ELA — personal emergency infrastructure for UAE residents.
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ela.now · Investor briefing · August 2026
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ELA · Investor briefing02 / 14 — The problem
The UAE runs on people who were not born here.
They came to build careers and families. ELA exists to help them live here with confidence — good residents, well-guided in a legal system they did not grow up in. And when trouble does come, the first hour has a simple problem: nobody answers.
No one knows where you are.
No lawyer is coming.
Your consulate has not been told.
Your family is waiting for a call.
ELA · Investor briefing03 / 14 — 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 moves everything at once:
LAW FIRMA vetted law firm receives the case brief and takes the case.
CONSULATEThe member's consulate is informed.
FAMILYA private live link goes to the people the member chose.
OPS24/7 chat and voice notes with the response team — from the phone or the wrist.
Live location streams for as long as the phone has power. The response itself runs on our servers.
Example screens — the live case, and case chat on the wrist
ELA · Investor briefing04 / 14 — Fail-safe by design
Fail-safe by design.
Example screen
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. It is registered on our servers, so it fires even if the phone is off or unreachable.
Humans on every case — a trained operations team runs every case; the machine dispatches around the clock, and this raise staffs the human rotation to 24/7.
If the firm does not respond — the response team is alerted and escalates, with a written plan for the worst case. Dispatch across several firms is built and waiting.
Only the member can end it — ending a case takes the member's own Face ID or PIN, closing it from our side takes two people, and every step is written to a tamper-evident log.
ELA · Investor briefing05 / 14 — Business model
Three revenue lines, one membership.
1 · Subscriptions
AED 750 per member per year.
2 · Insurance commission
10% of the AED 3,000 annual premium per insured adult, on the insurance add-on.
3 · Legal referral
10% of litigation fees introduced to the firm.
Commission terms are being finalised with the insurer and the firm.
Company model, July 2026 — our own assumptions, not a forecast · bars to subscriber scale
10,000 MEMBERSAED 7.5M subscriptions
YEAR-1 LOW · 100,000AED 75M subscriptions
YEAR-1 BASE · 300,000AED 225M subscriptions
YEAR-1 HIGH · 500,000AED 375M subscriptions
The model is linear and honest about it: 10,000 members = AED 7.5M in subscriptions. The scenarios are the company's own July 2026 model.
The model assumes half of members take the insurance add-on. We will measure the real rate from the launch cohort and report it.
ELA · Investor briefing06 / 14 — Pricing
One membership everyone joins. Insurance is an upgrade on top — and it changes one thing only: who pays the legal fees.
Essential membership
AED 750 / year
How everyone signs up. The full emergency response — firm dispatch, consulate, family link, live location. Legal fees settled directly between member and firm.
Insurance add-on
+ AED 3,000 / year premium
Added to the membership after joining, whenever the member chooses. Legal fees insured: up to AED 100,000 defence fees + AED 50,000 bail. AED 3,750 per year in total with the membership.
The emergency response is identical for every member — the add-on changes who pays the legal fees, never what happens.
Round numbers, deliberately — trust categories do not charm-price.
Paid by Apple Pay, card, or split payments at checkout.
Insurance benefits will be provided under a group policy with a licensed UAE insurer, currently in final negotiation. Split-payment provider in negotiation. ELA is a membership service, not an insurance company.
ELA · Investor briefing07 / 14 — Go-to-market
Four channels, one membership.
Consumer
Social-led acquisition, with split payments at checkout to widen affordability.
Corporate
Employer-paid seats. Target profile: professional-services firms, global banks, tech multinationals. Opens after the corporate seat build, with per-employee consent under UAE data-protection law. No agreements signed today.
SME
Direct sales plus law-firm and insurer co-selling; opens with the same seat build.
Embassies & consulates
Consulate notification is built into every dispatch, which makes consulates a natural distribution partner once live.
The company model's Year-1 mix (July 2026) — about 280,000 of the 300,000 base case, remainder unallocated. Corporate and SME seats assume the seat build lands.
ELA · Investor briefing08 / 14 — Geographic roll-out
UAE first. The playbook travels.
Year 1
UAE
Home market. Prove the unit economics.
Year 2
Saudi ArabiaQatarOmanBahrain
First Gulf expansion — sequenced as gates clear.
Year 3
IndiaChina
South America, Mexico and Europe from Year 3 — timing to be announced.
Year 4
PakistanThailandIndonesiaMalaysia
Year 5
KoreaJapan
The pattern repeats everywhere: large expat populations, unfamiliar legal systems, no product for the first hour.
ELA · Investor briefing09 / 14 — Moat
No one runs the whole response.
Adjacent products solve pieces — location sharing, panic buttons, medical transport, lawyer hotlines. We have found no product that runs the full arrest response here; a formal competitive scan is underway before we state it as fact.
The response runs on our servers
Once armed, it runs to completion — life-safety infrastructure, not an app feature.
Underwriting partnership in progress
A leading UAE insurer and a global reinsurer — a relationship a copycat cannot download.
No app-store commission on the premium
Insurance is exempt from app-store commission by the platform's own policy.
Verified members
Passport + Emirates ID at signup.
ELA · Investor briefing10 / 14 — Roadmap
The build is done. What remains is the switch.
Gate
Flip documented safe mode (live payments, live comms)
Signed group policy with the insurer
Signed law-firm agreement
Launch
UAE
One vetted law firm
iPhone + Apple Watch
Full response
Next
Dispatch across several firms (built and waiting; switches on as the firm panel grows)
Android
Corporate seats with per-employee consent
Later
Tourist and short-stay passes
Membership gifting
Gulf storefronts
Regulatory posture
Commercial licence status to be confirmed · insurance benefits provided under the insurer's licence — ELA never sells, arranges, or advises on insurance · VAT treatment under confirmation · data architecture built to UAE data-protection law.
ELA · Investor briefing11 / 14 — Team
Team
Jonathan
Chief Executive
Stevan
Chief Operating Officer
Shaz
Role to confirm
Andrew
Role to confirm
Anna
Role to confirm
Full names, portraits, and bios to follow before any external showing.
ELA · Investor briefing12 / 14 — The ask
The ask
The July 2026 plan proposed AED 7,000,000 (~USD 1.9M); the final amount is being confirmed by the founders. The plan's Year-1 budget below shows the shape of the spend.
July 2026 plan — Year-1 operating budget AED 4.62M + contingency AED 2.38M = AED 7.0M
Technical1.2M
Marketing1.54M
Administration1.88M
Contingency2.38M
personnel 600koffice 500kboard fees 480kD&O & PI insurance 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 plan's Year-1 run rate (7.0M ÷ 4.62M/yr).
AmountBeing confirmed
InstrumentTo be agreed
MILESTONES — LAUNCH → FIRST MEMBERS FROM THE FUNDED PLAN → MEASURED INSURANCE UPTAKE → SERIES A ON LIVE COHORT DATA
ELA · Investor briefing13 / 14 — Close
Emergency Legal Assist
ela.now
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 briefing14 / 14 — Appendix · Unit economics
The assumptions we will report against.
Service revenue
AED 750 per member per year (priced in the live product)
Fact
Insurance commission
10% of the AED 3,000 premium per insured adult — terms being finalised
Assumption
Legal referral
10% of litigation fees introduced — structure agreed, agreement unsigned
Assumption
Insurance add-on uptake
Company model assumes 50%; measured from the launch cohort
Assumption
Dispatch cost per case
Measured from launch
Measured at launch
30-day refund rate
Target below 6%
Assumption
Acquisition cost · lifetime value · churn
Measured from the launch cohort; reported to investors
