Hayah Insurance: the first regulated insurer in the UAE with an AI call center in production.
Voice AI inside DoH and Central Bank compliance — Etisalat SIP into Ultravox, Azure UAE North, Fish Audio S2 Pro for self-hosted TTS. Phase 1 live in 45 days.
The challenge
Hayah came to us with four call center teams, growing volume, and a hard regulatory constraint: no PII outside the UAE, full DoH and Central Bank compliance, on-premise PBX integration.
Most voice AI vendors couldn't even take the meeting. The ones that could, couldn't host inside the UAE. The ones that could host inside the UAE didn't have a model that worked in Arabic and English with the latency required for live customer calls.
The brief was clear: build a voice AI call center that the regulator can audit, the security team can sign off on, and the operations team can actually run on day one.
Our approach
We started with a 2-week paid diagnostic — mapping the existing call flows, the regulatory boundaries, and the realistic scope of Phase 1 (pension and savings, the highest-volume queue with the cleanest data).
From there we architected an end-to-end stack designed for the constraint, not retrofitted to it.
The stack
- SIP trunkEtisalat SIP into Ultravox for inbound voice routing inside UAE infrastructure.
- HostingAzure UAE North region — full data residency, no PII leaving the perimeter.
- TTSFish Audio S2 Pro, self-hosted on the same Azure tenant for voice generation.
- API layerAdditive API for orchestration, prompt management, and audit logging.
- ComplianceDoH and UAE Central Bank requirements baked into the architecture from week one — call recording, consent flows, audit trails.
Phase 1: live in 45 days
Phase 1 covered pension and savings — the highest-volume call queue with the most repeatable workflows. The agent handles inbound calls in Arabic and English, deflects qualified queries, and hands off to a human when escalation criteria are met.
We deployed in stages — shadow mode first (the AI listens but doesn't speak), then 10% live traffic, then full deployment after compliance sign-off.
What's next
Phase 2 (life insurance) ships in Q2. The architecture is reusable across queues — once the compliance perimeter is established, adding a new product line is a matter of new prompts, new training data, and a new test pass, not a new build.
“Yara Intelligence didn't show up with a methodology slide. They showed up with engineers, deployed our voice AI in our Azure UAE tenant, and got us through DoH and Central Bank compliance. We're the first regulated insurer in the UAE with an AI call center in production.”
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