Services are the new software

For a long time now, we have been thinking about what the web will look like ten years from here. The conventional story is that AI will consume the agency. Code will become free, consultants will become obsolete, anyone selling work by the hour is on the wrong side of history.

We have come to believe the opposite.

The next decade will be the best decade in living memory to build a consuming services company. Here is where most people get it wrong. They see software consuming services and assume services lose. What is actually happening is stranger, and more interesting.

Software is collapsing into services, services are becoming software, and the two are meeting in the middle. The companies that meet them there, with taste and craft and a point of view, will own the next era of the web.

The New Web Group is the group behind Flow Ninja, Studio Direction and flowConf.

Each one stands on its own, with its own team and its own customers. Together, they describe how we think about design, community, and business in this new era.

• Flow Ninja is your embedded web team for modern marketers. We design, build, run, and grow Webflow websites for modern marketing teams.
• Direction Studio is your embedded multidisciplinary creative partner. They craft brands and products of tomorrow.
• flowConf is where the community we have built can stand in a room together, once a year, and remember why this is worth doing.

We did not set out to build a holding company.

We built the things we wanted to exist, and then we built the company to hold them together. New Web Group is the quiet home where these three sit, share what they have learned across each other, and keep our standards honest as we grow.

We are not in a hurry, we are not raising money, and we are not trying to be everywhere. We are trying to do a small number of things very well, for a long time, and to deliver the old way and the new way both, in the same week, for the same client, without dropping our standards on either side.

The next decade will look different from the last, but the intent will not change: make good work, treat people well, stay curious, and build for the long view.