AI and software development in Amman, Jordan
We build the software your business runs on.
Custom software, websites, mobile apps, AI agents, automation, and SEO that gets you found on Google and named by AI, from one studio. In Arabic and English, to one standard: we would use it ourselves.
One studio for the whole product.
Six ways we help businesses in Jordan get found, work faster and sell more. Each one designed, built and maintained in Amman.
All servicesCustom software
Tomorrow's already being sorted.
Websites & web apps
Someone's still looking for you.
Mobile apps
It's already in their pocket.
AI agents & chatbots
A question at 3am. Answered before they put the phone down.
Business automation
The invoice went out. Nobody typed it.
SEO, GEO & AI visibility
Before coffee, they've found you.
Most software is built to be delivered. Ours is built to be used.
start23 is a software and AI studio in Amman, Jordan. We started with AI, and it runs through everything we make. One studio designs, builds and runs the whole product: the interface, the systems behind it and the AI inside it. We sweat the details nobody asks for, and we don't ship until we'd be proud to use it ourselves.
More about the studioWhat we crossed out.
Why work with start23: the direct line of a freelancer, with the accountability of a registered business.
Account managersYou talk to the person who builds it.
Hourly metersThe price is written before the work starts.
Arabic as an afterthoughtArabic is drawn in from the first line.
A site nobody findsBuilt to be found.
Technology that locks you inTools your next developer will thank us for.
Disappearing after launchWe're still here after launch.
How a project works
No surprises. You know the price, the scope and the progress at every step.
See how pricing worksFree discovery call
One 45-minute call to map what you need. You leave with a clear scope, even if you don't go ahead.
Fixed quote
A fixed price and a written scope before any work starts. No hourly meter.
Build in the open
Short cycles with working progress every week. You watch it take shape, never a black box.
Launch and care
We launch, hand over and keep it running. Optional monthly maintenance, cancel any time.
Ask this site a question.
It searches every answer on this site, right here in your browser, and shows you where it found it. If the answer isn't here, it says so.
This is the part of an AI system that finds the right document. We build it over your own files, with a language model on top to write the reply.
Questions, answered
FAQs
What does start23 do?
start23 is a software and AI studio in Amman, Jordan. We design, build and maintain custom software, websites, web apps, mobile apps, AI chatbots and business automation. We also do SEO and GEO (AI visibility), so businesses are found on Google and named in AI answers like ChatGPT. All of it in Arabic and English.
How do I choose a software company in Jordan?
Look for five things: a registered business you can hold accountable, a fixed quote with a written scope, real Arabic and English capability, direct access to whoever builds your product, and a plan for maintenance after launch. start23 offers all five.
Should I hire a freelancer or a software company?
With start23 you get both. You work directly with the engineer building your product, as you would with a freelancer, backed by a registered Jordanian business with written scopes and fixed quotes.
How much does a project cost?
Every project gets a fixed quote after a free 45-minute discovery call. The price depends on scope: pages or screens, features, integrations, languages, and any AI or automation. You see the full price and a written scope before any work starts.
How long does a project take?
It depends on scope. We plan about three weeks for a focused project such as an AI agent, and longer for larger systems. Your quote includes a timeline, and you see working progress every week.
Do you build AI chatbots that understand Jordanian Arabic?
Yes. We build AI agents for WhatsApp, Instagram, Messenger, Telegram and websites that understand Jordanian Arabic, other dialects and English, follow your business rules, and hand conversations to your team when needed.
What kinds of AI does start23 build?
Chat agents built on large language models (LLMs), voice agents that use speech to text and text to speech, retrieval (RAG) systems that answer from your own documents and data, and AI features inside the software, websites and apps we build. All of it in Arabic and English.
Can you automate parts of my business?
Yes. We connect the tools you already use, such as WhatsApp, Google Sheets, email, accounting and CRM systems, so orders, invoices, reminders, reports and follow-ups run on their own.
Do you work with clients outside Amman?
Yes. We are based in Amman, Jordan, and work with businesses across the country and with clients abroad. Meetings happen online, or in person in Amman.
Do you support the product after launch?
Yes. Optional monthly maintenance covers updates, monitoring, fixes and small additions. It is priced with your build quote, and you can cancel any time.
Is start23 a registered company?
start23 is a registered sole establishment in Amman, Jordan, for the design and development of software and systems, and we're working on turning it into a company. We'd rather tell you that plainly. Full registration details are shared with every quote.
Your turn. What are we building?
Tell us what slows your business down. After one free call, you'll know what's worth building and what it costs.
We reply within one working day, Sunday to Thursday.