About
A product studio that keeps its own products
Sulayo is a Dubai product studio that builds operational software for businesses in the UAE and the wider Gulf. Sulayo has three products running today: Atlas for IT estate management, Trexo for travel and expense, and MedKeep for household medicine tracking. Two founders, no agency work, and every product is live rather than promised.
What is a product studio?
A product studio builds and owns software products rather than billing hours to build someone else's. Sulayo funds its own products, ships them, and then carries them, which means a decision made badly in month one is a decision Sulayo lives with in year three. An agency hands the code over and moves on. A studio does not get to.
What does Sulayo build?
Sulayo builds three products, each aimed at work that is still being done in spreadsheets. Atlas is IT estate management for groups running several properties: assets, contracts, budgets, and the allocation of shared IT cost across the group. Trexo is travel authorisation and expense, with a three-level approval chain and a separate payment role. MedKeep is a bilingual household medicine cabinet that fills itself in from a photograph of the label.
Who runs Sulayo?
Sulayo was founded in 2026 by two people and is still run by them. Ahmed Ali is the founder and builds the products. Yousra Moustafa is co-founder and investor, and covers strategy, partnerships and investment. There is no support queue between the founders and a customer: a security questionnaire or a pricing question is answered by one of the two.
Why is Sulayo built in Dubai, and who does it serve?
Sulayo is based in Dubai and sells across the Gulf: the United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman. That is not a market Sulayo expanded into, it is the market the products were designed against. Groups here run properties across several countries, entities and currencies at once, and every Sulayo product assumes that from the first screen rather than discovering it in year two.
Does Sulayo work in Arabic?
Every Sulayo product ships in English and Arabic, with a genuine right-to-left interface rather than a translated left-to-right one. Atlas, Trexo and MedKeep each carry their own Arabic dictionary, and this site is written in both languages throughout. Arabic here is a first language of the product, not a localisation project added afterwards.
At a glance
- Name
- Sulayo
- Type
- Product studio. Builds and owns its own software.
- Founded
- 2026
- Head office
- Dubai, United Arab Emirates
- Founders
- Ahmed Ali, founder. Yousra Moustafa, co-founder and investor.
- Products live
- Atlas, Trexo and MedKeep. All three are running software.
- Languages
- English and Arabic, across the site and all three products.
- Markets served
- United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Bahrain, Oman.
- Contact
- hello@sulayo.com
Questions people ask
Is Sulayo an agency?
No. Sulayo is a product studio, which means Sulayo builds and owns its products rather than building software to order. Sulayo does not take agency or contracting work. What a customer buys is a licence to a product Sulayo already runs, not a project.
How big is Sulayo?
Sulayo is two founders. That is stated plainly because it changes what to expect: replies come in hours rather than business days, and the person answering a technical question is the person who wrote the code. It also means Sulayo deliberately takes on fewer customers at once.
Are the Sulayo products live, or still in development?
All three are live today. Atlas, Trexo and MedKeep each sit on their own subdomain and are in use, not staged for a launch. Sulayo does not list a product on this site until it is software a customer could be given access to this week.
Where does Sulayo host customer data?
Sulayo runs on infrastructure operated by Vercel, Neon and Cloudflare, each of which maintains its own SOC 2 Type II attestation for the services Sulayo uses. Sulayo has not completed a SOC 2 or ISO 27001 audit of its own, and says so rather than implying otherwise. The full control list is on the trust page.
How do I reach Sulayo?
Email hello@sulayo.com, or use WhatsApp, which is how most business in Dubai actually gets done. The contact page lists every channel and who is behind each one. A founder answers, usually the same day.