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Category: Expertise strategy

Offshoring part 2: What offshoring means to emagine

In this article, Martin Hartley, Group CCO at emagine, explores how we approach offshoring - not just as a cost-saving measure, but as a strategic extension of our delivery model.

Martin Harley, Group CCO at emagine

Offshoring is not new. As explored in our previous blog about offshoring, the concept dates back 70 years and it has already experienced several waves of popularity as a model for managing projects and services, helping to rake in billions for successful adopters.

Read the previous blog about offshoring here.

It has also experienced hiccups, with some businesses experiencing a harmful dip in quality.

In 2025 and beyond, whilst the concept is fundamentally unchanged, advances in technology and communications tools, as well as a greater market maturity, have transformed offshoring into a strategic approach that balances cost, skill availability, and efficiency.

Read more about the Evolving Geography of Jobs here.

Read more about Microsoft's offshore profits here.

Martin_Hartley

At emagine, we take the offshoring concept a step further, embracing what we call "bestshoring", a model that integrates offshore, nearshore and local solutions to assemble the most effective team for each individual project. It enables limitless access to the best talent, with geographic boundaries no longer an obstacle.

 

Our philosophy

Any business that is looking to optimise its operations or launch a new service or project must take a bespoke approach.

At emagine, our focus is on quality, and we start the process by assessing the client’s individual goals, including objectives, deliverables and what success looks like to them.

Based on this analysis, we assemble the best team by considering required skill sets, locations, time zones, and budget constraints and we create a unique solution that will achieve the best results for a realistic price.

An element that sets emagine apart is the fact our bestshoring model is not limited to a single region. We operate across key delivery hubs, including Portugal, Poland, Romania, and India. Each location has its own strengths, allowing us to blend teams in the best way.

For example, certain technology skills are stronger in Portugal than in India, while Poland might offer niche expertise that Romania doesn’t. Our ability to strategically mix and match resources ensures our clients receive the highest quality service at the best value.

 

  Any business that is looking to optimise its operations or launch a new service or project must take a bespoke approach.

Martin Hartley, CCO at emagine

 

To illustrate with a case study, in a recent project with UK bank HSBC, we structured the team as follows:

 

  • Project and Programme Management based in the UK
  • Risk and Business Analysis handled in Poland
  • Quantitative Development executed in India

This delivery model was not about finding the cheapest labour but about leveraging the best expertise in each region to drive optimal results for the client in a time efficient way. Unlike competitors in the consultancy space, emagine is against rigid methodology and we believe in the importance of being flexible.

A great example is our collaboration with Auckland Savings Bank (ASB) to combat financial crime, with our AML and KYC teams outsourced to India. With a 99.7% success rate, this team has grown from a trial size of 12 to 135 professionals—a testament to the effectiveness of our bestshoring approach.

 

Creating synergy between teams

When we take on a project, our aim is to be an extension of a client’s existing team rather than an outsourced function that interrupts the flow of the business.

It is always a priority for us to align values and culture with the business we are collaborating with, and with offshore consultants. A poor culture fit can lead to miscommunication and conflict which may delay project delivery and negatively impact work. Offshoring is most effective when there is clear communication from day one, including setting expectations on status updates, dealing with urgent requests and what response times should look like.

A benefit of the emagine offshoring service is that you can speak to anyone on the team at any time, and that's very different to a lot of our competitive setups.

emagine takes team extension to another level. To celebrate team success, we set up virtual events to build relationships and ensure our remote teams feel truly integrated. Being in the same virtual room, eating the same food and celebrating the same wins goes a long way in achieving synergy and team motivation.

Our commitment to nurturing team culture springs from emagine’s Nordic roots, which prioritise flat hierarchies and transparency which are universally adopted across the group.

The future of offshoring for emagine

AI and automation are reshaping the way we deliver offshore solutions. We are already implementing AI-driven agents for development, DevOps, and process optimisation, achieving 30% efficiency gains in product development. These advancements further enhance the value proposition of bestshoring, ensuring clients are receiving effective solutions at competitive rates.

At emagine, offshoring is not about shifting work to low cost locations, it’s about building the best team possible to deliver success. Whether it’s a fully managed service, a team of consultants, or a bespoke solution, our approach ensures that clients receive the best expertise, seamless collaboration, and exceptional results every time.

If you are looking for experts to help with a project, get in touch today.

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