Cambridge Kinetics’ flagship solution, Kinabase, brings together customer relationship management (CRM), enterprise resource planning (ERP) and business intelligence into one intuitive platform, helping SMEs streamline operations and manage complexity with ease. Designed to be as flexible as a spreadsheet but with the structure of professional business tools, Kinabase empowers users to take control of their workflows, data and decision-making.

Jason Mashinchi, Managing Director of Cambridge Kinetics, says: “Our vision with Kinabase was to make advanced digital infrastructure accessible and adaptable for growing businesses. Companies often find themselves choosing between rigid systems or chaotic spreadsheets, we offer a smarter middle ground.”

Commercial foundations for a clear path to success

Cambridge Kinetics began working with Innovate UK Business Growth in November 2023. Innovation and Growth Specialist, Reuben Isbitsky, worked closely with the team to develop a tailored growth action plan to identify the company’s long-term goals. From there, Reuben supported the development of a scalable business model, helped the company define a clear and compelling offer and worked with it to shape a strategic marketing approach.

A series of coaching conversations helped refine the product roadmap and test commercial assumptions, while a customer segmentation exercise enabled the team to align Kinabase more effectively with target sectors. Cambridge Kinetics also began strengthening its approach to data security and was supported to access the British Standards Online (BSOL) platform, a resource that helps businesses work towards recognised information security standards like ISO 27001.

Reuben provided further referrals, including an introduction to the British Standards Institution (BSI), connections to companies specialising in setting up US entities, and links to other innovators through speaking opportunities, all of which strengthened the company’s ties with regional and sector networks.

Jason adds: “Reuben’s knowledge and experience of the startup journey has been incredibly helpful and comforting. The day-to-day ups and downs can be tough but having that consistent sounding board has made a huge difference.”

Funding drives secure, scalable development

As part of its growth journey, Cambridge Kinetics applied for and secured a £100,000 grant through Innovate UK’s BridgeAI programme, which supports the development and adoption of trusted AI solutions. The funding enabled the company to enhance Kinabase, strengthen its technical foundations and accelerate progress towards commercial launch.

The company also received a Secure Innovation Security Review grant through Innovate UK Business Growth in August 2024. The grant funded a comprehensive review of governance, physical and digital security, and internal controls. It confirmed the company’s strong foundations and provided a clear action plan for adapting to the changing cybersecurity landscape, particularly important for working with clients in regulated sectors such as finance and health.

In parallel, Cambridge Kinetics received assistance from Innovate UK Business Growth’s National Enquiry Gateway team with specialist market research to inform its partnership strategy. The company also benefited from a connection to an Innovate UK Business Connect expert specialising in AI, providing valuable insight and peer benchmarking.

Jason adds: “The BridgeAI grant helped us focus our development work and accelerate key improvements to Kinabase, while the Secure Innovation Security Review gave us practical steps to strengthen our systems. Together, they boosted our confidence in working with clients in regulated sectors and reinforced trust in our solution.”

Global strategy boosts growth and visibility

With its business model refined and product development accelerated, Cambridge Kinetics moved forward with a distributor-led international strategy. This approach has already begun generating new commercial traction in overseas markets and is feeding back into UK growth, driving increased turnover and creating new high-value roles.

The company has grown the Cambridge team from 8 to 14 people and added US-based partners. Since 2023, over £1.12 million has been invested in building Kinabase, 85% from business revenues and profits, with the remainder funded through a mix of private investment and grants, with Innovate UK Business Growth playing a role in helping to secure the private investment. To meet growing demand, the business is scaling its UK presence and exploring additional partnerships abroad.

Q1 2025 marked the company’s breakthrough moment, with Cambridge Kinetics reaching profitability for the first time with Kinabase. With a recurring revenue model in place and a growing client and reseller base, the company has reinvested its profits into hiring, marketing and sales, supporting continued growth across new markets.

The company’s momentum has also been recognised across the region. In May 2025, Jason Mashinchi was appointed to the Board of Directors at the Cambridgeshire Chamber of Commerce. That same month, Cambridge Kinetics was named “One to Watch” at the Cambridge Independent SciTech Awards, highlighting its progress and impact as one of the area’s most promising innovation-led companies.

AI innovation delivering UK impact

Kinabase is helping businesses across the UK take control of their operations, reduce inefficiency and scale with confidence. By improving SME productivity and enabling high-value growth, Cambridge Kinetics is contributing to a more dynamic and digitally-enabled UK economy.

[IGS] Reuben’s knowledge and experience of the startup journey has been incredibly helpful and comforting. The day-to-day ups and downs can be tough but having that consistent sounding board has made a huge difference.

– Jason Mashinchi, Managing Director of Cambridge Kinetics