Amr Mostafa
Founder & Managing Director
Leads SMPLCTY engagements from the business decision inward — framing the outcome at stake, then shaping the measurement, analytics, AI and systems work required to improve it.
About
A senior-led firm built around the decision, not the technology.
SMPLCTY connects the decisions a business needs to improve with the data, measurement, analytics, AI and systems required to improve them. Founded in 2017, we work directly with executives and their teams — the people who framed the problem stay on the work through implementation.
People
Our Leadership Team
Small, senior and directly involved. Every engagement is led by the people below.
Ahmed Nour
Change Management Lead
Works with client teams on adoption: who owns the decision, how the new information enters their operating rhythm, and what has to change for it to be acted on.
Loay Maher
Engagement Lead
Runs delivery across the engagement — scope, sequencing and the working relationship between SMPLCTY specialists and the client's business and data teams.
Zahir Corbaci
Senior Data & Business Analyst
Connects business questions to the underlying data — defining metrics, validating logic, and building the analysis that decision products are grounded in.
How we work
Four principles that shape every engagement
- Senior-ledThe people who scope the work do the work. No handoff to a junior delivery bench after the first meeting.
- Business firstWe start with the decision and the outcome at stake, then determine what data, measurement, analytics or AI is actually required — never the reverse.
- Strategy through implementationWe design and build in the same engagement. The strategy is informed by what can be delivered, and what we deliver is shaped by the outcome it exists to produce.
- Capability transferWe design for handover from the first week, so the decision capability keeps running inside your teams after we leave.
Selected organizations we’ve supported
Our evolution
Each step moved us closer to the decision
Our capabilities grew because engagements kept pulling us nearer to the moment a business decides something — not because a technology cycle changed.
01 · 2017–2020
Analytics
Integrating information and improving reporting so leaders could finally see what was happening across sales, marketing and operations.
02 · 2018–2022
Data systems
Building the foundations, pipelines and metric definitions that made that visibility trustworthy enough to act on.
03 · 2019–2023
Decision intelligence
Turning analysis into decision products: prioritization, resource allocation, portfolio optimization and executive decision support.
04 · 2023–Today
Applied AI
Predictive models, optimization, recommendation and LLM applications — applied where they measurably improve a specific decision.
“What happened?”
became
“What should we do next?”
SMPLCTY and Twelve25
Two focused businesses, one operating philosophy
SMPLCTY
Data, Analytics & AI for Better Decisions
Measurement, analytics, data engineering, AI, optimization and decision systems — designed around the business decisions they need to improve.
Twelve25
Strategy, People & Systems for Better Execution
Our sister company, which helps leadership teams translate strategy into organizational capability, operating rhythm and execution discipline.
Visit Twelve25Where is your business still making expensive decisions the hard way?
Bring us the business problem. We will help determine how data, analytics or AI can improve the outcome — and what it would take to make that improvement real.