Female-led Citrus Connect achieves record growth
The Editor
Leeds-based Citrus Connect, a leading UK direct sales recruitment consultancy agency, has reported its strongest year to date by achieving 31% revenue growth compared to 2024.
The results reflect a year of strategic growth, operational improvement and strengthened client focus.
Key to this success was an investment of almost £100,000 in digital transformation and automation, including a complete overhaul of the company’s CRM system, the redesign of its database architecture and the development of bespoke AI technology used to source and identify high-performing sales talent.
This enabled the business to complete over 200 recruitment placements in 2025 and improve its average client sales representative retention by 15%.
New marketing systems were also introduced to support better engagement, and work began on a new website to enhance both client and candidate experience, quickly leading to a reduced cost per recruitment placement.
By having full visibility and tracking of its expenditure, this allowed Citrus Connect to free up more time to enter and support new markets with redefining recruitment processes to support new markets, including consultancy in the health care and the luxury home improvements space.
Leena Parmar, founder of Citrus Connect said: “2025 was a defining year for us. Our growth didn’t happen because the market made it easy - it happened because we made bold, strategic decisions that challenged old assumptions, upgraded our technology, and focused the business around the right people.
“While our investment in technology has been central to our success, making intentional decisions to hire the right recruitment consultants has been equally crucial. Together, these choices have driven our most profitable year yet.
“Myself and my team have experienced many personal challenges this year, which, combined with market unpredictability, has been difficult to navigate. However, this has only made the Citrus Connect team stronger than ever before.”
She adds: “The wellbeing of my team and their families will always come first. When you take care of people, the people take care of the business.”
With solid systems and a strengthened team in place, Citrus Connect is now preparing for its most ambitious year to date.
The business plans to grow revenue by 30-50% versus 2025, hire four new consultants, and continue to expand its presence in emerging markets.
Additional opportunities in financial services and the security market are being explored as part of its diversification strategy.
Growth in 2026 will be fuelled by precision hiring, improved consultant performance metrics, a new website and a continued commitment to delivering measurable commercial impact for clients.
