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Iterna

Built by two people who’ve spent years designing, building and running digital products.

Iterna is a small software studio in Malaysia, working with founders and businesses around the world.

Tell us what you’re building

Based in Malaysia. Built for anywhere.

  • Malaysia
  • Singapore
  • Australia
  • United States
  • United Kingdom

How the studio is set up

Small by design.

You work directly with the people designing and building your product.

Senior builders
2
Account-manager layers
0
Founder-to-builder collaboration
Direct
Remote projects
Global
  • Ally, co-founder of Iterna

    Ally

    Co-founder · Product design & build

    Designs and builds digital products end to end, with 10 years across B2B, B2C and SaaS. Brings both product expertise and hands-on experience building and operating real businesses.

  • Omar, co-founder of Iterna

    Omar

    Co-founder · Product design & systems

    10+ years shaping complex digital products, with depth in UX, information architecture and design systems. Turns research and product requirements into clear, scalable user experiences.

What we build

Small team. Not small experience.

Brands we’ve worked with throughout our careers

  • Mindvalley
  • Affinitiv
  • ROMTech
  • L’Occitane
  • Neal’s Yard Remedies
  • BigPay
  • Touch N Go
  • WWF
  • The Laughing Cow

  • Product & UX

    Flows and screens shaped around the people who use them every day.

  • Software & systems

    The rules, records and data a business actually runs on.

  • Ecommerce

    Shops, referral programmes and the orders behind them.

  • SaaS

    Products built to serve many businesses from one system.

  • Automation & AI

    Repeated work taken off people’s hands, where that actually helps.

  • Web applications

    Tools for teams, customers and admins — on the desk and on the phone.

Operiq

We don’t only build software. We run businesses on it.

It started with our own operations, spread across too many places:

  • Bookings in one place
  • Staff schedules in another
  • Attendance
  • Payroll
  • Customer feedback
  • Operational reporting

That became Operiq.

See how Operiq was built
The Operiq dashboard for a spa: today’s customers, feedback, SOP deviations and sales, staff attendance, AI insights and a daily checks summary.

How we work

Four things every project gets.

  1. 1. Understand the business first.

    We start with how work actually moves today — workarounds included.

  2. 2. Design the system, not just the screen.

    Rules, roles, data and edge cases are designed alongside the interface.

  3. 3. Choose technology around the problem.

    No default stack. Sometimes custom is right; sometimes simpler is better.

  4. 4. Build something people can actually operate.

    Finished means your team can run it on an ordinary Tuesday, not only in a demo.

How a project runs, step by step

Working with us

Less agency. More working session.

Our org chart

Our org chart isn’t particularly impressive. That’s intentional.

  • Direct communication

    You talk directly to the people designing and building your product.

  • Fewer handoffs

    Context doesn’t disappear between departments.

  • Senior attention

    Your project isn’t delegated down after the contract is signed.

  • Flexible collaboration

    We can work alongside your team or take ownership from concept to launch.

Remote by default

From Malaysia to wherever you’re building.

Remote collaboration is how we naturally work — not something we accommodate.

Working hours, one line

  • New YorkUTC−5
  • LondonUTC
  • MalaysiaUTC+8
  • SingaporeUTC+8
  • SydneyUTC+10

Problems we’ve solved

Less about tech stack. More about what’s making your Monday harder.

  • Booking systems
  • Staff rosters
  • Commission calculation
  • Customer portals
  • Statutory payroll
  • Multi-branch operations
  • SaaS dashboards
  • Attendance
  • Ecommerce
  • Referral programmes
  • Business automation
  • Internal tools
  • Customer feedback
  • Dispatch & scheduling
  • Operational dashboards
  • Payments
  • AI insights
  • Reporting

Fair warning

Probably not the right studio if…

  • “You only need someone to execute a finished specification.”

    We tend to question assumptions and suggest alternatives.

  • “Cheapest wins.”

    We’re not positioned as outsourced production capacity.

  • “You want technology for technology’s sake.”

    Sometimes custom software is right. Sometimes the simplest solution is better.

Tell us the messy version.

You don’t need a technical specification, feature list or perfectly prepared brief. Tell us what’s happening in the business, what you’ve tried, and what isn’t working. We’ll figure out the software part with you.

Tell us your problem