About
Twenty years of building the same system, one client at a time
CubeMSP is built by Cube Systems Limited, part of Crushed Ice Group. It exists because we kept writing bespoke software for businesses that mostly needed the same thing - and eventually admitted it should be a product.
- Olney, Buckinghamshire
- Company no. 17220899
- 01234 672 617
- 20+
Years in IT
Crushed Ice has supported UK businesses since 2003
- 1
System, not five
CRM, services, projects, tickets and reviews on one model
- UK
Hosted on AWS
Hosted in the UK on AWS, with UK support
- 0
Per-seat portal charges
Invite as many client users to a board as you like
Why it exists
An MSP building the system it wanted
Crushed Ice has worked in IT since 2003 and is a managed service provider itself. Every problem this product solves is one we had first: renewals tracked in a workbook nobody owned, a shared mailbox that could not tell us how we had performed, knowledge that left with the people who held it, and quarterly reviews rebuilt by hand the week before the meeting.
Building that from scratch for each client kept us busy, but it was the same work every time. The conclusion was uncomfortable and obvious: most businesses do not need a system built from nothing. They need a solid one that can be shaped, on an open API, so the unusual parts can still be built.
CubeMSP is not a startup guessing at what a service desk needs. It is an MSP building the system it wanted, and running the business on it.
How it is built
Six things we decided at the start
These are the decisions that are expensive to change later. We made them deliberately, and we do not quietly reverse them for a bigger deal.
Built by people who run an MSP
Crushed Ice has been supporting UK businesses since 2003 and is the first tenant on CubeMSP. Every screen has been argued about by someone who will have to use it during an outage, which is a different standard from a product demo.
One record, end to end
A prospect becomes a client, a client gets services, services generate renewals, incidents get logged against them, and the review at the end of the period is assembled from what actually happened. Nothing is re-keyed between those steps because there are no seams between them.
The client sees a system, not an inbox
Shared project boards give clients a real view of the work in flight, with internal-only tasks and comments filtered on the server. They get transparency; you keep the conversation you need to have with your own team.
AI that drafts, never decides
Similar-incident retrieval, knowledgebase drafting and review narratives are all generated as drafts for a human to approve. The AI never invents a number - every figure in a review is computed from your data and handed to the model, not asked of it.
Tenant isolation is the architecture
Every MSP’s data is kept completely separate, and your clients only ever see what you choose to share with them.
We tell you if we are not a fit
If CubeMSP is not the right fit we will tell you during the demonstration rather than six weeks into a migration. It costs us the sale and saves you the write-off, and in a market this small the reputation is worth more than the licence.
When you want us there
Most of what we need to know about a business is learned by walking round it.
You can set CubeMSP up online yourself. If you would rather have help, a video call is not always the best way to set up the system that runs your service desk, your renewals and your client reviews.
The on-call rota on the whiteboard, the laminated sheet stuck to a monitor, the step in the process that exists because of one client in 2014: none of it is on a screen share. So on Enterprise, we can do the set-up and migration with you in person, from Olney.
Where we workThe group
Who sits behind the product
CubeMSP is one part of a group that also builds ERP, CRM and HR software, and bespoke systems through Crushed Ice. That matters mainly because it means we can say no to a bad fit without losing the conversation.
- Cube SystemsCube Systems builds British business software, backed by two decades of bespoke systems work at Crushed Ice.Visit
- CubeERPERP for distributors and wholesalers. Early access.Visit
- CubeCRMCRM for sales and service teams. Early access.Visit
- CubeHRHR, absence and rotas. Coming soon.Visit
- Crushed IceBespoke software, IT support and business communications since 2003. Crushed Ice is an MSP, and is the first business running CubeMSP in production.Visit
Registered details
- Legal name
- Cube Systems Limited
- Company number
- 17220899
- Incorporated
- 14 May 2026
- Registered office
- Unit 11, Olney Business Park, Osier Way, Olney, Buckinghamshire, MK46 5FP
Registered in England & Wales. CubeMSP is a trading name of Cube Systems Limited, part of Crushed Ice Group. ICO registration number ZC216972.
Talk to us
Tell us what is actually broken
No scripted demo and no hoops to jump through before you speak to someone technical. Describe the problem and we will tell you whether we can fix it and what it would take. If we are the wrong people for it, we will say so.