July 8, 2025

EP.37 - JD Graffam on Building, Buying & Balancing Agencies and SaaS

EP.37 - JD Graffam on Building, Buying & Balancing Agencies and SaaS
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Season 1

In this episode of Retained Trust, host Karl Hughes talks with JD Graffam, founder of Simple Focus and operator of a portfolio of SaaS companies. JD shares how he grew from a small-town agency owner to running multiple businesses, balancing a love of craft (and nail guns) with a sharp eye for buying SaaS that makes sense. They examine today’s small acquisition market, agency mergers, culture fit, staying competitive, and the lessons JD’s learned managing teams, clients, and his own entrepreneurial itch. Tune in for an honest look at what it really takes to build, run, and hold onto a business you love.

Key Points From This Episode:

[00:00:00] Karl introduces JD and the Retained Trust podcast’s focus on agency owners.

[00:00:40] JD shares his woodshop hobby and working from his backyard “little slice of Farmerville.”

[00:05:06] JD’s start with Simple Focus and the shift from web design to usability and UX.

[00:08:43] Buying Pulse and how JD grew it by leveraging Simple Focus’s spare cycles.

[00:10:07] Acquiring Ballpark from MetaLab’s Andrew Wilkinson and how that shaped JD’s portfolio approach.

[00:12:48] Additional acquisitions: Sifter, Temper, Pop Survey, and operating a portfolio of small SaaS.

[00:13:53] How JD’s dev team structure keeps SaaS overhead lean and returns high.

[00:16:09] Why the small SaaS acquisition market has changed and what JD looks for now.

[00:21:56] JD’s current focus: sharpening Simple Focus’s brand and client relationships.

[00:25:19] The difference between running an agency vs. a SaaS portfolio — people vs. products.

[00:28:16] Lessons learned from merging agencies and why culture fit makes or breaks it.

[00:31:09] On not everyone wanting to be an entrepreneur — and why that’s okay.

[00:33:41] JD’s approach to delegating and staying in his zone of genius.

[00:38:44] Managing stressful clients by matching them to the right team member.

[00:39:37] Staying close to sales and work to keep the agency competitive and relevant.

[00:42:08] The balance between stepping back and staying connected as an owner.

[00:45:14] JD’s reading picks and closing thoughts on success and staying humble.

[00:46:05] Where to connect with JD online.


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