A technology studio in Riyadh
Most of the technology used here was designed for somewhere else.
It works. It does not fit.
The difference is absorbed every day by the people using it — in manual corrections, in a second record kept alongside, in a process bent to match a screen drawn for another country.
We find the places where that difference is expensive, and we build without it.
The gap
Imported technology is usually capable. It was built for a market with different rules, different expectations, and different assumptions about how things are arranged. It does most of what is asked of it.
What it does not cover does not disappear. It falls to a person: the record kept alongside, the step done by hand every month, the rule someone carries because no screen can hold it. Technology designed elsewhere teaches people here to behave like people from somewhere else.
Not a market that was overlooked. Most of the economy, running on technology never asked to fit it.
Active commercial registrations in Saudi Arabia at the end of the second quarter of 2026.
Ministry of Commerce, July 2026
People employed by small and medium enterprises in the Kingdom.
Monsha’at, Biban 2025 report
Where the misfit is most expensive
Saudi Arabia’s Personal Data Protection Law has been fully enforceable since 14 September 2024. It applies to a company of forty exactly as it applies to a company of four thousand.
A large company answers this with a compliance function. A company of forty answers it with whoever is least busy. And the technology it runs on will never be rebuilt for a Saudi law: the revenue here does not pay for that work, and it never will.
So the rules go in the defaults, not in a later release.
The maximum fine per violation under the Personal Data Protection Law, and it may be doubled for a repeat.
Personal Data Protection Law, Kingdom of Saudi Arabia
Decisions issued by the specialised committees against organisations found in violation, in the first year of active enforcement.
Reported January–February 2026 · A&O Shearman; IAPP
Enforcement is no longer theoretical.
How we choose what to build
The work begins with technology people are already using, and an account of where it stops matching them. From there, three rules decide what we build, and a fourth decides when it goes out.
Something the technology cannot express: a requirement from a regulator it will never carry, a step in the work with no field to hold it, a way people here expect to be served that it was never asked to support.
One decision-maker who is also the user. No procurement, no implementation project, no consultant.
Small enough that one person can say yes, and small enough that being wrong about it costs them little. Anything that needs a business case is aimed at someone we are not building for.
A first release sets the price, the customer, and the standard we are judged by afterwards. None of the three gets better for being decided in a hurry.
The hard part is not finding something worth building. It is refusing almost all of it.
What we build
Fit decides the form.
01
Sold by subscription to companies that run their operations on them, priced for a business with no budget cycle.
02
Where a gap sits in ordinary life: something that makes a daily task easier, or an experience better than it was.
03
Built for one operation whose work resembles nobody else’s, where anything general would be one more approximation.
04
One defined job inside a business — reading the correspondence that arrives, checking a record against the rule — held to the standard of the person who did it before. Narrow, and answerable for what it produces. The interest is not in the term, but in work done by hand that no longer has to be.
Four shapes, one question. What would fit.
About
We build where the pain is real: something people put up with that can be made materially better, or a gap no technology has closed yet, closed intelligently.
If you have something you want built, or you know exactly where the limits of your system are, write to us.