Why BackReply Exists
A story of frustration, determination, and building something better
The Frustration
We've run support operations for multiple SaaS companies. Every single one used Intercom and Slack. Every single one struggled.
The symptoms were always the same:
- Context switching killed response times
- Duplicate replies from confused teammates
- Dropped conversations during handoffs
- No visibility into who was handling what
- Hours of manual coordination every week
We tried everything:
- Zapier and Make automation workflows
- Custom webhook integrations
- Shared inbox tools
- Manual coordination in spreadsheets
Nothing worked properly.
The Search
We spent months looking for a solution. Every tool promised the world but delivered frustration.
The Solution
We decided to build it ourselves. Ex-Intercom employees with 7+ years of API integration experience.
Our approach:
- Study integration failures systematically
- Interview 50+ support and ops teams
- Design from first principles
- Prioritize reliability over feature count
- Build for operators, not just engineers
Result
An integration that actually works.
Our Values
Clarity over complexity
We build simple solutions for complex workflows
Controlled collaboration
Enable teamwork without chaos or collisions
Respect the system of record
Intercom stays the source of truth, always
Admin-grade trust
Security and auditability built in from day one
The Team
Tarek Khalil
Product Engineering
🇮🇪 Wexford, Ireland
Ex-Intercom. Loves resilient systems, hills, and Irish sun.
Mohamed Elbadwihi
Strategy & Operations
🇨🇦 Alberta, Canada
Digital enterprise strategy + software; reader and sky-gazer.
Mohamed Ashraf
Sales
🇪🇬 Cairo, Egypt
B2B sales expert driving growth and pipeline optimization; reader, drummer, tennis player.
Alexandra Golubeva
Support & Success
🇵🇹 Lisbon, Portugal
Helps teams get full value; music, yoga, cycling.
Amr Nashaat
Support & Success
🇪🇬 Cairo, Egypt
Ensures smooth operations; gym enthusiast and crypto investor.
Youssef Amir
Product Engineering
🇪🇬 Cairo, Egypt
Elegant solutions to hard problems; also theatre director.
Yousef Negmeldin
Product Engineering
🇪🇬 Cairo, Egypt
GUC graduate, grew up in Saudi; solving problems with fresh perspective.
Sarah
Marketing
🇪🇬 Cairo, Egypt
Digital marketer specializing in strategy, SEO & campaigns; adventurer and music lover.
Hania
Marketing
🇪🇬 Alexandria, Egypt
Literature expert and content writer; loves exploring new places.