Magora
Magora (Thinking Fish Ltd) is a London-based bespoke software development company founded in 2010 that delivers custom mobile, web, AI/ML, IoT, and NFT applications to enterprise clients and startups across the UK, USA, Australia, and the Middle East.
- Company typePrivate
- Founded2010
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Magora does
Magora (legal entity Thinking Fish Ltd, also trading as Magora Systems) is a London-headquartered bespoke software development company founded in 2010 that delivers custom mobile, web, AI/ML, IoT, and NFT applications to enterprise clients and startups. The company operates from offices in London, Sunny Isles Beach (USA), Sydney, and Dubai, and reports a team of 150+ specialists. Notable enterprise clients include AstraZeneca, Toyota, Unilever, Cisco, Danone, and Grant Thornton, with cumulative delivery of more than 322 mobile app projects, 159 web applications, 316 website designs, and 75 enterprise software solutions over 15+ years.
Core technical capabilities span native iOS development (Swift, UIKit, SwiftUI, Combine, Core Data, GRDB, Alamofire, Apple Pay, Wallet, Push Kit, Call Kit), native Android development (Kotlin, Jetpack Compose, Hilt, Dagger, Koin, Room, Retrofit, Google Pay, ML Kit, Biometrics), web development (React, Nest.js, Express.js, PostgreSQL, MongoDB, Redis, MikroORM), and AI/ML services including LLM-powered apps, RAG pipelines, AI agents, generative AI, computer vision, NLP, and fine-tuning of open-source models (Llama, Mistral, Qwen). Delivery follows a structured six-step methodology — Discovery, Scope, Design, Coding, Testing, Release — with clients retaining full source code and IP ownership.
The business model is professional services, combining fixed-price packages (Discovery from £3,000, Startup MVP from £10,000, full projects from £30,000) with time-and-materials hourly billing (£30-£150/hour). GTM is sales-led with direct enterprise field sales for large corporates and inside sales for startups and SMBs, supplemented by free discovery sessions, content marketing, and SEO across the UK, US, UAE, and Australian markets. The company is privately held and founder-owned with no disclosed institutional funding, and reports GDPR-compliant delivery by default.
Magora firmographics
Firmographics- Name
- Magora
- Legal name
- Thinking Fish Ltd
- Website
- https://magora-systems.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Magora (Thinking Fish Ltd) is a London-based bespoke software development company founded in 2010 that delivers custom mobile, web, AI/ML, IoT, and NFT applications to enterprise clients and startups across the UK, USA, Australia, and the Middle East.
- Ownership category
- akta.pro rank
Magora industry classification
Industry- Product category
- Custom Software Development Services
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- Custom Application Development (Web/Mobile/Desktop) (BPAEAFAA)
- akta.pro secondary industries
- AI/ML Engineering & Model Development Services (BPAEAHAF), Prompt Engineering, Orchestration & LLMOps Tooling (HDAAACAD), Cloud-Native Development (Containers, Kubernetes, Microservices) (BPAEACAD)
Keywords
Where Magora is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Magora business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Professional Services - Bespoke Software Development: Project-based bespoke software development services including product discovery, UX/UI design, MVP development, and ongoing maintenance. Clients receive full ownership of source code, designs, and IP upon payment.
- Time and Materials Engagements: Hourly billing model ranging from £30-150 per hour depending on project complexity and developer specialization. Mobile app development typically ranges from $50,000-$250,000 for full projects.
- Fixed-Price Project Deliverables: Fixed-scope engagements for Product Discovery (from £3,000), Startup MVP (from £10,000), and full production mobile/web projects (from £30,000). AI development and enterprise software scoped individually after Discovery phase.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Discovery - Working prototype + written analysis before paid engagement |
| One time/ perpetual license | Multi-year contract | Product Discovery - from £3,000 |
| One time/ perpetual license | Multi-year contract | Startup MVP - from £10,000 |
| One time/ perpetual license | Multi-year contract | Full Production Mobile or Web Project - from £30,000 |
| Other | Multi-year contract | AI Development / Enterprise Software / CRM - Scoped Individually |
| Unit Pricing | Pay-as-you-go | UK Standard Rate - £30-90 per hour |
| Unit Pricing | Pay-as-you-go | US Market Rate - $50-90 per hour |
| Unit Pricing | Pay-as-you-go | NFT/Specialized Development - £30-150 per hour |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Magora product offering
Product offeringCore offering
Magora provides bespoke software development services spanning native and cross-platform mobile app development (iOS with Swift/UIKit/SwiftUI; Android with Kotlin/Jetpack Compose; React Native and Flutter), custom web application development (React, Nest.js, Express.js), AI/ML and generative AI application development (LLM-powered apps, RAG pipelines, AI agents), UI/UX design, Product Discovery, MVP development, software testing and QA, legacy modernization, IoT app development, and NFT marketplace development. The company delivers these services through a structured 6-step methodology (Discovery, Scope, Design, Coding, Testing, Release) with full transfer of source code and IP ownership to clients.
Product overview
Magora is a full-stack mobile and web application development company headquartered in London, UK, providing bespoke software development services since 2010. The company offers a comprehensive product development lifecycle encompassing Product Discovery, UX/UI Design, MVP Development, and ongoing maintenance, with specialized practices in AI & ML Development (including generative AI, LLM-powered apps, and RAG pipelines), IoT App Development, and NFT Marketplace Development. Core mobile services include native iOS development (using Swift, UIKit, SwiftUI) and Android development (using Kotlin, Jetpack Compose), while web applications are built with React, Nest.js, and Express.js. The company also delivers industry-specific solutions across Healthcare, Finance, Transport & Logistics, E-Commerce, and 12 other sectors. Their development process follows a structured 6-step methodology: Discovery, Scope, Design, Coding, Testing, and Release.
Differentiator
Problem solved
Functional benefit
Products and services
- iOS App Development
Quantifiable outcome
- Client testimonial: Magora's solution saves a minimum of 80 man-hours a month and has drastically improved the report generation process
- +2 more outcomes
Companies that use Magora
Customer profileNamed customers19 records
Segments15 records
Ideal customer profiles3 records
Magora technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability8 records
Feature7 records
Magora partnerships and signals
Strategic signalScale indicators11 records
Recent moves9 records
Expansion highlights5 records
Magora competitors and assessment
Company assessmentDirect peers
- Intellectsoft: Digital transformation consultancy delivering custom software, mobile, blockchain, and AI solutions to enterprise clients. Comparable in scale, service mix, and industry verticals to Magora's offering.
- Itransition: Custom software development and IT consulting firm delivering web, mobile, AI/ML, and enterprise solutions. Direct competitor in the same bespoke services category, with comparable vertical coverage and similar mid-market-to-enterprise target clients.
- Innowise: Full-cycle software development company providing mobile, web, AI/ML, and enterprise solutions to startups and enterprises. Matches Magora's service breadth, project-based pricing, and cross-industry vertical approach.
- Eleks: Custom software, cloud, data, and AI engineering services company serving enterprises across fintech, healthcare, and logistics. Overlaps directly with Magora's bespoke enterprise development and AI/ML capability stack.
- DICEUS: Custom software development company offering mobile, web, enterprise, and fintech solutions with discovery-to-delivery processes. Direct comparable in service offering, vertical coverage, and engagement model to Magora.
- ScienceSoft: IT consulting and custom software development company delivering mobile, web, AI, and CRM solutions across healthcare, finance, and logistics. Highly comparable service portfolio, industry verticals, and customer profile to Magora.
- Andersen Lab: Custom software development and IT outsourcing firm offering mobile, web, cloud, and AI engineering services globally. Direct competitor with similar discovery-to-delivery methodology and comparable enterprise and startup client mix.
Broad incumbents
- ThoughtWorks: Global technology consultancy offering custom software engineering, digital product development, and enterprise modernisation across industries. Closely comparable to Magora's bespoke mobile/web/enterprise delivery model, but at significantly larger scale and with broader strategic services.
- EPAM Systems: Large-scale digital engineering services provider covering product development, AI/data, cloud, and enterprise software. Competes with Magora in custom application development but operates a much broader, nearshore-heavy delivery model.
Emerging players
- Stormotion: Boutique mobile and web app development agency specialising in React Native, Flutter, and emerging tech stacks. Smaller-scale competitor with similar technology focus but narrower geographic reach than Magora.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Magora social profiles
Digital presenceMagora compliance and trust
Trust signalCompliance1 record
Magora financial estimates
Financial estimateRevenue estimate
Valuation estimate
Magora leadership team
Management profileNumber of profiles
Profiles2 records
Magora funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Magora M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Magora
What does Magora do?
Magora provides bespoke software development services spanning native and cross-platform mobile app development (iOS with Swift/UIKit/SwiftUI; Android with Kotlin/Jetpack Compose; React Native and Flutter), custom web application development (React, Nest.js, Express.js), AI/ML and generative AI application development (LLM-powered apps, RAG pipelines, AI agents), UI/UX design, Product Discovery, MVP development, software testing and QA, legacy modernization, IoT app development, and NFT marketplace development. The company delivers these services through a structured 6-step methodology (Discovery, Scope, Design, Coding, Testing, Release) with full transfer of source code and IP ownership to clients.
Is Magora a public or private company?
Magora is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Magora founded?
Magora was founded in 2010. It employs 101 to 250 people.
Where is Magora based?
Magora is headquartered in London, United Kingdom, in the Europe region.
How does Magora make money?
Three revenue lines are on record. Professional Services - Bespoke Software Development is the primary driver. The others are time and Materials Engagements and fixed-Price Project Deliverables.
Who are Magora's main competitors?
Direct peers on record are Intellectsoft, Itransition, Innowise, Eleks, DICEUS, ScienceSoft and Andersen Lab. Broad incumbents are ThoughtWorks and EPAM Systems. Stormotion is listed as an emerging player.
Does Magora have an API?
No public API is recorded for Magora.
What industry is Magora in?
Magora's product category is Custom Software Development Services. Its primary akta.pro industry code is BPAEAFAA, Custom Application Development (Web/Mobile/Desktop), with a secondary code of BPAEAHAF, AI/ML Engineering & Model Development Services. Its NAICS code is 541511 and its SIC code is 7371.