Why the agency model is under pressure right now
Agencies built their economics on people: strategists, writers, designers and media buyers billed by the hour or by the retainer. AI now produces first drafts of copy, creative and reports in minutes, and clients know it. Many are asking why the retainer has not come down, or why they should not bring the work in-house.
At the same time, clients want things that people alone cannot provide: knowing who is in-market, reaching live buyers by intent, being cited when customers ask AI for a recommendation, and nurturing an opted-in list without hurting deliverability. Those are technology and data problems. Every industry is a geek away from being uberized, and agencies are next in line.
The agencies that thrive will own a technology layer their clients cannot easily replicate. The future is built on unique people and unique data; an agency already has the unique people, and a joint venture supplies the data and the stack. That is the logic behind the Joint Venture build: a full tech stack built and run together with an established business, so the agency adds platform value without becoming a software company.
The timing also matters for a practical reason. Agencies that wait for clients to ask for a technology layer usually find a competitor already offered one. Agencies that move early can shape the offer around the verticals they know best, train their teams on it while client relationships are strong, and turn existing retainers into longer-term partnerships. The joint venture structure means the build and the running of the stack are shared, so the agency focuses on strategy, creative and client service, which is what its people do best. For a partner, that makes the conversation simple: you are not asking an agency owner to change who they are, only to add something their clients are already asking for.
Who decides inside an agency, and the trigger moments
Joint ventures are leadership decisions, so the conversation belongs with owners and partners rather than account staff.
- The agency founder or managing partner, after losing a retainer to a cheaper AI-powered alternative or to an in-house team.
- Partners at an established agency planning the next few years who want recurring technology revenue alongside services.
- A chief operating officer who sees margins shrinking as clients push back on hours.
- Owners of niche agencies, for example in healthcare, legal or home services, who want a proprietary stack for their vertical.
- A holding company or group of agencies looking for a shared technology platform across brands.
Agency scenarios where a joint venture changes the economics
The vertical specialist. An agency serves dozens of law firms or dental practices. A joint venture stack lets it offer predictive data, answer-engine visibility and intent-based outbound as its own branded package for that vertical, instead of reselling separate tools.
The retainer at risk. A long-time client says it can get content from AI for a fraction of the cost. The agency responds with outcomes the client cannot replicate: in-market buyer data in the CRM, live outbound and warm email that converts.
The agency planning for a sale. Buyers of agencies value recurring, technology-backed revenue more than project work. A joint venture platform can make the agency more attractive to acquirers.
The white-space client. Clients ask for services the agency does not offer, such as data append or outbound email. A joint venture lets the agency say yes without hiring a new department.
Agency owners with a bigger idea, such as their own product or platform, can also apply through the Big Idea at jeff-cline.com/idea to see whether they qualify for a larger technology investment. Agencies that want to recruit their own referral partners can read our guide to building a referral partner program.
Conversation starters with an agency owner
Agency owners are pitched constantly, so lead with their business, not the product.
Which of your retainers would be hardest to defend if the client asked what AI could do instead?
If you could offer your clients a technology platform under your own name, what would it need to include?
When a client asks who is actually in-market for their product, what do you tell them today?
If you sold the agency in a few years, how much of your revenue would a buyer see as recurring?
Partners who know these owners include fractional CMOs, business coaches who work with agency founders, M&A advisers and brokers in the agency space, CPAs who serve creative firms, and agency owners who refer peers in other markets. Our referral partner page for marketing agencies describes that relationship.
Exactly what a partner earns on a joint venture
Strategic Partners are 1099 independent contractors, never employees. The Joint Venture build carries an $18,200 a month SaaS fee. As the referring partner, you earn your commission percentage only on the monthly SaaS fee Random Income actually collects. There is no equity in the agency or the venture, no success-fee commission and no other upside.
If the venture is investor-funded through an OPM arrangement, the partner receives a one-time $5,000 referral fee and nothing else.
Payouts run on the 21st of the month after we are paid, once your balance is at least $500. Before your first payout you upload an ID and a W-9, and we issue a 1099-NEC. Ask your own tax adviser how the income fits your situation.
How referring works, and agencies to leave alone
You take the test, get matched to the best-fit opportunity, and receive a profile page, share link, QR code and back office. When an agency owner is interested, share your link or upload the referral. Random Income does the rest: discovery, proposal, the build itself and ongoing support. You see every click, form and quote request on the referral, and many partners spend about two focused hours a week.
Do not refer an agency without a stable client base, a freelancer looking for a cheap tool rather than a partnership, or an agency whose leaders disagree about the direction of the business. If you are employed by an agency, check your employment agreement before referring your employer or its competitors.