About us
We've been there.
sagulabs was founded by people who've launched and scaled software products in the real market — and learned firsthand what separates something users love from something that almost works.
Most consultancies advise from a distance. We come from the inside.
Between us, we bring over two decades of combined experience taking software products to market — defining strategy, designing architecture, obsessing over user experience, and shipping things that real people actually use. We've lived through the difference between a product that looks right on paper and one that earns a place in someone's daily workflow because it genuinely solves a problem they care about.
That experience is what we bring to every engagement. Not just the ability to recommend AI tools — but the product instinct that comes from building for real users, in real markets, where feedback is immediate and quality isn't optional.
sagulabs exists because we saw too many businesses get sold complexity when they needed clarity — and too many AI implementations fail not because of the technology, but because of the thinking behind it.
The founders
José Augusto Comiotto Rottini
Co-Founder · Product Strategy & AI Development
José Augusto has spent his career building things from scratch — and learning, the hard way, what that actually takes. As Co-Founder and CTO of Entrega Digital, he took a product from zero to a SaaS platform serving 600,000+ active users, making every architectural call, owning the roadmap, and embedding AI-powered features that became core to how users work every day.
But the experience that shaped him most wasn't the growth — it was the early decisions. The startup environments where every dollar had a job, every week of engineering time had to justify itself, and the fastest path to failure was building the wrong thing well. That context gave him something most technical leaders don't have: a sharp instinct for what not to build.
He knows where budgets get wasted. He knows which features sound important but aren't. He knows the difference between an MVP that teaches you something and one that just delays the real problem. At sagulabs, that instinct is part of every engagement — making sure you're spending time and money on what actually moves the needle, and nothing else.
Samirah Sessim
Co-Founder · Product Management & AI Engineering
Samirah brings the delivery discipline that turns good ideas into shipped products. Her career spans software engineering, Agile leadership, and senior IT project management at some of the most demanding organizations in the industry — including ADP, where she led large-scale product initiatives impacting 800,000+ clients and millions of users, and STIHL USA, where she was part of the team that brought the company's US ecommerce platform to market.
She's delivered complex, high-stakes products in environments where quality, scope, and deadlines are non-negotiable — and built the execution frameworks that keep cross-functional teams aligned and moving. At sagulabs, she owns delivery — making sure every engagement ships what it promised, built to the standard real users deserve.
Based in Norfolk, VA · 🇺🇸 USA
Product thinking first. Everything else follows.
We approach every engagement the way we approach building a product: start with the problem, not the solution.
Before we write a line of code or recommend a single tool, we want to understand what your team is actually trying to accomplish — what's working, what's slowing you down, and what a great outcome actually looks like for your business. That's not a formality. It's the most important part of the process.
From there, everything we design is built around that understanding. Clean architecture. Intuitive interfaces. Logic that holds up when real users interact with it under real conditions. We don't ship things we're not proud of — and we don't consider something done until it genuinely solves the problem it was designed for.
The advice that saves the most? “Don't do this.”
Startup environments are ruthless teachers. When every dollar has a job and every week of engineering time has to justify itself, you develop instincts that no framework gives you — what's a real problem versus a distraction, where scope creep quietly drains budgets, and which decisions that feel safe today become expensive mistakes in six months.
Most engagements fail not because of bad execution, but because someone built the wrong thing. We've been on that side of the table enough times to recognize the patterns early — and direct your investment toward what actually moves the needle.
We design for the problem, not the pitch
Every solution we propose is traceable back to a specific pain point in your operation. If we can't explain why something belongs in the product, it doesn't belong in the product.
Quality is non-negotiable
We've seen what happens when speed beats quality. Technical debt, frustrated users, products that get abandoned six months after launch. We build things that hold up — because that's the only way they actually deliver value.
Strategy before software
The best technology decision is sometimes not to build at all. We'll tell you when an existing tool solves your problem — because our goal is to make your business work better, not to maximize the scope of our engagement.
We know what not to do — and we'll tell you
Startup environments teach you fast. When resources are limited and every decision has a real cost, you develop instincts that no textbook gives you: what's a real problem versus a nice-to-have, where time and money disappear without return, and which shortcuts become expensive mistakes six months later. We bring that lens to every engagement — so you don't pay to learn lessons we've already learned.