About

Chris Willow

Chris Willow, founder of Wayfront

Hiya 👋

I'm Chris, founder of Wayfront.

For the past decade I’ve been on a mission to help agencies scale up their operations using systems and software.

Having started out as a productized agency owner myself I'm all too familiar with the unique problems agencies face when it comes to clients, hiring, and growth. So much so I decided to build a solution for my own business.

A few friends and customers bought the idea. Fast forward to today, Wayfront is client portal software for digital agencies selling repeatable productized services. Founded in 2014 as Service Provider Pro (SPP) and rebranded as Wayfront in 2026, the platform enables self-service ordering and automated order-to-delivery workflows.

P.S. I also run Backlink Pilot – a free tool for checking on your backlinks.

Speaking at BrightonSEO 9 October 2026 · Brighton

Building an Agency Like a SaaS (With AI)

I’ll share how agencies can productize their services, automate delivery with AI, and build recurring revenue without joining the race to the bottom.

See the talk details

Podcasts & conversations

No Custom Work podcast with Alex Zakka and Chris Willow
My podcast

No Custom Work

I co-host No Custom Work with Alex Zakka. We talk about pricing, systems, clients, and building an agency that doesn’t depend on custom work.

Watch or listen

On other people’s podcasts

A few conversations about bootstrapping Wayfront (formerly Service Provider Pro), productized services, and the business of running an agency.

Agency insights newsletter

I send a monthly newsletter to thousands of agency owners.

Let’s connect

If you own or operate a digital agency I'd love to connect.

If you create content in the agency space I'm always looking for cool people and projects to support.

Find me on LinkedIn, X, or email me.