Following the formation of an innovation team in 2007/2008, ICL tried unsuccessfully to source a comprehensive stock management system. It was then decided to develop an in-house system - Simply Workflow was born.

The innovation team nurtured something that was originally developed as an efficient stock management tool, allowing it to grow organically and become a far more advanced comprehensive operations management system with features including but not limited to: Jobs Management, Jobs Scheduling, Quality Control, Health & Safety, and others to create the robust, real-time, paperless operationally efficient field service management product that it is today.

By 2012 a decision had been made to commercialise the product, and by 2015 Mick became CEO. Simply Workflow won Enterprise Ireland approval and funding as part of the High-Performance Start Up (HPSU) programme.