Qatar-Based EMMA Systems Raises Funding To Power Global Expansion

EMMA Systems, a Qatar-based artificial intelligence (AI)-driven software as a service (SaaS) platform for the aviation industry, has secured an investment from the MENA-based early-stage venture capital firm Plus VC, alongside two leading angel investors. 

Founded in Doha in 2018 by tech entrepreneur Wisam Costandi and aviation veteran Mohammad Hourani, EMMA Systems integrates real-time operational data across airports, airlines, and aviation stakeholders to boost efficiency, predictability, and sustainability. Developed in partnership with aviation and technology experts, EMMA’s system learns from airports’ operational patterns to anticipate and respond to disruptions, enabling real-time visibility, smarter decision-making, and more sustainable operations. Today, the company, which is headquartered in Qatar, operates in Jordan, Finland, and the US.

Speaking with Inc. Arabia, Costandi, who also serves as the CEO of EMMA Systems, explained that the idea for the company stemmed from a pivotal early experience. “Our first project was a simple dashboard deployed at Hamad International Airport [in Doha]," he recalled. "To our surprise, what we considered basic (sharing clear, real-time information) was seen as transformative."

That moment, Costandi told us, revealed a critical gap in how the aviation industry handles coordination and data flow. “In aviation, even the simplest forms of transparency and collaboration are difficult to achieve," he explained. "We realized that if basic information sharing could create such impact, then building a true data-driven, connected ecosystem could completely redefine how airports operate." 

According to him, that insight became the foundation of EMMA Systems—a platform designed to “bridge silos, unlock visibility, and enable smarter, faster decisions across the entire airport environment.” Through its AI-powered platform, the company helps airports, airlines, and ground handlers enhance efficiency and predictability by optimizing resources, fostering collaboration among stakeholders, and driving operational transparency. 

To truly transform airport operations, however, the team had to rethink the very foundation of conventional systems, Costandi told us. “Traditional airport systems like airport operational databases (AODB) or resource management systems (RMS) were built to store and process data, not to connect people or enable collaboration,” he said. “They’re transactional by nature; built in silos, hard to integrate, and expensive to adapt. EMMA takes a completely different approach. We’re not building another monolith or another dashboard; we’re building a collaborative infrastructure grounded in open-source technologies."

Central to EMMA’s vision is its Total Airport Management (TAM) platform, a transformative solution designed to unify airport systems, enhance collaboration, and enable real-time, data-driven operations. “Our Total Airport Management platform is gamechanging because it’s based on a unified data model that connects every system and stakeholder in real time," he said. "Instead of having dozens of disconnected tools, airports can finally operate from a single version of truth. By focusing on openness, interoperability, and modularity, we’ve created a system that evolves with the airport… one that’s transparent, scalable, and built for the future of aviation." 

Costandi believes that it is this flexibility that sets EMMA apart from traditional technology providers in aviation. “The truth is, traditional vendors have created a cycle of dependence: every small change requires a costly variation order, and innovation moves at a glacial pace,” he explained. “EMMA breaks that cycle. Our platform is modular, open, and designed to evolve with the airport. We build trust not through words, but through delivery: showing that digital transformation can be fast, affordable, and collaborative.” 

Wisam Costandi, co-founder and CEO of EMMA Systems.

Yet EMMA’s journey has been anything but effortless, and Costandi admitted that the company’s early days were marked by uncertainty, with timing proving to be their first major test. “Launching EMMA right before the COVID-19 crisis wasn’t ideal timing for any aviation startup," he said. "The industry was at a standstill, and innovation wasn’t the priority. But coming out of that period, something fundamental changed. Airports and airlines began looking for cost-effective, innovative alternatives to the legacy systems they had long been locked into… solutions that offered flexibility, transparency, and fair value." 

As for what he believes it takes for an innovator like EMMA Systems to gain the trust of operators in such a traditional industry, Costandi emphasized that the real hurdle lies not in the technology, but in culture and mindsets. “Convincing stakeholders to rethink systems that ‘work’ but no longer serve their future takes time and proof,” he explained. “That’s why we focus on co-creation and measurable impact, working hand in hand with our clients so they see tangible results early on. Once they do, trust follows naturally.” 

The latest funding round, Costandi noted, serves as strong validation of EMMA’s model and growing global relevance. “This investment marks a pivotal stage for EMMA as we evolve from a regional leader to a truly global company," he said. "Having established a strong presence across Europe, the Middle East, and Africa, our next focus is expanding into the Americas and Asia, two regions that are actively embracing digital transformation and data-driven operations in aviation."

Costandi also shared that the fresh funding will serve as a catalyst for EMMA’s product innovation roadmap. “We’re deepening our work in AI-driven decision intelligence and computer vision technologies to strengthen our turnaround management and Total Airport Management platforms," he shared. "The aim is to help airports move from reactive to predictive operations, where every decision is informed by real-time, unified data.” 

For Costandi, securing the backing of Plus VC goes deeper than capital, offering strategic guidance and global reach to match EMMA’s ambitions. “Beyond funding, Plus VC brings invaluable strategic alignment," he pointed out. "Their global network, mentorship, and investor connections will help us forge the right partnerships to scale EMMA responsibly and position it as a catalyst for the next generation of airport operations worldwide." 

As for founders building in highly regulated or complex industries such as aviation, Costandi knows the road is rarely easy. “If it were easy, everyone would do it," he noted. "When you build in an industry with high barriers to entry like aviation, you’ll hear plenty of people tell you you’re crazy. We went up against legacy players that had dominated the market for decades, and then COVID-19 hit right in the middle of it all. But looking back, that challenge turned out to be our greatest advantage. It forced us to stay lean, innovate quickly, and focus on real customer value. Coming out of COVID-19, the industry was finally ready for change. Airports and airlines wanted agile, transparent, and cost-effective partners, and that’s where startups like EMMA can truly make a difference." 

Costandi’s message to other founders is thus clear and grounded in resilience. “Nobody will support you at first," he said. "The more people tell you it won’t work, the more reason you have to keep going. Because if everyone agrees with your idea, it’s probably not ambitious enough."

Pictured in the lead image is EMMA Systems' Team. Courtesy of EMMA Systems.