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We’d love to show you around!
If you ask us, there’s no resource more important than the human one. But HR isn’t what it used to be. In this new world of work, HR has gotten harder, so shouldn’t HR tools be getting better and stronger? We happen to think so.
That, folks, is where we come in. We’re completely reimagining what an HR platform can be, and building it for what matters most: the people!
Step by step, we’re creating a people platform designed for where businesses are going, not where they’ve been—and we’re starting by making it refreshingly easy to onboard and pay employees. It’s simple, intuitive, and gives HR teams the tools and insights to take great care of their people.
The alfii story started with Yousef, our CEO, who saw how broken the HR space was during his years as an operations leader. He was working closely with HR teams and noticed time and time again that they were overwhelmed and struggling to keep up.
He also realized there was no “single source of truth” for employee data, and existing HR tools were either too expensive, too hard to implement, or too complicated to use.
Over time, it became clear that this was a very real problem, and that’s why he set out to build alfii: to make sure all businesses — not just large enterprises— can create a better work experience for their teams and help their people thrive.
1. Inspired by a famous comic book character, Alfred, who was Batman’s butler—a pivotal character in the story who helped make things happen for the world, but always from behind the scenes. Our name is an homage to that: the support system that makes great things happen.
2. Means “millennial” in Arabic, which is currently the largest segment of the global workforce.
3. A play on the word “alpha,” which, in financial terms, means market-beating gains and growth.
Yousef is a serial entrepreneur and operator with a diverse background across tech, hospitality, and finance. He began his career in finance and private wealth management at prominent multi-family offices, followed by a series of startups that he founded and exited before transitioning into tech, where his experience ranged from early-stage ventures to global multi-nationals such as Deliveroo. During this time, he also played a key role in setting the precedent for the cloud kitchens business category in the MENA region. Throughout his career as an operations leader, Yousef has built businesses and teams from scratch up to 500 people and managed P&Ls in excess of US$100 million. Yousef holds a BA from the American University of Beirut, and he later continued his graduate studies at Concordia University in Montreal, Canada.
“The thousand-mile journey starts with a single step.”
Dina is an award-winning tech leader and data scientist known for her expertise in de-hyping all parts of the data lifecycle and building great data products on solid, maintainable foundations. She’s been described as a pragmatic disruptor—a badge she has worn proudly throughout her diverse tech career in industries ranging from real estate to publishing to online dating. She has held positions in data platform engineering, product analytics, data-driven growth, and data product management for companies that include Talabat (Delivery Hero MENA), Property Finder, Feeld, Astrolabs, Zoopla Property Group, and more. Dina has a BSc in Economics from SOAS University of London and an MSc in Applied Statistics from Birkbeck College at the University of London.
“The best way around gatekeepers is to teach people to climb fences.”
Becky is a Dubai-based brand-builder, storyteller and 360° marketer with 15 years of branding and global marketing experience in organizations ranging from pre-seed startups to Fortune 500 multi-nationals. She has launched products and services in over 30 countries across tech, beauty, wellness, automotive, consumer durables and financial industries. Her pivot into tech began with Uber, where she led a MENA-wide marketing team and launched campaigns that earned four MENA Effie awards. After that, she stood up the marketing function at Silicon Valley-based fintech Tribal Credit; and followed as Marketing Director at a Dubai-based fund and incubator, where she built and launched 2 e-commerce brands—one of which was named “Most Promising Brand of the Year 2021” by Entrepreneur. Most recently, she worked as a freelance brand strategy consultant before joining Alfii.
Her early career background included international marketing, brand management, product marketing and channel marketing roles at corporations based in the U.S., where she was born and raised. She holds an MBA with honors from IE Business School in Spain and a Marketing degree from James Madison University in the U.S.
"When you run alone, you run fast. When you run together, you run far.”
Hamza is a full-stack software engineer and a lover of the world-wide-web with experience working for clients in France, Belgium, USA, Singapore, Estonia, and UAE. Following roles as a Full-Stack Developer and Chief Technology Officer, Hamza joined alfii to help build and maintain all that goes on behind the scenes (or shall we say screens) of our platform.
Hamza’s talent for turning ideas into real, scalable, high-quality applications and tools has earned him quite a lengthy portfolio, crafting products for companies like RXSOFT, Shuup, O My Note, Shorewise Consulting, Walzay, and Datagram, to name a few. In case you were wondering, he does make up for all that screen time by embarking on hiking adventures and camping trips in his free time.
Hamza studied Software Engineering at the National Institute of Applied Science and Technology (INSAT) in Tunisia.
Hails from: Tunisia
Favorite movie: Inception
"The risk of a wrong decision is preferable to the terror of indecision."
Oybek is a seasoned full-stack developer with exceptional software development skills and a true love for the code. Having gained extensive field experience in the US and UAE, Oybek’s diverse set of skills ranges from complex full-stack development to graphic design, Photoshop, and more.
Throughout his career, Oybek has fused technical expertise with creative vision, developing digital products and features for giants like Emirates, ENOC, Huawei, Under Armour, Dubai Gov Games, Sharjah E-Government, Barilla, TASC, and many more. His knack for creating has earned him straight "A" grades on website evaluation tools like GTmetrix and Google Page Speed.
More recently, Oybek co-founded Udevise, a website and mobile app development startup aimed at providing high-quality software development to companies across the world. As if that wasn’t enough, Oybek loves to spend his free time studying and diving—into deep research, that is!
Oybek studied Business Computing and Computer Science at the Management Development Institute of Singapore in Tashkent.
Hails from: Uzbekistan
Favorite book: The Expanse, Dune
Favorite movies: The Fifth Element, TikTok, Boom, Blade Runner 2049, Blade Runner, Dune
"Per aspera ad astra." Translation: "Through hardships to the stars."
Alexandra is alfii’s Product Manager, bringing forth her expertise to help us build and maintain a user-centric product that’s made to be loved. Covering everything from product strategy, agile/scrum, user testing, UX design, prototyping, A/B testing, Alexandra landed at Alfii with a rich background in UX as well as product and digital project management, for companies like PENSO, Red Blue Blur Ideas, ChatFood, and more.
Having lived in 5 countries and visited over 50, Alexandra is an adventurer at heart with a love for travel and great cuisine. In her free time, you can be sure to find her being active and breaking a sweat. If she’s not outdoors connecting with nature, reading, mountain biking, hiking, or scuba diving, she’s at the gym practicing Brazilian Jiu Jitsu and Muay Thai, or showing off her salsa moves at a Cuban bar!
Alexandra has a BA in Communications from Suffolk University, a BComm in Marketing from Concordia University, and a PMC from Product School, Inc.
Hails from: United States & Iran
Favorite book: Thirst by Scott Harrison
Favorite movie: The Intouchables, Blood Diamond
"There is no passion to be found in playing small."
As alfii’s Engineering Manager, Abdullah’s mission is to support his team in being as happy, productive, and fulfilled as possible all while coming together to solve challenges and problems that ultimately elevate alfii to its highest potential.
Having spent over 13 years in development, Abdullah built his repertoire covering both high-level and hands-on aspects of the trade—from one-man shows and side hustles, to nimble startups and enterprises of all sizes. He made his way to alfii as a seasoned technical leader with experience working with companies such as MarkaVIP, iMENA Group, PropertyFinder, Agoda, and Chatfood, as well as co-founding his own startups.
To add to that, Abdullah loves to spend his free time creating educational content on YouTube, mentoring, gaming, or immersing himself in photography. All he really needs is a good camera, a cruise up to the mountains, and really good food to be right in his element.
Hails from: Pakistan
Favorite book: Anything educational!
Favorite movies: Inception, Jobs, The Dark Knight
"Do one thing, and do it well"
As our Principal Software Engineer, Sergii helps us take our product development to even greater heights. He has a knack for creating top-quality, super-scalable, user-friendly software that just works!
With over 12 years in the software development industry, Sergii is a pro at all-things-software: from custom software development and digital transformation, to developing proof of concepts and revising and improving inefficient softwares. His industry experience includes pharmaceuticals, agriculture, aviation, technology, and travel, for companies such as SoftServe, CPEC.ai, 42 Coffee Cups, ERS Game Studios, his own company Future Proof Technology, and more!
In his free time, Sergii enjoys reading books about psychology and self-development, skiing down some fresh slopes, or going for long drives.
Sergii holds a BA in Welding Technology from the National Technical University of Ukraine Kyiv Polytechnic Institute.
Hails from: Ukraine
Favorite movies: Anything with Leonardo DiCaprio, Jason Statham, and Natalie Portman.
"Learn as if you will live forever, live like you will die tomorrow.”
As alfii’s Product Analyst, Matt's work revolves around analyzing how users interact with our product, ultimately helping us consistently develop and deliver a SaaS product that's no less than best in-class.
With a wealth of experience across a diverse range of domains including banking, finance, e-commerce, and giga events, Matt joins alfii after having worn many data hats at esteemed companies such as Deutsche Bank, PwC, Expo 2020 Dubai, Talabat, and Sarwa.
When his data enthusiast hat comes off, Matt is an avid sports lover and foodie. He spends his free time golfing, playing Gaelic football with the Jumeirah Gaels, watching true crime documentaries, and creating memories with his family.
Matt holds a BSc from Queen’s University Belfast and a Higher Diploma in Data Analytics and Computer Science from the National College of Ireland.
Hails from: Ireland
Favorite movies: Outliers, Interstellar
Favorite podcast: The Blindboy Podcast with Blindboy, of the Rubberbandits.
“If your dreams don’t scare you, they're not big enough.”
Ah, our very own HR superhero! Emma is our 'go to' for everything and anything people related. As an important puzzle piece to the team, Emma comes equipped with unmistakable passion for working with people and extensive expertise on all things HR. From payroll and compliance all the way to team-building.
Emma made her way to alfii after working with great companies across the region such as Enova, Kingston Stanley, Cander Group, Nervora, NymCard, and more. Not only does she have extensive experience in the Human Resources field, but she’s also worked in both consultancy and digital marketing, and has built a strong background of experience in people management.
When her superhero cape comes off, Emma steps out of the world of HR to spend some quality time with her loved ones (as well as her cat family). Emma is also a talented singer, who enjoys playing and listening to music just as much. She also loves to go camping on the weekends, anywhere that gets her connected with nature!
Hails from: United Kingdom
Favorite movie: The Gentleman
Favorite book: The Great Gatsby by Scott F. Fitzgerald
"Don't let yesterday take up too much of today."
As alfii’s Senior Product Manager, Nabil’s role is to keep refining our product vision and making sure the business rallies around it. Between collaborating with cross-functional teams and sprinkling his wonderful sense of humor into everything he does.
Having focused on product and program management throughout his career, Nabil’s work history reveals a wealth of experience in the industry, working with companies like Fiska, Dialogue, and none other than tech giant Microsoft.
In his own time, Nabil finds work-life balance by spending his free time reading sci-fi books, gaming, playing or watching football, and attending stand-up comedy shows.
Nabil holds a BSc in Software Engineering from Polytechnique Montréal and a Diploma in Pure and Applied Sciences from Collège Jean-de-Brébeuf
Hails from: Canada & Algeria
Favorite movie: Cidade De Deus
Favorite book: Memoir From Antproof Case by Mark Helprin
Favorite podcast: Lenny’s Podcast with Lenny Rachitsky
“What lies in our power to do, lies in our power not to do.”
As alfii’s Principal Software Engineer, Armen not only brings but magnifies his extensive experience in designing and implementing fault-tolerant and highly scalable microservices. His role is centered around leading the HR core back-end team to continuously design and implement new features as we grow.
Armen comes with a strong technical background and a passion for highly loaded systems, having previously worked at companies like Talkdesk, Teamable, Macadamian, and VXSoft LLC.
Off the clock, Armen enjoys spending quality time with his daughter, reading, and swimming.
Armen holds a BSc in Information Technology from the State Engineering University of Armenia and a Master’s Degree in Information Technology from Yerevan State University.
Hails from: Armenia
Favorite book: Essays by Michel de Montaigne, Thus Spoke Zarathustra by Friedrich Nietzsche
“Life is not always black and white; there are many shades of grey.”
As alfii’s Head of Performance Marketing, Ahmed is an experienced data and analytics professional with a vast background in data science, analytics, digital marketing and E-commerce.
Ahmed’s previous work experience saw him working for companies like IBM, Geidea, Parent, FlapKap, and Raya, covering a range of industries such as tech, FMCG, retail, E-commerce and fintech.
When he’s not powering through the digital world, Ahmed enjoys working out and further expanding his knowledge—talk about dedication!
Ahmed holds a Bachelor’s Degree in Finance and International Business from The German University in Cairo.
Hails from: Egypt
Favorite movie: The Joker, Fate/Stay Night: Heaven's Feel trilogy
Favorite book: Principles of Mathematical Analysis by Walter Rudin
Favorite podcast: The Joe Rogan Experience with Joe Rogan
“In the land of the blind, the one-eyed man is king.”
As alfii’s Senior Software Engineer, Amir’s deep interest in cybersecurity and AI shines through his professionalism and skill. With 7+ years of experience in Python, back-end development, cloud platforms, and Linux, Amir has a track record of developing innovative solutions that help product owners not only achieve their goals, but also exceed them.
In previous roles, Amir worked with companies such as Middle East for Glass Manufacturing, ITSS, Seedstars, CrossWorkers, Huspy, and QuickCheck, among others.
When he’s not working, Amir loves reading, networking, and making new friends.
Amir holds a BE in Mechanical Engineering from Ain Shams University.
Hails from: Egypt
Favorite book: The Clean Coder: A Code of Conduct for Professional Programmers by Robert C. Martin
“The bad news is nothing lasts forever. The good news is nothing lasts forever.”
As alfii’s Commercial Manager, Tom brings serious hustle, solid interpersonal skills, and extensive network to help us grow our customer base and convert leads into sustainable revenue generation.
Tom made his way to alfii after more than 10 years of experience in sales and in the UAE market, having worked for some of the largest employers in the region, including Transguard, TASC, and The Olive Group, managing their sales pipelines and ensuring growth through various strategies. Tom established a distributorship to break into the Iraqi oil market, building a $6M business, in addition to managing the sales strategy for 12 independent business units.
Tom holds a Bachelors of Science in Geography with focus electives in Human Applications for Business.
Hails from: United Kingdom
Favorite hobbies: surfing, photography, off-roading & camping
Superpower: Tom increases the average height of the team, coming in at an impressive 6’8"
“It is often the small steps, not the giant leaps, that bring about the most lasting change.” - QEII