Founded in San Francisco · Since 2014

Built on one belief.

Every business deserves software built exactly for them — not a generic platform they have to work around.

Our story

Thinking Innovative Lab was founded by Sourabh Jasuja in San Francisco with a straightforward conviction: quality custom software should not be reserved for companies with massive budgets.

After years of watching teams struggle with off-the-shelf tools that were almost right but never quite right, he set out to build a company that works differently. No cookie-cutter platforms. No seat-based pricing. No software that forces you to change how you work.

The idea is simple — sit with a business, understand exactly what it needs, build it properly, and charge fairly for it. That is still exactly what we do.

Where we are today

What began as a small studio in San Francisco has grown into a globally distributed team of engineers, designers and strategists. Together we have delivered 294+ products across41 industries — from restaurant management systems and procurement platforms to AI-powered agents and enterprise ERP.

2014

Year founded

40+

Global team

294+

Products shipped

41+

Industries served

Milestones

2014
The lab is founded
Sourabh Jasuja starts Thinking Innovative Lab with one mission: make properly built custom software accessible to every business, not just enterprises.
2016
First 50 clients
Expanded across retail, hospitality and finance, delivering bespoke platforms for fast-growing teams.
2018
100+ products shipped
Crossed 100 live products spanning mobile apps, web platforms, data pipelines and API integrations.
2021
AI & automation practice
Launched dedicated AI engineering services — agents, MLOps and automation that surface insight and remove manual work.
2026
294+ products across 41 industries
Serving clients worldwide, from early-stage founders to enterprise operations teams.

What we stand for

Affordable, not cheap

Transparent pricing based on scope. No hidden retainers, no licence fees. You own what we build.

Built for your workflow

We learn how your business operates before writing a line of code. The software fits you, not the other way around.

Long-term partnerships

Most clients stay with us for years. Every project is the start of a relationship, not a transaction.

Fast without shortcuts

48-hour response on proposals and rapid iteration — never at the cost of code quality or reliability.

Industry depth

41 industries and counting. We bring real sector knowledge to every engagement.

Honest advice

If a simpler solution solves your problem, we say so. Your success matters more than a bigger invoice.

Meet the team

A small senior team driving every project we ship — backed by a global network of engineers, designers and strategists.

Founder & CEO

Sourabh Jasuja

Founder & Chief Executive Officer

Sourabh founded Thinking Innovative Lab to turn ambitious ideas into systems that ship. He leads company strategy and sets the technical direction across AI/ML, full-stack engineering, and product development — pairing hands-on engineering depth with a long-term vision for how innovation should reach real users.

Business Strategy
Technology
AI/ML
Full-Stack Engineering
Product Development
Innovation
Project Management

LinkedIn Get in touch

Dr. Elena Voss

Chief Technology Officer

Architects our platform engineering — two decades of scalable systems for startups and enterprises.

Marcus Chen

VP of Product

Turns customer problems into shipped product. Former product lead at two fintech scale-ups.

Sarah Okonkwo

Head of Design

Believes great software feels obvious. Leads brand, product design and our design system.

James Park

Director of AI Engineering

Heads the AI agent team, building tooling that makes every project ship faster and smarter.

Ready to build something?

Tell us about your idea. We scope it, quote it honestly, and build it properly — just as we have been doing since 2014.

Start a project Browse products