ELA — INVESTOR BRIEFING§ 01 · COVERFOLIO 01 / 17

ELA

Three seconds.
Then you are
not alone.

CompanyELA — personal emergency infrastructure for UAE residents.

StatusPRE-LAUNCH · PRODUCT BUILT · ON TESTFLIGHT

Documentela.now · Investor briefing · [DATE TBD]

ELA home screen, protected state — EXHIBIT 01 — EXAMPLE SCREEN

ELA — INVESTOR BRIEFING§ 02 · THE PROBLEMFOLIO 02 / 17

The problem

The UAE runs on people who were not born here.

[RESEARCH TBD: UAE expat population + share of residents] 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. No product answers the first hour of an arrest.

Dubai skyline, daylight — EXHIBIT 02 — DUBAI, DAYLIGHT PANORAMA

Cost of the status quo

Criminal lawyer, billed per hour

AED 1,500–3,500

Defence retainer, starts at

AED 15,000

The first hour of an arrest

NO PRODUCT ANSWERS

ELA — INVESTOR BRIEFING§ 03 · THE MOMENT OF ARRESTFOLIO 03 / 17

The moment of arrest

The first hour decides everything.

03.1An arrest begins with a phone being taken.

03.2No one knows where you are.

03.3No lawyer is coming.

03.4Your consulate has not been told.

03.5Your 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.

ELA pre-dispatch countdown screen — EXHIBIT 03 — EXAMPLE SCREEN

ELA — INVESTOR BRIEFING§ 04 · THE SOLUTIONFOLIO 04 / 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.

Pre-dispatch countdown — EXHIBIT 04 — EXAMPLE SCREEN

Active case screen — EXHIBIT 05 — EXAMPLE SCREEN

ELA — INVESTOR BRIEFING§ 05 · PRODUCT DEPTHFOLIO 05 / 17

Product depth

Fail-safe by design.

5.1

On your wrist

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

5.2

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.

5.3

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.

5.4

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.

5.5

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.

Watch arm-ready, mirroring the phone — EX. 06 — EXAMPLE SCREEN

Watch active case — EX. 07 — EXAMPLE SCREEN

OPS CONSOLESAFE MODE

QUEUE

SLA 04:12

ESCALATED

SLA 22:05

SLA 31:48

CASE CLOSE — TWO HUMANS

OPS·1 ✓OPS·2 ✓

AUDIT LOG — HASH-CHAINED

#A41F → #0E77 → #B2C9

#B2C9 → #5D08 → #F31A

EXHIBIT 08 — OPS CONSOLE (ABSTRACT)

ELA — INVESTOR BRIEFING§ 06 · THE MARKETFOLIO 06 / 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.

Price anchor — one hour vs one year

One lawyer hourAED 1,500–3,500

One ELA yearFROM AED 750

Global comparables — legal-protection & panic-button subscriptions, $120–615 / yr

ESSENTIAL — INSIDE

SHIELD — ABOVE

Essential sits inside that band; Shield sits above it because no comparable carries insured cover.

Willingness-to-pay bands (AED / yr) — desk research

Entry-tier WTP
1,200–2,000

Insurance-tier WTP
2,500–3,500

ESSENTIAL 750BELOW THE FLOOR — DELIBERATE

SHIELD 3,750ABOVE THE ZONE — INSURED

0 1,000 2,000 3,000 4,000

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.

SHIELD CARRIES AN INSURED AED 150,000 PROMISE NO COMPARABLE CARRIES INSURED COVER

ELA — INVESTOR BRIEFING§ 07 · BUSINESS MODELFOLIO 07 / 17

Business model

A software-margin service wrapped around an insured promise.

1 — Subscriptions

AED 750 / member / yr

Three revenue lines, one membership.

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

Of litigation fees introduced to the firm.

Company model, July 2026 — assumptions stated · our own assumptions, not a forecast · bars to scale, members

Bottoms-up · funded cohort

AED 1.54M MARKETING ÷ [CAC ASSUMPTION TBD]

Sanity line · 10,000 members

= AED 7.5M subscriptions

Year-1 Low · 100,000

100,000 subscribers

Year-1 Base · 300,000

AED 225M subscriptions

Year-1 High · 500,000

500,000 subscribers

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.

The model assumes 50% insurance uptake; our own attach research benchmarks 30–35% in Year 1, 45–55% in Year 2.

ELA — INVESTOR BRIEFING§ 08 · PRICINGFOLIO 08 / 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: POST-UNBUNDLING PRESENTATION — PER-ADULT UPGRADE VS FAMILY CARD]

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

Membership confirmation screen — EXHIBIT 09 — EXAMPLE SCREEN

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 BRIEFING§ 09 · GO-TO-MARKETFOLIO 09 / 17

Go-to-market

Four channels, one membership.

Channel	Mechanism	Gate — stated honestly	Year-1 mix
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
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
SME	Direct sales plus law-firm and insurer co-selling.	Same seat-build gate.	25,000
Embassies & consulates	Consulate notification is built into every dispatch by design, making consulates a natural distribution partner once live.	Once live.	5,000

~280kof the 300k base case

20kremainder unallocated

COMPANY-MODEL YEAR-1 MIX, JULY 2026 · CORPORATE AND SME SEATS ASSUME THE SEAT BUILD LANDS

ELA — INVESTOR BRIEFING§ 10 · GEOGRAPHIC ROLL-OUTFOLIO 10 / 17

Geographic roll-out

UAE first. The playbook travels.

Year 1

UAE

Prove the playbook at home.

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

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.

ELA — INVESTOR BRIEFING§ 11 · COMPETITION & MOATFOLIO 11 / 17

Competition & moat

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

Adjacent categories are pricing comparables today. Capability matrix rendered as a hypothesis to verify: [RESEARCH TBD: CAPABILITY-LEVEL SCAN + FORMAL UAE COMPETITIVE SCAN BEFORE THIS MATRIX IS SHOWN AS FACT]

Comparator	Firm dispatch	Consulate	Family link	Live location	Insurance
Life360 location	TO VERIFY	TO VERIFY	TO VERIFY	TO VERIFY	TO VERIFY
Noonlight panic button	TO VERIFY	TO VERIFY	TO VERIFY	TO VERIFY	TO VERIFY
MedjetAssist medical transport	TO VERIFY	TO VERIFY	TO VERIFY	TO VERIFY	TO VERIFY
LegalShield lawyer access	TO VERIFY	TO VERIFY	TO VERIFY	TO VERIFY	TO VERIFY
ELA the whole response — thesis	●	●	●	●	●

● = BUILT AND ON TESTFLIGHT TODAY · HATCHED = TO VERIFY

The moat compounds

Server-authoritative life-safety infrastructure — the response runs when the phone does not. Underwriting partnership in progress with a leading UAE insurer and a global reinsurer — hard to replicate. The insurance premium is Apple-commission-free by policy (guideline 3.2.1(v)). Verified members — passport + Emirates ID. Independent pen-test · hash-chained audit · 22 operational runbooks.

ELA — INVESTOR BRIEFING§ 12 · TRACTION & BUILD EVIDENCEFOLIO 12 / 17

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.

Home protected — EX. 10 — EXAMPLE SCREEN

Watch case timeline — EX. 12 — EXAMPLE SCREEN

ELA — INVESTOR BRIEFING§ 13 · ROADMAPFOLIO 13 / 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

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 BRIEFING§ 14 · TEAMFOLIO 14 / 17

FOUNDER PORTRAIT
[TBD]

22 RUNBOOKS INDEPENDENT PEN-TEST 25-STEP CI GATE ON TESTFLIGHT

Team

[TBD — FOUNDER NAME]

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.

Key-person risk, named — bus factor: the plan

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 BRIEFING§ 15 · THE ASKFOLIO 15 / 17

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 — segments to scale of the 7.0M raise

1.2M

Technical

1.54M

Marketing

1.88M

Administration

2.38M

Contingency

ADMINISTRATION1.88M

PERSONNEL600K

OFFICE500K

BOARD FEES480K

D&O/PI100K

CONTINGENCY200K

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] membersfrom the bottoms-up model

Measured Shield attach

Series A on live cohort data

ELA — INVESTOR BRIEFING§ 16 · CLOSEFOLIO 16 / 17

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

ELA

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.

ELA — INVESTOR BRIEFING§ 17 · APPENDIX — UNIT ECONOMICS ASSUMPTIONSFOLIO 17 / 17

Appendix — unit economics assumptions

The assumptions we will report against.

Line	Basis	Status
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)	ASSUMPTION
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%	MEASURED AT LAUNCH
CAC · LTV · churn	Measured from the launch cohort; reported to investors	MEASURED AT LAUNCH

Each line labeled: fact · assumption · to be measured.

Three seconds.Then you arenot alone.