Parallel Shifts Gear with Industry-Specific Platforms for Enhanced Customer Journeys

Editorial Team

Last updated 16-01-2026

3 min

Beyond Creation has rebranded as parallel, shifting focus to how customers really move through services.

The agency brings nearly two decades’ MENA experience across brands like Hyundai and World Food Programme.

Parallel launched platforms including AutoConnect and Property Central to prevent fragmented customer journeys.

Founders argue growth needs coordination, as journeys “slowly degrade” when teams drift apart.

The rebrand unifies work across sectors, aiming for organised, measurable experiences at scale.

A familiar name in the region’s digital and customer experience scene is turning a page. Beyond Creation, the independent technology and CX agency, has rebranded as parallel, signalling a sharper focus on how customers actually move through services, not just the tech sitting behind the scenes.

The company isn’t new to this game. It brings nearly two decades of work across the MENA region, with projects spanning multinational brands such as Hyundai Middle East and Africa, the UAE Padel Association and the World Food Programme. I’ve seen how often founders talk about “journeys” in abstract terms, so it’s spot on that parallel is pushing for something more concrete: organised, measurable and, well… less of a faff for customers and teams alike.

As part of the rebrand, parallel has rolled out three core platforms, each designed for a specific industry but built on the same experience standards. AutoConnect targets the automotive sector, Property Central is aimed at real estate, and a sports platform is in the works. The idea is simple enough: help organisations scale without letting the customer experience splinter into disconnected bits and pieces.

Mostafa Yasseen, co-founder of parallel, put it this way: growth today isn’t just about better technology. According to him, brands also need coordination and synchronicity, because customer experiences tend to fragment across teams and touchpoints over time. The rebrand, he said, is about helping companies orchestrate impact at scale while keeping control of the overall journey.

His co-founder, Ahmed Yasseen, echoed that view, noting that customer journeys rarely collapse overnight. Instead, they slowly degrade as systems and teams drift out of alignment. Parallel’s role, he explained, is to bridge those gaps and give organisations a predictable, transparent structure, even as complexity creeps in.

Under the hood, AutoConnect covers the full vehicle ownership lifecycle, from discovery and purchase through delivery and after-sales, replacing manual follow-ups with a single guided flow. Property Central does something similar for real estate buyers, tying together sales, contracts, payments and handover so customers aren’t left guessing. The upcoming sports platform brings memberships, rankings, tournaments and operations into one system for federations and clubs, rather than juggling multiple tools, which I reckon is long overdue.

That said, parallel isn’t limiting itself to these verticals. The company continues to work with organisations in sectors like FMCG and enterprise, applying the same CX and measurement principles across the board. Believe it or not, this kind of consistency is often what makes or breaks scaling companies, and it’s something we often talk about with founders in the Arageek community.

The rebrand brings all of this under one identity, without disrupting existing partnerships or ongoing projects. Whether the new name sticks in everyday conversations is another question, but the thinking behind it is clear. If customer journeys really do run in parallel with operations and platforms, aligning them early might save everyone a lot of trouble later, definately.

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