Starting from the single postulate of the conservation of mass-energy it is shown how gravity can be reformulated as a set of generalised electromagnetic-type field equations. This unconventional approach leads to some remarkable new phenomena including mass induction, superconductors as laboratory gravity sources and longitudinal gravity waves. On the cosmological scale it removes event horizons and Black Holes and is found to provide the natural theoretical framework for Pseudo-static cosmology. These surprising results suggest that General Relativity and Gravito-electromagnetism may be just two limiting cases of a yet more fundamental theory of gravity that remains to be formulated.