Ship better software, faster

We help startups and scale ups build, modernize, and scale their apps - combining senior engineering with Ruby, Python, and Node to deliver measurable outcomes.

Crafting user experiences
Building scalable products

The challenges we solve every week

Experience the advantage of an all-inclusive project solution, where excellence, speed, and responsiveness converge to ensure the highest quality outcome.

  • Legacy apps slowing you down

    Modernization & upgrades with zero downtime

  • Backlog bigger than your team

    Elastic feature pods that integrate seamlessly

  • Want to add AI features

    Build, integrate, and deploy data-powered APIs fast

  • App performance issues

    Profiling and optimization across Ruby, Python, and Node

What We Do

Every project needs the right balance between delivery speed, architectural acumen and lasting quality. Infinity Loop brings a flexible, senior only engineering model that adapts to what your product actually needs. Ruby, Python, Node: we pick the stack that fits. Development services crafted to deliver value.

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Modernization &
Upgrades

Refactor, upgrade, and stabilize existing apps without downtime.

Example: Rails 5 → Rails 7 migration completed in 6 weeks with 40% faster deploys.

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Performance & Observability

Detect bottlenecks, optimize load times, and build reliability into every release.

Example: Reduced p95 latency by 63% across multi-stack API workloads.

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AI-Enabled MVPs & Features

Build intelligent product features with Python/FastAPI and integrate them into Rails or Node apps seamlessly.

Example: Integrated ML-powered recommendations into SaaS product within 3 sprints.

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More features

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How We Work

Delivery That’s Predictable and Proven. No jargons. Just clarity, accountability, and measurable progress.

Scope Clearly

Define success, risks, and metrics before we start.

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Requirements Validation

Ensure goals, risks, and success metrics are fully understood and agreed upon from the start.

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Clear Roadmap

Define deliverables, boundaries, and priorities so everyone knows what’s in-scope and what’s not.

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We’re Engineers Who Care About Results.

Infinity Loop is a UK-based software development partner led by senior engineers who’ve scaled products, rebuilt legacy systems, and delivered under tight deadlines.

We work asynchronously, communicate transparently, and measure what matters, so your roadmap actually moves.

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Case Studies

Recent Work & Measurable Wins

Thoughts on design, business and indie-hacking

ruby-on-rails software-modernization

The True Cost of Staying on Rails 6 A Business Case for Upgrading

If your application is still running Rails 6, you're not just behind on features. You're exposed. Rails 6.0 reached end of life in **mid-2023**. Rails 6.1 reached **end of maintenance in late 2024**. As of January 2026, both versions are **unsupported by the Rails core team and no longer receive official security patches or bug fixes**. And yet, thousands of production applications continue to run on these versions. This isn't a technical problem you can defer indefinitely. It's a business risk that compounds daily. Let's break down what staying on Rails 6 actually costs, and why the ROI on upgrading is clearer than ever. ## The Security Reality Since Rails 6.1 went end of life, the framework has received multiple security patches, none of which apply to your application. Recent CVEs affecting Rails include: **CVE-2025-24293** - A critical vulnerability in Active Storage that, in certain configurations, allows remote code execution through image transformation methods. Security researchers documented exploit paths and attack surfaces. **CVE-2025-55193** - ANSI escape injection in Active Record logging, enabling potential log manipulation attacks. **CVE-2024-27282** - An arbitrary memory address read vulnerability affecting Active Storage sessions. These patches were released for **supported Rails branches at the time** (including 7.1.x, 7.2.x, and 8.0.x). If you're on Rails 6, you received nothing. This isn't theoretical. The exploit code exists. The attack surfaces are documented. Security researchers have published proof-of-concept demonstrations. Every day your application remains unpatched is another day of exposure. ## The Ruby Compounding Problem Rails 6 doesn't just have a Rails problem. It has a Ruby problem. Rails 6.x **allows** older Ruby versions that are themselves unsupported: | Rails Version | Minimum Ruby | Ruby Status | | ------------- | ------------ | ------------------------------ | | Rails 6.0 | Ruby 2.5 | EOL since April 2021 | | Rails 6.1 | Ruby 2.5 | EOL since April 2021 | | Rails 7.2 | Ruby 3.1 | EOL since March 2025 | | Rails 8.0 | Ruby 3.2 | Security-only until March 2026 | | Rails 8.1 | Ruby 3.2 | Security-only until March 2026 | Ruby 4.0 was released in December 2025, introducing performance improvements and ongoing advances in Ruby’s execution and JIT infrastructure. Running Rails 6 on Ruby 2.7 or 3.0? You're operating on a double-EOL stack: an unsupported framework running on an unsupported runtime. This isn't just about patches. It's about the security perimeter of your entire application. ## Hiring Friction Is Real Technical debt has a recruiting cost. Rails developers evaluate potential employers partly on their stack. A Rails 6 codebase signals several things to experienced candidates: **Deferred maintenance.** If upgrades have been postponed for years, what else has been neglected? **Modernisation debt.** They'll be spending months upgrading before shipping features. **Tool limitations.** Modern gems, deployment tools, and developer experience improvements aren't available. Senior Rails developers want to work with current tooling. They want Hotwire, Turbo, Stimulus, Solid Queue, Kamal 2, and the productivity improvements that Rails 7 and 8 deliver. Advertising a Rails 6 role in 2026 narrows your candidate pool significantly, and often attracts engineers looking for any job rather than the best engineers looking for the right opportunity. The cost isn't just in recruitment fees. It's in the quality and motivation of the team you're able to build. ## Ecosystem Drift Rails doesn't exist in isolation. Your application depends on dozens of gems, each with their own maintenance cycles. As the ecosystem moves forward, compatibility with Rails 6 drops. Here's what's happening now: **Gem abandonment.** Many gems no longer test against Rails 6. Some explicitly drop support. **Dependency conflicts.** Security updates in gems may require Rails 7+ features. **CI/CD friction.** Build matrices that once included Rails 6 are being trimmed. **Documentation gaps.** Guides, tutorials, and Stack Overflow answers increasingly assume Rails 7+. This creates a slow erosion. Features that would take a day to implement on Rails 8 take a week on Rails 6, if they're possible at all. Gem authors aren't obligated to maintain backward compatibility forever. The community moves forward, and stragglers are left behind. ## What You're Missing Rails 8.1, released in October 2025, represents the current state of the framework. Here's what it offers that Rails 6 doesn't: **Improved job resiliency** - Rails 8 introduces better primitives and patterns for handling long-running and restart-safe background jobs. **Local CI Ergonomics**** - Rails 8 improves conventions and tooling around test execution and environment consistency. **Native Markdown Rendering** - First-class support for rendering `.md` files as pages, critical for AI-integrated applications. **Solid Queue, Solid Cache, Solid Cable** - Database-backed alternatives to Redis for queues, caching, and WebSockets—reducing infrastructure complexity. **Kamal 2** - Production deployment with a single `kamal setup` command, including the new Kamal Proxy. **Deprecation Warnings for Associations** - Mark associations as deprecated to surface legacy code usage systematically. Rails 8 simplifies deployment, reduces dependencies, and improves developer productivity across the board. Rails 6 offers none of this. ## The ROI of Upgrading Upgrade projects have a clear return on investment: ### Security Posture Eliminate known vulnerabilities. Reduce incident response risk. Satisfy compliance requirements (SOC2, PCI DSS, HIPAA). ### Developer Productivity Modern tooling, better error messages, faster feedback loops. Features that took days take hours. ### Hiring Advantage Attract and retain senior talent. Signal that you take technical excellence seriously. ### Reduced Maintenance Fewer workarounds. Better gem compatibility. Simpler deployments. ### Future Proofing Position for Ruby 4.0 adoption. Stay on supported Rails versions without emergency migrations. The cost of not upgrading isn't static. It compounds. Every quarter you wait, the gap widens, and the eventual migration becomes more expensive. ## The Path Forward Upgrading from Rails 6 to Rails 8 is not a single leap. The recommended path: ``` Rails 6.1 → 7.0 → 7.1 → 7.2 → 8.0 → 8.1 ``` Each step should be: 1. **Tested thoroughly**: Comprehensive test coverage before you start 2. **Incremental**: One minor version at a time 3. **Monitored**: Deployment observability at each stage 4. **Documented**: Capture learnings for future upgrades A typical Rails 6 → Rails 8 migration for a mid-sized application takes 4 - 8 weeks with dedicated effort. Larger applications with significant legacy code may take longer. The key is starting. ## How We Approach Upgrades At Infinity Loop, we've modernised Rails applications from versions as old as 4.2 to the latest stable releases. Our approach: **Audit First**: We assess your codebase, gem dependencies, and test coverage before proposing a plan. **Incremental Migration**: Step by step upgrades with production deployment at each stage. **Zero Downtime**: Your application stays live throughout the process. **Knowledge Transfer**: Your team learns the upgrade patterns for future maintenance. We've completed Rails 5 → 7 migrations in as little as 6 weeks, with 40% faster deploy times as a side benefit. ## Final Thoughts Staying on Rails 6 isn't neutral. It's a decision with real costs: - Security exposure that increases daily - Hiring friction that limits your team - Ecosystem drift that slows every feature - Technical debt that compounds quarter over quarter The upgrade path is well-documented. The tooling exists. The community has done it thousands of times. The only question is when, and whether you'll do it on your timeline or in response to an incident. If your application is running Rails 6, the business case for upgrading has never been clearer. ### Ready to modernise your Rails application? We help teams upgrade, stabilise, and accelerate delivery across Ruby, Python, and Node stacks, without risking production.

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Marketing in the Age of AI: How Intelligent Systems Power the Infinity Loop

I think is fair to say that there are lot of talk of AI replacing marketeers, but we think AI didn’t replace marketers. We believe it replaced **guesswork**. In 2025, the brands pulling ahead are working *smarter*, using intelligent systems to create faster feedback loops, deeper personalization, and scalable creativity. At **Infinity Loop Marketing**, AI isn’t a buzzword or a shortcut. It’s the engine that keeps the loop spinning. This post breaks down how AI powered marketing fits perfectly into the Infinity Loop philosophy, and how businesses can use it to unlock sustainable, compounding growth. ## The Problem With “More Content” Marketing Most brands feel stuck on a hamster wheel: - More posts - More emails - More ads - More effort Yet results stay flat. Why? Because **volume without intelligence creates noise, not momentum**. Modern customers expect: - Relevance - Timing - Personalization - Value AI enables all four *at scale*. ## AI as the Brain of the Infinity Loop Think of the Infinity Loop as a living system. AI acts as its **central nervous system**. It listens, learns, adapts, and responds continuously. ### AI powers every stage of the loop: ### Discovery & Awareness - Predictive keyword research - Content gap analysis - Trend identification before competitors see it - Smarter ad targeting ### Engagement & Nurture - Dynamic content personalization - Behavior based email flows - Chatbots that actually help (not annoy) - Adaptive landing pages ### Conversion - AI optimized offers - Smart timing for CTAs - Predictive lead scoring - Friction reduction in buyer journeys ### Retention & Advocacy - Churn prediction - Personalized upsell paths - Loyalty optimization - Referral triggers Every interaction feeds data back into the system, strengthening the loop. ## Why AI + Infinite Loops Beat One Time Campaigns Traditional campaigns end. AI powered loops **learn**. ### Continuous Improvement Each click, scroll, and conversion refines future experiences. ### Real Time Adaptation AI reacts faster than teams ever could manually. ### Personalization Without Burnout One strategy. Thousands of customized experiences. ### Scalability Without Chaos Growth without constant reinvention. This is how brands move from reactive marketing to **predictive growth**. ## Common AI Marketing Myths (That Hold Brands Back) ### “AI removes the human touch” **Truth:** AI enhances human creativity by handling analysis, repetition, and optimization. ### “It’s only for big companies” **Truth:** Small and mid-sized brands benefit the most from AI efficiency. ### “AI replaces strategy” **Truth:** AI amplifies strategy, it doesn’t create it. At Infinity Loop, strategy always comes first. AI simply executes it at a higher level. ## How Infinity Loop Marketing Uses AI Differently We don’t plug in random tools and hope for magic. We design **intentional systems**: - AI enhanced content engines - Feedback driven funnels that never stop evolving - Unified data across channels - Human led strategy + machine led optimization Every decision feeds the loop. Every insight compounds. ## The Competitive Advantage of Intelligent Loops In a crowded digital world, attention is scarce but intelligence is powerful. Brands that combine: - AI - Continuous value creation - Relationship-driven marketing - Data-backed decisions Don’t just survive. **They thrive.** ## Final Thought: The Future Isn’t Automated, It’s Intelligent Marketing will never be “set and forget.” But it *can* be designed to learn, adapt, and grow endlessly. That’s the power of AI driven Infinity Loops. And that’s how modern brands win.

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The Hidden Cost of Slow Software: Why Performance Is a Business Problem

Slow software rarely fails loudly. It degrades quietly. Pages take an extra second to load. Background jobs start backing up. Deploys feel riskier. Engineers spend more time guessing than building. Over time, these small delays compound and what looks like a technical issue becomes a **business problem**. At Infinity Loop, we’re often brought in to “make things faster.” But what we usually uncover is something deeper: **performance problems are symptoms of missing visibility, not just inefficient code.** Let’s break down why performance matters far beyond milliseconds and how teams can fix it sustainably. ## Why Teams Underestimate Performance Issues Most teams don’t ignore performance intentionally. They deprioritise it because the cost feels abstract. Here’s what we hear all the time: - “It’s not that slow.” - “We’ll fix it later.” - “It works fine in staging.” - “We’ll scale the infrastructure.” The problem is that **performance debt compounds**, just like technical debt. And by the time it’s obvious, it’s already expensive. ## The Real Business Costs of Slow Software ### **1. Lost user trust** Users don’t measure response times, they feel them. Slow apps feel unreliable. Unreliable apps lose trust. And once trust is gone, it’s very hard to win back. ### **2. Engineering time wasted on firefighting** Without proper visibility, engineers: - guess where bottlenecks are - ship changes without knowing their impact - react instead of prevent This leads to: - more bugs - slower delivery - higher stress - lower morale ### **3. Infrastructure costs spiral** Many teams try to solve performance issues by “throwing servers at the problem.” This works, until it doesn’t. Non optimized queries, inefficient jobs, or blocking code will scale **costs**, not performance. ### **4. Delivery slows down** Slow systems make everything harder: - tests take longer - deploys feel risky - rollbacks become frequent - confidence drops Eventually, teams slow themselves down to avoid breaking things. ## Why Performance Problems Are Hard to Fix The biggest challenge isn’t optimization, it’s **visibility**. Without observability, teams are blind to: - where time is actually spent - which requests fail under load - how background jobs behave - what changes cause regressions Logs alone aren’t enough. Metrics alone aren’t enough. Traces alone aren’t enough. You need all three. ## Performance Is a System Problem, Not a Code Problem At Infinity Loop, we treat performance as a **system-level concern**, across: - **Ruby / Rails**: query efficiency, caching, background jobs - **Python / FastAPI**: async behavior, CPU-bound tasks, model inference - **Node**: event loop pressure, concurrency, I/O bottlenecks Optimizing one part without understanding the system often creates new problems elsewhere. ## How We Approach Performance Here’s the framework we use across projects. ## Measure Before You Change Before touching code, we establish a baseline: - response time percentiles (p50, p95, p99) - error rates - queue latency - CPU / memory usage - deployment impact If you can’t measure it, you can’t improve it. ## Make the Invisible Visible We implement observability that answers real questions: - Where is time spent in a request? - Which paths are slow under load? - What happens when traffic spikes? This usually involves: - structured logging - distributed tracing - meaningful metrics Once teams can *see* the problem, solutions become obvious. ## Fix the High Impact Bottlenecks Most performance wins come from a small number of issues: - N+1 queries - missing indexes - blocking operations - inefficient background jobs - unnecessary external calls We prioritize fixes that: - reduce latency - increase throughput - lower infrastructure cost ## Prevent Regressions Performance improvements don’t matter if they don’t last. We add: - performance budgets - alerts on key metrics - visibility into deploy impact This turns performance into a **continuous practice**, not a one-off effort. ## The Payoff: Faster Systems, Faster Teams When performance improves: - users feel the difference - engineers regain confidence - deploys become routine - delivery accelerates naturally Teams stop firefighting and start building again. ## Final Thoughts Performance isn’t about chasing perfect numbers. It’s about: - trust - predictability - confidence - sustainable delivery If your system feels slow, brittle, or unpredictable, the issue likely isn’t effort, it’s visibility. That’s where performance and observability change everything. ### Want to understand where your system is slowing you down? We help teams identify bottlenecks, improve performance, and build observability across Ruby, Python, and Node without risking production. Let’s take a look.

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