What BASEOPS LTD does

Baseops Ltd is a London-based digital agency founded in 2013 by Azeem Hadi, operating with a team of 1-10 from its registered office in Romford, UK. The firm sells six integrated professional services to UK SMEs and startup founders: Branding & Graphic Design, Web Development, UX/UI Design, Marketing Automation, AI Agents & Chatbots, and Software & MVP Development. Deliverables are built on a modern stack that includes Nuxt/Vue for front-end, Firebase with Google Cloud Functions for backend orchestration, and integrations with Stripe, n8n, Apollo, HubSpot, Algolia, Power BI, PDF Monkey, and WordPress/Craft CMS/ExpressionEngine for headless content. The company is privately held with no disclosed external funding and is positioned as a boutique, founder-led partner for growing businesses rather than a scaled product business.

Revenue is generated entirely through project-based professional services engagements with custom scopes and quote-based pricing. The go-to-market is sales-led and direct: the founder personally engages prospective clients via a website contact form with what the firm describes as 'no strings attached' initial conversations. Customer acquisition relies on content marketing through the company blog, organic SEO presence on baseops.co.uk, and case-study publications showcasing named projects. Marketing channels are top-of-funnel oriented (blog, SEO) with case studies functioning as mid-funnel proof points; no paid acquisition, partnerships, or channel partnerships are evidenced.

Notable client projects include Stratify (a custom broker management system for Servca, a Lloyd's of London broker, with CASS5 compliance features), Dwello (a landlord insurance self-service portal for Rentsurance with Stripe integration), CAVE (a virtual events platform built for Climate Action Events during the COVID-19 pivot), and IZAPI (an event data integration hub for Innovation Zero running on Firebase with Google Cloud Functions). These projects span the insurance and events verticals and demonstrate the firm's domain-specialized engineering capability, but they remain bespoke client deliverables rather than packaged product offerings available to the broader market.

Name

BASEOPS LTD

Legal name

Baseops Ltd

Website

https://baseops.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Baseops Ltd is a London-based, founder-led digital agency founded in 2013 that delivers branding, web development, UX/UI design, marketing automation, AI agents, and custom software to UK SMEs and startup founders through project-based engagements.

Ownership category

akta.pro rank

Product category

Digital Agency Professional Services

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

DevOps Consulting & Transformation (BPAEAKAA)

Keywords

• Digital agency services
• Web development services
• Brand identity design
• Marketing automation solutions
• Custom software development

Headquarters

HQ city

Romford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Professional Services - Software & MVP Development: Custom software development, MVP building, and product development services. Revenue generated through project-based engagements with deliverables including product strategy, technical architecture, full-stack development, API integrations, and post-launch support.
2. Professional Services - Branding & Design: Brand identity creation, visual design, and graphic design services including logo design, brand guidelines, marketing materials, and rebranding.
3. Professional Services - Web Development: Website and web application development services including headless CMS implementation, static and dynamic site development, and API integrations.
4. Professional Services - Marketing Automation: Marketing automation implementation including lead capture, email/SMS campaigns, CRM workflows, behavioral triggers, and multi-channel campaign orchestration.
5. Professional Services - UX/UI Design: User experience and interface design services including user research, wireframing, prototyping, usability testing, and design system creation.
6. Professional Services - AI Agents & Chatbots: Custom AI agent and chatbot development with natural language processing, machine learning integration, and multi-channel deployment capabilities.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Baseops is a London-based digital agency that delivers project-based professional services spanning brand identity design, web development, UX/UI design, marketing automation, AI agent and chatbot development, and custom software/MVP development. The firm builds bespoke digital products and systems for SMEs and founders, including client-specific platforms such as landlord insurance portals, broker management systems, and virtual event hubs. Services are scoped and priced on a per-project basis rather than as standalone packaged products.

Product overview

Baseops is a London-based digital agency offering six core professional services: Branding & Graphic Design, Web Development, Marketing Automation, UX/UI Design, AI Agents & Chatbots, and Software & MVP Development. These services are delivered as custom solutions to small businesses and founders, functioning as a unified service portfolio rather than a single product platform. The services are designed to complement each other—branding and UX/UI design feed into web development, which connects to marketing automation and AI capabilities, all supported by custom software development. Baseops also delivers client-specific named projects including Dwello (landlord insurance portal), Stratify (insurance broker management system), CAVE (virtual events platform), and IZAPI (event data integration hub), but these are bespoke implementations for named clients rather than standalone product offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Branding & Graphic Design Strategic brand identity development and visual design service for small businesses and founders, including logo design, visual identity systems, brand guidelines, marketing materials, and rebranding to deliver a cohesive brand experience.
• Web Development Website and web application development service using Nuxt/Vue frameworks, offering headless CMS implementation, static and dynamic site development, API integrations, custom component libraries, and SEO-friendly accessible front-end code.
• Marketing Automation Marketing automation design and implementation service covering lead capture, email and SMS drip campaigns, CRM workflows, behavioural triggers, audience segmentation, and multi-channel campaign orchestration, built on n8n, Firebase, Apollo, and Amazon SES.
• UX/UI Design User experience and interface design service covering user research, persona development, wireframing, prototyping, usability testing, design system creation, responsive design, and micro-interaction design for apps and websites.
• AI Agents & Chatbots Conversational AI development service combining natural language processing and machine learning for customer interaction automation, including custom chatbot and AI agent builds with multi-channel deployment across web, WhatsApp, and Slack plus ongoing training and refinement.
• Software & MVP Development Custom software and MVP development service taking projects from concept to launch, including product strategy, technical architecture, full-stack web and mobile development, API integrations, deployment infrastructure, admin dashboards, and data migration.

Quantifiable outcome

• Page load times decreased by 60% for client website redesign
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability4 records

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Further: UK digital agency providing web development, UX/UI design, and digital transformation services; overlaps with Baseops on service portfolio and SME founder target market.
• Stable: London-based product studio delivering custom web and software builds for SMEs and founders; directly comparable as a boutique, founder-led engineering and design agency in the same UK SME segment.
• Cyber-Duck: UK digital agency providing web development, UX design, branding and marketing services to SMEs; closely matched on service mix and customer segment to Baseops.
• Rareloop: UK software development agency focused on custom web and digital products for SMEs and startups; directly comparable on custom-software/agency positioning and target customer.
• NetConstruct: UK digital agency delivering custom web development, CMS implementations, and digital transformation; comparable as a peer serving UK SME clients with bespoke web/software builds.
• Inviqa (now Merapar): UK digital consultancy offering custom web development, UX/UI, and platform engineering; comparable as a design-and-build agency serving UK businesses with overlapping service categories.

Regional players

• TPXimpact: UK digital transformation consultancy delivering custom software, UX, and digital services, though primarily focused on the public/third sector; comparable on the transformation-and-build model and UK footprint.

Broad incumbents

• Huge (formerly Huge Inc.): Global digital agency offering experience design, custom software, and marketing transformation to mid-market and enterprise; comparable on full-stack digital services including UX, web, and automation.
• Endava: Global IT and digital services firm delivering custom software, automation, and AI engineering to enterprises; overlap is in custom software, automation, and AI agent development, but at much greater scale and breadth.
• Thoughtbot: Global product design and custom software consultancy serving SMEs and funded startups; comparable on the design-then-build delivery model and SME/startup customer base, though at a much larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/baseopsuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BASEOPS LTD