Tech pioneers new venture offers SMBs AI integration following Pax8 sale.
Brett and Vicky Critchley, well-known figures in the IT channel, have launched Truly SMB, a new venture designed to help small and medium-sized businesses (SMBs) leverage AI for growth. Dubbed a “Technology Gym,” the platform offers SMBs a structured, hands-on approach to integrating AI solutions into their operations that it claims will make cutting-edge technology accessible to businesses of all sizes.
According to Truly SMB CEO, Vicky Critchley, “Unlike traditional IT service providers, Truly SMB takes an immersive, collaborative approach to supporting SMBs. The idea is to provide businesses with the tools, guidance, and peer-driven insights they need to make AI work for them—much like a gym helps individuals build and maintain fitness routines.”
With AI adoption accelerating, Critchley believes many SMBs are finding themselves overwhelmed by complex solutions typically tailored for larger enterprises. “Our aim is to bridge this gap by offering tailored AI strategies, automation tools, and education on Microsoft Copilot and other emerging AI-driven technologies.” Although exhibiting some elements of a marketplace, COO Brett Critchley says, “Rather than acting as a vendor listing platform, Truly SMB is positioned to support SMBs in both their daily tech usage and long-term AI strategy, ensuring technology implementation is both practical and transformative rather than just transactional.”
The Critchley’s have a proven track record in the channel, having previously led Bam Boom Cloud, a Microsoft Dynamics partner acquired by Pax8 in 2023. While Pax8 operates as a cloud marketplace, Truly SMB represents a return to serving end customers directly, a move Vicky Critchley described as driven by her passion for technology and hands-on problem-solving.
While Truly SMB is still in its early stages, the founders are actively engaging with SMBs to shape the company’s direction. Truly SMB already boasts 45 staff and 320 customers and has grown through the acquisition of Derbyshire-based True MSP and a book of US and Canadian customers.