product enablement for end-clients of agencies. On average, an agency uses 12 to 31 tools to deliver marketing results, each with its own costs, logins, and data silos.
How we solve this
Synup OS consolidates all the tools you need to drive client results:
You can also replace a set of tools you need to run & manage your own agency:
- Lead-gen and prospecting
- Sales pipeline management
- Client management
- Service fulfillment
- Payments
This means you can offer marketing solutions to your clients at lower costs, better orchestration, and improved efficiency.
9. High Costs for Basic Client Dashboards
Finally, we noticed that most agencies had to pay a high price to do the very basics for their client – provide a marketing dashboard.
How we solve this
With the OS bundle, agencies can offer their clients a full suite — listings, reviews, social, SEO, CRM, invoicing, and more — at a fraction of the cost.
We believe every SMB should have a strong online presence, and we want to make that affordable for agencies to deliver.
Our Goal with Synup OS
We didn’t build Synup OS just to sell software. Our mission is to increase the GDP of the agency industry.
With over 50,000 agencies generating roughly $18B in annual revenue, we see an enormous opportunity to accelerate growth, both for agencies and for the SMBs they serve.
Small businesses should be able to focus on what they do best, their craft, while their agency becomes their growth engine.
Too often, the agency–SMB relationship fails not because the tools aren’t out there, but because they aren’t unified in a way that makes sense for the client journey. Synup OS changes that.
If we can help more entrepreneurs start agencies and help existing agencies scale faster and stronger, that’s success for us.
