We didn't set out to be a technology company. We started as business operators who got fed up with bad software—wrestling with complex data and systems that seemed designed to make everything harder instead of easier. When we couldn't find the solutions we needed, we learned to build them ourselves.
Fast forward to today, and Propela is a 40-person team of savvy coders, technologists, and business ops specialists who turn operational headaches into growth engines. We're doing more than building software. We're transforming the way companies operate, scale, and compete.
A partnership 3 decades in the making
Some business relationships are forged in boardrooms. Some begin in the sandbox and evolve to solve million-dollar business problems. Haya and Steven's is the latter.
Steven and Haya have known each other since age three—their fathers were business partners. Decades later, their friendship evolved into a company built to bridge the persistent gap between business operations and technology.
When Steven ran his healthcare operations company, he followed the typical path: hired developers and hoped for the best. Eighteen months and zero functional solutions later, he realized the problem wasn't the code—it was the translation. Meanwhile, Haya was mastering business transformation at a private equity firm, witnessing firsthand how companies struggle when technology doesn't align with business needs.
Their complementary expertise—Steven's operational knowledge and Haya's strategic vision—created the perfect solution to a universal problem.
Propela now serves as the crucial interpreter between business objectives and technical execution. Steven brings healthcare operations fluency combined with technical capability; Haya translates high-level strategy into measurable outcomes. Together, they've built a team of over 40 specialists who understand both business and technology—eliminating the costly translation process that plagues traditional implementations.
We operate on a revolutionary principle that shouldn't be revolutionary at all: understand the business problem first, then build technology that actually solves it.
No jargon. No blank stares. No explaining HIPAA compliance to developers who think it's a dancing hippo. Just real solutions built by people who've walked in your shoes and know exactly where they pinch.
Thirty years of friendship has taught us two things: business is complicated enough without technology making it harder, and the best solutions come from truly understanding the problems you're trying to solve. (Plus, it helps if you've known your business partner long enough to have embarrassing childhood photos as leverage.)
For you, this means finally breaking free from the technology struggle that's been holding your business back— and transforming your daily operational headaches into the very advantage that propels your business forward.
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