about streamline digital

Streamline Digital is a UK-based SaaS integration partner that uses AI to help businesses connect, automate, and scale their software systems. By combining deep integration expertise with cutting-edge AI capabilities, we deliver intelligent, scalable solutions tailored to your unique workflows—reducing manual overhead and unlocking real operational efficiency.

We’ve built integration solutions for leading brands including BaxterStorey, Wagamama, and others—spanning finance, hospitality, HR, and operations platforms. Whether it’s linking legacy systems with modern cloud tools or orchestrating complex data flows, our AI-enhanced approach ensures faster delivery, higher reliability, and smarter automation.

At our core, we believe integrations shouldn’t be an afterthought or a roadblock—they should be a strategic enabler of growth. If you’re exploring your next move in SaaS integration, we’d love to talk.

Let’s make your systems work better—together.

MEET THE FOUNDERs

James' Story

Q: What inspired you to start Streamline Digital?

Over 20 years ago, we saw a gap in the market. CRM systems were being sold as silver bullets, but in reality, most just held contact data and maybe tracked opportunities. We wanted to do more — to create CRM solutions that genuinely delivered value and helped businesses work smarter. That’s what led to the launch of Streamline Digital.

Q: You were one of the early adopters of cloud-based CRM — how did that shape the business?

It was a game-changer. At the time, very few companies were using cloud technology, but we saw the potential immediately. It gave our clients flexibility, access, and scalability — and it helped us stand out early on as innovators.

Q: When did integration become part of your core offering?

It happened gradually, but the turning point was around four years ago. We realised that the CRM was only one piece of the puzzle. Businesses were struggling with disconnected systems and inefficient processes. Integration was the key to unlocking real value — making sure systems could communicate seamlessly and data was where it needed to be.

Q: What exactly do you mean by integration?

We mean creating a flow of information between systems — so that the right data reaches the right people, in the software they already use. It’s about eliminating silos, streamlining processes, and reducing the manual work that slows businesses down.

Q: Who do you typically work with?

Medium to large businesses who are frustrated with fragmented systems. Often they know what they want — better efficiency, better visibility, less duplication — but they don’t know how to get there. That’s where we come in: helping them figure out what should talk to what, how it should work, and then making it happen.

Q: Tell us a bit about your business partner, Mark.

Mark and I have known each other for 25 years. We worked together in a previous business and loved it. He has an incredible ability to solve complex problems — especially the ones other people shy away from. With experience in large-scale corporate systems and a calm, analytical mind, he’s the perfect partner for tackling the kind of challenges we take on.

Q: What’s your approach to integration projects?

We don’t believe in “big bang” IT projects — they’re risky and often fail to deliver. Instead, we take a phased approach. We start by identifying the most valuable issue to solve first, deliver that properly, and then reassess. Often, solving one problem reveals a simpler route to the next — or removes it entirely.

Q: What do you love most about the work you do?

Honestly? Seeing the impact. When a business becomes more efficient, less cluttered, and able to scale without being held back by tech — that’s incredibly rewarding. We love solving real problems and doing it in a structured, robust, and sustainable way.

Q: What makes Streamline Digital different?

We don’t just plug things together. We think. We plan. We look at the big picture. We solve the hard problems and create solutions that last. And we genuinely care about making a difference for our clients.

Mark's Story

Q: Mark, how did you and James first meet?

We first crossed paths in 2004. At the time, I was running a website design company that specialised in content-managed, Flash-based sites — quite innovative for that era. James was working with a desktop CRM product called Maximizer. We instantly connected, both personally and professionally, and quickly saw that by working together we could offer more complete solutions to our clients.

Q: When did you start working together more formally?

By 2005, we were sharing an office in Nottingham. That summer stands out in my memory — not just for the business, but for the legendary Ashes series where England triumphed over Australia. It was an exciting time in more ways than one.

Q: But then you made a big change — tell us about that.

Yes, later that year, I had the chance to pursue a lifelong dream: joining a professional rock band. I took it. It was an incredible experience — touring, recording, living the dream. But like all chapters, it eventually came to an end. I settled in London and got back into tech, working as a contract software developer.

Q: What kind of work were you doing at that time?

I landed roles with some pretty major organisations — easyJet, Nando’s, The FA, Winton Capital. These environments were fast-paced and demanding, and I had the chance to learn from some exceptional engineers. It really sharpened my skills and broadened my understanding of enterprise systems.

Q: How did Streamline Digital come to be?

Even while working in large corporations, I always had the desire to build something of my own. James and I stayed in touch, and when I found out he was working with a cloud-based CRM platform, I offered to build integration services to support it. That partnership grew naturally, and before long, we decided to launch Streamline Digital together.

Q: What’s it like working with James after all these years?

It’s been over 20 years since we met, and I genuinely enjoy working with him. He’s an incredibly creative problem solver, and what makes him especially effective is his empathy. He listens. And in tech — especially when solving complex problems — listening is everything.

Q: Why do you do what you do — what keeps you excited about the work at Streamline?

For me, it’s all about impact. I love seeing how the right technology — when it’s thoughtfully designed and well implemented — can completely transform a customer’s business. Whether it’s helping a team get back hours in their day, unlocking growth through better data, or finally solving a pain point that’s been holding them back, those moments are incredibly rewarding.

It’s not just about the tech; it’s about what that tech enables. We get to work closely with our clients, understand their challenges, and build solutions that genuinely make a difference. That’s what drives me — seeing the real-world results of what we create. And with the pace of innovation right now, especially in areas like AI and automation, there’s so much more we can do. It’s an exciting time to be helping businesses grow.