Get more from your devices and data

Users rate Reincubate as one of the UK’s most-loved software companies. HM King Charles III recognised Reincubate’s innovation with the King’s Award for Enterprise, Britain’s highest business honour.

Reincubate logo

Guiding values & principles

The company is run according to a set of guiding values and principles.

Create delight

We over-deliver and provide extra value where we can, working with empathy and generosity to create delightful experiences.

It just works

We build remarkable, innovative experiences. We’re thoughtful, passionate, and curious about design, detail and how things work.

We think there’s disproportionate value in being the best & we’re committed to doing the best we’ve ever done.


We strive for sustainability as a business and in our own lives. We’re resourceful and tenacious, and leave the campsite tidier than we found it.

We look to earn long, loyal relationships with colleagues and customers.

Interact with integrity

We treat others with integrity, do what we say, and strive to do the right thing. Authenticity and trust underpin our work.

Ethics & beliefs

Identity, expertise & authority

The company was founded in London, England in 2008 by Aidan Fitzpatrick, after he built the world’s first tool for iOS data recovery. Further innovation followed around encryption, iCloud and recovery.

We’re clear about who we are and where we’re based. All customers are automatically sent the CEO’s email address when buying. The company is privately held with no external investors, and the team hold equity and options in the company. We have an ongoing multi-million dollar research & development programme.

Editorial accuracy &

Every author on the site (see their biographies) is a technical expert with tenure or exceptional achievement. We don’t publish content under pseudonyms; we’re not in the business of recycling news for clicks.

We review our content and guides annually — and often more frequently than that — and a professional editor reviews, proofs, and fact-checks them.

Trust, integrity &
fair play

We back our products with a consumer refund promise so we don’t gain from users buying our products mistakenly. We don’t permit ads, sponsored content or affiliate links on our site. Only a few hand-picked partners are permitted to market our products.

Our terms and conditions are annotated in plain English to make them as clear as possible. We rarely recommend third-party products, but when we do we endeavour to recommend like-minded indie developers, and we don’t benefit from those recommendations.

We don’t reward customers for leaving positive customer reviews; we feel it’s important that reviews are honest and authentic. All testimonials on our site are from genuine users with real stories.

Privacy & security

We don’t store, own or resell customer data, and — as a British company — we’re subject to the world’s most stringent data protection regime.

We publish our position on privacy and data in plain English, and operate a responsible disclosure policy to reward and engage with security experts.

Our management and senior staff are security screened according to the UK’s Government baseline personnel security standard.

Environment & charity

We aim to make a neutral or net positive impact on the environment by minimising the company's energy footprint and facilitating remote work, choosing partners with strong green initiatives (such as GCP, who power our servers with 100% renewable energy), and supporting environmental charities.

The company funds re-wilding in the Scottish Highlands with a company grove, and separately supports reforestation of Britain in accordance with the Woodland Carbon Code. (Measuring and mitigating impact is complicated, so we strive to learn more and "over-offset" our impact.)

Meet our expert authors

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Aidan Fitzpatrick

Founder, CEO

Aidan founded Reincubate in 2008 after building the world's first iPhone data recovery tool, iPhone Backup Extractor. He’s led Reincubate to win the UK’s highest business honour twice, has spoken at Google on entrepreneurship, and is a graduate of the Entrepreneurs’ Organisation’s Leadership Academy.

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Andy Coles


Andy has been building and documenting iPhone Backup Extractor since it was first released. He's made a number of discoveries in the field of data recovery, most notably techniques for transferring data between iPhone backups. Andy sits on the company’s board.

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Andrew Dancy

Co-founder, CFO

Andrew co-founded Reincubate in 2008 and pioneered techniques with recovery of location data from iOS. He sits on the company's board as well as the board of Lovetts, a British law firm. He has a law-tech background and a particular interest in privacy and security.

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Lucian Dan

Senior Customer Support Engineer

Lucian leads Reincubate's support team. He has particular expertise in recovering lost passwords and data from corrupt backups. If you reach out to the support team, you may receive a response from him. He's got quite a lot of fans on our Trustpilot page.

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Jeff Carlson

Independent Expert

Writer and photographer Jeff Carlson is the author of the books Take Control of Your Digital Photos, The Photographer’s Guide to Luminar 4, and Take Control of Your Digital Storage, among many other books and articles, and co-hosts the weekly podcast PhotoActive.

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Lucas Canino

Writer & Photographer

As Reincubate’s writer and photographer, Lucas draws on two decades of experience in content creation and production to help Camo users get the best out of their video. He has worked on commercial and arts projects in both the US and UK, created content for professional organisations and educational institutions, and spent six years producing photography and video for brands in the outdoor industry.

Our offices

The Reincubate team is distributed around the world, working remotely. However, we have a studio and office for recording and meetings around the corner from the world-famous Tower Bridge and the 1,000 year old Tower of London.

  • Reincubate Ltd.
  • Unit 5, St Saviour's Wharf, 23 Mill Street
  • London, SE1 2BE, England

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