Kind words people have said about me.

Sarat Pediredla sets the kind of leadership standard that should be non-negotiable.

I worked with Sarat during a high-growth period, and what stood out immediately was how human he is in the way he runs a business, without ever compromising on outcomes. He leads with humility, clarity and calm. He listens properly, stays curious, and is genuinely receptive to feedback; not in a performative way, but because he's committed to learning and getting better. Even in difficult moments, he stays grounded, takes accountability, and focuses on what's right for the team and the work.

What I respect most is that Sarat doesn't just model this style, he expects it. The leaders he surrounds himself with are held to the same behavioural bar: people-first, high standards, integrity, and continuous improvement. That materially changes what it feels like to work in the business.

If you're considering joining the lab, know this — Sarat's leadership isn't a nice-to-have, it is the operating system, and it sets the tone for the culture you'll be stepping into.

I always learn something whenever I chat to Sarat, which is a testament to his vision and his generosity. He is a dreamer and a doer — prepared to back his intuition. We need more people like him!

Working in the commercial team at hedgehog lab, I was fortunate to work closely with Sarat at times. Sarat is not only a strong leader, he is empathetic and genuinely caring towards the people around him. He consistently recognised hard work and had a real eye for those who truly cared about what they did. On many occasions, he offered me thoughtful guidance without ever being directive, which I really valued. Sarat is a great example of a leader who leads by coaching and trust, not simply by authority.

I worked closely with Sarat during a period of upheaval and complexity, finding him to be a highly skilled and capable leader with enormous drive and tenacity. He leads by consensus and brings clarity to senior discussions, with a strong interest in values and long-term strategic thinking. His approach is measured and often philosophical, encouraging constructive challenge and thoughtful debate. It's also clear that throughout his career he has cultivated strong professional relationships.

In our time working together I greatly valued his guidance and executive leadership.

Working closely with someone for a relatively short period of time, yet having a profound and lasting impact can only suggest that the person in question is special. Anyone who has met Sarat knows that that is explicitly true. Infectious energy, smart, fun and kind — these things to me are more impressive than the numbers, the connections and the wider business context. Man is a legend.

Sarat is the rare kind of manager who leads by example and brings out the absolute best in those around him. While I was reporting to him, he acted as a constant source of support and mentorship, helping me navigate everyday challenges without judgement. He has a unique ability to 'lead the way' while ensuring his team feels empowered and heard. He's definitely had a positive influence in my professional development while empowering me with confidence to lead on my own. I wish him all the best in whatever he chooses to do moving forward.

Sarat creates an environment where people feel trusted to do their best work. He leads with integrity, backs his people, and inspires confidence through action rather than just words. His influence on the culture and direction of hedgehog lab is meaningful and I'm grateful to have worked with him.

I've known Sarat for a long time and had the pleasure of working with him for the last 5 years. We have been through some challenges (and some triumphs) and throughout all of it, his passion, dedication and growth mindset has been inspiring. He always put the needs of his team first and was always available, no matter what.

But it was more than just work. I always felt that Sarat genuinely cared about me and my wellbeing. When times were tough he was the first to reach out and make sure that I was okay. He would constantly remind me of what was most important and to embrace my passions. I've never had a boss quite like him and I will very much miss working with him. One of the good guys.

Sarat is an impressive businessman. He leads with empathy and humility. He is self-reflective and always looking for opportunities to improve himself as a leader and a person. He has been a pleasure to work alongside and generous with his time and network.

I've had the pleasure of knowing Sarat both professionally and personally for coming up to a decade. I've seen first-hand how he's grown as a person and as a leader to navigate through choppy waters and challenges to ultimately come out as an inspirational, thoroughly knowledgeable, and purpose-led CEO who cares deeply about people and the mission.

Sarat is one of the most remarkable founders in the Agency Hackers universe.

He's rebuilt the business more than once. It's quite a long story, but Hedgehog Lab originally started as a SaaS, got sunk by the credit crunch, then became a web agency... then one of the world's best mobile app studios... and is now a high profile digital product studio.

The point is that every pivot took guts and required a decent dollop of "ahead of the curve thinking". (If I had more time I'd think of a less cheesy way to put it, but you know what I mean.)

For example Sarat spotted the iPhone wave early — don't quote me but I think he was the first person in Newcastle to have one.

Sarat is a lovely chap, a great storyteller, and very humble despite all his success. He has this fantastic refusal to stay still which I really admire!

Sarat is absolutely brilliant to work with. A great leader and tech expert with significant board and investment experience. His unique skill set is a valuable asset to any project he's involved in and he always goes above and beyond to deliver on his promises. I wouldn't hesitate to recommend Sarat for any role/project in his area of expertise.

It has been my immense pleasure to work with and for Sarat. A truly inspirational leader who I count as a confidant and a friend. He has a style that immediately lends itself to bringing the utmost best out of people and making you instantly feel at ease in being your authentic self. I couldn't more highly recommend working with Sarat and his business. He and his business have something very special encapsulated in the essence of what he has built. A truly decent human being dedicated to bringing out the best in people!

Over the past couple of years, I've had the pleasure of regularly engaging with Sarat as we explored opportunities for collaboration. While we never ultimately partnered on a project, those conversations left a lasting impression on me.

He's led hedgehog lab through truly explosive growth, all while maintaining a sense of clarity, authenticity, and optimism that's rare to find in a founder. Our discussions have ranged widely, from data platforms and mobile applications to AI, and in each area, his insight, curiosity, and strategic foresight have stood out.

He's candid yet grounded, forward-thinking yet pragmatic, and he brings a proactive energy to every interaction. It's also evident that he's cultivated an exceptional culture within hedgehog lab, one built on positivity, ambition, and genuine care for his people.

Sarat is one of those leaders you can't help but respect, both for what he's built and how he's built it.

I had the privilege of working for Sarat for nearly a decade, as he brought me on board to serve as the Managing Director for the US expansion of hedgehog lab. Sarat possesses many admirable qualities; he is consistently supportive, leading by example, and always ready to assist. His go-getter attitude and unwavering optimism drive his vision for the company's future. He also demonstrates a remarkable ability to pivot when necessary and proactively addresses potential obstacles. Above all, Sarat deeply cares for his employees and clients, consistently going above and beyond to make sure they succeed. Anybody who has the chance to work with Sarat should jump at the opportunity.

Sarat is one of those business leaders that I knew I could just trust from the moment I first met him, and several years later it's confirmed that that instinct was 100% correct. Sarat and his team have never let me down, and however complex the challenge always deliver with the dream combination of speed and very high quality. Can't recommend Sarat and his organisation highly enough (and will continue to do so!)

I worked with Sarat for nearly 6 years and although agency life can be a bit of a rollercoaster, he was a constant optimist who challenged and drove the team towards excellence. Humble, intelligent, caring, passionate about technology are just some of his qualities. Always reflecting on how he could have done something better. A real role model and a friend.

I've really enjoyed working with Sarat over the years and really getting to know him. Sarat initially came on my podcast, however what has really added value was the mentorship Sarat provided me, it was invaluable and still is! He's one of those people who brings a mix of sharp thinking and genuine kindness to everything he does.

Sarat is one of the kindest and most genuine people I've met. He truly cares, is authentic, and always goes above and beyond to help and support others. I'd recommend him to anyone looking for his services.

I'm really pleased to be finally working with hedgehog lab. For years I've stood on the outside admiring what he has built but more importantly the team, people and culture is just incredible!

I worked in partnership with Sarat in his recruitment and subsequent appointment to Northumbria NHS Trust as a Non Executive Director. Throughout the process he was incredibly articulate and clear in his manner and communication. As an individual I have found him to be a highly inspirational and values driven leader. Sarat's professionalism and integrity shines through in every interaction. On top of this Sarat demonstrates a very humble and open attitude, he was able to take my advice and counsel and implement this with his own authenticity into a highly competitive interview process. It was a genuine pleasure to support Sarat and I hope I can get the opportunity to work with him again.

I worked with Sarat as Head of Delivery at hedgehog lab for just over 2 years. Sarat really supported me in this role, as it was my first time in a position at this level. Sarat mentored me around team and people management, along with operations and financial/commercial strategy. The thing that I always admired most about Sarat was his want and willingness to listen. Sarat always made time for everyone, regardless of their role and practiced active listening along with empathy. Sarat is an ambitious and considerate leader, and I will always be grateful for the opportunities he provided me in my role, along with the encouragement and advice. I think other CEOs should adapt Sarat's approach of being people centric, driven, considerate but also not afraid to challenge and ask the tough questions in order to find the best solution.

I am grateful for the learnings I gained at hedgehog lab, and some of the coaching provided to me by Sarat will remain with me for the rest of my career, and help me excel in the future!

I worked with Sarat for over 4 years. Collaborating closely on our growth and marketing goals, as we expanded from a Newcastle base to a multi-national agency with year-on-year growth. Sarat leads from the front, knowledgeable, strategic, enthusiastic, supportive and team-focused. I'd happily recommend Sarat.

I met Sarat a year ago through the SME growth capital firm BGF who were in the process of finalising an investment in hedgehog lab and enabling the acquisition and integration of a complimentary small business, Netsells. I was struck by Sarat's combination of positivity, drive and humility and could see why he had been successful building hedgehog lab over many years. I empathised with his culture and people-first approach as well as his refreshing approach to the now ubiquitous enterprise digital transformation and how to do it properly. I have now been working with him for 6 months as a senior adviser and my instincts have proved right. He's a man who, through thick or thin, sticks to his principles and values and is building for the long term for his clients and his own company. If you get the chance, meet him.

I worked with Sarat across an 18 month period as part of a VFS Consulting engagement. For me Sarat was the perfect VFS client CEO, ambitious and driven, open-minded, humble and most of all, passionate about the vital role a company culture has in a company thriving.

Being a business leader, especially during the last 3 years, has been a time of making difficult decisions. Sarat doesn't shy away from the tough decisions but always has his employees front of mind.

We need more leaders like Sarat.

I worked with Sarat's hedgehog lab on the very first design sprint conducted with Northumbrian Water Group. Challenging industry norms in customer care and engagement the initiative saw us rethink online experience. The project was a great success, very much enabled by the fantastic culture and mix of skills Sarat has forged and led. We went on to work on several projects together. Sarat and the hedgehog team never fail to inspire.

Sarat is a passionate digital leader who recognises the importance of culture and creating a safe, open, honest working relationship with colleagues and clients. I feel lucky to have worked with Sarat and the team at the lab and look forward to watching where he and the business goes next.

We worked with Sarat and team from the early days of Honcho when they first built our original PoC, before going on to build the front-end components of our insurance marketplace product.

Sarat was excellent at grasping the vision behind our proposition and curating the team to build out the product for us. He was very much aware of the commercial pressures that an early stage Insurtech was exposed to and was incredibly reactive to the challenges we faced.

I would very much recommend Sarat and the wider hedgehog lab team as a development partner for cost and time sensitive go-to-market projects.

Sarat has a natural ability to inspire not only those who work with him, but around him. His passion is contagious, making you want to push the boundaries of the possible and find exciting new ways to drive business growth. But what truly makes him an exceptional leader, is his empathy, kindness and humility. His default position is to always see the good in people, to always be open to learning, to be self reflective and aware and honest to the core. Working with him for almost 5 years I had the opportunity to learn what true leadership in action looks like. He'll roll up his sleeves and help with a project the team is stuck on, or will always be available to talk and advise or coach you on dealing with an issue whether you are a member of staff or a client going through a challenging time. I have moved on from my time at hedgehog lab, and yet he is still my first call if I'm in need of inspiration or advice.

Sarat is an incredible Tech Leader. His organisation delivers a wonderful service to its clients whilst Sarat maintains a key focus on client outcomes and satisfaction. The capability within hedgehog enabled the development of some very exciting features and customer outcomes. I would strongly recommend Sarat and hedgehog lab for Technical App Development. Great capability and amazing service.

Sarat is my mentor through the BIMA programme. He's an intelligent, articulate and interesting person who has helped me greatly with my personal development. His approach to mentoring is mindful and effective, and I have learned a lot from him.

Sarat is the figurehead of hedgehog lab, and cares deeply about the success of both the company and its people.

He's a naturally caring person, and puts a large emphasis on continually developing a great workplace culture.

Within the business, Sarat is formidable. Having played many roles in the company since its inception, he's experienced at every level and has a persuasive and influential manner. He's an incredible salesman, and knows how to shine a light on the best work that the team do.

I've a huge amount of respect for Sarat, the company he has built, and the person that he is. He's someone I'll consider a long term connection, who I could call in 10 years time for advice, and who is always welcome to call me for a chat. I'd thoroughly recommend anyone to work with Sarat, and by proxy with hedgehog lab.

Having had the pleasure of getting to know Sarat over this past few years, it's clear how passionate, committed and supportive he is. I find it truly admirable that despite the challenges of running a fast-growing tech business, he ALWAYS has 'people' at the top of his priority list! Sarat is a great mentor, advisor and connector all underpinned with care, consideration and a lovely warm approach. Whether you work with, or for, Sarat you'll no doubt experience these qualities and more and I'm delighted to have him in my professional network. Thanks Sarat!

It was an honour to work with Sarat through the years at hedgehog lab. One of the smartest, most honest and genuine person I have come across.

I had the absolute pleasure of working very closely with Sarat for 3.5 years. Although he is the CEO of hedgehog lab, he genuinely cares for the people he employs. I always found Sarat to be very approachable and a pleasure to work alongside on many a project. He has an absolute wealth of knowledge within business and tech and has been a fantastic mentor for me. I continue to keep in touch with Sarat to this day and wouldn't hesitate to reach out to him for advice as I know he would genuinely do his best to support me!

Being in mobile for so long it's been hard to ignore Sarat and hedgehog, his personal successes, and the business he's grown. I've always admired his honesty and transparency with his approach to software development and team building. Over the past 3 to 4 years, Sarat has been open to discussions with me which have helped guide my own career path and personal development. Always willing to chat, open to new perspectives and for someone in his position has given me his time, which I'm always grateful for. An inspiring leader whom I look up to!

I have known Sarat for several years and I have always been impressed by his vision, inclusive approach, personal style and leadership which has helped hedgehog lab grow from strength to strength. I am sure hedgehog lab will continue to be a great success.

As a fresh graduate in 2018, I really enjoyed working at Sarat's agency and I loved the opportunities it provided me with.

3 years later, Sarat was kind enough to mentor me whilst I set up my own agency. His words were honest, kind and motivating. I feel privileged to be able to speak with someone who's done it all before and I'm looking forward to chatting again soon!

Sarat is one of the most inspiring entrepreneurs and leaders that I have been fortunate enough to work with. His enthusiasm and passion for building apps and exceeding customer expectations is infectious and he has created a company with a brilliant team, culture and product. He genuinely cares about customers and colleagues and has the most loyal team I have ever seen. He's always striving to learn and grow. Can't wait to see what he does next!

I had an excellent experience working with Sarat and hedgehog lab. I had originally spoken with Sarat about a different proposition but kept in contact, it was later on that I contacted Sarat to pitch for a new proposition. That's when we really started working together. All in all, I was super impressed with the skill and understanding, as well as the insights and flexibility of Sarat and his team. Sarat went beyond my expectations to help me close the deal to win a client and deliver some fantastic results. I'm excited for the next opportunity to work with Sarat and his team!

I think it's a real testament that, as CEO with all the pressure and weight of the company on his shoulders, that Sarat is one of the most approachable, understanding and passionate people I've had the pleasure of working with. Someone who clearly loves his role but above all, truly cares for the people who work for him. A true leader.

I've worked with Sarat since December 2016, through great, good and also difficult times. I've never met anyone before who so inspired people with his leadership, attitude, work ethic and caring attitude. Truly someone you would walk through fire for. He never settles for average and constantly tries to improve himself. He's a giver not a taker and is happy to share what he finds with others, for the greater good.

I had the pleasure of working for Sarat whilst at hedgehog lab and found him to be a great leader but more importantly a delightful person to have around. He is a very effective leader and an outstanding mentor. I learned more in 2 years under him than I did in 12 years at my previous company. He is innovative, organised, kind, helpful and is always open to ideas and suggestions.

Sarat is a brilliant leader who genuinely cares about his employees. Through this, he has created a great company culture at hedgehog lab where honesty and openness is encouraged and his team are empowered. It was such a brilliant experience for me to learn and work for such a good company with great people.