A Dubai software consultancy. Since 1994.
Three decades of building software in the UAE - and a forward-looking team that's taking the firm into its next chapter.
Our story.
Softest was founded in Dubai in 1994 - at a time when most UAE businesses had not yet adopted commercial internet access, and the regional software industry was still small and personal. We started by building accounting and inventory software for trading companies and contractors. Our first product, WinTrade, is still in active use today.
Over three decades, we have expanded the firm's work without losing what made the early years successful: long client relationships, careful execution, and a refusal to oversell. We have served a UAE federal authority continuously for over twelve years. We have built Arabic-first systems for government clients. We have delivered custom software across multiple GCC and Middle East markets.
Today, the firm is positioned for its next chapter: AI and data adoption for UAE businesses, modernization for organizations leaving aging systems behind, and a continued commitment to the kind of bespoke software work that defined our first three decades.
How we work.
These are operating principles, not project methodology. They shape every engagement we take on.
We take on fewer projects than we could, so we can do each one properly.
English, Arabic, or both. Native Arabic capability, not translation.
We recommend what fits your problem, not what's in our partnership program.
Most of our clients have been with us for more than five years.
Let's talk about what you're trying to build.
Tell us what you're trying to do, and we'll tell you whether we can help - honestly.