ELA — personal emergency infrastructure for UAE residents.
Pre-launchProduct builtOn TestFlight
ela.now·Investor briefing·Date TBD
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ELA · Investor briefing02 / 17 — The problem
The UAE runs on people who were not born here.
Research TBD — UAE expat population + share of residents
They live under a legal system they did not grow up in. And in the first hour the real problem is simpler than money — nobody answers. There is insurance for your health, your car, your home.
AED 1,500–3,500 / hr
A criminal lawyer bills AED 1,500–3,500 per hour.
AED 15,000
A defence retainer starts at AED 15,000.
The first hour
No product answers the first hour of an arrest.
ELA · Investor briefing03 / 17 — The moment of arrest
The first hour decides everything.
An arrest begins with a phone being taken.
No one knows where you are.
No lawyer is coming.
Your consulate has not been told.
Your family is calling a phone that does not answer.
The common case is not the worst case — a small administrative matter that escalates because nobody answers the phone.
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ELA · Investor briefing04 / 17 — The solution
Hold the emergency button for three seconds. ELA does the rest.
Armed in the minutes as a situation unfolds — a stop, a knock, being asked to come along. One 3-second hold dispatches a vetted law firm, informs your consulate, and keeps your family in the loop.
FIRM14:02:11Case brief received.
CONSULATE14:02:12Emergency desk informed.
FAMILY14:02:13A private live link, only to the people you chose.
Live location streams for as long as the phone has power. The response itself is server-run — armed before the phone is taken, it cannot be stopped after.
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ELA · Investor briefing05 / 17 — Product depth
Fail-safe by design.
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Ops console — illustration
CASE 0417 · DXBSLA 12:40
CASE 0416 · AUHSLA 27:05
CASE 0415 · SHJACCEPTED
CASE QUEUESLA TIMERS
01
On your wrist — the Apple Watch mirrors the phone. Three seconds, wherever your hands are.
02
Silence counts as a yes — if the member cannot stand down, the countdown sends. Registered server-side: it fires even if the phone is backgrounded, dead, or taken.
03
Humans on every case — a trained operations team runs every case from a purpose-built console; the machine dispatches around the clock, and this raise staffs the human rotation to 24/7.
04
If the firm cannot act — SLA timers escalate to ops automatically, and a documented no-firm-accepts runbook covers the worst case; multi-firm cycling is built and dormant.
05
A confiscating officer cannot cancel it — ending a case requires the member's own biometric or PIN; ops closure takes two humans, and every step writes a hash-chained audit log.
ELA · Investor briefing06 / 17 — The market
A new category, priced against categories that already work.
Market sizing:Research TBD — UAE expat population, TAM / SAM / SOM
Our desk research (primary WTP survey planned) puts UAE willingness-to-pay at AED 1,200–2,000 for an entry tier and AED 2,500–3,500 for an insurance tier.
Essential at 750 deliberately undercuts the entry floor — accessibility pricing that widens the anchor to Shield. Shield at 3,750 sits just above the insurance-zone top, carrying an insured AED 150,000 promise.
Price anchor · AED
Willingness-to-pay zones · AED / yr
Global comparables
Global legal-protection and panic-button subscriptions run $120–615 per year — Essential sits inside that band; Shield sits above it because no comparable carries insured cover.
ELA · Investor briefing07 / 17 — Business model
A software-margin service wrapped around an insured promise.
Three revenue lines, one membership:
1 · Subscriptions
AED 750 per member per year.
2 · Insurance commission
10% · under negotiation of the AED 3,000 annual premium per insured adult, under a group policy in final negotiation with a licensed UAE insurer.
3 · Legal referral
10% of litigation fees introduced to the firm.
Company model, July 2026 — assumptions stated · bars to subscriber scale
Company model (July 2026 — our own assumptions, not a forecast). The model assumes 50% insurance uptake; our own attach research benchmarks 30–35% in Year 1, 45–55% in Year 2.
The model is linear: 10,000 members = AED 7.5M in subscriptions. Bottoms-up: the AED 1.54M Year-1 marketing budget at [CAC assumption TBD] defines the funded cohort we actually plan against.
ELA · Investor briefing08 / 17 — Pricing
Every member gets the same response. Tiers differ in one way only: who pays the legal fees.
Essential
AED 750/yr
Legal fees settled directly between member and firm.
Most recommended
Shield
AED 3,750/yr
Legal fees insured: up to AED 100,000 defence fees + AED 50,000 bond.
Family cover
AED 7,500/yr
Two adults, full Shield each — priced per adult.
Founder decision TBD — per-adult upgrade vs family card
IDENTICAL EMERGENCY RESPONSEfirm dispatch · consulate · family link · live location
Shield is 5× Essential. Round numbers, deliberately — trust categories do not charm-price.
Membership starts below the cost of one lawyer hour. Apple Pay · card · BNPL split-into-4 in negotiation
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Insurance benefits will be provided under a group policy with a licensed UAE insurer, currently in final negotiation. ELA is a membership service, not an insurance company.
ELA · Investor briefing09 / 17 — Go-to-market
Four channels, one membership.
Consumer
Social-led acquisition; BNPL split-into-4 (39% of UAE digital transactions) is the planned unlock for the AED 15–20k/month professional segment, agreement in negotiation.
Corporate
Employer-paid seats; target profile: Big-4 professional services, global banks, tech multinationals. Opens after the corporate seat build (roadmap) with PDPL-compliant per-employee consent. No agreements signed today.
SME
Direct sales plus law-firm and insurer co-selling; same seat-build gate.
Embassies & consulates
Consulate notification is built into every dispatch by design, making consulates a natural distribution partner once live.
~223,000 lines of TypeScript · 22 operational runbooks · compliance pack · both highs closed and retested — build facts as of Aug 2026, floors not estimates.
On TestFlight today: iPhone + Apple Watch. Live on production infrastructure: ops console, insurance and firm workflows — in documented safe mode; flipping it is the launch gate.
Partnerships in progress: a leading UAE insurer, a global reinsurer, a vetted UAE law firm.
What we do not have yet: members, revenue, signed corporate deals. What we have: the machine that serves them.
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ELA · Investor briefing13 / 17 — Roadmap
The build is done. What remains is the switch.
Gate
The honest list
Flip documented safe mode (live payments, live comms)
Vendor licences incl. the background-location licence
Signed group policy with the insurer
Signed law-firm agreement
Launch
UAE
One vetted law firm
iPhone + Apple Watch
Full response
Next
Multi-firm dispatch cycling (built and dormant; activates as the firm panel grows)
Android
Corporate seat management with PDPL per-employee consent
Later
Tourist and short-stay passes
Membership gifting
GCC storefronts
“Ask a lawyer” concierge
Regulatory posture
Commercial licence Status TBD · insurance benefits provided under the insurer's licence — ELA never sells, arranges, or advises on insurance · VAT treatment under confirmation · PDPL-compliant data architecture.
ELA · Investor briefing14 / 17 — Team
Founder TBD — founder name
Founder portrait TBD
Founder bio TBD — must land before any external showing
What the build already proves: a founder-led, AI-native development process shipped a life-safety product — 22 operational runbooks, a compliance pack, an independent pen-test, a working ops console — in 3.2 months.
Operations
22 runbooks
Security
Independent pen-test
Quality
25-step CI gate
Shipping
On TestFlight
Key-person risk, named
The bus factor today is one. This raise staffs a ≥3-person on-call rotation and two senior engineers; a services-for-equity engineering partnership in negotiation adds continuity.
Advisors:TBD — name existing advisors, or state advisory build-out as part of the raise
ELA · Investor briefing15 / 17 — The ask
AED 7,000,000 (~USD 1.9M)
The product is built. This capital funds launch, members, and the operations behind them.
Zero dirhams buy the core build — it exists. The technical line is run-rate, not construction, and the services-for-equity partnership in negotiation would shrink it further.
Runway ≈18 months at the Year-1 run rate (7.0M ÷ 4.62M/yr).
InstrumentTBD
Runway≈18 months
DestinationSeries A on live cohort data
LAUNCHN TBD MEMBERS FROM THE BOTTOMS-UP MODELMEASURED SHIELD ATTACHSERIES A ON LIVE COHORT DATA
ELA · Investor briefing16 / 17 — Close
Within the hour, it is a case, not a crisis.
ELA — personal emergency infrastructure.ela.nowContact TBD
ELA is a membership service, not an emergency service, a law firm, or an insurance company. Insurance benefits will be provided under a group policy with a licensed UAE insurer.
ELA · Investor briefing17 / 17 — Appendix · Unit economics
The assumptions we will report against.
Service revenue
AED 750 per member per year (priced in code)
Fact
Insurance commission
10% of the AED 3,000 premium per insured adult — under negotiation
Assumption
Legal referral
10% of litigation fees introduced (agreed structure, pre-revenue)
Fact
Shield attach
30–35% Year 1 · 45–55% Year 2 (research benchmark, not measured)
Assumption
Dispatch cost per case
TBD — measured from launch
Measured at launch
30-day refund rate
target <6%
Assumption
CAC · LTV · churn
measured from the launch cohort; reported to investors
