Founder Of The Week: Ashish Kumar

• Ashish Kumar co-founded Web Alliance in 2012 to make bespoke CRM, ERP and workflow software accessible to smaller businesses often limited by spreadsheets or rigid off-the-shelf systems.
• Scaled a global delivery model: He developed a hybrid UK consultancy and in-house India-based development team, enabling enterprise-grade custom software at SME-friendly costs without licensing fees or vendor lock-in.
• Focused on long-term client relationships: Kumar prioritised transparency, phased delivery and full client ownership, helping Web Alliance grow sustainably for over a decade without external investment.

Tell Me About Yourself and Web Alliance

I’m Ashish Kumar, director and co-founder of Web Alliance, a bespoke software development company based in Northampton, UK. My journey into technology began in a small town in northern India, where curiosity and a love of problem-solving led me to study computing and build a career in software development. Over the years, I’ve worked across multiple countries and roles, gradually moving from junior programmer to business owner, alongside my wife and co-founder, Iram Gilani.

Web Alliance was founded in 2012 and today specialises in building truly bespoke CRM, ERP, mobile app and workflow automation systems for growing SMEs across the UK. We work with organisations ranging from manufacturers and engineering firms to charities, franchisors and family-run businesses. What sets us apart is our focus on transparency, flexibility and client ownership. Every system we build is fully owned by the client from day one, with no licence fees, lock-in or hidden costs.

Our delivery model combines a UK-based consultancy team with a 25-strong, full-time in-house development team in India. This allows us to deliver enterprise-grade solutions at SME-friendly costs. Thirteen years on, we’ve supported hundreds of businesses, built long-term client relationships and grown sustainably without external investment, all while staying true to our values of honesty, resilience and purpose.

What Inspired You To Start Web Alliance, and What Problem Were You Trying To Solve?

Web Alliance was born out of lived experience. After more than 15 years working in software development, Iram and I repeatedly saw small and medium-sized businesses being underserved by technology. Many were relying on spreadsheets, manual processes or rigid off-the-shelf systems that didn’t reflect how their businesses actually worked. They knew these tools were holding them back, but the alternatives on offer were either prohibitively expensive, overly complex or designed for large enterprises rather than SMEs.

We wanted to challenge the idea that bespoke software was only for big organisations with big budgets. Our aim was to make high-quality, custom-built systems accessible to smaller businesses, without the risks they rightly feared: spiralling costs, missed deadlines, long build times or being locked into a supplier forever.

Having built our life in the UK from scratch, we also understood the realities SME owners face when making decisions around cash flow, risk and growth. That’s why we designed Web Alliance around transparency and trust. We start every project with clear prototypes, deliver in manageable phases, and give clients complete ownership of their systems. In short, we set out to prove that bespoke software can be affordable, practical and empowering for SMEs and to build a company that reflects those same values in how it treats its people and clients.

What Has Been Your Biggest Challenge So Far, and How Did You Overcome It?

Our biggest challenge has been scaling a bespoke software business without losing the very thing that makes it successful: a deep understanding of each client’s unique needs. As demand grew, we faced increasing pressure to deliver faster while maintaining the high level of quality, flexibility and personal engagement that bespoke work requires. We overcame this by rethinking how we operate. We invested heavily in discovery frameworks, modular architecture and internal tooling that allow us to move quickly while still designing solutions tailored to each client.

The result has been a business that scales sustainably: projects are delivered more efficiently, clients feel heard and supported, and our team remains empowered and motivated. This challenge ultimately sharpened our approach and positioned us as a trusted long-term technology partner rather than just a software supplier.

Can You Describe a Pivotal Moment That Significantly Shaped the Direction of Web Alliance?

When I worked for other software companies, they treated their clients as numbers instead of people and businesses. Their focus was on turnover and profit rather than individual clients. This attitude was evident in how they spoke and interacted with every client, and that’s why I decided that my business would do things differently, focusing on the client and the relationship first and foremost. The approach has clearly worked as today we have one of the highest numbers of five-star Google reviews and a whole host of video testimonials from happy clients across the whole of UK, something which we’re immensely proud of.

How Do You Define Success?

As a business: How many happy and satisfied customers we get and how much business we’re getting from word-of-mouth client recommendations, as that is a truly successful business in my eyes.

As a founder: To have a good work/life balance, where everything works in harmony at home and at work. My family sees this in action and that’s why both of my sons want to join me in the business to help take it to the next level.

What Advice Would You Give To Someone Thinking About Launching Their Own Startup?

Start with a real problem, not an idea. Spend time talking to potential customers early on to validate your assumptions quickly and then be prepared to adapt based on what you learn. Also, focus on building something valuable before trying to scale it.

Many startups fail not because of a lack of ambition, but because they grow too fast without the necessary solid foundations in place. Invest early in quality, efficient processes and the right people as it’s these decisions that compound over time. Finally, think long-term. Build trust with customers, partners and your team, and make decisions that protect your reputation.

What’s next for your company? Any exciting developments we should watch out for?

Both of my sons are joining the business, bringing cybersecurity and AI expertise with them, and I’m extremely excited to see how that works out. This will be a valuable extension of the business and will help our clients to lean into these areas alongside us. I’m focusing on sustainable growth for the next 3-4 years, with a view to then taking a back seat for the business to grow even further in younger hands, with me providing guidance in the background.

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Founder’s 5 with Ashish Kumar

This is TechRound’s exclusive Founder’s 5 with Ashish Kumar.

Favourite business tool

Any software that makes your life easier and streamlines your business.

One lesson you learned the hard way?

Not saying no to wrong type of client. If it’s not the right fit, you need to call time on the relationship early on.

One future trend you’re watching?

Increasing AI automation for SMEs.

One quote you live by

There are two: “There’s no shortcut to success” and “Work smarter, not harder.”

One book/podcast you recommend

“You Can Win” and “E-myth”.

Want to be featured as TechRound’s Founder of the Week? Know someone who deserves to be recognised as a founder making waves in the startup landscape? Find out more about this weekly feature and how to get involved here.