How to Build a Durable Agency by Staying in Your Lane (and Saying No to “Full Service”)
Interview: The Accidental Agency That Became a 20-Year Specialist (Karla Santi of Blend Interactive)
Behind the Agency Podcast with Karla Santi Founder + CEO of Blend Interactive
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Prefer the highlights? Key takeaways and summary below.
TL;DR – Key Takeaways
Karla calls herself an accidental entrepreneur: she inherited clients when her agency employer shut down, and it snowballed into a real company.
Blend isn’t “full service.” They focus on large-scale, complex website implementations (especially where compliance + complexity matter).
Their niche emerged when the web got more complex and their team realized they genuinely enjoyed the “boring” hard problems other agencies avoided.
Karla’s take on durability is super grounded: grow conservatively, protect payroll, and don’t spend money you haven’t earned yet.
They built a strong advantage by being early partners in platforms (Optimizely/Episerver, Umbraco, etc.) — “big fish in a small pond.”
Pipeline is still mostly word of mouth + thought leadership, but long-term retention means they don’t need a huge volume of new deals each year.
Their “stay relevant” approach is basically 80% proven process + 20% R&D, often via pro bono / mission-driven work to test new tech safely.
Karla’s leadership POV: purpose matters — even “just a website” can be helping a parent find the right doctor faster during a hard season.
Meet the Guest
Karla Santi is the Founder and CEO of Blend Interactive, a digital agency that specializes in complex website builds (not full-service marketing). Blend is based in Sioux Falls, South Dakota, and has been around for almost 20 years (founded in the mid-2000s, with a 2025 “20-year” milestone mentioned in the conversation).
Blend tends to gravitate toward industries where the stakes are higher and requirements are real—like children’s hospitals (HIPAA/compliance) and finance/banking—and they’re known for being the steady, expert team that can implement complicated platforms well.
Episode Summary
1. An “accidental entrepreneur” origin story
Karla didn’t wake up one day with a mastermind plan to start an agency.
She studied graphic design, landed in a website internship in 1997, and got good at web work when it was still rare. Then the agency she worked for went out of business… and she took over the clients to finish the work.
That “temporary” work became a real decision:
Do I keep freelancing… or do I do this for real?
She chose “for real.” And then came the moment every founder remembers:
hiring the first employee, realizing your company name is now “on someone’s mortgage.”
2. The main tension: most agencies chase variety, but clients pay for depth
Early on, Blend took whatever came in the door (CD-ROMs, anyone?). But as the web matured, complexity exploded—and Karla’s team found something important:
They loved solving hard, unglamorous problems.
That turned into a niche: not “pretty websites,” but complex websites where things break, integrations matter, compliance matters, and the client needs a team that can actually land the plane.
They specifically wanted to avoid the churn-and-burn model of “launch it and disappear.”
3. Their unique way of solving it: specialize in complexity, not “everything”
Karla’s view is simple and (in my opinion) more honest than most agency positioning:
They’ll build a site that’s set up for great SEO…
but they won’t be your SEO team.
They choose a lane based on:
what they’re best at
what they actually enjoy doing
what the market will pay for (because it’s genuinely hard)
Then they let other specialists own the parts they don’t love.
4. Framework, method, or mental model
Karla basically shared a few “quiet frameworks” that explain why they’ve lasted:
A. Niche = “complexity niches”
Not necessarily one industry forever
But industries where compliance and stakes create complexity (healthcare, banking, etc.)
B. Platform partnerships as leverage
Be an early adopter in North America for platforms that are strong elsewhere (Europe)
Become the obvious implementation partner because there aren’t many experienced teams yet
C. Conservative finance = durability
Separate accounts
Don’t treat deposits as “your money” until you earn it
Keep cash on hand to avoid layoffs during storms
D. Relevance without blowing up your delivery
80% core proven process (billable work)
20% R&D (often pro bono / cause-based) to test tools and stay current
Aim for “forefront,” not “bleeding edge”
5. Common mistake or ‘cringe’ moment
This one isn’t a single embarrassing story, but it’s a very real trap:
Agencies love shiny objects, and teams love learning… but billable work eats your calendar.
So the mistake is pretending you can “stay cutting edge” without budgeting for it.
Karla’s fix is practical: carve out intentional space and use lower-risk projects (like pro bono work) as your test lab.
6. Where the founder/leader still belongs
Karla’s leadership showed up in two places:
Purpose: framing the work as helping real people (ex: making it easier to find the right doctor).
Risk management: making decisions that protect the team and keep the company stable even when the market gets weird.
This is a founder who’s thinking beyond “cool work” and into “we’re responsible for people’s livelihoods.”
7. Hiring, scaling, or process lessons
Blend’s growth story is almost the opposite of the Silicon Valley stereotype.
Add 1–3 people per year
Stay profitable
Build long client relationships (many are 10+ years)
Reduce dependence on constant net-new sales (Karla mentioned roughly 25% net new per year)
Also, on partnerships:
They used to act like other agencies’ “tech arm”
They avoided white labeling, and found it actually helped when they showed up as Blend
Over time they got pickier because direct client communication matters and not every partner agency wants that
Notable Quotes
“I’m an accidental entrepreneur.”
“Your name is on someone’s mortgage… that’s when things get real.”
“We’re not a full service agency.”
“We can’t spend the money before we have it.”
Learn More / Get in Touch
Visit → blendinteractive.com
Social → Blend Interactive on most platforms
Karla → @karlasanti (most platforms)
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