Name: if/else agency
Rating: 5

It’s the story of two best friends who loved their profession, but no longer recognized themselves in the way the industry worked. After years as salaried developers, frustration slowly turned into conviction.:

Too often, developers were treated as executors rather than experts. Invisible when projects succeeded, blamed when something failed.

Too many decisions were driven by politics, inflated budgets, or unnecessary complexity, rarely by what was actually best for the client.

And too many expensive websites were delivered with mediocre performance, broken responsiveness, and back offices nobody could realistically manage.

Eventually, one idea became impossible to ignore: “What if we built things differently?”

After 10 years working for others, they decided to start their own journey together.

“At first, we each went freelance to breathe a little and regain perspective. To reconnect with the parts of our work we loved, and leave behind everything that no longer made sense to us.

Over time, one thing became clear: we weren’t the only ones feeling this way. The same exhaustion, the same frustrations, the same desire to work differently existed everywhere around us.

So in 2022, we decided to build something of our own: if/else agency. An agency built around transparency, collaboration, and respect for the people behind the work.

Since becoming a certified HubSpot agency in February 2024, we’ve helped more than a hundred clients create digital experiences that are clearer, healthier, and easier to manage.

Because we believe expertise only creates value when it’s shared, understood, and built together.

Today, our goal remains the same: do great work, stay honest, and actually enjoy the process.”

With love, always.
Garance & Luc

Co-founder / CTO

Luc Benayoun

Luc is the technical driving force behind if/else agency, the one who turns ideas into reliable, scalable digital solutions

Passionate about development and problem-solving, he’s constantly looking for smarter, cleaner, and more efficient ways to build. For him, every challenge has a solution and usually, he’s already working on it.

He plays a central role in shaping the agency’s technical culture: identifying and mentoring talent, strengthening our foundations, and pushing projects further with high standards and genuine curiosity.

Beyond the technical side, Luc is also deeply involved in project management and client relationships, bringing clarity, fluidity, and reliability to every stage of the process.

When a bug appears? Chances are he’s already fixing it before anyone notices.

Co-founder / CSO

Garance Faraoun

Garance is the person who keeps everything connected, bringing people, projects, and ideas together with genuine care.

With a mix of intuition and endless energy, she manages everything that makes if/else agency feel human, structured, and ambitious at the same time.

She plays a key role in shaping projects before production begins, helping clients clarify their needs and building strong foundations for the technical team.

She also leads sales, coordinates operations behind the scenes, shapes projects before production, and continuously develops the agency’s communication and partnerships.

Detail-oriented and deeply people-focused, she keeps the agency moving forward while making sure nothing, and no one, gets left behind.

Christopher Blaud

WEB DEVELOPER at IEA

At if/else agency, working rhymes with mutual aid and benevolence 🫶 I can say without hesitation that this is the first time in my life that I've worked in such a pleasant environment!

On a more technical level, everyone's opinion counts and it's really nice to see that everyone's skills are valued and put to good use for the team's success.

May the adventure continue 🚀

Guillaume Mely

Web designer at IEA

Working at if/else is a really great experience. I'm surrounded by talented people who are always ready to help each other.

The atmosphere is motivating and educational, which pushes me to give my all on every project.

Building a better way to work

Two developers
tired of broken agency models

Where it all started

Our vision for a better agency model

What we stand for

A HubSpot agency guided by clarity, trust, and high standards

Honesty

Pragmatism

Care

Trusted by ambitious teams

Partnerships we’re proud of

The HubSpot experts behind your projects

Our trusted team

Christopher Blaud

Guillaume Mely

Oussama Tritah

Sophie Le Tirant

The founders of if/else agency