Singular passion—bringing intelligence and productivity in to embedded systems.
The Spark
The core focus pulled Saad from early prototypes with friends into real systems work and, eventually, a first startup in machine-to-machine devices.
The Grind
He shipped in home automation. He scaled in autonomous mobility. Starting as an embedded engineer and moving into systems, he learned the trade-offs that matter: build vs. buy, speed vs. safety, today vs. perfect.
German Engineering Ethos
After a Master’s in Germany, the culture of rigor, punctuality, and ownership became part of our wiring. We pair that with a bias for action learned from fast-moving startup teams.
The Insight
Working with vendors, one pattern kept wasting time and money: clients bending to agency process. Saad founded Better Devices to flip the model. We adapt to the product, not the other way around.
We realized the problem wasn’t a lack of technical skill. It was a lack of empathy and ownership. The industry needed a new kind of engineering partner—one that didn’t just tick boxes in forms, but deeply understood and shared the client’s vision.
We began lean. No office. No safety net. Temp contracts and a dinner table stacked with 50 devices to test. Soldering at night. Calls at 1:00 a.m. Flights to fix a single failing device because one user’s pain can become everyone’s pain.
A client's product, which processed a high-bandwidth video signal, was failing with test users in the field. The signal quality was poor, and the variations in the field were too complex to replicate in the lab. The obvious path was to make repeated, costly site visits to test potential hardware fixes, one by one.
We recognized that this approach was not a viable long-term strategy for our client. Instead of just treating the symptom, we created a cure. On our trips, we used specialized equipment to capture and record the problematic signals directly from the field. We then built custom software tooling to replay these exact real-world scenarios in our lab.
This act of product empathy completely changed the development process.
