Vicky Critchley on the challenge of scaling Truly SMB and bringing AI to small businesses
The Bam Boom Cloud veteran talks about her new entrepreneurial project and leveling the AI playing field for SMBs
Building a business from scratch is one thing.
Scaling it into a contender in a market with over 9,000 competitors (by conservative estimates), all while taking on one of the biggest technology challenges of the decade, is quite another.
But that’s exactly what Vicky Critchley has set out to do with Truly SMB, her latest venture aimed at helping small and medium-sized businesses (SMBs) navigate the AI revolution.
Critchley, best known for growing and selling Microsoft partner Bam Boom Cloud, could have taken a well-earned break after its acquisition by Pax8 in 2023.
Instead, she’s back with another ambitious project—this time focused on closing the AI gap for SMBs, a sector she believes is at risk of being left behind.
The next entrepreneurial challenge
Derby-HQ Truly SMB didn’t start from zero.
The company launched with 45 employees and a customer base of 320, thanks to a series of strategic acquisitions—including UK-based managed service provider True MSP and a book of US and Canadian customers.
This is partly thanks to the minority investment of an undisclosed PE benefactor. But capital alone does not a successful service provider make.
For Critchley, the real work starts now.
“We’ve skipped the start-up phase, but this is still a huge challenge," she admits.
“I have a real passion for tech, and I felt one step removed.
“I wanted to get back to working directly with end customers, helping them see what AI and automation can really do for them.”
The company’s immediate focus is solidifying its go-to-market strategy while laying the groundwork for further expansion.
This includes an ambitious M&A plan, with Critchley targeting two to three additional acquisitions this year, particularly in the UK and US.
The aim? To bring together deep Microsoft expertise, cybersecurity capabilities, and AI-driven business process automation.
“We want to move quickly,” Critchley says. “There’s no point in standing still. Our goal is to expand through acquisitions and recruitment at a rapid pace.”
In particular, the business is after scale in the Microsoft ecosystem.
“We're looking at MSPs, Dynamics partners and we may potentially add some people around data analytics.
“So it's just different workloads that we think will be appropriate for enhance our services back to that customer.”
AI for SMBs: More than just a buzzword
While AI dominates tech headlines, Critchley argues that many SMBs still don’t see its relevance to their business—largely due to a lack of education and practical, tangible use cases.
“There’s this perception that AI is something for Silicon Valley or big enterprise, not for a small business in London or Manchester,” she says.
“The terminology is confusing, and SMBs don’t have big IT teams to break it down for them. The demand problem isn’t a lack of interest—it’s a lack of understanding.”
For Truly SMB, the key is demystifying AI by focusing on tangible wins, such as projects in business process automation—helping customers take incremental steps toward AI adoption rather than jumping into a large-scale, costly transformation.
Critchley sees this approach as essential, both for easing SMBs into AI and for ensuring they see measurable results quickly.
“SMBs don’t want huge consulting projects”, she explains.
“They prefer to try something, see it work, and then take the next step. If you can show them a small automation that saves time and money, they’ll come back looking for more.
“It’s about shifting the conversation from AI as a concept to AI as a tool that delivers immediate benefits.”
One of the easiest ways for SMBs to see quick wins with AI is through robotic process automation (RPA), a point Critchley is keen to emphasise.
“We learned from Bam Boom Cloud that business process automation can make a significant difference.
“RPA allows SMBs to automate highly manual processes, delivering cost savings and efficiency improvements almost immediately.
“That’s a natural entry point for AI, and it helps businesses understand how automation can transform their operations.”
Growth at Speed
Critchley is no stranger to rapid growth, and she’s setting a fast pace once again.
Truly SMB’s acquisition strategy is designed to build out a comprehensive offering, combining Microsoft-centric solutions with cybersecurity and data analytics expertise.
Recruitment is also ramping up, particularly for Microsoft-certified consultants.
“We’re working to ensure that every SMB we serve can sample AI and automation in a way that makes sense for them,” Critchley adds.
“They need to see what’s possible before they commit, and our job is to make that process simple and accessible.”
At the heart of it all is a drive to help SMBs stay competitive in an era of rapid technological change.
“We’re trying to level the playing field,” Critchley says.
“Big businesses have the resources to experiment with AI, but SMBs need solutions that are practical, accessible, and designed for them. Our job is to make sure they don’t get left behind.”