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Service · custom software & web apps

The internal tools your team actually wants.

Custom software development for SMBs in Dubai, the UAE and beyond. Dashboards, customer portals, internal tools and SaaS apps — built on Next.js, Supabase and Postgres, with AI woven in where it earns its keep. No bloated platforms, no off-the-shelf misfits. Software shaped to how your business actually works.

Start a build What we build
30+ apps shipped 4–8 wks to first release SMB focused
What we build

Software shaped to how you work, not the other way round.

Most SMBs end up paying for ten SaaS tools that almost fit, then a sprawl of spreadsheets to bridge the gaps. We build the one app that takes the place of five, and adds the AI that the off-the-shelf vendors don't.

01

Internal dashboards

One screen for the metrics, jobs and alerts your team checks ten times a day. Replaces three spreadsheets and a Slack channel.

Typical: 4–6 weeks
02

Customer portals

A clean, branded space where your customers self-serve: status, files, invoices, support — instead of emailing your team for every update.

Typical: 5–8 weeks
03

Admin & ops tools

The forms, queues, approvals and audit trails your operators need. Built for keyboard-first power users, not first-time visitors.

Typical: 4–6 weeks
04

Reporting & BI

Live dashboards over your real data — sales, ops, finance — with the views your business actually asks for. No 90-day BI rollouts.

Typical: 3–5 weeks
05

SaaS MVPs

From a deck and a Figma to a live, paying product in eight weeks. Auth, billing, multi-tenant, observability — all included from the start.

Typical: 6–10 weeks
06

API products

Productise your data or your model as a clean, versioned API with keys, quotas, billing and docs. Built to be a real product, not a side project.

Typical: 5–8 weeks
07

Workflow tools

Quoting, scheduling, approvals, dispatch — the messy multi-step flows your team runs every day, modelled cleanly in software.

Typical: 5–8 weeks
08

AI features in your app

Search, summarisation, classification, copilots — wired into your existing software so they earn their keep, not just sit in a sidebar.

Typical: 2–4 weeks
09

Legacy modernisation

Your Access database, Excel-driven workflow or 2014-era PHP app — rebuilt on a stack your team can hire for and your CTO can sleep on.

Typical: 8–12 weeks
The stack

Modern, boring, productive.

We pick our tools so your team can hire for them, your bills stay sensible, and your future-you doesn't curse our names. Same opinionated stack across every build, with deliberate exits when something else fits better.

Frontend

Next.js + React

Server components, edge rendering, type-safe end to end. Fast to ship, fast to load, fast to hire.

Next.jsTypeScriptTailwind
Backend & data

Postgres + Supabase

One database that scales from MVP to enterprise. Auth, row-level security, realtime, storage — all in one place.

PostgresSupabaseDrizzle
AI layer

OpenAI · Anthropic · OSS

Model-agnostic by design. We pick per use case, with evals and cost guards so a price hike doesn't blow up your budget.

OpenAIAnthropicRAG
Infra & ops

Vercel · Railway · Fly

Deploys in seconds, observability from day one, sensible cost ceilings. You own every account and every key.

VercelSentryPosthog
Use cases

Real apps, real outcomes.

A few of the patterns we've shipped recently for SMB teams. Names changed, numbers kept honest. We can talk through the full case studies in a discovery call.

Operations dashboard

Logistics co. replaces 4 spreadsheets

One operations dashboard for jobs, drivers and invoicing. AI-flagged exceptions and live ETAs, instead of a 7am scramble across tabs.

5 wk to v14× ops capacity
Customer portal

Agency cuts client status emails 80%

Branded portal where clients see project status, files, invoices and approvals. AI digest summarises last week's progress in plain English.

6 wk to launch−80% status emails
Internal tool

SaaS team kills its admin "scripts" folder

Replaced a tangle of one-off scripts and Retool with a real internal admin: typed actions, audit trails, role-based access for support.

4 wk to ship0 rogue scripts
SaaS MVP

Founder ships paying v1 in 8 weeks

From Figma to live billing: auth, multi-tenant, Stripe, AI-powered onboarding flow. First paying customers signed up before demo day.

8 wk to revenue12 first customers
Reporting

Retailer kills the Monday morning deck

Live BI dashboards over Shopify + ERP data. The Monday deck a junior used to assemble each week now updates itself at 6am.

3 wk to live−6 hr/wk saved
Legacy modernisation

20-year-old Access app, 2026 web app

Rebuilt a battle-worn Access database into a modern web app. Same data, same processes, but mobile-friendly, multi-user and backed up.

10 wk to cutover0 data lost
How it works

From first call to live in production.

A short, structured engagement designed to get a real product into your team's hands quickly, then iterate with you on what the usage data tells us.

01
Day 1

Discover

Free 30-minute call. We learn the problem, the team, the constraints. You learn whether we're a fit. No commitment.

02
Week 1

Scope

Workshop the user flows, data model and core screens. You leave with a fixed-price proposal and a clear week-by-week plan.

03
Week 2–6

Build

Weekly demos in a real environment, not a slide deck. You touch the app every Friday and feedback shapes the next sprint.

04
Week 6–8

Ship

Production launch with monitoring, docs, training. Your team can run it from day one — or we can stay on as the operator.

05
Ongoing

Iterate

Optional retainer: small features, AI experiments, performance tuning. Pause or scale anytime — no lock-in.

How we engage

Three ways to work with us.

Pick what fits the size of the problem. You can always start small and expand — most clients do.

Sprint

Scoping Sprint

1 week· fixed scope

A focused week to turn an idea into a buildable plan. You leave with a working clickable, a data model, and a fixed-price build proposal.

  • Stakeholder & user interviews
  • Core flows mapped & prototyped
  • Data model & integrations sketch
  • Stack recommendation
  • Fixed-price build proposal
  • You own the artefacts, no obligation
Start with a sprint
Most popular

Product Build

4–8 weeks· first release live

Scope, then ship. We design and build the first usable version of your app and put it in your team's hands. Same senior team start to finish.

  • Everything in the Scoping Sprint
  • Production app on your domain
  • Auth, roles, billing & integrations
  • AI features baked in where useful
  • Observability, tests, docs & handover
  • 30 days of post-launch support
Scope and build
Ongoing

Product Partner

Monthly· senior, embedded

A senior engineering partner embedded with your team. Ships features, reviews PRs, owns reliability — without you hiring a full-time CTO.

  • Weekly working session with your team
  • Continuous shipping & QA
  • Architecture & vendor reviews
  • AI experiments & cost guardrails
  • On-call for production incidents
  • Pause or scale anytime, no lock-in
Embed a partner
Before / After

From SaaS sprawl to one app your team owns.

Most teams we meet are paying for too many tools that almost fit, with the gaps filled by spreadsheets and tribal knowledge. A focused build collapses that into one place.

Before

SaaS sprawl, spreadsheet glue.

  • Six SaaS tools that almost fit, none integrated
  • Spreadsheets bridging the gaps, owned by no one
  • Reports stitched together by hand each Monday
  • Customers email for status; team plays gopher
  • Onboarding new staff takes weeks of shadowing
  • Founders make every decision; nothing is logged
Tools in stack: 10+ Source of truth: tribal
After

One app, owned by your team.

  • One source of truth for jobs, customers and money
  • Real-time dashboards, no Monday assembly
  • Customer portal kills 80% of status emails
  • AI handles search, summaries and exceptions
  • Audit trail on every action — onboarding gets easy
  • Your team owns the codebase, accounts and data
Tools replaced: 3–5 Source of truth: your app
Deliverables

What lands at the end of the build.

Real, owned, production-grade software your team can run without us. Not a prototype, not a black box.

Production web app

Live on your domain, with your branding. Auth, roles, billing, integrations and AI features wired in from day one.

Source code & repos

Clean, typed, documented code in your GitHub. CI/CD pipelines, env configs, no proprietary lock-in.

Database & data model

Postgres schema designed for your domain, with row-level security, migrations and seed data your team can read.

Observability & alerting

Error tracking, product analytics and uptime monitoring from day one. You see what's happening, not us.

Docs & runbooks

Setup, deploy, rollback, incident response — written for your team. The boring stuff that turns a build into a product.

Training & handover

Live walkthroughs and recorded sessions for your operators, ops and engineers. So your team owns the app, not just uses it.

The numbers

What our builds have delivered.

Aggregate across our last 30 product builds for SMB clients. Individual results vary — we walk you through real case studies in the discovery call.

Apps shipped
30+
SMB engagements, last 24 months
Median time to first release
5.4wk
From signed scope to live URL
Avg. SaaS tools replaced
3.6
Per build, post-launch
Continue with us as partner
76%
Of build clients become retained

Have an app you've been meaning to build?

Free 30-minute call. We'll get a quick read on the problem, sketch a stack, and tell you honestly whether a one-week scoping sprint is the right next step. No commitment.

Start a build See our work