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.
Stand Out
The Camo Manifesto
Stand Out
The Camo Manifesto
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.
We're building Camo to help you stand out with video, whether you meet, present, stream or create. Camo creates confidence on video, democratising fluent production of compelling, credible video on any platform.
Camo was born from my frustration with the quality of video I was able to get from my computer. Broadcast quality video was elusive, requiring expensive hardware, complicated software, post-production, and deep expertise.
I spent $350 on a high-end webcam, but the software was buggy, the colours were cold, and it kept refocusing. Experts told me to get a DSLR or mirrorless camera. That gave better image quality, but cost thousands of dollars and opened up a world of cable mess, battery and overheating drama.
Thus began our work with Camo, the expression of our opinion that these challenges can be solved with delightful, thoughtful software. Camo's many innovations (including use of phones as webcams, virtual bokeh video, offloaded processing, easy-to-master overlay and adjustment UX) have touched millions of people, finding fit and winning praise from users, press, and industry experts.
Engaging video matters more than ever, as work becomes increasingly hybrid and the creator economy broadens. The data shows how you look on video matters more than what you're wearing, and good video is proven to engage employees, shorten sales cycles, increase buying propensity, and retain viewers.
We've got further to go in achieving our vision: opening Camo to multiple video sources and streaming services, deepening our integrations with platforms, chipsets and cameras to ensure those with unique capabilities really shine, and allowing others to extend and build on top of Camo. We're doing this in line with our four core values.
Our work wouldn't be possible without the incredible support of Camo's users, reviewing it in the press and on social media, evangelising it in their companies and to friends, contributing translations, and sharing feedback. Thank you.
If you're new to Camo, welcome. We hope you love it, and we're excited to be building it for you.
Aidan Fitzpatrick
Founder & CEO, Reincubate
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What others say
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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.
We want to make Camo’s magic as accessible as possible. That means empathetic, thoughtful capabilities and content, deep accessibility and automation support, widely localised jargon-free language, and native support for many platforms and devices. We’re so confident in our commitment to this that we back Camo with a refund promise.
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.
We seek to collaborate and partner with others, just as we have done with leaders including Microsoft, Apple, AMD, Intel, NVIDIA, Qualcomm, and Snap. User privacy is of paramount importance to us, we treat it as sacred: Camo doesn’t store or analyse anyone’s data, and user video only goes where users sent it. Every customer is sent our CEO’s email address so they can reach out directly at any time.
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.
Camo does a lot behind the scenes, and it’s our job to make that invisible to you, for a fluent, intuitive, reliable experience. We’ve studied the emerging science and psychology around video, baking it into the heart of Camo, and we’ve pioneered new techniques such as offloading processing to your camera, keeping your computer cool and quiet.
Sustainable
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 alike.
As a long-term indie company, we have no obligation to “juice” users with invasive ads or tracking. We see our relationship with users as a long-term investment, which is why we’re proud to offer a powerful, perpetually free version of Camo, why we invest so heavily in creating valuable, objective learning content, and why we go to great lengths to offer customer support that’s second to none.
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 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 regularly, 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 developers.
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
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. jeffcarlson.com
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
© 2008 - 2025 Reincubate Ltd. All rights reserved. Registered in England and Wales #5189175, VAT GB151788978. Reincubate® and Camo® are registered trademarks. Privacy policy & terms.
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