On 11 February 2026, the UK Trade and Investors’ Council met for a joint session.

Our member FledgeWorks shared their experience of entering the UK market and the lessons learned along the way. As an HRM software platform, Bita Bagheri and Lovro Ulaga explained how their market entry began with a careful analysis of the needs and challenges faced by UK employers. This helped them refine their value proposition and adapt their offer to local expectations.

They shared several practical tips. Traditional cold outreach rarely delivers strong results in the UK. What proved far more effective was a structured approach that combines participation in targeted trade fairs, pre-arranged B2B meetings, and, above all, in-person conversations. Cultural nuance plays a significant role as well, particularly when interpreting feedback and building trust with potential partners. This approach has already resulted in a strong pipeline of qualified leads and growing opportunities in the UK market.

In recent months, both Councils have also been actively engaging with Slovenian political parties ahead of the parliamentary elections, presenting concrete proposals aimed at strengthening Slovenia’s competitiveness and creating a more predictable and business-friendly environment.

Thank you to Heads Adriatic and Boštjan Trilar for hosting the session.