Key Points:

• Revenue Goals: HighLevel targets $9 billion in client revenue within 3-5 years.

• IPO Prep: Preparing for IPO readiness in the next three years.

• New Features: Ads Manager and AI Voice Agents enhance ad services and client responsiveness.

• Customer Feedback: Development prioritised through customer feedback and a public ideas list.

• AI & SaaS Focus: Enabling agencies to scale with AI-driven, niche SaaS solutions.

Introduction

In an insightful conversation on the CEO Wisdom Podcast with Charles Cormier, HighLevel CEO Shaun Clark shared exciting updates, future goals, and the philosophy behind the company’s ongoing success. HighLevel has become a major player in the marketing technology space, particularly with its white-label CRM designed for agencies. With impressive plans for the future, Shaun and his team are working hard to solidify HighLevel’s reputation as a leading platform for small business and agency solutions. Here, we’ll dive into HighLevel’s recent developments, revenue targets, feature expansions, and Shaun’s vision for the company’s impact on small businesses worldwide.

HighLevel’s Growth Trajectory and Revenue Goals

HighLevel’s rapid growth and ambitious revenue goals are evidence of its substantial impact on the marketing tech industry. As of 2024, the company’s clients collectively generate over $1 billion in payments through the platform—a figure Shaun believes will only continue to rise. This impressive revenue milestone is a testament to HighLevel’s unique white-label business model, which enables agencies to resell the platform as their own branded software, aligning HighLevel’s success directly with that of its clients.

Shaun has set even loftier goals, aiming to generate $9 billion in revenue for clients over the next three to five years. This would position HighLevel as a billion-dollar company while providing exponential value to agencies and small businesses globally. By creating tools that agencies can market as their own, HighLevel is redefining how software supports small business success.

Eyeing an IPO in the Next Few Years

When asked about the possibility of taking HighLevel public, Shaun shared that IPO readiness is on the horizon. While the company is still determining an exact timeline, it’s focusing on the milestones and infrastructure necessary to ensure readiness within the next three years. However, Shaun made it clear that the IPO is not just about financial growth; it’s about establishing HighLevel as a resilient, customer-centric company with lasting impact. The potential IPO could be a stepping stone toward further growth, helping HighLevel expand its offerings and cement its status as a top solution for agencies.

Striking the Balance Between New Features and Reliability

As HighLevel grows, Shaun has emphasised the need to balance introducing innovative features with ensuring platform reliability. In the early days, HighLevel focused heavily on new functionalities to cater to agencies’ evolving needs. However, the company has since shifted to a 60-40 approach: focusing 60% of resources on strengthening existing features and 40% on developing new, innovative solutions. This strategy is designed to create a stable, high-performing platform while keeping up with industry advancements and customer expectations.

Shaun also pointed out that HighLevel is continuously learning from customer feedback and adapting to meet their needs, which helps the company prioritise what matters most. This customer-centric approach is a fundamental part of HighLevel’s development process and underpins every decision, from feature updates to long-term goals.

Newly Released Features: Ads Manager and AI Voice Agents

HighLevel continues to deliver groundbreaking tools that empower agencies to deliver greater value and efficiency to their clients. The recent release of the built-in Facebook Ads Manager and AI Voice Agents have received widespread praise for significantly enhancing agency capabilities.

• Ads Manager: With Ads Manager now fully launched, agencies are seamlessly running ads across major platforms like Facebook, Google, and TikTok, directly from the HighLevel interface. This tool simplifies ad management, enabling agencies—even those without advanced advertising expertise—to offer powerful ad services at scale. Agencies have praised Ads Manager for helping them expand their service offerings and provide clients with measurable ad performance, making it an instant hit.

• AI Voice Agents: AI Voice Agents (also known as AI Employees or Voice AI) are already transforming client interactions by handling missed calls, responding to queries, and scheduling appointments—all through artificial intelligence. Businesses with limited staff are finding this tool invaluable for capturing and converting more leads, providing 24/7 responsiveness to client inquiries. By minimising missed opportunities, AI Voice Agents are helping businesses boost customer satisfaction and streamline their communications. Agencies are applauding its impact on client engagement, as it enables them to offer unmatched support and responsiveness.

These newly released tools have not only strengthened HighLevel’s position as a comprehensive software provider but have also reinforced its role as a crucial partner in helping agencies thrive and deliver exceptional results for their clients.

Differentiation Through White-Labeling and Customer Alignment

HighLevel’s commitment to white-labeling distinguishes it from competitors like HubSpot and ClickFunnels. While most platforms market their own brand, HighLevel’s white-label model allows agencies to brand the platform as their own, creating a revenue stream while strengthening client relationships.

Shaun emphasised that HighLevel’s success is deeply aligned with its customers’ success: when clients see their businesses thrive, they’re more likely to retain the platform. Unlike other tools that agencies risk introducing to clients who may leave and keep using the software independently, HighLevel’s white-label approach ensures that the relationship between agency and client remains integral. This unique alignment with customers’ bottom lines is what Shaun believes sets HighLevel apart from other software providers.

Market Research and Customer-Driven Development

HighLevel’s focus on customer feedback plays a significant role in shaping its roadmap. Shaun considers customer feedback as the primary source of learning and innovation for the company. By actively engaging with HighLevel’s 70,000-member Facebook community and monitoring a public ideas list, the team stays attuned to clients’ needs. This direct line to customers allows HighLevel to gauge demand accurately and prioritise the features that will have the most impact.

The ideas list, which lets customers post and vote on feature suggestions, serves as a democratic feedback mechanism. Shaun notes that the most important features often rise to the top through this voting system, allowing the company to focus on high-impact features that customers genuinely need. This customer-driven approach is central to HighLevel’s product philosophy, reinforcing its reputation as a company that truly listens to and values its clients.

The Future of Agencies: SaaS and AI Integration

Shaun envisions a future where agencies transition further into technology-enabled solutions. With AI and SaaS integration becoming increasingly essential, agencies are uniquely positioned to use HighLevel as a platform for building custom solutions tailored to specific industries. Shaun shared examples of agencies using HighLevel to create niche SaaS products, such as a dealership management tool for the automotive industry, complete with inventory management and credit applications.

In Shaun’s view, technology-driven solutions will continue to replace traditional services, with AI allowing agencies to deliver results faster and with higher precision. Far from replacing agencies, AI and software enhancements will empower more businesses to become agencies by lowering barriers to entry. Shaun believes that HighLevel’s role will be to support this shift, providing agencies with the tools to build scalable, efficient solutions for their clients.

The Role of AI in HighLevel’s Future

Shaun likens AI to a “chainsaw” that enhances productivity, allowing agencies to amplify their capabilities without needing to scale up their teams dramatically. HighLevel already uses AI to automate key functions like follow-ups and chat interactions, but Shaun sees even greater potential ahead. Following the release of Inbound Voice AI, Shaun anticipates further advancements in AI-driven video capabilities. These tools could enable agencies to deliver video-based customer support, marketing content, and personalised client engagement at scale, with AI handling the bulk of the repetitive tasks.

HighLevel’s focus on AI is strategic: by embedding AI solutions within its platform, HighLevel aims to simplify complex processes, helping agencies deliver faster, more efficient services to clients.

Advice for Aspiring Entrepreneurs and Agency Owners

Shaun’s advice for entrepreneurs and agency owners looking to grow their businesses is simple: start local and focus on building trust. He advises agencies to create a strong local presence and nurture relationships with clients. Shaun suggests starting with smaller, accessible offerings that build client confidence, rather than immediately pushing high-ticket services. This approach not only builds trust but also establishes a foundation for long-term customer relationships.

For agencies contemplating their own SaaS offerings, Shaun encourages them to leverage HighLevel’s white-label model. By starting with niche-specific solutions, agencies can gradually scale their offerings while providing real, measurable value to clients.

Final Thoughts: HighLevel’s Road Ahead

HighLevel’s impressive roadmap and ambitious revenue goals reflect Shaun Clark’s commitment to making the platform a powerhouse for agencies and small businesses alike. Through its focus on customer alignment, innovative AI features, and an expanding toolkit of marketing and automation solutions, HighLevel is positioning itself as an essential partner in the digital success of agencies around the world.

With plans for an IPO, expanded AI capabilities, and a steadfast commitment to customer-centric development, HighLevel’s future looks incredibly promising. Shaun’s vision for HighLevel is more than just a software company; he aims to create a transformative platform that empowers agencies to thrive in a competitive, tech-driven world. As HighLevel continues to evolve, it’s clear that Shaun’s leadership and dedication to customer success will remain at the heart of the company’s growth.

For those interested in joining HighLevel’s journey or exploring the latest updates, now is the time to get on board and witness the exciting future that lies ahead. Keep an eye out for our next blog articles!