Reincubate is a UK-based company that provides data access and recovery software for mobile, desktop, web, and IoT devices. It was founded in 2008 and has since grown, now employing a diverse team across offices in London and Bucharest. The company aims to provide a creative and fun work environment while solving hard technical problems and delighting customers. Key aspects of working at Reincubate include flexible core hours, daily stand-ups, product meetings on Fridays, using various collaboration tools, and a casual dress code and holiday policy.

1. WHAT’S IT LIKE AT
Reincubate

2. Our mission is to provide data
access and recovery for all
app platforms, be they mobile,
desktop, web, IoT or in-vehicle.

4. The app data company
The company won a place in the Smarta
100 “most brilliant small businesses in
the UK”. The Smarta 100 is an annual
celebration of the most resourceful,
inspiring and disruptive small business in
the UK.
“We’re thrilled to see a small business that’s
working with such huge names, making
sure their staff grow with the business and
giving them the chance to have fun.”
At a glance
The company was founded in 2008 and
was first to market with both iOS and iCloud
data extraction technology.
With over half a decade's experience
helping law enforcement and security
organisations access iOS data, Reincubate
has licensed software to government, child
protection and corporate clients around the
world.

5. London
CEO - Aidan Fitzpatrick
11 Old Jewry, London, EC2R 8DU
United Kingdom
Bucharest
MD - Alexandra Petrus
75-77 Strada Buzesti, Sect 1, Bucuresti
011013, Romania

6. How it all started
Aidan Fitzpatrick, the company's founder, set up Reincubate in 2008.
"I was an early iPhone adopter, and in July 2008 an iOS 2 upgrade
got me badly: the process deleted all of the precious data on my
phone. Frustrated with this, I built our first successful application,
the iPhone Backup Extractor, in a weekend of coding. I posted the
software on the site as a free download, thinking it might help others,
and I was flooded with email from users who had lost their data.
It didn't take long before there was far more demand than I could
handle.
And so the business was born..."

7. Our people
While most of our people are software
engineers, customer support and marketing,
we've got other roles, too, in finance, sales &
product.
Marketing
Customer Support
Engineering

8. Our core values
It just
works
Customer
delight
Commitment to
personal and
team growth
Passion for
well-designed
tech products
Having a creative,
fun and inspiring
environment
Hard problems
solved well.
No bullshit.
We do our
utmost to give
our customers
an amazing
experience.
Staying still is not
enough.
We love building
and working with
great tech.
We should always
have a creative
space.

9. It just works. Hard problems
solved well
In September 2015 Apple completely
redesigned their iCloud storage and
encryption, preventing all applications
from accessing live iCloud data. Within
a fortnight, the RI engineering team
shipped an update for full compatibility
with this new technology, beating even
Apple who didn't fully support it across
all their products for several months.

10. Customer delight. We do our utmost to give our customers an amazing experience
“My wife upgraded her iPhone, and in the process
lost a voicemail from her father who passed away
last year. She was in tears, so when I found this
product immediately downloaded it and was able
to recover the lost voicemail. Now she feels like
she just got a piece of her father back.”
"Reincubate has been a fabulous technology partner
for uKnow. We performed an exhaustive research
process to figure out how we could better serve
our Apple customers, and after talking to dozens of
industry insiders and technology companies around
the globe, we were convinced that Reincubate was
the right team to help us. We are super pleased with
our decision to partner with Reincubate!”
"This product has bailed me out many times
over the years. I've been able to recover
thousands of photos that would have been lost
due to a dead phone. This app is worth every
penny of the cost."
Steve Woda
Justin Rairden
Mike
“As a forensic examiner, obtaining Digital Evidence in
a reliable timely way is critical. Thankfully, I stumbled
upon iPhone Backup Extractor. It has been the perfect
addition to my arsenal of tools. The customer service is
outstanding as well.”
Louis Cinquanto

11. Passion for well-designed
tech products. We love
building and working with
great tech
From VR headsets to the latest Apple
devices, the team love exploring tech
products. It’s not just hardware though,
we’re avid spotters of awesome web,
desktop and mobile apps.

12. Commitment to personal and team
growth. Staying still is not enough
Colleagues like-minded about learning: we support
this in our team with time off for events, building a
shared learning library, arranging training, brown-
bag sessions, inbound and outbound mentoring, and
hosting speakers in our boardroom.
Aidan, the company’s CEO, runs the UK chapter
of Entrepreneurs' Organization, a global non-profit
organisation with the aim of engaging leading
entrepreneurs to learn and grow.
Our team has been to various industry events, such as:
WOMEN
IN TECH

13. Having a creating, fun and
inspiring environment.
Our offices are filled with fruit, a variety of crisps
and snacks, soft drinks, beer and wine. We
let the team choose whichever kit they want.
Aeron chairs and three screens to a computer
is commonplace. After being in the zone for
hours, it's good to have some sort of break.
Fortunately, the office is full of toys.
One memorable nerf war outbreak led to the
entire London office building being evacuated
after a fire alarm was shot; the next day we had
a creative fix to prevent this happening again.
The wars go on.

14. Having made a positive & enriching contribution to staff and
customer lives, year on year
Known as a great place to work for super smart, values-fitting
people
Partnered with the top 3 app platforms (Apple, Google, etc.),
and other ecosystem partners: developers, brands, manufacturers
Known globally for being a secure and trustworthy source of app
data, cited by major organisations
Our 10 year
vision
To be providing insight into
1% of the world’s app data (by
population) by 2025

15. Reincubate
seen from
the inside
We have quite a diverse team -
colleagues with previous work
experience in Google, Adobe,
IBM, Wiggle, Autonomy and more,
spanning from PhDs in Physics to
civil servants.
“Creating visual interfaces that will be seen
and used by thousands of people is a great
responsibility, but it comes with high satisfaction. I
love to be able to communicate ideas that inspire,
inform and captivate people and, at Reincubate,
I found the perfect environment to fully use and
improve my creative powers.”
“Working at Reincubate is a super empowering
experience - you get the chance to work on a lot of
things and really influence the product. It brings me
so much joy to hear from customers how much they
appreciate the interaction with our support team.”
“Freedom: we are able to make 1st class decisions
on how and what tools to use on our problems. We
hold each other to task on those choices too. If
something's not working we don’t just delegate and
forget about it, we help one another to come at the
solutions. Even if the help is in the limited form of
nerf-bullets and moral support!”
Gabriel,
Visual designer
Diana,
Customer Support
David,
Software engineer

16. Life at
Reincubate
When you start your journey
with Reincubate, you’ll be
assigned a line manager to
guide you in your work.
Core hours
Our core hours are 10 - 4pm GMT, which means that the team must
work a full hour day but can flex their time as long as they work
within those hours. On your first day, we’ll probably ask you to start
at 11am so that we’re past the stand-up before we greet you.
Stand up
The team gets together at 10am GMT each morning to share their
progress and talk about the day’s plan. Each person talks for 45
seconds.
Product meetings
The whole team meets on a Friday morning at 10.30am GMT to
review progress against the quarterly goals.
Fridays are special
Every Friday we hold a team all-hands just to catch up. The lunch is
on us and we vote for the location. As we invest time, energy and
enthusiasm in exploring the areas we are passionate about, we
welcome industry guests from time to time.
In the afternoons you can work on whichever company project you
fancy.

17. Tools we love using
Tools we use internally: we use the latest applications
in our daily work (Slack, Zendesk, WhosOff, WhatsApp,
Zoom, Visual Website Optimiser).
For holiday planning we use WhosOff.
Project management is easier with TargetProcess.
We use Slack for internal messaging and Zoom for
video meetings.
We have a team WhatsApp group for sharing informal
news pieces.

18. Quarterly planning
Each quarter the leads for Reincubate develop and communicate a set of "rocks" for the
business. The rocks are 5 to 6 critical goals along with a metric or two, and it’s these which we
focus on delivering each quarter. These form the backbone of activities for the team.
Successfully hitting the quarter’s rocks unlocks our quarterly celebration, which is unique to
each quarter’s theme.
The company quarters are in line with the financial year: April - March.

19. Feedback & Appraisals
Regular, structured, value-based, bidirectional feedback. We run quarterly appraisals, where everyone is assessed
against the company values - including our "no bullshit" value. It's also why, in 1:1s, our managers ask how we can
create a better environment.
The 1:1 (one-to-one) is a short chat between manager and team member, held every fortnight. It's a informal discussion
where the manager asks "how are you getting on? is there anything I can do to help you?" and shares any feedback
they have.
We encourage team members to set learning goals. Whether it's just a personal ambition or a professional skill,
making sure that our people continuously develop themselves is extremely important for us.

20. Dress code
There's no dress code.

21. Holidays: Keep Calm and Go
We use WhosOff to manage holiday booking and the process is simple. We've only a few
guidelines: two weeks' notice for bookings, and not more than two weeks at a time, short of
extenuating circumstances.
Having the team refreshed is a fine thing and helps us succeed. Thus, it's a great thing for the
whole team to use their allowance each year, and ideally not all together in the last quarter!
There's an extra communication overhead caused by working from home, so we tend to
discourage it outside of exceptional circumstances. Being in the thick of it in either office helps
your colleagues!

22. Reincubate Ltd.
11 Old Jewry, London EC2R 8DU
www.reincubate.com
Issue 1, July 2016