ELA

Three seconds. Then you are not alone.

ELA — personal emergency infrastructure for UAE residents.

Pre-launch Product built On TestFlight

ela.now · Investor briefing · Date TBD

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02 · The problem

The UAE runs on people who were not born here.

UAE expat population + share of residentsResearch TBD 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.

A criminal lawyer bills

AED 1,500–3,500

per hour

A defence retainer starts at

AED 15,000

The gap

There is insurance for your health, your car, your home. No product answers the first hour of an arrest.

03 · The moment of arrest

The first hour decides everything.

·01An arrest begins with a phone being taken.

·02No one knows where you are.

·03No lawyer is coming.

·04Your consulate has not been told.

·05Your 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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04 · 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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Example screen

05 · Product depth

Fail-safe by design.

On your wrist

The Apple Watch mirrors the phone. Three seconds, wherever your hands are.

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.

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.

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.

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.

Example screen

Example screen

Ops console · illustration

CASE 0114FIRM ACCEPTEDSLA 04:12

CASE 0115DISPATCHEDSLA 09:47

CASE 0116MONITORINGSLA 14:02

ESCALATION LANE · SLA breach → ops on-call · no-firm-accepts runbook

06 · 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.

The price anchor

One lawyer hourAED 1,500–3,500

One ELA yearfrom AED 750

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.

Where the two prices sit · AED per year

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.

07 · Business model

A software-margin service wrapped around an insured promise.

1 · SUBSCRIPTIONS
AED 750 per member per year.Three revenue lines, one membership.
2 · INSURANCE COMMISSION
10% under negotiationof 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 feesintroduced to the firm.

Company model (July 2026 — our own assumptions, not a forecast): Year-1 subscribers Low 100,000 / Base 300,000 / High 500,000 · base-case subscriptions AED 225M. 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.

Company model, July 2026 — assumptions stated · members

Bottoms-up

CAC TBD

10,000 sanity

AED 7.5M

Low 100,000

Base 300,000

AED 225M

High 500,000

08 · 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: post-unbundling presentation — per-adult upgrade vs family card

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IDENTICAL EMERGENCY RESPONSE firm 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).

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.

09 · 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.

200,000

individual

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.

50,000

corporate

SME

Direct sales plus law-firm and insurer co-selling; same seat-build gate.

25,000

SME

Embassies & consulates

Consulate notification is built into every dispatch by design, making consulates a natural distribution partner once live.

5,000

embassy

ONE MEMBERSHIP

Company-model Year-1 mix (July 2026) — ~280k of the 300k base case; remainder unallocated.
Corporate and SME seats assume the seat build lands.

10 · Geographic roll-out

UAE first. The playbook travels.

YEAR 1

UAE.

YEAR 2

First GCC expansion (Saudi Arabia · Qatar · Oman · Bahrain in the plan, sequenced as gates clear).

YEAR 3

India · China (South America/Mexico and Europe from Year 3 TBA).

YEAR 4

Pakistan · Thailand · Indonesia · Malaysia.

YEAR 5

Korea · Japan.

GATED ON UNIT ECONOMICS + INSURER PER MARKET Every entry is gated: UAE unit economics proven, plus an insurer partnership per market. The pattern repeats everywhere: large expat populations, unfamiliar legal systems, no product for the first hour.

11 · Competition & moat

The neighbours solve pieces. Our thesis: no one runs the whole response.

Adjacent categories — Life360 (location) · Noonlight (panic button) · MedjetAssist (medical transport) · LegalShield (lawyer access) — are pricing comparables today.

	Firm dispatch	Consulate	Family link	Live location	Insurance
Life360 location			TO VERIFY
Noonlight panic button			TO VERIFY
MedjetAssist medical transport			TO VERIFY
LegalShield lawyer access			TO VERIFY
ELA

The moat compounds: underwriting partnership in progress with a leading UAE insurer and a global reinsurer — hard to replicate independent pen-test · hash-chained audit · 22 operational runbooks

server-authoritative life-safety infrastructure — the response runs when the phone does not the insurance premium is Apple-commission-free by policy (guideline 3.2.1(v)) verified members — passport + Emirates ID

12 · Traction & build evidence

3.2 months. One founder. The whole machine.

3.2

months

~1,000

commits

25

-step CI gate

162

test files

31

screen states under visual regression

0

critical pen-test findings (both highs closed and retested)

~223,000 lines of TypeScript · 22 operational runbooks · compliance pack — 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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Example screen

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13 · 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

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

14 · Team

[TBD — founder name]

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.

22 runbooks Independent pen-test 25-step CI gate 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

15 · The ask

AED 7,000,000 (~USD 1.9M)

The product is built. This capital funds launch, members, and the operations behind them. Instrument: TBD

Year-1 operating budget AED 4.62M + contingency AED 2.38M AED, millions

Technical

1.2

Marketing

1.54

Administration

1.88

Contingency

2.38

personnel 600koffice 500kboard fees 480kD&O/PI 100kcontingency 200k

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).

launch→ N TBD members from the bottoms-up model→ measured Shield attach→ Series A on live cohort data

Within the hour, it is a case, not a crisis.

ELA — personal emergency infrastructure.

ela.now · contact 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.

17 · Appendix — unit economics assumptions

The assumptions we will report against.

Service revenue	AED 750 per member per year (fact, 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	Measured at launch

Each line labeled: Fact Assumption Measured at launch