We build the software a company runs on: internal systems, client portals, dashboards, ordering platforms, and the automation that connects them to the tools your team already works in. Scope, exclusions and integrations are agreed in writing before the build starts.
Example system shape
Off-the-shelf software is built for the average of a thousand companies. For email or bookkeeping that is fine. It starts to hurt when the part that makes your business work is the part the tool has no field for. Teams then do what teams do: a spreadsheet beside the system, a WhatsApp group where approvals happen, and somebody entering the same order twice.
Custom software starts from the opposite end. The process is written down first, exceptions included, and the system is built to match it. Nobody reshapes their work to fit a menu, and there is one record where there used to be four copies of it that disagree.
This is a different kind of project from a website. A site is read by people who do not work for you, and its job is to explain and convert. A business system is used by staff, by customers, or by both behind a login, and its job is to move work through steps correctly. If what you need is a company site, a campaign page or a content-led build, that is our website development work.
Six shapes that cover most of what businesses in the UAE ask us for. Real projects often combine two of them.
The operational core: jobs, orders, cases or projects moving through defined stages with the people, dates and documents attached to each one. Built for the team that opens it every morning, so the action they take fifty times a day takes one click.
A login where your customers see their own orders, documents, balances or requests without messaging anyone to ask. It removes a large slice of repetitive inbound questions and gives the customer a record they can check themselves.
One screen that answers the questions you currently rebuild in a spreadsheet: what is open, what is late, what is worth chasing today. The numbers read from the live system, so the dashboard and the operation cannot disagree.
Products, slots or services with your own business rules around them, confirmations, and an order history that customers and staff read from the same place. Payments, stock and delivery are wired in where the business needs them.
Requests, sign-offs and handovers with a trail: who submitted it, who approved it, when, and what changed between versions. This is the work that usually lives in a chat group and stops being findable a week later.
Software whose value is the data it holds: quoting tools, pricing calculators, inventory and reporting systems, and single-purpose internal tools built for one job a team does constantly.
None of this has to arrive at once. Most systems we build start with the single workflow that hurts most and grow from there. For a view of everything we offer before you narrow down, start at the services overview.
Most automation work is not exotic. It is reclaiming the ten minutes a day somebody spends moving the same information between two places.
Two automation surfaces have pages of their own because they are products rather than project work: a WhatsApp bot that captures and qualifies enquiries on your own business number, and an AI assistant that answers questions on your website. Everything on the list above is scoped inside the software project itself.
Selling online stops being a website question the moment money, stock and your own business rules are involved.
A storefront shaped by how you actually sell: your catalogue structure, your minimum quantities, your delivery zones and your rules about who is allowed to buy what.
Trade customers with agreed pricing, credit terms, order approvals and a reorder history. This is where generic store platforms tend to run out of room, because the price depends on who is logged in.
Card payments through a gateway, plus the flows around them: deposits, partial payments, invoices, refunds, and a checkout that enforces your terms. The gateway account is registered in your name and its fees are billed to you by the provider.
What happens after checkout: order status customers can see, stock levels that reflect reality, picking and delivery steps, and the sync back into accounting so nobody reconciles by hand.
Plenty of businesses need none of the above yet. A catalogue customers browse and then order from over WhatsApp or by phone is a website, priced as a website package, and it is the right starting point more often than people expect: see how we build catalogue sites.
A business system earns its place by being connected. Almost everything we build has to exchange data with something that already exists, and that is where a project's real risk usually sits.
What we connect to falls into a few groups: the tools sales and customer teams work in, finance and ERP systems, payment gateways, messaging channels, and whatever internal database or long-running application the company has kept alive for years. Meta's WhatsApp Cloud API and Google Sheets are ones we work with directly. The rest is assessed per project.
That assessment is short and it happens before the quote. We look at what the system genuinely exposes, an API, a webhook or a scheduled export, and design around what is there. Where a system offers nothing usable we say so, instead of budgeting for an integration that cannot be built.
We map how the work runs today, exceptions included, and agree what the system has to do. Nothing gets estimated from a feature list alone.
The build is written down: what is in, what is out, which integrations are confirmed, and what each stage delivers. You approve that before any money moves.
The system is built in working pieces, usually highest risk first. You use each piece against real data instead of reviewing screenshots of it.
Connections to your other systems are built and tested on real records, including the ugly cases: a system that is down, a rejected record, a duplicate arriving twice.
Your team is trained on what changed, the old way of working is retired deliberately, and the post-launch support window printed on your package starts.
Custom work is the expensive answer whenever a cheaper one exists, so it is worth checking which situation you are actually in. These are the signals that usually mean the tooling has become the constraint.
Two packages are the usual entry points for this work. Every value below is read from our live catalogue on this request.
Website + AI automation + integrations for growing businesses.
Not included: Arabic/RTL, Meta/WhatsApp & AI usage fees, paid CRM/SaaS subscriptions
Compare all four packagesCustom MVPs and business platforms built around your workflows.
Not included: Arabic/RTL and native iOS/Android unless quoted, cloud/API fees, long-term maintenance
Compare all four packagesWhat moves the number is the number of workflows in scope, how many outside systems have to be integrated, how many kinds of user the system serves, and whether it handles money. We scope those before quoting, and the exclusions go into the quote in writing. The two website packages sit below these and are described on our website development page; the pricing page puts all four side by side.
It is quoted per project, because the number follows the process rather than the page count. What moves it most is how many separate workflows the system has to cover, how many outside systems it has to exchange data with, how many kinds of user it serves, and whether it handles money. Our Product Build package carries a published starting price, and the current figure is on the pricing page. Scope and exclusions are agreed in writing before anything is billed.
Each package prints its own timeline, and that is the starting point; the real one is set at scoping once the workflows and integrations are known. Two things stretch it in practice: how quickly we get access to the systems we have to connect to, and how long decisions take on your side about how an edge case should behave. We build in working stages, so you are using real screens early instead of waiting for one delivery at the end.
Usually, and the first step is writing the process down as it actually runs, exceptions included. Once the steps, the rules and the people who approve things are clear, the repetitive part can move into software: entry that validates itself, approvals routed to the right person, documents and messages generated from data already in the system, and a record of what happened. The part that cannot be automated is a rule nobody has decided yet, and settling those is work we do with you during scoping.
If it exposes an API, a webhook or a supported export, yes. Some systems expose everything, some a subset, and a few only allow a scheduled file exchange. We check what yours actually offers before quoting and design the integration around what is there, because an integration promised before that check is a guess. Where a system is genuinely closed, we work with the data it can export and say plainly what that costs you in freshness.
Yes, with one distinction worth making early. A catalogue where customers browse and then order over WhatsApp or by phone is website work and is priced as a website package. A system that takes payment, applies your own pricing or approval rules, tracks stock and gives customers an account to reorder from is a software project, and that is what this page covers. The payment gateway account is registered in your name, and its setup and transaction fees are billed to you by the provider.
Often, and it is worth asking before committing to a rebuild. It depends on what we can get access to: the source code, the database and whatever documentation exists. We look at the current system first and say which is cheaper over the next few years, extending it, replacing part of it, or starting again. Moving your existing data across is normal project work, but a large migration out of an old system sits outside the packages and is quoted separately.
Each package includes a post-launch support window and prints its length on the package itself. That window covers agreed-scope fixes, deployment and configuration issues, and help using what was built. Ongoing maintenance, monitoring, new features and any response-time commitment are agreed and quoted on their own, because a support window is not a maintenance contract.
Describe the process you want to fix and what it currently runs on. We will tell you whether it is a software project, an automation job, or something smaller than both.