Better App
Better App is a Dubai-headquartered, remote-first product company building mobile and SaaS applications for consumers and SMEs, including AI-powered QR scanning, a WhatsApp companion app, Cloudflare management, and Atlassian Jira/Confluence productivity tools, distributed globally via app stores.
- Company typePrivate
- Founded2021
- HeadquartersDubai, United Arab Emirates
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Better App does
Better App Information Technology LLC is a Dubai-headquartered, remote-first product company that builds and operates a portfolio of five mobile and SaaS applications targeting both consumers and small-to-medium enterprises (SMEs). The portfolio divides into consumer mobile apps — Grabz (an AI-powered QR and barcode scanner using computer vision, with batch scanning and cloud sync) and Directly (a WhatsApp companion app offering instant chat and a WhatsApp group directory) — and SME-facing SaaS tools — Flare Control (an AI Cloudflare configuration manager that automates DNS and security setup), Jiboard (an advanced Atlassian Jira manager), and Docsman (an advanced Confluence documentation tool). Products are distributed globally through the Apple App Store, Google Play Store, and self-serve web platforms, with deeper go-to-market integration into the Atlassian ecosystem via a Jira Service Management support portal.
The company monetizes primarily through recurring mobile app subscriptions and SaaS subscription tiers, supplemented by one-time in-app purchases for premium features. Subscription billing is managed through Apple App Store and Google Play Store, with refund terms specifying that monthly subscriptions are generally non-refundable, annual subscriptions are eligible for pro-rata refunds within 14 days, and one-time purchases may be refunded within 7 days for technical failures. The go-to-market motion is product-led growth: self-serve distribution, no named enterprise sales motion, content marketing through the company blog and email newsletter, and customer acquisition driven by app store discovery and product UX. Customer segments are horizontal — everyday consumers seeking simpler digital tools, SMEs needing lightweight enterprise-grade productivity, and power users/creators requiring flexible integrations.
Operationally, Better App is bootstrapped with no disclosed external funding, no parent company, and no disclosed M&A or leadership changes since its 2021 founding. Founder Alex Sporyk leads a globally distributed team of approximately 20 people across San Francisco, Sydney, Birmingham, Manchester, and Beijing. The company reports an 8%+ average growth rate, 50%+ average retention, 99.7% customer satisfaction, 500+ product testers, and a 4x increase in new visitors, indicating an early-stage operating business with traction but no disclosed revenue, ARR, or unit economics.
Better App firmographics
Firmographics- Name
- Better App
- Legal name
- Better App Information Technology LLC
- Website
- https://betterapp.company
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Better App is a Dubai-headquartered, remote-first product company building mobile and SaaS applications for consumers and SMEs, including AI-powered QR scanning, a WhatsApp companion app, Cloudflare management, and Atlassian Jira/Confluence productivity tools, distributed globally via app stores.
- Ownership category
- akta.pro rank
Better App industry classification
Industry- Product category
- Productivity Software
- NAICS
- Software Publishers (5132), Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Mobile App Stores & Marketplaces (BPAMADAA)
- akta.pro secondary industries
- Developer Distribution & App Release Platforms (BPAMADAF), App Analytics, Attribution & Deep Linking Platforms (BPAMADAH)
Keywords
Where Better App is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
Better App business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Mobile App Subscriptions: Subscription-based revenue from mobile applications distributed through Apple App Store and Google Play Store. Subscriptions auto-renew unless cancelled and are managed through respective app stores.
- SaaS Platform Subscriptions: Software-as-a-service platforms for business operations, automation, data analytics, and productivity with subscription tiers.
- In-App Purchases: One-time purchases and in-app transactions for premium features within mobile applications.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Mobile app subscriptions with App Store billing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Better App product offering
Product offeringCore offering
Better App is a product-driven technology company that develops and sells a portfolio of mobile applications and SaaS platforms for both consumers and small-to-medium enterprises (SMEs). Its product suite includes Grabz (AI QR & Barcode Scanner), Directly (WhatsApp Companion App), Flare Control (AI Cloudflare Manager), Jiboard (Advanced Jira Manager), and Docsman (Advanced Confluence). Products are monetized through mobile app subscriptions and SaaS subscriptions distributed via app stores and web platforms.
Product overview
Better App Information Technology LLC is a product-driven technology company that operates a portfolio of five distinct applications spanning both consumer and business (SME) segments. The product portfolio consists of: (1) Grabz – an AI-powered QR and barcode scanner for mobile; (2) Directly – a WhatsApp companion app for contact and chat management; (3) Flare Control – an AI-driven Cloudflare management SaaS for DevOps/business users; (4) Jiboard – an advanced Atlassian Jira manager for development teams; and (5) Docsman – an advanced Confluence tool for documentation workflows. The company positions itself as re-imagining familiar tools to make them smarter, faster, and more intuitive, delivering consumer apps alongside lightweight yet powerful SME solutions. Products are distributed via app stores (iOS/Android) and web platforms, with subscription billing managed through Apple App Store and Google Play Store.
Differentiator
Problem solved
Functional benefit
Brands
- Grabz: AI QR & Barcode Scanner - Mobile app for scanning QR codes and barcodes
- Directly
- Flare Control
- Jiboard
- Docsman
Quantifiable outcome
- 8%+ average growth rate
- +4 more outcomes
Companies that use Better App
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Better App technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature5 records
Better App partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights5 records
Better App competitors and assessment
Company assessmentDirect peers
- Tempo: Tempo is a leading vendor of time-tracking, resource planning, and PPM apps built on the Atlassian platform. It directly competes with Better App's Jiboard product in the Jira management and team collaboration category.
- ScriptRunner: ScriptRunner provides automation and administration tools for Jira and Confluence administrators. It is a direct peer for Better App's Jiboard and Docsman products within the Atlassian ecosystem.
- BigPicture: BigPicture by SoftwarePlant is a portfolio, resource, and project management app for Jira. It directly competes with Jiboard for Jira-based project management and team collaboration budgets.
- Refined for Confluence: Refined builds Confluence and Jira add-ons for theme customization, navigation, and team workflows. It directly competes with Better App's Docsman in the Atlassian Confluence tooling market.
- Comala Document Management: Comala Document Management by Comala Technology is a long-established Confluence add-on for document review and approval workflows. It directly overlaps with Better App's Docsman product.
Broad incumbents
- Kofax: Kofax is a large incumbent in document capture, OCR, and barcode scanning for enterprise workflows. It is comparable to Better App's Grabz product as a broader, enterprise-focused document capture platform.
- Scandit: Scandit provides enterprise-grade mobile computer vision and barcode scanning solutions. It operates in the same product category as Better App's Grabz but at a larger, enterprise-focused scale.
Emerging players
- Tiny: Tiny acquires and operates a portfolio of small, profitable SaaS businesses — a model structurally similar to Better App's multi-product indie studio approach. Comparison is relevant for portfolio operating strategy rather than direct product overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Better App social profiles
Digital presenceBetter App financial estimates
Financial estimateRevenue estimate
Valuation estimate
Better App leadership team
Management profileNumber of profiles
Profiles1 record
Better App funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Better App M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Better App
What does Better App do?
Better App is a product-driven technology company that develops and sells a portfolio of mobile applications and SaaS platforms for both consumers and small-to-medium enterprises (SMEs). Its product suite includes Grabz (AI QR & Barcode Scanner), Directly (WhatsApp Companion App), Flare Control (AI Cloudflare Manager), Jiboard (Advanced Jira Manager), and Docsman (Advanced Confluence). Products are monetized through mobile app subscriptions and SaaS subscriptions distributed via app stores and web platforms.
Is Better App a public or private company?
Better App is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Better App founded?
Better App was founded in 2021. It employs 1 to 10 people.
Where is Better App based?
Better App is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Better App make money?
Three revenue lines are on record. Mobile App Subscriptions are the primary driver. The others are saaS Platform Subscriptions and in-App Purchases.
Who are Better App's main competitors?
Direct peers on record are Tempo, ScriptRunner, BigPicture, Refined for Confluence and Comala Document Management. Broad incumbents are Kofax and Scandit. Tiny is listed as an emerging player.
Does Better App have an API?
No public API is recorded for Better App.
What industry is Better App in?
Better App's product category is Productivity Software. Its primary akta.pro industry code is BPAMADAA, Mobile App Stores & Marketplaces, with a secondary code of BPAMADAF, Developer Distribution & App Release Platforms. Its NAICS code is 5132 and its SIC code is 7372.