Tenet Startup Story: How Tenet Became a Global UI/UX Agency

Tenet is a UI/UX design and digital growth agency based in Dubai. It helps businesses build better websites, apps, and online experiences.

What started as a solo effort by its founder, Shantanu Pandey, has now become a trusted partner for over 300 companies around the world. 

This is the story of how Tenet began, what challenges it faced, and how it grew step by step into a global business.

Meet Tenet: What the Company Does

Tenet helps businesses grow online. It designs easy-to-use websites, builds apps, and runs marketing campaigns. Tenet works with startups and big companies that want to improve their digital presence and get real results.

The Start: How Tenet Was Born

Shantanu Pandey started Tenet after working as a freelancer for brands in North America and Europe. He saw how most agencies gave their best work only to the highest-paying clients. This didn’t feel right to him. So he decided to start his own agency where every client gets top-quality work.

The Problem: Why Tenet Was Needed

Many agencies use a layered team system. Senior experts train mid-level staff, who then train juniors. As a result, only a few clients get great service. Shantanu wanted to change this. He wanted to give every client expert-level work, no matter their size or budget.

First Steps: Building Tenet from Scratch

With just $650 in savings, Shantanu registered his business and created a basic website. He spent weeks perfecting the site content. He then started applying to agency platforms, bidding on projects. For the first 87 days, he had no clients. 

On the 88th day, a small project came from a U.S. client. That job paid only $200, but it was the start of Tenet’s journey.

The Breakthrough

That first client liked the work and gave Tenet four more projects. Then came referrals. Slowly, the client base grew. Tenet didn’t need ads in the beginning—word-of-mouth brought in new business. Each project built trust and helped the team grow.

Services offered by Tenet

Tenet earns by offering a wide range of digital services across four main categories: Research, Design, Build, and Growth. Each category addresses a specific part of a business’s digital journey.

Research Services: These services help clients understand their market, users, and competitors. Tenet conducts deep research to uncover insights that guide business strategy and product development.

• Brand Research – Understand how customers view your brand.
• Brand Strategy – Build a strong brand identity with clear goals.
• Design Audit – Review existing designs to spot problems and opportunities.
• UX Research – Learn what users need and how they behave.
• Conversion Optimization Audit – Analyze websites and apps to improve results.
• Competitive Benchmarking – Compare your digital presence against competitors.

Design Services: This category covers all visual and experience-based design work. Tenet creates designs that are both attractive and user-friendly.

• Product Design – Plan and design digital products users love.
• UI/UX Design in Dubai – Build interfaces that are easy to use and visually pleasing.
• Brand Design – Create a visual identity that matches the brand’s voice.
• Rebranding – Refresh a company’s look and feel.
• Brand Style Guides – Set rules for how your brand should look across platforms.
• Marketing Collateral – Design brochures, banners, and other materials.
• Product Packaging Design – Make product packages appealing and clear.
• Logo Design – Craft logos that are memorable and meaningful.
• Dashboard Design – Design dashboards that simplify data viewing and decision-making.

Build Services: Tenet turns ideas into working websites, apps, and software platforms. This category is about development and execution.

• Website Development – Build responsive websites from scratch.
• Android App Development – Create apps for Android devices.
• iOS App Development – Develop iOS apps for Apple users.
• SaaS Development – Build software-as-a-service platforms.
• Custom CMS Development – Create content systems tailored to the business.
• Cross Platform App Development – Build apps that work on both Android and iOS.
• eCommerce Development – Build online stores with great user experiences.

Growth Services: These services help businesses grow their visibility, leads, and sales. Tenet provides complete digital marketing support.

• Search Engine Optimization (SEO) – Improve rankings on Google.
• Conversion Rate Optimization – Turn more visitors into customers.
• Growth Marketing – Use data and testing to drive consistent growth.
• PPC Management – Run paid ads to get quick visibility.
• Email Marketing – Create campaigns that engage and convert.
• Content Marketing – Write helpful content that builds trust and attracts users.
• B2B Marketing – Reach and convert other businesses through targeted efforts.

Clients can hire Tenet for one-time projects or ongoing support. They work with both small startups and large enterprises, offering flexible plans based on each client’s needs.

Funding and Growth

Tenet has never raised money from investors. It has always been bootstrapped. Shantanu reinvested profits into the business. He hired smart people, upgraded tools, and expanded the company step by step.

Achievements So Far

Tenet’s journey from a solo freelancer venture to a global agency is filled with strong milestones and steady progress. Here’s a closer look at what the company has accomplished:

• $55,000 Average Monthly Revenue – Tenet brings in over $55,000 per month through a mix of long-term client retainers and project-based work. This consistent income reflects the company’s solid reputation and growing demand.
• 450+ Projects Completed – The team has delivered over 450 successful projects, ranging from mobile apps and websites to brand redesigns and digital marketing campaigns.
• 300+ Clients Served – Tenet has worked with more than 300 businesses, including startups, small businesses, and large enterprises from across the globe.
• 20 Million+ Users Impacted – The digital solutions created by Tenet are used by over 20 million people worldwide. This includes educational apps, healthcare platforms, and retail websites.
• Team Size: 40+ People – The company has grown to a strong team of over 40 professionals, including designers, developers, strategists, marketers, and support staff across different time zones.
• 98% Client Satisfaction – Verified reviews and feedback show a 98% satisfaction rate, reflecting Tenet’s commitment to quality and results.
• Projects in 15+ Countries – Tenet has served clients in more than 15 countries, including the UAE, USA, UK, Canada, Australia, and Singapore, proving its ability to work with diverse markets.
• Worked with 7+ Fortune 1000 Companies – Tenet has delivered projects for over seven Fortune 1000 companies, showcasing its credibility and ability to handle high-stakes work at the enterprise level.

Here are some global clients Tenet has worked with:

9. Hard Times

Tenet almost shut down four times due to low cash flow. Some clients didn’t pay on time. Key employees left during important projects. Mistakes were made—like missing a lead from Cadbury’s parent company or forgetting domain renewals. But every challenge taught a lesson. The team built better systems and kept going.

Today: Where Tenet Stands Now

Tenet now has offices in the UAE, India, UK, and the USA. It offers digital services to big and small businesses. The team is stronger, more experienced, and focused on solving real business problems.

“I didn’t want to build just another agency. I wanted to create a place where every client—big or small—gets the best we have to offer. That’s how real trust is built.” — Shantanu Pandey, Founder of Tenet.

Global branches of Tenet

UAE branch of Tenet

• +971 58 551 0094
• hello@wearetenet.com
• Building A1, Dubai digital park, Dubai Silicon Oasis
• Office timings – Mon-Fri : 09:30 AM – 06:00 PM

UK branch of Tenet

• +44 7418 379209
• hello@wearetenet.com 
• Floor 24, The Shard, 32 London Bridge St, London SE1 9SG, United Kingdom
• Office timings – Mon-Fri : 10:00 AM – 05:30 PM

India branch of Tenet

• +91 83181 36998
• hello@wearetenet.com 
• A-43, A Block, Sector-63, Noida
• Office timings – Mon-Fri : 09:30 AM – 06:00 PM

11. What’s Next for Tenet

Tenet wants to:

• Hire 500+ people in the next 5 years
• Open offices in 2 more countries
• Build special teams for industries like eCommerce and health
• Grow partnerships with global agencies
• Use AI and data tools to help clients grow faster
  

12. The Real Impact

Tenet has helped businesses build better websites, increase sales, and connect with more users. One of their apps now helps over a million students learn. Tenet focuses on doing work that actually helps businesses grow.

Frequently Asked Questions (FAQs)

1. What inspired the founder to start Tenet?

Shantanu Pandey founded Tenet to provide luxury digital growth services to top global brands. Frustrated with traditional agency models, he aimed to build a premium experience led by top-tier talent, ensuring every client received exceptional service and impactful results.

2. How did Tenet get its first client?

Tenet secured its first client on the 88th day after launch through persistent bidding and leveraging past client testimonials. The initial project was worth $200 and marked the start of a referral-driven growth journey.

3. What was Tenet’s original name?

Tenet was originally called KodeGlobe. The name changed to Tenet after the company evolved from a small team into a globally recognized UI/UX and growth marketing agency.

4. How much revenue does Tenet generate monthly?

As of 2024, Tenet generates approximately $55,000 in monthly revenue. The company has remained bootstrapped and profitable since inception.

5. What challenges did Tenet face in the early days?

Tenet faced major challenges like client acquisition delays, payment gaps, and employee attrition. The founder overcame these by building strong systems, investing in talent, and staying consistent despite setbacks.

6. How did Tenet grow without external funding?

Tenet grew by reinvesting profits into team development, service expansion, and operational improvements. The company prioritized client satisfaction and scalability without relying on outside investors.

7. What services does Tenet offer today?

Tenet provides over 30 services including UI/UX design, development, and growth marketing. It caters to startups and enterprise clients across more than 15 countries.

8. How big is Tenet’s team and where is it located?

Tenet has over 40 team members with offices in the UAE, India, the UK, and the USA. The core delivery teams operate from Dubai and Delhi to maintain quality and cost efficiency.

9. What sets Tenet apart from other agencies?

Tenet differentiates itself by assigning top 1% talent to all projects, not just high-paying clients. Its customer-first approach and focus on outcomes drive high satisfaction and repeat business.

10. What’s next for Tenet?

Tenet plans to expand into two more countries and grow its team to over 500 people within five years. The company is building specialized verticals and scaling its enterprise partnerships globally.

Himanshu Sharma

Himanshu is a builder at heart who loves turning raw ideas into structured systems. At UAE Startup Story, he focuses on the tech, research, and operations behind every feature and founder story. He’s passionate about spotlighting startups that solve real problems and inspiring the next wave of entrepreneurs across the region.