UNITED KINGDOM / AGILITYPR.NEWS / July 24, 2026 / Engineering for marketing company Firney has been named a finalist in the Business Innovation category at the SME National Business Awards 2026.

It's been a busy year for the London-based team, and the nomination comes off the back of several projects that show what Firney does best: building AI into a website's foundations rather than bolting it on as an afterthought. The company designs websites and conversational tools that adapt to each visitor in real time, helping brands personalise customer journeys, anticipate intent and deliver relevant recommendations.

One of the standout examples this year has been Firney's work with Hammerson on Bullring Birmingham’s website. Data had shown a clear change in how people were using the site: a growing number of visitors were arriving on mobile, in short sessions, often just minutes before heading into the city. They weren't browsing for inspiration: they wanted to know quickly where to go when they arrived at the mall.

Firney rebuilt the browsing experience around that behaviour. Navigation was simplified, mobile was treated as the default rather than an afterthought, and search was sharpened so shoppers could move between brands, offers and events without losing their place.

Speed and stability were tackled alongside personalisation, since a slow page is often the difference between someone continuing to plan their visit and giving up altogether. The impact was quick to show. Sessions increased 1.6 times, daily searches climbed to around 1,000, and page load speeds improved by 60 percent.

Firney's work with Direct Ferries, building a conversational booking assistant to help customers navigate the often-complicated business of booking a ferry, also fed into this year's recognition.

Marc Firth, CEO and Co-founder of Firney, said, “Making the finals for Business Innovation means a lot, particularly in a year when so many businesses are still working out what AI is actually for. Our answer has always been the same: it should make things faster and clearer for the person on the other end, not more complicated. That's the thread running through everything we've built this year, and it's amazing to see it recognised.

“Credit really goes to the team - they're the ones turning that thinking into something that works in practice!”

Winners of the SME National Business Awards 2026 will be announced at the Leonardo Royal, London Tower Bridge, on Friday 6th November 2026.

For more information, please visit https://www.firney.com.