A field report

The deal that slipped through the cracks.

Senad is the layer above your CRM and mortgage tracker that watches every active Dubai property sale through its five counterparties, and tells you the moment a deal starts to drift.

We sat with seventeen Dubai brokers in May. Same story every time. Five counterparties. One missed deadline. Forty-five days of work, gone.

I · The premise

Five counterparties, one broker, no system to hold them together.

01
The seller
Often unaware their kitchen extension was never filed. Discovers the problem on the day the developer denies the NOC.
02
The developer
Issues the No Objection Certificate on their own pace. Twelve days. Twenty days. Sometimes longer, if anything in the unit was modified.
03
The mortgage bank
Pre-approves at 80 percent loan-to-value. Re-runs the underwrite mid-deal and quietly cuts to 70. The buyer is the last to hear.
04
The buyer
Counting on the original numbers. Renegotiates or walks. Either outcome is a commission lost or halved.
05
The DLD
The immovable date. Form F is signed at the trustee office. Everything that did not converge by then stays in your weekend.

II · What we are building

One ledger for every deal, above the tools you already use.

Senad does not replace Zoho. It does not replace Huspy. It reads them. It watches every active sale across every counterparty, and it tells you the moment a deal starts to drift, when the cost of fixing it is still one phone call.

A pre-listing safety check before you take a unit. A counterparty timeline per deal. A nudge to the developer's NOC desk when their twelve days become eighteen. An alert the moment the bank quietly moves your buyer's loan-to-value. One layer above the tools you trust.

readsZoho CRM · Huspy mortgage tracker · WhatsApp Business
tracksMOU · NOC · Mortgage · Form F · DLD transfer
nudgesDeveloper NOC desks · Mortgage processors · Sellers
refusesBeing your CRM. Being your phone. Being yet another inbox.

Convinced? Skip ahead to the waitlist

A note from the founder

“If you sell property in Dubai and the cognitive load of paperwork is your daily weight, I want to build this with you. I am sending one note when there is something real to put in your hands. Not a newsletter. Not a launch announcement. One note.”

Salah Eddine Boussettah

Founder · Morocco · 2026-05-15

III · The waitlist

If this is the report you would have liked to read, leave us your address.

We will write to you, once, when there is a working prototype to look at. By name. From a person.