Why we do what we do

We love to see businesses thrive

Decades of Experience

Predixa has helped organisations large and small - to find opportunities to improve - and we continue to be excited to have played a part in their success. 

Predixa is a specialist business application software company based in Dubai. Complimenting the software development skills, our team has considerable experience in business strategy, business transformations and continuous improvement. 

We were one of 10 companies selected from hundreds globally in 2020 by Ai Venture Labs - a collaboration between Dubai Future Foundation and Microsoft to accelerate our Ai Application architecture and development. 

More recently, we have been accepted into Microsoft's prestigious partnership for further advancing our AiVA engine, and Ai Application onto Microsoft's technology platform and Azure cloud services. 

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Meet The Leadership 

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Zag Asghar

Managing Partner


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Zag has over 35 years cross-industry experience and has been involved in both entrepreneurial companies as well as major blue-chip organisations at executive levels in a number of different countries.


He is passionate in helping companies and business leaders achieve their potential through innovation and alternative thinking to navigate their business more effectively.

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Paula Newby


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Paula draws on over 30 years in large blue-chip firms and SMEs, giving her a wealth of experience from which to draw upon.


Paula believes creativity and originality are the cornerstones of bringing prosperity in any business

and thrives in helping and inspiring organisations to see clearly and grow their business with confidence and direction.


Jordan Imran

Research & Development

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Jordan leads Predixa's research and development arm.


Before joining Predixa, he worked in the Technology team at one of Europe's leading & fastest-growing technology companies.


Jordan is passionate about using new technologies to help solve well-known challenges, and has applied both human and artificial intelligence in the development of Predixa Dynamix.


Kirsten Westholter

Head of Consulting

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Kirsten is a business strategist with more than 20 years of sector-wide experience in consultancy and project management while working in The Netherlands, Germany and in the UAE. She is specialized in business improvement and transformations, triggering innovation potential, applying Design Thinking and realizing sustainable business growth.


Noha Hefny

Head of

Diversity & Inclusion

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Multi-award winning leader with 20 years experience in Women Empowerment, Diversity & Inclusion and international development. Founder & CEO, People of Impact, UN Women Consultant. Alumni of the UN, PepsiCo, McKinsey & Company.

Co-founder, She is Arab. Listed as one of the Top 100 Women in Social Enterprise by the European Euclid Network and European Commission in 2021.