When Your Company’s Systems Stop Talking to Each Other | Hamza Abu Sitta | Founder of Reachware | Sadu Podcast
Welcome to the Sadu Podcast.
In the very first episode of Sadu Podcast, we host Hamza Abu Sitta, Co-founder and CEO of Reachware, and together we dive into the digital backstage that most business owners never see… yet it controls every number in their reports, sales, and inventory.
Imagine running a company with: an online store, a POS system, an accounting system, and several scattered tools… and at the end of the year, it takes you weeks just to produce one accurate performance number.
This is exactly the problem Reachware was built to solve: connecting systems, automating workflows, and extracting precise information—fast, and without relying on Excel or manual work.
In this episode, we explore:
How the idea of Reachware was born from real digital transformation experience in F&B, hospitality, and e-commerce
Why “manual integrations” and “traditional stitching” between systems fail—and how that differs from a true iPaaS integration platform built for the local market
Real examples: from ticketing and instant membership activation to restaurant losses caused by end-of-day manual closures
How AI reshaped integrations, why they built Ray as an automation advisor, and how MCP Server connects AI agents with local systems
The founding team story, and the importance of co-founder chemistry, trust, and shared responsibility
Their fundraising journey, how they handled investor “no’s,” and how rejection translated into a better model and sharper narrative
Hamza’s vision for Reachware as a Saudi-born system with global capability, powering digital transformation in the Kingdom and beyond
If you’re a business owner, an operations leader, or simply interested in digital transformation and system integrations, this episode will change how you look at your company’s data—and how your systems should actually talk to each other.
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