We build the software we run our own businesses on.
Novelty is a software company in Maryland. We run an online Qur'an academy and a consumer-products business, we build the systems that operate both — and we sell them to the people running the same businesses.
Book a walkthroughWhat we make
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Academy OS
The operating system for the business side of an online academy. Enrolment, family accounts, teacher queues, homework, scheduling across timezones, and billing that runs itself. The classroom is the easy part — this is everything around it.
See how it works → -
Novelty OS
The system we run our own Amazon business on. Product-level profit and loss, advertising control, restock planning, fee auditing. Built for one seller — us — and now opening to others.
See what it does → -
Custom builds
When the software you need doesn't exist, we build it. Our own products are our portfolio — we designed them, built them, and still run our businesses on them.
Tell us what you need →
Proof
We are our own first customer
NoorMaktab is our online Qur'an academy for children in the United States and Canada. It runs on Academy OS — enrolment, scheduling, homework, billing, all of it. When something in the software doesn't work, we are the ones on the phone with the parent.
That is why the product is shaped the way it is.
Visit NoorMaktab → noormaktab.com
Products
Academy OS
Academy OS
The operating system for the business side of an online academy.
Book a walkthroughMost software sold to online academies is a classroom. Video, a whiteboard, maybe a recording. That part is solved, and every competitor has it.
What nobody sells you is the rest of it: the enquiry that came in at midnight, the family with three children on two different schedules, the parent whose card failed in month four, the teacher waiting on homework nobody marked. That work is what decides whether an academy grows or quietly stalls.
Academy OS is that half.
Enrolment, from first enquiry to first paid lesson
Every enquiry lands in one pipeline and moves through it. Follow-up happens on schedule, and you get an alert when a lead goes cold. Signups that haven't finished don't disappear between the form and the first class.
Families, not students
Accounts are built around families, because that is how parents think and how they pay. Siblings sit together, each with their own age, Qur'an level, Arabic level, timezone and recurring slot. Sibling discounts apply automatically.
Scheduling that survives timezones
Teachers in one country, families in another. Recurring slots are held in each person's own local time, so neither side has to do the arithmetic.
The teacher's day is a queue, not an inbox
Recordings waiting to be reviewed, homework moving through defined states, and messaging with admin without leaving the product. A teacher opens one screen and knows what is outstanding.
Homework and memorisation, tracked properly
Assignments work against the Qur'an's 604 pages and the 28 letters of the Arabic alphabet. Memorisation counts for more than recitation, and younger students earn more for the same work — because the point is to keep a seven-year-old coming back.
Rewards children actually care about
Points, streaks, badges and leaderboards by week, month and all time. Younger children collect stickers. Parents decide what points unlock at home, so the reward lands where it means something.
Billing that runs without you
Recurring tuition, sibling discounts, invoices, failed payments chased automatically. Real money from real parents, every month, without an admin chasing a spreadsheet.
See it running
We set up each academy ourselves and configure it around how you actually teach. So the first step is a conversation, not a signup form — and what you'll see is the live system, not a slide deck.
Novelty OS
Novelty OS
The system we run our own Amazon business on. Built for one seller — us — and now opening to others.
Every private label seller has the same problem. Seller Central tells you revenue. It does not tell you what a product actually earns once fees, advertising, returns and storage come out — and that is the only number that decides whether to reorder it, kill it, or push it.
So sellers run a business on a spreadsheet that is a week out of date, or pay for a general tool that shows them everything except the number they needed. We got tired of both and built our own.
- Product-level profit and loss — what each item earns after every marketplace fee, ad dollar, return and storage charge. Not gross margin, which flatters everything.
- Advertising control — daily campaign checks, keyword harvesting, negative keyword management, and spend shaped by time of day rather than left flat.
- Inventory and restock planning — what to ship, when, and how much, so you neither go out of stock nor bury cash in a warehouse.
- Fee and reimbursement auditing — money the marketplace owes you and does not return on its own.
We run our own catalogue on this every day. It is not a demo account.
Opening to a small number of sellers
Novelty OS was built for one seller. We are opening it to a few more, carefully, so that the people we onboard get it working properly rather than early.
If you sell private label on Amazon and you recognise the problem, tell us about your account and we'll talk.
Ask about early accessCustom builds
Custom builds
When the software you need doesn't exist, we build it.
Tell us what you need
Academy OS, NoorMaktab and Novelty OS are all our own work. We designed them, built them, and run our businesses on them every day — so when we say we can build something, we can show you what we built and what happened when real customers used it.
Some of that work we now do for other people.
- Internal tools that replace a spreadsheet the business has outgrown — the one held together by one person who knows where all the formulas are.
- Systems that connect things that don't talk to each other — billing, scheduling, inventory, reporting, sitting in separate tools with a person copying between them.
- Whole products for founders who know their industry deeply and need someone to build the software for it.
How it works
We start with a conversation about the problem, not the technology. If it's a fit, we scope it in writing before anyone commits to a build — so you know what is being built, what it costs, and when it is done, before work starts.
A software company that has run the businesses the software is for
Novelty started as a trading company — the web address still says so. We moved second-hand shoes from the United States to Pakistan and pizza boxes from Pakistan into the United States, and in doing it we learned how a supplier, a shipment and a set of documents actually behave when something goes wrong.
Then we started selling our own products online, hit the operational walls every seller hits, and built software to get past them. Then we started an academy, and built the software for that too.
It is an unusual route into software, and it is the reason our products are shaped the way they are. We have been the customer for every system we sell.
What we do today
- We build and sell Academy OS, the operating system for online academies.
- We run NoorMaktab, our own online Qur'an academy for children in the US and Canada.
- We run a consumer-products business online, on Novelty OS — the system we are now opening to other sellers.
- We take on custom builds for businesses that need software nobody sells.
- We source and trade selectively. The trading side never fully closed. We still buy internationally on behalf of partners when the right enquiry comes along, using the supplier relationships and the documentation practice we have kept from the start.
Talk to us
Whether you run an academy, are weighing up a build, or are checking we're a real company before you send a quote — this is the same form, and it reaches a person.
We answer within one business day.
Or write directly: mshaikh@novelty-traders.com
Thanks — that's with us. You'll hear back within one business day.