A new way of working is taking shape
At this year’s International Franchise Show at London ExCel, our CEO Katie Bullon gave two Keynotes on the rise of AI and Microfranchising for marketers. The audience were gripped and the messaging was an important one!
There is a clear shift happening in how people are choosing to work.
Over the past few years, we have seen a steady rise in self employment, with more marketers stepping away from traditional roles and moving into freelance or independent work. At the same time, businesses are increasingly outsourcing their marketing rather than building in-house teams.
This is not just a temporary reaction to economic pressure. It reflects a longer-term change in how businesses are structured and how services are delivered. The traditional model of hiring internally is being replaced by something more flexible, more scalable, and often more cost effective.
Why outsourcing has accelerated
Recent data shows that 63.1% of businesses outsourced marketing activity in the last 12 months, a significant increase from the year before. This tells us something important: marketing is no longer seen as a function that must sit within a business. Instead, it is something that can be delivered externally, often with greater efficiency.
When you look at the wider UK economy, this makes even more sense. There are 5.7 million businesses in the UK, and the vast majority are SMEs. Around three quarters operate without employees at all. These are owner-led businesses that need marketing support but are not in a position to build full internal teams.
Outsourcing is not just convenient for them. It is essential.
The growing pressure on marketers
While demand for marketing services is growing, so too is the pressure on the people delivering them.
Many marketers are now expected to manage sales, client relationships, delivery, and growth all at once. It is no surprise that a large proportion report feeling overwhelmed or emotionally exhausted.
The issue is not a lack of skill or capability. There is more marketing talent available than ever before.
The real issue is structure.
Without the right systems in place, even the most capable marketers find themselves stretched too thin, constantly reacting rather than building something sustainable.
What businesses actually want
From the outside, it might look like businesses have more choice than ever when it comes to marketing support. Agencies, freelancers, consultants and specialists are all competing for attention.
But in reality, many businesses are struggling.
They are managing multiple suppliers, dealing with inconsistent delivery, and often lacking a clear strategy or sense of ownership. What they are really looking for is not more options, but less complexity.
They want one trusted partner who can take responsibility for their marketing and keep it running consistently.
The shift towards subscription marketing
This change in expectation has led to the rise of subscription-based marketing models.
Rather than buying marketing in one-off projects, businesses are choosing ongoing support with a predictable monthly cost. This allows them to build long-term relationships, maintain consistency, and make simpler decisions about their investment.
From a commercial perspective, it is also highly attractive. A subscription model typically costs less than hiring a full time employee, while avoiding the additional responsibilities and risks that come with employment.
For many businesses, it offers the best of both worlds. They gain access to ongoing expertise without the overhead.
A gap between agencies and freelancers
Despite these shifts, there is still a gap in the market.
On one side, there are traditional agencies, which can feel expensive and, at times, impersonal. On the other, there are freelancers, who often deliver great work but can become overstretched as they try to grow.
Businesses are increasingly looking for something in between. They want the capability and reliability of an agency, combined with the consistency and relationship of working with one person.
Enter the smart micro franchise
This is where smart micro franchises are beginning to stand out.
These models are designed specifically for individuals who want to run their own business, but with the support, systems, and structure that are often missing from freelance work. They are typically low cost to start, built for one person, and focused on generating recurring revenue through subscription services.
Importantly, they also reduce the risk associated with starting a business. Franchising provides a proven model, established processes, and ongoing support, allowing individuals to focus on delivery and growth rather than building everything from scratch.
How activ fits into this model
At Activ Marketing, we have built our model around this exact opportunity.
We operate as a national agency delivered locally, giving businesses one trusted partner who is backed by a full system. Our approach combines central strategy with local delivery, ensuring consistency while maintaining strong client relationships.
For businesses, this means having a single point of contact who can manage their marketing effectively. For franchisees, it means running a structured, scalable business with the support needed to grow.
The role of structure, systems and support
In our experience, success in self employment comes down to three things: structure, systems and support.
Without these, even the most talented individuals can struggle to scale. With them, it becomes far easier to build something that is both sustainable and commercially strong.
This is the key difference between freelance work and a fully developed business model.
The impact of AI on self employment
Alongside these changes, AI is reshaping how marketing is delivered.
It is enabling faster execution, reducing the cost to serve, and raising expectations from clients. Tasks that once took hours can now be completed in a fraction of the time.
This creates a significant opportunity. One person can now deliver far more than ever before.
However, AI on its own is not enough. Without the right structure around it, the benefits are limited. When combined with strong systems, it becomes a powerful tool for scaling delivery and maintaining consistency.
Building AI into the model
At activ, we have taken a structured approach to AI through Kora, our AI employee for franchisees.
Kora is not a generic tool. It is built around our specific systems, processes and ways of working, and is embedded into how we deliver our services. It supports planning, proposals, execution and day to day operations, allowing franchisees to operate more efficiently and consistently.
The goal is simple: to enable one person to deliver at the level of a full agency.
Understanding before scaling
Before any business can grow effectively, it needs to understand how it is currently operating.
This is why frameworks like Solo Power are so important. They provide a clear view of where structure is strong, where gaps exist, and what may be holding a business back from scaling.
Growth without that understanding is often short lived.
A changing future for self employment
Self employment is not going anywhere, but it is evolving quickly.
The combination of outsourcing, subscription models, structured support, and AI is creating a new way of working. One that allows individuals to build stronger, more sustainable businesses without doing everything alone.
The people who succeed in this environment will not be the ones working the longest hours or taking on the most tasks.
They will be the ones who are supported in how they work, with the right systems behind them.
Want to grow your marketing business with us?
we are actively recruiting new franchise business partners for the huge demand we are experiencing with clients onboarding at the moment. Download our brochure to learn more about how you can scale your business with us
