Big News

Simplistic Marks a New Chapter with Strategic Investment from Rallyday Partners and New CEO Scott Webb

This is a moment we’re incredibly proud of, and one that opens the door to everything we’ve been building toward.

Since 2014

We started Simplistic in 2014 with the belief that brands deserved a better kind of agency partner — one that understood both technology and marketing, could handle complexity, and stayed deeply invested in client success.

+100 People

More than ten years later, and now 100+ people strong, that belief has brought us here.

A New Chapter

Today, we’re proud to share that Simplistic has received a strategic investment from Rallyday Partners, a private equity firm built by founders, for founders — and that Scott Webb is joining the company as CEO.

An Investment Built for What’s Next

When we began conversations about bringing on an investment partner, we knew exactly what we were looking for: a firm that understood the opportunity in digital commerce, believed in what we had already built, and shared our commitment to doing right by both clients and team alike.

Growing Without Losing What Makes Us Great

Founded by entrepreneurs who have started and scaled companies themselves, Rallyday’s approach is straightforward: empower great teams to go further, build more, and do it without losing what made them great in the first place.

As Nancy Phillips, Co-Founder and Managing Partner at Rallyday, shared:

“We partner with companies that don’t just participate in their industries — they transform them. Simplistic has an exceptional trajectory, a stellar reputation, and a team built for this moment.”

This investment also marks the beginning of a new leadership chapter.

In Scott’s words:

“We are at an inflection point in digital commerce. AI is reshaping how brands build, optimize, and scale their commerce experiences right now — and the organizations that move with intention will pull ahead.”

Leadership for the Next Chapter

At the same time, Greg Merrell — who co-founded Simplistic in 2014 and led the company through every stage of its growth — will continue supporting the business as Co-Founder, Advisor, and Board Member. His influence on this company’s culture, standards, and direction will continue to be felt for years to come.

President Andrew Gordon and Vice President Zac Cherin continue in their roles leading day to day operations, partnering closely with Scott as we head into this next chapter.

What This Means Going Forward

Over the last decade, what has always mattered most to us hasn’t changed: doing great work, building strong relationships, and helping our clients grow.

This partnership gives us the opportunity to keep investing in exactly that — our team, our capabilities, and the brands we support.

As market complexity continues to grow, we’re expanding further into data & analytics and performance marketing, deepening our agentic delivery platform, and doubling down on the technology partnerships that help our clients scale.

Built Together
To Our Clients

Thank you for trusting us with your most important work. This investment means more resources, deeper expertise, and the same team you've always trusted — now with even more behind us to deliver.

To Our Partners

To our partners at Shopify, Klaviyo, and across the broader commerce ecosystem: thank you for the collaboration and shared growth over the years. We’re excited to deepen those relationships as we move forward together.

To The Simplistic Team

Showing up and doing your best work every single day is what made this moment possible. Thank you.

We’ve spent ten years building something worth investing in.