Why we choose to be technology agnostic, and why that matters to you

In digital, it is tempting to pick a side. To specialise in a single CMS, a single commerce platform, or a single analytics stack, then build an agency story around it. It is neat, marketable, and easy to explain.

We've chosen a different path.

At Thrive, we are deliberately technology agnostic. Not because we lack opinions, experience, or preferences, but because we believe most organisations are better served when technology is a means, not a master. This article explains why we made that choice, and why, for the majority of organisations, working with a technology agnostic agency leads to better outcomes.

The problem with technology-led agencies
Many agencies are built around a single platform. Sometimes this is driven by genuine expertise. Often, it is driven by commercial incentives. When an agency specialises in one technology, several things tend to happen:

• The solution is decided before the problem is fully understood
  Discovery becomes an exercise in justifying a pre-selected tool, rather than exploring what is actually needed.
• Every challenge starts to look the same
  A content issue becomes a CMS problem. A service issue becomes a feature request. A cultural issue becomes a platform migration.
• Commercial bias creeps in
  Partner status, reseller margins, certifications, and sales targets can subtly influence recommendations, even with the best intentions.
• Organisations inherit complexity they did not ask for
  Tools are powerful, but power brings overhead. Training, governance, integrations, and ongoing costs often outlive the original brief.

This doesn't mean technology-led agencies are bad. For some organisations, particularly those already committed to a specific ecosystem, they can be exactly the right fit. For most organisations however, especially those navigating change, growth, or constraint, this approach can be limiting.

Technology should follow strategy, not the other way round
The core belief behind being technology agnostic is simple: Start with outcomes. Then choose the tools that best enable them. That sounds obvious, yet it is surprisingly rare in practice. Most of the challenges organisations bring to us are not fundamentally technical. They are questions like:

• How do we better serve our users?
• How do we reduce friction across journeys?
• How do we move faster without breaking things?
• How do we make smarter decisions with limited resources?
• How do we future-proof without over-engineering?

These are strategy, service design, and experience questions first. Technology only becomes relevant once clarity exists on what needs to change, and why. Being technology agnostic allows us to separate those conversations cleanly. We can explore the problem space without quietly steering towards a familiar stack.

‍What Technology agnostic really means in practice
Technology agnostic does not mean anti-technology, or vague about tools. It means a few very deliberate things.

1. We design systems, not just platforms
Most organisations already have technology. Often lots of it. Our job is not to parachute in a shiny new system, but to understand how the existing landscape works together, where it breaks down, and where intervention will create the most value. Sometimes the right answer is a new platform. Sometimes it is better configuration, better governance, or fewer tools doing clearer jobs.

2. We recommend what fits, not what we sell
Because we are not tied to a single vendor, we can recommend solutions based on:

• Organisational maturity
• Team capability and capacity
• Budget realities
• Long-term ownership
• Risk and compliance requirements
• Integration needs
• Pace of change

That might mean open-source, SaaS, low-code, no-code, or something hybrid. It might mean doing nothing at all for six months while foundations are fixed elsewhere.

3. We design for change, not perfection
Technology decisions tend to be treated as permanent. In reality, they are temporary bets. An agnostic approach encourages modular thinking, clear interfaces, and an acceptance that needs will evolve. This reduces the fear of getting it “wrong” and helps organisations move forward with confidence.

Why this matters even more right now
The pace of change has not slowed. If anything, it has become more chaotic. AI tools, automation platforms, composable architectures, and constantly evolving user expectations mean that locking into a rigid ecosystem is riskier than ever. For many organisations, the real challenge is not choosing the “best” technology. It is building the capability to adapt as tools change. A technology agnostic agency helps by:

• Avoiding unnecessary lock-in
• Designing with interoperability in mind
• Prioritising skills, processes, and principles over tools
• Making change incremental rather than disruptive

This is especially important for charities, public sector bodies, health and care organisations, and purpose-led brands, where budgets are constrained and decisions carry long-term consequences.

There's also a hidden benefit
One of the less talked-about advantages of being technology agnostic is trust. When clients know that recommendations are not influenced by partnerships, targets, or certifications, conversations change. Trade-offs can be discussed openly. Risks can be acknowledged honestly. Decisions feel shared, not sold. That trust is what allows real progress to happen.

When a technology specialist is the right choice
It is worth saying this clearly. There are situations where a specialist agency is exactly what you need. If you are deeply invested in a single platform, have a clear roadmap, and need advanced implementation support, then a focused specialist can add huge value. The difference is knowing when you are making that choice consciously, rather than defaulting to it because it was the first option presented.

‍Our position
We chose to be technology agnostic because we believe our role is to help organisations move forward, not push them towards a particular stack. We care about outcomes, not tools. Momentum, not marketing claims. Systems that work in the real world, not perfect diagrams. Technology matters. But only when it is in service of something bigger. If you start with people, purpose, and progress, the right technology choices tend to reveal themselves. And if you ever need a little guidance, make sure to get in touch.