About setl
Built by agents who kept hearing one question.
What do I do now?
Every time a tenant signed, the same message followed. setl is our answer to it: a clear path from signed to settled.
JJay Ellis · Founder & CEO
Jonathan Wakerley · Co-founder
The story
Signing a lease is the start, not the end.
Working in Dubai real estate, JJay saw tenants find their home, sign the agreement, and then struggle with everything that followed. Ejari, electricity, cooling, gas, internet and building approvals each came with different rules. Tenants were working out the order while juggling jobs, packing and moving dates.
The broker became their first call for all of it. But chasing documents and explaining six different providers took time away from viewings, negotiations and other clients.
There was a gap between securing a home and being ready to live in it. JJay and his father, Jonathan, built setl to close it.
Want the detail? See how it works.
Two ways we help
Do it yourself with us, or let us do it for you.
setl (free)
For everyone moving in Dubai, whatever your budget or situation. A free, step-by-step plan for your building, guides from official sources, and WhatsApp help when you're stuck.
Start free checklist
We handle your move-in for you. Ejari, DEWA, cooling, gas, internet and building permits, all done by your own account manager. No calls, no queues, no chasing.
See setl VIPWhy it matters
Less time on admin. More time on everything else.
Tenants
Move in with everything on, without losing days to calls, queues and forms.
Brokers
Hand over at signing and get back to viewings and deals, not follow-up questions.
Buildings and providers
Tenants arrive with the right documents and approvals, so there's less back and forth.
Dubai moves fast. Moving in should too.
The founders
A father-and-son team.
JJay Ellis
Founder & CEO
A Dubai real estate entrepreneur working across Business Bay and Arabian Ranches 3. JJay runs setl day to day, with one aim: help people understand what comes next and feel supported as they settle in.
Jonathan Wakerley
Co-founder
An entrepreneur with more than 30 years in security, property and technology. Named Entrepreneur of the Year at the 2026 Security & Safety Entrepreneur Awards.
4,500+
buildings mapped across Dubai.
Buildings on the same street can have different cooling providers, gas set-ups and move-in rules. So setl starts with your exact building, then shows you the steps that apply to it.
Our promise
You'll know what comes next, and who to ask.
01
Clear, in order
What needs to happen, in what order, and which steps need you personally.
02
Upfront about costs
Free guidance. Any paid help is priced before you commit. We're paid referral fees when you book through us.
03
Official sources only
Our guides follow DEWA, Dubai Land Department and each provider. When it depends on your building, we say so.
Is setl legit?
An independent Dubai company.
setl is not part of DEWA, Dubai Land Department or any government entity. Official registrations stay with them. We help you through them.
- Operated by
- Wakerley and Ellis FZCO
- Licence
- IFZA 57723
- Support
- WhatsApp, every day