Userlane and New Metrics Partner to Accelerate Enterprise Software Adoption Across the Middle East

by Juan Pineda

2 weeks ago ・

Munich, Germany / Dubai, UAE – (May 22nd, 2025)— Userlane, a global leader in Digital Adoption Platforms (DAP), has announced a strategic partnership with New Metrics, a leading human centric transformation consultancy operating across the Middle East. This partnership brings a powerful, outcome driven value proposition to the region: enabling organizations to translate software and AI investments into measurable impact through in app guidance, behavioral insights, and intelligent adoption analytics.

As digital and AI investments continue to surge across the Middle East, many enterprises face challenges in enabling their workforce to keep pace. Together, Userlane and New Metrics are addressing this gap by combining Userlane’s real time in app assistance and AI powered analytics with New Metrics’ expertise in transformation, change enablement, and behavioral design. The result is a scalable solution to accelerate user adoption, increase productivity, and empower organizations to thrive in AI augmented, hybrid work environments.

“The Middle East is one of the most ambitious and forward looking regions when it comes to digital transformation. Governments and enterprises are investing boldly in new technologies, but real transformation only happens when people are fully empowered to use those tools,” said Hartmut Hahn, CEO of Userlane. “Our partnership with New Metrics enables us to support organizations that are not only embracing change but shaping the future of work. Their track record in unlocking human value through transformation makes them an ideal partner for meaningful, large scale impact.”

Through this partnership, clients will benefit from:

• Full visibility into software and AI usage across their digital ecosystem
• Real time in app assistance that accelerates onboarding and reduces support costs
• Strategic insights to optimize tech investments based on actual user behavior
• Frameworks for effective human and AI collaboration that drive adoption, engagement, and productivity

“Our clients are navigating increasingly complex digital environments, and the ability to drive real adoption is now central to transformation success,” said Mohamed Debouk, CEO at New Metrics. “This partnership brings together two complementary strengths: Userlane’s smart adoption layer and our human centered, data informed approach to change. Together, we are delivering a solution that enables organizations to create lasting impact and prepare their people for the future of work.”

Built with a strong foundation in security, scalability, and responsible AI, Userlane is well positioned to support highly regulated sectors such as government, financial services, and healthcare; industries where New Metrics already plays a trusted advisory role.

This partnership reflects both companies’ commitment to enabling confident, responsible, and results driven transformation across one of the fastest evolving and opportunity rich regions in the world.

About Userlane

Userlane helps enterprises realize the value of their technology investments by making software and AI adoption measurable and actionable. With in-app guidance, agentic assistance, and usage analytics, Userlane empowers organizations to reduce support costs, improve software ROI, and enable confident collaboration between employees and AI. Trusted by leading enterprises across highly regulated industries worldwide.

About New Metrics

New Metrics is a leading human centric transformation consultancy based in the Middle East. With deep regional expertise and a cross functional approach, New Metrics helps organizations drive sustainable growth by optimizing customer experiences, empowering employees, and enabling digital, cultural, and operational transformation. The firm delivers measurable outcomes across sectors through a unique combination of behavioral insight, data strategy, and embedded execution.