Industry Leaders: An Interview with Seth Brown of Lullabot

In a digital world where technology evolves faster than ever, Lullabot has quietly become a powerhouse in web development, helping some of the most complex organizations rethink how they communicate online. At the helm is Seth Brown, CEO of Lullabot and a longtime advocate for open-source collaboration, thoughtful leadership, and human-centered design. In this exclusive interview, Seth shares the unexpected turns of his career, the principles that guide Lullabot’s success, and how the company is preparing for a future shaped by AI, accessibility, and employee ownership.

Your Story: Every leader has a unique journey. Could you share a bit about your background, current role, and what moments shaped your career into what it is today?

Seth: The summer I graduated from college, Netscape debuted, and the internet began to evolve. Even though I started my career as a writer and an editor, I was also tasked with creating a website for my organization. Over the years, I started doing less writing and editing—hastened by the contraction of the magazine industry—and more web work.

I started with a fledgling digital agency in 2003, and we grew from a team of three to a team of thirty in six years. I joined Lullabot in 2010 as a project manager with a technical background. At the time, Lullabot had only 15 employees and was focused primarily on education and consulting. As that focus shifted toward client services, I had the opportunity to help the company grow into what it is today.

In retrospect, so much of it feels like timing. Metaphorically, I’m not sure I was really steering the boat so much as reacting to the currents of the moment. I think many careers unfold that way. We may set out with an intention, but that plan changes as the realities of the market and timing alter our direction. The thing that shaped me the most was a desire and a willingness to learn new things. That learning continues to this day.

Competitive Advantage: In a competitive field, what makes you and/or your company stand out? What unique qualities or approaches have contributed to your success?

Seth: Ultimately, we make complex digital challenges feel simple. Lullabot is known for building robust, scalable platforms and helping organizations navigate significant changes, whether that involves unifying multi-agency websites, modernizing legacy systems, or designing content that works seamlessly everywhere.

Our team pairs deep technical expertise with a collaborative, human-centered approach. Clients trust us because we listen, guide, and deliver solutions that last. Plus, we bring the open-source spirit to everything we do—sharing knowledge, solving hard problems together, and leaving teams stronger than we found them.

Proudest Achievements: Is there a particular project or piece of work that you’re especially proud of? What made it stand out, and what impact did it have?

Seth: At Lullabot, I would mention two things. One of them is external and the other is internal.

On the external front, I’m most proud of our work for the states of Georgia and Iowa. In each case, we helped them create a new design system and platform, rolling it out across state agencies to help build public trust. These platforms provide essential information to citizens across more than 80 agencies. The content isn’t just content—it’s public record, policy documentation, and often, quite literally, the law.

Internally, I’m proudest of Lullabot becoming 100% employee-owned in 2021. We made that happen by transitioning to an ESOP and buying out the former owners—an incredible milestone in our evolution. Today, everyone at Lullabot owns a roughly equal piece of the pie. That changes how we show up for clients and each other. Ownership fosters a culture of accountability, care, and long-term thinking. It’s not just a business model—it’s a reflection of our values.

Effective Tools and Tactics: What tools, strategies, or tactics have been most effective for your business in achieving its goals?

Seth: The strategies that have been most effective all come back to our people and our values. Becoming an employee-owned company has been a game-changer—it means every team member has a stake in our success and brings that sense of ownership to their work.

We pair that culture with collaborative frameworks like design thinking and agile workflows to drive meaningful outcomes. Open-source tools, especially Drupal, are at the heart of many of our solutions. But just as important are the listening and problem-solving skills that allow us to build trust, uncover real opportunities, and foster long-term partnerships that sustain our business.

Future Vision: As 2026 approaches, what trends or challenges do you foresee for your industry? How is your company planning accordingly?

Seth: We see two major forces shaping the future: the rapid advancement of AI and automation, and the growing demand for accessible, user-centered digital experiences.

For large enterprises and state governments, this presents both challenges and opportunities—how to modernize legacy systems, unify content across platforms, and meet growing expectations while staying compliant with privacy and accessibility standards. We’re helping clients design future-proof platforms and exploring how AI can responsibly enhance content strategy, design systems, and UX. Internally, we’re investing in our team’s growth so we can stay ahead of the curve and continue delivering solutions that are thoughtful, scalable, and built to last.

Looking Forward

Seth’s story is a reminder that great leadership often starts with curiosity and evolves through adaptability. Under his guidance, Lullabot has grown into a trusted partner for mission-critical digital platforms, all while staying true to its collaborative, values-driven roots. As the industry leans into a new era of AI and accessibility, Lullabot isn’t just keeping pace—it’s helping lead the way. With a 100% employee-owned model and a commitment to lasting impact, Lullabot is building more than websites. It’s building trust, opportunity, and the future of digital experience.