Tom Smith is the founder of Complete Online Solutions, a full-service digital agency headquartered in the UK with an expanding presence in Dubai. With over 17 years in the digital space, Tom has built a business rooted in long-term relationships, transparency, and sustainable growth. Humans of Fuzia is featuring Tom because his journey reflects what our 5-million-strong global community stands for—collaboration, inclusive growth, and a belief in She for She and He for She, where men and women work together to create meaningful impact in business and beyond.
Tom, tell us about your journey and how Complete Online Solutions came into existence.
Complete Online started as a UK-based digital agency and has been running for about 17 years now. Around four years ago, we expanded into Dubai after partnering with a branding agency there that didn’t have in-house digital capabilities.
What began as a partnership gradually grew into larger client relationships, which eventually required us to set up a proper presence in the region. I spent time building relationships, working with the British Chamber of Commerce, and from there the business naturally snowballed across multiple sectors like legal, finance, and professional services.
What motivated you to expand internationally while keeping your core team in the UK?
Being a digital agency, we can technically work from anywhere in the world. However, we’ve always believed in having a strong in-house team because collaboration becomes much easier.
We’re a full-service agency—branding, web development, SEO, paid ads, copywriting, social media—so having everyone working closely together saves time and improves quality. Dubai became a natural extension of our work, especially because of the relationships I’ve built there over the years.
Your clients span multiple countries. How do you manage global operations smoothly?
We have clients across Australia, the US, Ireland, Italy, and the Middle East. Operationally, most of the business runs through our UK company, with Dubai operating as a separate entity.
From a financial standpoint, we simply work with fair exchange rates and adjust based on region. It’s been surprisingly smooth, and we haven’t faced major challenges managing international clients.
What are your goals and aspirations for 2026?
One exciting development is that I’m about to become a non-executive director at our local Chamber of Commerce in Lancashire. That will allow me to contribute more actively to conversations around digital transformation and AI.
From a business perspective, we’re seeing strong growth in AI-driven solutions, which scale more efficiently than traditional services. We’re also planning strategic hires—bringing in a customer success manager, onboarding junior talent, and expanding our technical team in a sustainable, well-planned way.
How is your team structured, and why was that approach important to you?
Our team is primarily based in Blackpool, Lancashire, with a mix of in-office, hybrid, and limited remote roles. We’re very family-oriented—most of us have kids—and we deeply respect personal time.
I’ve seen businesses struggle with offshore outsourcing due to time zones and communication gaps. For us, keeping things close-knit ensures better collaboration and a healthier work-life balance for everyone.
What challenges do you continue to face as a digital agency founder?
Client churn is always a challenge in the digital space. Even with strong processes like monthly reviews and transparent reporting, communication can sometimes break down.
If clients don’t have time to engage, it becomes difficult to explain external factors like algorithm changes or ad cost fluctuations. Without that dialogue, it’s harder to improve or adapt. Managing this balance remains an ongoing challenge.
With AI evolving rapidly, did you ever fear it might disrupt your business?
Not at all. I strongly believe it’s not human versus AI—it’s human and AI. AI improves efficiency, but it still needs human oversight, context, and judgment.
Without that human layer, mistakes happen. AI is a powerful tool, but it works best when paired with human experience and responsibility.
Is SEO still relevant in a world dominated by AI tools and search assistants?
Absolutely. The landscape is changing, but SEO still plays a critical role. Content now needs to be optimized not just for search rankings, but also for AI-generated snippets and responses.
It’s about covering all bases—organic search, AI-driven discovery, and evolving user behavior.
What advice would you like to leave for entrepreneurs and founders reading your story?
Trust the process and believe in yourself. Set clear goals and revisit them regularly. Without structure, you’re moving blindly—but with a plan, even challenges feel manageable.
Growth doesn’t happen overnight, but consistency and clarity create long-term success.
“Trust the process, believe in yourself, and let clear goals guide your path forward.” — Tom Smith
Connect with Tom Smith:
https://www.linkedin.com/in/tom-smith-complete/
Want to be featured?
If you’d like to be featured in the Humans of Fuzia series, email us at fuziatalent@fuzia.com.
