Learn about ...
Why Soul+Wolf decided to transition from services to products
How they’re building products while still running an agency
How they’re funding product development using client work
How they validated their ideas before investing years into them
How niche focus and industry expertise has shaped their product strategy
When to keep going and when to pull the plug
The mistakes, risks, and hard truths agencies should be aware of
Details
Tuesday, February 24 2026
4pm EST / 9pm UK / 8am AEDT (Feb 25)
45 mins
Can’t attend? Don't miss out.
Make sure to register to receive the webinar recording.
Webinar overview
Most agency owners have realized that the industry is changing very quickly. For many, work is getting leaner, and relying on service revenue alone isn’t always the best long-term plan. You can keep doing great client work, but you may be feeling the pressure to evolve.
In this live case-study conversation, BugHerd CEO (and former agency owner turned SaaS developer) Stephen Neville, will chat with Marco Rosano (Managing Director) and Jason Soultan (Co-founder & Creative Director) of Soul+Wolf, a Melbourne-based digital agency embarking on a bold five-year plan: replacing 80% of their service revenue with product revenue, funded entirely by their existing client work.
They’ll share what’s really happening behind the scenes: What’s working, what’s harder than expected, and how they’re navigating the shift while protecting cash flow, retaining staff, and responding to industry changes accelerated by AI.
If you’ve ever wondered whether your agency could (or should) move into building SaaS products, or how to avoid the traps many fall into, this is a candid conversation you won’t want to miss.
Who should attend this webinar?
This session is perfect for:
- Agency founders & directors
- Digital leaders exploring productization
- Teams considering SaaS or recurring revenue models
- Anyone curious about a real, in-progress agency transformation; not a polished success story
Don’t miss this behind-the-scenes, founder-to-founder conversation about what it really takes to shift an agency from services to scalable products. If you’re thinking about making the leap, or already feeling the pull, this session will give you clarity, caution, and practical guidance you won’t hear anywhere else.
We look forward to seeing you!
Speakers
Marco Rosano
Managing Director @ Soul+Wolf
Marco Rosano is the Co-founder and Managing Director of Soul+Wolf, of multi-award-winning agency, Soul+Wolf. With over 15 years in digital leadership, he oversees strategy and operations while helping shape the NO/BS Conference as a director. Marco’s expertise spans digital marketing, team leadership and creative problem-solving, contributing to the agency’s success and industry presence.
Jason Soultan
Co-founder & Creative Director @ Soul+Wolf
Jason Soultan is a Melbourne-based digital design leader, Co-Founder and Design Director of the multi-award-winning agency Soul+Wolf. He also launched the NO/BS Conference to spotlight honest industry insights and serves as Chair of the Australian Web Industry Association (AWIA). With over 20 years in the industry, Jason’s work spans design, branding and creative strategy, and he has judged for prestigious global awards like Awwwards and CSS Design Awards.
Stephen Neville
CEO @ BugHerd
Stephen (Steve) Neville, former Advertising Executive, and Founder of leading application development agency CommonCode, has more than 2 decades of marketing and tech leadership under his belt.
With experience on both the client and agency side, working with some of Australia's largest brands, Steve brings a wealth of digital strategy and communications experience with him to the BugHerd team.
Steve has expertly led the BugHerd team to achieve record growth numbers in both users and team members. What’s his plan B? Joining the Olympic Kayaking team!
Register now ✍️
We look forward to seeing you there!