The team behind the software

Where we came from, what we're building toward, and the people who will pick up the phone when you call.

How we got here

A short history of the team, the products and the turns that shaped how we work today.

  1. 2018

    The company is founded

    Four people, one rented desk and a conviction that internal tools deserved the same craft as consumer products.

  2. 2020

    Our first product ships

    A dashboard built for a single client became the foundation everything since has been built on.

  3. 2022

    We go global

    Arabic and English from day one, and the first customers across three continents joining within the year.

  4. 2024

    From product to platform

    Roles, permissions, content and analytics came together as one platform teams could extend themselves.

  5. 2026

    Where we are today

    A larger team, the same conviction — and a roadmap still written alongside the people who use what we build.

Our mission

Make the software teams depend on every day feel like it was built for them.

Most internal tools are inherited, not chosen. We build the ones people would pick — clear enough to learn in a morning, solid enough to run a business on for years.

  • Understand first

    We learn the work before we scope it, so the build answers the real problem.

  • Build to last

    Typed, tested and documented, so the code outlives whoever wrote it.

  • Ship in the open

    Small releases your team can see, question and steer while there's still time.

  • Stay after launch

    Monitoring, patches and a support line that answers on the first ring.

What we hold to

Seven commitments that decide how we scope, build and support the work — not slogans, but the tie-breakers we actually use.

Craft

The last ten percent is the work.

Clarity

Plain answers, including the awkward ones.

Trust

We do what we said, on the day we said it.

Partnership

Your team owns everything we build together.

Momentum

Small releases beat long silences.

Curiosity

We ask why before we agree how.

Care

Software people rely on deserves attention.

Where we're headed

A decade from now we want the tools a team runs on to be the least of their worries — open, understood, and still improving long after we handed them over.

  • 2027

    An open platform

    Every capability we ship exposed as something your own team can extend.

  • 2028

    Regional reach

    Local teams, local languages, and support in the same time zone as our clients.

  • 2030

    Tooling that assists

    Assistance that removes busywork without ever obscuring what the system did.

  • Beyond

    Built to be left

    Success is your team running it all without us — and calling because they want to.

Meet the team

The people you'll actually work with — pick a face to read what they do here.

  • Amina Haddad

    Lead Engineer

    Sets the architecture and reviews most of what ships. Spent a decade on platforms that had to stay up during audits.

  • Noor Sabri

    Design Director

    Owns the design system and the arguments behind it. Believes a screen is finished when nothing is left to remove.

  • Yusuf Mansour

    Product Lead

    Turns half-formed ideas into a scoped roadmap, and says no often enough that the yeses mean something.

  • Rana Khalil

    Platform Engineer

    Keeps pipelines, environments and observability boring — which is exactly how she likes them.

  • Layla Darwish

    Client Partner

    Your first call and last escalation. Translates between what a team needs and what an engineer heard.