Software & automation studio — Dubai, remote-first

Software that's customsmartfastyourseasy

Some things your business needs just don't exist yet. We build them for you — apps, AI helpers, phone assistants, and automations that take the boring work off your team's plate. If you can describe it, we can build it.

See selected work

In-house policy

Everything we build is made by our own team, start to finish. No subcontractors. No middlemen. No one sitting between you and the people doing the work.

Who does the workThe same people you talk to on the very first call.

What we outsourceNothing. Design, building, AI, support — all done by us.

What you ownEverything. The software, the accounts, the instructions. Yours from day one.

01 What we do

One small team, strange briefs welcome.

We don't stick to one industry. We take on the jobs other teams call too messy.

We build

  • Custom apps. Software shaped around how your business actually runs — not the other way around.
  • Automations. We connect your tools so the busywork happens on its own. No more copy-pasting between tabs.
  • AI phone assistants. They pick up every call, answer questions, book appointments, and pass the tricky ones to a human.
  • AI helpers. Assistants that know your business inside out and answer questions for your team and your customers.
  • Clear numbers. We gather your data into one place so you can finally see what's going on.
  • Connections. We make the tools you already use talk to each other — calendars, payments, customer lists, even the ancient system nobody wants to touch.

We won't

  • Take projects with three layers of stakeholders who all want to be the product owner. We need one decision-maker.
  • Copy a design pixel-for-pixel when your real problem is that no-one will use what we build. Strategy first.
  • Run discovery for six weeks. We'll write the scope in one call, send a fixed price, and start.
  • Outsource any of it. No subcontractors, no offshore relay, no white-label vendors. The engineer on your scope call is the one writing the code.
  • Resell someone else's platform. If we ship it, we built it. We'll integrate with anything, but we don't front for another agency.
  • Lock you in. You own the software, the accounts, and the instructions from day one.

02 Selected work

Built. Shipped. Still running.

Most of our work is private. Here are four projects we can talk about.

AI phone assistant · Healthcare

A clinic that stopped missing calls after hours.

Brief: every after-hours call went to voicemail. Most never called back. They wanted someone to pick up.

We built a phone assistant that answers in the receptionist's voice, works out what the caller needs, checks the calendar, and books the appointment straight into the clinic's booking system. When it isn't sure, it texts the on-call manager a summary instead of guessing.

The receptionist still works mornings. The agent works the other twenty hours. The clinic stopped paying for an answering service three weeks after launch.

Time to ship
18 days
Works
24/7
Missed calls since
Zero

iPhone app · UAE parking

Parking, paid in one tap.

Our own iPhone app, working across all seven emirates. It spots which parking zone you're in, sends the payment text for you, runs a live countdown on your lock screen and watch, and reminds you before time runs out. No accounts, no sign-ups, no card on file.

Automation · Logistics

Four spreadsheets, one workflow.

A shipping company ran its whole day out of four spreadsheets and a WhatsApp group. We replaced all of it with one simple dashboard that updates itself. The manager now opens a single tab in the morning.

Custom software · Deadline rescue

An old system, rebuilt in six weeks.

A software company had to show a bigger, better version of their product before a board meeting. We rebuilt it so every customer gets their own secure space and billing runs itself. They made the meeting.

03 How we work

Less ceremony, more shipping.

Most agencies sell you meetings. We'd rather sell you the thing that works. A typical project looks like this.

Week 0

Scope call, 30 minutes

You tell us what's broken or missing. We ask the awkward questions, sketch a plan with you, and decide if we're a fit. No sales deck. No pushy follow-up emails.

Week 0 — 1

Brief and fixed price

Within 48 hours you get a one-page plan: what we'll build, when each piece lands, and one flat price. No hourly billing, no surprise extras.

Build

A demo every week

You get a direct line to the people actually building your project — no account managers in between. Every Friday you get a short video of what's new, and you can try the work-in-progress yourself as we go.

Handover

Ship, document, step back

We launch it, hand you the keys and the instructions, and stay on call for 30 days to fix anything we built. Want us to stick around after that? We'll talk. If not, you're free.

04 Questions we get

Things worth asking upfront.

How small is too small?
If it's under a week of work we'll usually take it as a flat fee. Below that we'll point you to a freelancer we trust. Above that, we're probably the right team.
Can you work with what we already have?
Yes. Half our projects start that way. We'll look at what you've got and tell you honestly whether to build on it or replace the part that's slowing you down.
What if the scope changes mid-build?
Small changes ride along. Big ones get a quick re-quote. We'd rather pause and talk than discover the scope drifted four weeks later.
Do you outsource any of the work?
No. Everything is made by our own in-house team. We don't use subcontractors, offshore teams, or middlemen. The person you meet on the first call is the one doing the work.
Do you sign NDAs?
Always, before the scope call if you want. Most of our case studies are anonymised. If discretion matters, we'll match it.
Where are you based?
Dubai. Most of the team works remotely, and we can work with clients in almost any time zone.
Are you cheaper than a US agency?
Yes, considerably. We're also not the cheapest option you'll find. We sit between offshore shops and US/EU agencies, and we won't pretend to be either.
What industries do you work with?
Anyone drowning in repetitive work. We've built for med spas, real estate agencies, online shops, shipping companies, software teams, and clinics. We pick projects by the problem, not the industry.
How long does a typical project take?
A small tool or single automation usually takes 2 to 4 weeks. A bigger build takes 6 to 10 weeks. A phone assistant takes about 18 days. You get a plan with dates and one fixed price, so there are no surprises.
Do you offer retainers after launch?
If you want one. We default to a 30-day warranty on everything we ship. After that, you can extend month-to-month or walk. No lock-in.

05 Talk to us

Tell us what you want built. We'll write back the same day.

A short email is enough. What the problem is, what you've tried, what success looks like. We'll reply with three questions and a calendar link, or with the honest reason we're not the right team.

NDA available on request.

Reply within 24h on weekdays.