Most parents in the UAE want their child to grow up with Arabic. Most don't speak it themselves.
Shoofi gives parents and nursery practitioners three Emirati-Arabic phrases a day, with native audio, to use in real household and classroom moments. The child never touches a screen. The adult does. The product coaches the grown-up; the child learns from the person who loves them.
Below is what one day of Shoofi looks like.
It's morning. Your phone shows today's card: three short phrases for the breakfast table. Tap to hear each one. Then use them with your child as the morning unfolds. That's the whole ritual.
Shoofi launches in 2026 with a parent app for home rituals and a practitioner toolkit for nurseries. Both run on a shared content engine, Emirati Arabic at launch in the UAE with per-market dialect as the platform expands across the Gulf, validated by native linguists, with a measurement layer aligned to early-years language indicators.
We are based in the UAE and building from Abu Dhabi.
I'm Sinéad. I speak Irish at mastery level, but the school system alone wouldn't have got me there. Most Irish school-leavers exit with broken conversational Irish after fourteen years of curriculum, often resenting it. What made the difference for me was a parent who loved Irish, who pointed out the Irish hidden in English words, who shared the language in the rhythm of ordinary life: on walks, on drives, in passing, long before any of it sat formally in a classroom.
That parent-instilled relationship with a language is the variable that predicts whether a child pursues it for life. Five minutes a day doesn't make a child fluent in Arabic. But it makes a child grow up knowing Arabic matters in this family. Arabic is a child's way into the country they are growing up in.
The product doesn't ask the parent to learn Arabic. It gives them three phrases a day, with audio, to bring into a real moment with their child. That's the whole thing. Everything else follows from that.
If you're a parent, a nursery practitioner, an Arabic linguist, or someone working at the intersection of early years and language, we'd love to hear from you.