About us

With diverse backgrounds and a shared commitment to fairness and transparency, they built ZETUP to challenge the status quo of how government services and business support are delivered in the UAE.

Edina Sultan brings 17+ years of experience in local government systems, corporate operations, and strategic execution across the UAE. Her sharp eye for process and a no-nonsense approach to service delivery ensure ZETUP runs with precision, speed, and integrity.

Dennis Kristensen, originally from Denmark, carries the values ZETUP is built on: trust, clarity, and respect for people’s time and money. With 15+ years of entrepreneurial and market-entry experience, he ensures that every client journey is honest, efficient, and built for long-term success.

Together with their team, Edina and Dennis have one goal: to create a company that delivers high-value service without the hidden costs, slow responses, or misleading promises so common in the industry.

Edina Sultan

Dennis Kristensen

Partner & Managing Director

Partner & VIP Clientele