ABOUT US / THE THINKING BEHIND THE WORK
Beyond convention.
Toward creation.
A specialist growth partner for Forex, Binary Options, iGaming and Sportsbook businesses. We connect market intelligence, search, brand, customer experience and technology around the decisions that shape growth.
FARAMETRIC
Specialist expertise.
A shared growth agenda.
Our deepest expertise is in SEO, AEO and GEO. We bring that search perspective into a wider view of the business: what customers need, how they discover and evaluate a brand, and what happens after they arrive.
We work with clients as partners through strategy, execution and optimisation. The brief is a business problem; the work is a coordinated set of decisions, capabilities and actions.
FOUNDED BY MOHAMMAD KHORRAMI
The relationships
that others overlook.
“What catches my attention is often the connection between parts of a problem: between what a business offers and what its customers actually want; between the story a brand tells and the experience people have; between a number rising in a report and a result changing in the business.”
My professional path began in SEO and expanded into broader questions about marketing, product and growth. Before choosing a solution, I want to understand whether we have defined the right problem.
A NOTE FROM OUR FOUNDER
First, examine the question.
When I encounter a problem, I usually have another question: why have we defined it this way? If the request is for more traffic, is a lack of visitors really the constraint? If customers do not trust a brand, what in its information, experience or behaviour is creating that distance? If a method worked before, what evidence suggests it fits this situation?
Independent thinking begins with distinguishing what I know, what I assume and what I have yet to understand. I try to consider other explanations before committing to one. When new evidence changes the picture, the decision should be able to change too.
01 / INQUIRY
Knowledge creates
new possibilities.
For me, Nasir Khusraw is a cultural reference for independent inquiry: the willingness to search, question and develop understanding rather than inherit an answer unexamined.
The tree of knowledge in this artwork gives that idea a visual form. Its place in our identity is a contemporary interpretation of a heritage that matters to me.
See the parts.
Understand their relationships.
To understand a business, I look at how market demand, the brand promise, the product experience, customer decisions and commercial economics affect one another. More acquisition can expose a weak experience. Useful content can answer a question that stands between consideration and purchase. Search data can reveal a need the product has not yet addressed.
I look for those connections, then turn them into explicit choices: which problem comes first, what needs to change, what can wait and how we will judge the result. Logic gives those choices coherence; imagination helps us see possibilities we have not yet tested.
02 / SYSTEMS THINKING
Understand
the connections.
Al-Farabi represents coherent understanding in our visual identity. The value is in the relationships as much as the individual parts.
For a growth partnership, that means examining how demand, brand, search, product and measurement shape one another before treating a channel as an isolated solution.
Give an idea
the chance to be tested.
I am interested in ideas that can move from conversation into experience: a narrative that makes something clearer, a tool that makes a decision easier, or a journey that improves the relationship between a customer and a business.
The answer may come from combining familiar things, redesigning an existing method or simplifying something that has become too complicated. Frameworks help me see and decide. When they hide part of the situation, I want to be able to reconsider them.
Creation continues after the first version is built. We need to observe what happened, where it differed from our expectations and what we can learn.
03 / CREATION
Reimagine.
Then build.
Hafez represents the courage to imagine another possibility. In our work, that possibility becomes a practical responsibility: to create something useful, examine what it changes and refine it with experience.
Nasir Khusraw, Al-Farabi and Hafez are personal cultural references chosen by our founder. Their role is to make inquiry, coherence and reimagination visible.
THE PERSON BEHIND THE PERSPECTIVE
Curiosity continues
beyond the work.
“I am drawn to people’s stories: what motivates them, what changed the way they see things and what they consider important. Travel, especially unfamiliar cities and routes, is another way of following that curiosity. Part of its pleasure is noticing what I did not expect—in a conversation, a street or the atmosphere of a place.”
“I am also interested in sensory and visual details, from fragrance and design to image and language. These are parts of my life: space to observe, enjoy and discover what I do not yet know.”
OUR PHILOSOPHY IN PRACTICE
Question. Understand.
Create. Refine.
Question before accepting.
How have we defined the problem, and what might we be overlooking?
Understand before building.
Which need, relationship or constraint should shape the decision?
Create with purpose.
What can we build or change that has value in this situation?
Then observe the result and remain willing to reconsider. In a partnership, these principles mean clear priorities, direct conversation, explicit limitations and agreed ways to assess the work.
“I value both autonomy and responsibility: the freedom to propose a direction, and the responsibility to explain the choice and examine its result. Beyond Convention. Toward Creation. is a direction for me: asking more carefully, understanding more clearly and giving something worthwhile the opportunity to be built.”
— Mohammad Khorrami, Founder
A SHARED GROWTH AGENDA
Tell us about the problem
you want to solve.
The quality of a partnership should be visible in the way the work is carried out, the evidence behind decisions and the outcomes of each project.