DUBAI, UAE — September 2026 — Indian-founded technology company ACTA is building a decision simulation platform that helps companies test high-stakes product, pricing, eligibility, onboarding, and customer-journey decisions before committing capital or changing the live customer experience.
Companies can measure where customers drop off after a decision has been launched. The harder question is determining which alternative decision would have produced a better outcome before spending the money to find out.
ACTA addresses this gap by converting approved business context—including product rules, customer research, operational constraints, pricing, policies, and journey data—into a structured decision environment. It then creates grounded synthetic customer populations and simulates how different customer segments may respond across a sequential journey.
For example, ACTA can test how borrowers, investors, applicants, or business customers respond to alternative prices, fees, eligibility requirements, documentation, risk messages, and onboarding flows.
The platform records the decisions made by each simulated customer profile and identifies where intent turns into hesitation, rejection, delay, or conversion. These predictions can then be compared with real-world outcomes after a controlled pilot.
ACTA is currently working with Husk on a mortgage use case. The pilot tests 28 differentiated borrower profiles against alternative rates, fees, documentation requirements, eligibility conditions, and trust messages. The journey covers inquiry, eligibility, documentation, and conversion.
The pilot is measuring completed applications, stage-level drop-off, funded mortgages, and contribution per mortgage. ACTA’s goal is not to claim perfect individual prediction. Instead, it provides a structured and measurable way to test behavioural hypotheses before a company changes its live journey. The verified percentage uplift and financial impact will be calculated by comparing the pilot predictions with Huspy’s actual baseline and real-world results.
“Companies have strong analytics showing what happened after a decision went live. The missing capability is being able to compare plausible decisions before they reach customers,” said Parshya Bora, Co-founder of ACTA. “ACTA is designed to make that comparison structured, measurable, and connected to a real-world validation plan.”
ACTA was founded by Parshya Bora and Neuman, IIT Guwahati graduates and former colleagues who first developed the concept as an internal company hackathon project.
Parshya is a two-time founder with a background in human-computer interaction and computer science. He previously built Curiosify, an AI-powered learning platform adopted by more than 150 institutions and scaled to approximately $43,000 in monthly recurring revenue. He also built CurioAI, an agentic developer platform that reached more than 60,000 users within three months used by developers across Rubrik, Nutanix and much more
Neuman leads product strategy, design, and customer problem definition. He previously worked at Scale AI, contributing to large-scale AI systems. Together, the founders combine experience across AI engineering, product development, enterprise discovery, and customer-facing technology.
ACTA is now opening conversations with fintech, proptech, payments, AI, and enterprise companies in the UAE. A pilot can begin with one high-stakes decision, one customer journey, and clearly defined success metrics.
Potential use cases include testing a new eligibility policy, comparing onboarding flows, evaluating pricing or fee changes, improving risk communication, or assessing a market expansion strategy before a full rollout.
About ACTA
ACTA is a decision simulation platform for companies making high-stakes business decisions. It converts approved business context into an ontology, knowledge graph, grounded synthetic population, and sequential decision environment. ACTA helps teams test behavioural hypotheses, compare interventions, and validate predictions against real-world outcomes before committing significant capital.
- Website: https://www.actasimulation.com
- Contact: Parshya Bora, Co-founder
- Phone: +91 92177 85074
- Email: parshya@actasimulation.com
Disclaimer: This press release has been prepared using information provided by the company and its authorized representatives. All facts, claims, achievements, and statements are the sole responsibility of the company and its representatives.