01
Your team
The task arrives with the relevant source material, previous decisions and known exceptions.
People spend less time copying, searching and explaining the same thing twice, and more time applying their judgement.
Queli · Zagreb, Croatia
The work that runs your business does not live in one system.
Queli builds a business operating layer that connects documents, messages, business systems and the people accountable for the outcome.
Queli d.o.o.
Zagreb · 2024
Queli Platform
Why Queli exists
Typing is rarely the expensive part of manual work.
To make one decision, someone may need to open the ERP, check an email, find the right contract PDF, review an Excel file and read a colleague's messages. They still have to know which source to trust, which exception applies and what to do when two records disagree. The task gets done, but what the person learned often stays in their head.
Queli brings that scattered work together in one platform. It connects the relevant sources around the same customer, supplier, project, contract, document or work order. It can read, enter, compare and categorise routine information in seconds. People still make the decisions that carry business responsibility, with the original evidence in front of them.
AI needs business context to do useful work.
Where Queli fits
Start with a process that no longer fits in one tool.
Queli is most useful where the work already matters, but its context is split across people and systems.
- 01The process crosses systems, documents or departments.
- 02Exceptions and professional judgement matter as much as the routine steps.
- 03A few experienced people hold knowledge the rest of the team needs.
- 04The workload is growing faster than the team that handles it.
- 05Management still has to ask someone for the current status.
What changes
Less searching. Fewer handovers. More time for the work itself.
Each person gets the context they need for the work they already own, without another system to update by hand.
02
Managers
Work in progress, exceptions, decisions, cost and ownership stay visible as the process moves.
Managers can see capacity, quality and risk without asking for another status spreadsheet.
03
The business
Reviewed corrections and final outcomes remain linked to the work that produced them.
The next similar case starts with more context and relies less on one person's memory.
How we work
We start by watching the work.
Our forward-deployed engineers work alongside the people who run the process. We follow one piece of work from the moment it arrives to the person accountable for the outcome. Then we build and test the smallest part that is useful on its own.
01
Follow the work
We trace one process step by step: the documents and business records it connects, the sources the team trusts, where exceptions occur and which decisions must remain with a person.
02
Model the business
We map the customers, suppliers, items, contracts, projects, documents and work orders involved, together with their relationships, states, rules and permissions.
03
Build and test
We configure the Queli Platform, its integrations and the AI agents needed for the process. Real examples show what the system handled correctly, where it asked for confirmation and what still needs work.
04
Put it into daily use
We introduce the system gradually and, where necessary, run it alongside the existing process. The customer's named owner decides when it is ready for production.
A first process typically reaches production in about six weeks, depending on data access, integrations and scope.
Results from live work
We measure what changes in the work.
Queli systems are used by retailers, manufacturers and professional services firms in Croatia and Slovenia. We measure the volume processed, the time involved and what changed for the people doing the work.
98%
shorter invoice processing time
At an automotive distributor, manual ERP entry for a multilingual supplier invoice fell from four or five minutes to about five seconds. People review the exceptions.
2–3 min
instead of two weeks
For the same company, monthly Intrastat preparation went from two weeks of translation, classification and checking to a review-ready report in about two to three minutes.
2,473
customer interviews in two days
Queli organised Mlinar's customer responses into findings by theme without a team manually collecting and sorting each one.
500,000+
public feedback data points
For SPAR in Croatia and Slovenia, feedback from more than 300 locations was organised into improvement signals by store and topic.
50,000+
reviews turned into priorities
Queli organised Designer Outlet Croatia's reviews by theme and sentiment, giving the team specific areas to investigate and improve.
360°
employee evaluation without Excel coordination
For KPMG, the system conducted interviews, processed the responses and prepared consolidated findings for the team.
Security and responsibility
Every important decision has an owner and an evidence trail.
Queli records the source, change, time and person who started or approved each important step.
01
Data and access
Customer systems and data are hosted on infrastructure in the European Union. Each customer has a separate instance and data environment. Access is assigned according to role and actual need.
02
GDPR and AI governance
With each customer, we define processing roles, retention periods, system documentation and human oversight. Queli is preparing for ISO/IEC 27001 information security certification and ISO/IEC 42001 AI management certification.
03
Works with the systems already in place
We connect ERP and accounting systems, Microsoft 365, Google Workspace, web shops, POS systems, messages and files around the same business model. The customer's process determines the interface, AI model and integration choices.
People behind Queli
Two co-founders. More than forty years of combined experience.
Luka Smetiško and Tomica Cesar lead Queli. Both start by understanding how work moves through a company before deciding what its software should do.
Luka Smetiško
Co-founder
Luka built his career in the pharmaceutical sector, where every data point, procedure and decision has to be traceable and defensible. His experience spans commercial strategy, regulated processes and the development of digital systems.
He has worked on automating regulatory data and scientific literature processing, and has led complex projects from the initial assessment and proposal through contracting and delivery. Much of that experience came at Marti Farm, a Zagreb-based contract research organisation with more than 150 clients across 50 countries. Marti Farm has been part of the global Tigermed group since 2023.
At Queli, Luka applies the same discipline to business software. He starts with the company's data, relationships, rules, permissions and actual way of working, then shapes the application around them.
- years of experience
- 20+
- Marti Farm clients
- 150+
- countries served
- 50+
Tomica Cesar
Co-founder
Tomica has spent more than twenty years working where business and technology meet. He has analysed processes, led custom software projects and worked with clients in retail, finance, insurance, property and professional services.
In 2014, Tomica founded Rocket DBS, another successful software company that still operates today. Its platform is used by clients including Triglav Insurance, Mlinar and Bio&Bio.
Tomica starts by observing the real process. Configuration begins once it is clear how work moves between people and systems, where exceptions arise and how decisions are made.
- Rocket DBS founded, still operating
- 2014
- connected checkout tills
- 10,000+
- monthly sales volume through the platform
- €1M+
The team
Queli's founders work with engineers and consultants responsible for modelling, configuration, integrations and ongoing support. Every customer has a named project lead.
Company
Queli d.o.o.
- Company
- Queli d.o.o.
- Company ID (OIB)
- 58403730158
- Head office
- Zagreb, Croatia
- Founded
- 2024
- hello@queli.ai
Start with one process your team already runs.
Show us where the work arrives, which sources people open and where time is lost. We will map the first useful part of the process with you.