Helping you get more from your Apple devices and data

Users rate Reincubate as one of the UK’s most-loved software companies. HM Queen Elizabeth Ⅱ recognised Reincubate’s innovation twice with the Queen’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.

Good-hearted ❤️

It’s important to do the right thing. We aim to be helpful, humble, and authentic. Trust and integrity matter.

Lean ♻️

We use resourcefulness, common sense and order to reduce complexity and waste.

Exceptional 🥇

We're committed to being the best in the world with our products. Being best is disproportionately more fruitful than not.

Energising 🚀

We're pioneers in our industry. We aim to inspire and motivate our customers, colleagues, and peers.

Tenacious 🔥

It takes grit and determination to do hard stuff well. We're committed to our mission.

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 &
fact-checking

Every author on the site (see their biographies) is a technical expert with at least 4 years’ tenure. 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 or sponsored content on our site, and we don’t participate in or operate affiliate schemes.

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 some of our experts

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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.

His work has been cited in over 20 academic papers on forensics and mobile data, including "iPhone 3GS Forensics: Logical Analysis Using Apple iTunes Backup Utility" (Bader, M & Baggli, I, 2010), "iOS Forensic Investigative Methods" (Zdziarski, J, 2013), "Overcoming Forensic Implications with Enhancing Security in iOS" (Gangula, MR, 2019), and "Direct Message Extraction for Automatic Emotional Inference and Drug Detection" (Fong, G, 2019).

Earlier in his career, he served as CTO at Wiggle through to its $230m breakout exit. Aidan is an occasional investor, and published "So, you want to work in tech?" in 2016.

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Andy Coles

COO

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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Alexandra Petruș

Alexandra served as Reincubate's VP of Product for a number of years and remains a friend of the company. She's recognised as a Google Developer Expert for Product Strategy, and is a co-founder of Bucharest AI.

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Catalina Butnaru

Catalina is an Innovation & Entrepreneurship graduate of Stanford University Graduate School of Business. She sits on the IEEE Committee for Wellbeing and AI Ethics and serves as an ambassador for the City AI London programme.

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Scarlet Salkeld

Editor

Scarlet is Reincubate's content researcher, fact-checker, and editor. She has worked for educational institutions around the world including Kaplan and Cambridge University Press, and specialises in editing learning materials. Scarlet has an MA in English Literature from UCL.

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Jamie Bishop

Jamie is a reverse engineer, developer & WWDC17 scholarship winner. He’s been breaking stuff at Dynastic, and as part of the checkra1n and Electra jailbreak teams.

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Jeff Carlson

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. jeffcarlson.com

Our offices

Reincubate's office is 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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