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People. Technology. AI.

From strategy to system.

We help organizations across the Middle East rethink HR, get real value from Workday, and turn AI into business impact.

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StrategyHR Transformation SystemWorkday Consulting IntelligenceAI Transformation
Founded in AmsterdamYears inside Workday implementations
Based in DubaiWorking across the Gulf and Europe
One system specialismWorkday, and nothing else
Boutique by choiceThe people you meet do the work

Working with organizations in the Gulf and Europe.

Placeholders: monochrome client logos to be added with each client's permission.

What we do

Three services. One line of sight.

Strategy before systems. Systems people actually use. And AI that earns its place, so nothing gets lost in between.

Strategy

HR Transformation

Rethink how your people, processes and technology work together. We start from your strategy, not a vendor's roadmap.

  • HR technology strategy
  • HR system selection
  • Implementation guidance and change
Explore HR Transformation

System

Workday Consulting

Workday is our only system specialism. We guide your implementation and keep the platform healthy after go-live.

  • Client-side implementation guidance
  • Application maintenance
  • Product development on the platform
Explore Workday Consulting

Intelligence

AI Transformation

Move beyond experiments. We define a credible AI ambition, assess readiness, and build a roadmap your teams adopt.

  • AI ambition definition
  • AI readiness assessment
  • AI roadmap, governance and adoption
Explore AI Transformation

Client cases

Outcomes first.

How we create value, in the client's terms: the problem they had, what we did, and what changed.

All client cases
Insurer · AI Transformation · 2026

Two AI pilots stalled. The third, everyone uses.

How a claims department of 60 handlers came to rely on an AI assistant that first spent three weeks only watching.

Read the case
4 minFirst assessment of a claim fileDown from 11 minutes
85%Of handlers use the assistant every daySix weeks after go-live, with no obligation to use it
0Findings in the AI Act reviewThe model never saw customer data

More cases

Illustrative example Regional group · Workday Consulting

A first Workday implementation, owned in-house from day one

Client-side guidance through design, testing and cut-over, and a core team trained to take decisions, not just approve them.

Read the case Illustrative example Multi-country organization · HR Transformation

An HR strategy before the system decision

Operating model first, then requirements, then one platform decision the board could defend.

Read the case Illustrative example HR function · AI Transformation

From scattered AI pilots to an AI roadmap for HR

A dozen experiments with no owner became a funded set of use cases. The rest were stopped on purpose.

Read the case
“They made us capable, not dependent. In this industry, that is rare.”
Chief Human Resources Officer. Illustrative quote, replaced by an approved client quote at launch.

How we work

Three habits. Every engagement.

They are why clients call us back, and why they need us a little less each time.

Strategy before system.

A system is only as good as the decisions behind it. We help you make those first, before any vendor demo starts.

Depth over breadth.

One platform, Workday, done properly. It keeps us sharp and our advice honest: there is no second product to sell.

Capable, not dependent.

We measure success by how little you need us after go-live, and we plan the handover to your team from week one.

Insights

What we're learning, in writing.

Whitepapers, research and perspectives on HR transformation, Workday and AI in the region.

Sample titles. Published work replaces these at launch.

Whitepaper · 14 min read Owning Workday after go-live A playbook for first-time customers: which decisions to keep in-house, which to outsource, and what the first twelve months after cut-over should look like. Request the whitepaper
Article · 6 min readBefore the roadmap: how to define an AI ambition for HR Perspective · 4 min readWhat HR leaders in the Gulf are asking about this year Article · 7 min readStrategy before system: five questions to settle before any vendor demo

About Aim-Up

A boutique, by choice.

Aim-Up was founded in Amsterdam by Abdel Serghini after years inside Workday implementations, watching the same thing happen: organizations went live without the knowledge to own what they had bought.

We built a firm to change that. Today we work from Dubai, combining European implementation depth with a personal connection to the region, and a team small enough that the people you meet are the people who do the work.

As clients asked for more than system expertise, we added HR transformation specialists who shape the strategy that comes before the system, and who manage the people side of the change that comes with it.

Contact

Let's move forward.

Meaningful transformation starts with a conversation. No pitch, no deck, just a first exchange about where you are.

info@aimup.ae +974 5030 8208 Meydan Road, Dubai
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