Invent and Simplify: How we created Flight to transform business operations

28 October 2025

At Blue Wren, innovation has always been part of who we are.

We’re driven by a desire to make technology simpler, smarter, and more accessible. When we took the decision to build Flight, our innovative software platform, we followed a guiding leadership principle known as “Invent and Simplify.”

This principle, popularised by Amazon’s leadership principles encourages leaders to constantly look for new and better ways to solve problems in a way that removes unnecessary complexity.

At its core, “Invent and Simplify” means never settling for “this is how we’ve always done it.” It challenges teams to rethink what’s possible, to find elegant solutions to messy problems, and to make those solutions simple enough that everyone can benefit from them. This philosophy became the foundation for Flight.

Why we built Flight

For years, we worked closely with small and medium-sized enterprises that shared a common struggle. Their operations were often built on a collection of spreadsheets, disconnected databases, and outdated software tools. These systems had once served a purpose, but over time they became a source of inefficiency, duplication, and frustration.

When organisations tried to modernise, they faced a difficult choice. Off-the-shelf software offered speed and affordability, but it rarely fit how the business actually worked. Bespoke software, on the other hand, provided a perfect fit but came with high costs, long development times, and rigid maintenance contracts.

We realised that many businesses were stuck between these two extremes. They needed something that could evolve with their processes, not constrain them.

So, we asked ourselves:

What if we could invent a platform that delivered the flexibility of bespoke software but with the affordability, scalability, and simplicity of SaaS?

That question sparked the creation of Flight, our innovative software platform designed to build affordable, bespoke business systems faster and more effectively than ever before.

The Flight platform

Flight is an innovative platform that allows us to rapidly build custom software applications tailored to any business process or workflow. Instead of developing every application from the ground up, Flight uses a library of highly configurable modules and microservices that can be combined and customised to meet the unique needs of each business.

Every application built on Flight is stand-alone, hosted in its own virtual private cloud on Amazon Web Services (AWS), and supported by its own database. This ensures performance, security, and scalability from day one.

Each system also includes a fully documented RESTful API, which allows seamless integration with other tools like Microsoft 365, Xero, bespoke software, or websites.

This integration capability removes the data silos that often slow organisations down and allow different parts of the business to work together in real time.

How Flight simplifies complexity

Inventing Flight was only half the story. The real power of the platform lies in how it simplifies technology for our customers.

We designed Flight to make digital transformation more accessible, practical, and sustainable for every organisation we work with. Here’s how:

Configurable building blocks

Flight’s modular design means businesses don’t have to start from scratch. Whether it’s CRM functionality, workflow automation, data aggregation, or event management, we can quickly configure the platform’s components to match the exact needs of each process.

Bespoke without the burden

Each software application built with Flight is unique to the customer but benefits from a shared, proven infrastructure. This approach delivers the flexibility of custom development while removing the time and cost associated with traditional bespoke projects.

Continuous improvement at no extra cost

We know that process improvement is never finished. Businesses evolve, and so should their systems. That’s why every Flight customer can request updates and configuration changes at no additional cost. Our in-house development team continually enhances the core platform, and all customers automatically receive these improvements as they’re released.

Simplified integration

Flight’s API layer allows smooth, secure communication with third-party applications. This enables customers to connect Flight with other essential tools, ensuring a unified, efficient ecosystem that supports the entire organisation.

Simplified infrastructure and support

Flight is hosted on AWS, the world’s most advanced and secure cloud computing infrastructure. Each customer has a dedicated testing and live environment, automatic backups twice daily, and comprehensive support under a robust service level agreement (SLA). This setup removes the need for expensive hardware, complex maintenance, or downtime concerns.

Invent and Simplify in action

The development of Flight perfectly captures the spirit of “Invent and Simplify.”

We invented a new approach to business software, one that blends the flexibility of bespoke development with the efficiency of a configurable platform.

And we simplified the entire process of owning, maintaining, and improving business systems. Our customers no longer need to choose between rigid off-the-shelf software and costly bespoke solutions. Instead, they have a platform that evolves with them, integrates seamlessly with their tools, and continues to deliver value long after it goes live.

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