started 2026 · dubai
We started in Dubai, which is where the region already meets.
Almost nobody in Dubai is from Dubai. Everyone arrives from somewhere else and works with people who arrived from somewhere else too. A strange place to start a company, and a very good place to start this one — the team was never going to sit in one room.
How it started
The engineers in it had all worked inside the same kind of machine: a manager between you and the person doing the work, a process that existed to be demonstrated rather than to help, and an invoice that got bigger every time anyone asked a question.
We agreed, before anything else, that we were not going to build another one of those.
There are eight of us now, in five countries, with three to seven years each behind us. We have shipped five projects. Those are small numbers and we would rather write them down than imply larger ones.
What we decided instead
four decisions, not a values page
You talk to the engineers.
No account manager, no project manager. If you want to know why something is slow, ask the person doing it.
Nothing is invoiced that you didn't approve first.
Every change gets a price before any code is written. If you don't approve it, it isn't built and it isn't billed.
We tell you what we're not doing.
We can take test coverage past 90%. We don't always — budget, timeline and complexity decide — and we say when we're not, and why.
The work is yours.
Repository, accounts, documentation. At handover it all transfers. Nothing stays locked to us.