About Us

OmniOrder® is built by Optomni

Optomni logo

Digitalise. Automate. Optimise.

OmniOrder® is powered by Optomni. We are an Australian Agtech company, based in Adelaide, specialising in helping businesses in the agriculture, horticulture, viticulture and wholesale sectors unify their customer experience through omnichannel sales strategy and inventory optimisation. Omnichannel is all about integrating the customer experience across all physical and digital channels, and our software solutions and industry expertise allow organisations to replace spreadsheets and optimise their customer engagement while streamlining inventory management.
Our approach

Customer oriented

No one understands your business better than you. We take the time to listen and to truly understand your business. Then, we add our magic sauce, a combination of deep experience in creating elegant solutions that humans love, with our industry leading platform, OmniOrder®

Murad Mekhtiev CEO of Optomni | OmniOrder™
Sabina Zeynalova Marketing Manager at Optomni | Omniorder™
Abdelrahman Elborey Chief Technology Officer at OmniOrder™

The human element

What's our secret? Great people and a passion for what we do

Our founding team has decades of experience creating elegant and intuitive solutions for some of the world's largest organisations, which are used by thousands of users around the world.

Our Values


Our work is unique and is based upon research and industry knowledge


We believe that a great product starts with a great team


We express our gratitude to our team and to our customers


We are open and honest with our customers, our employees, and ourselves


We listen to our customers, drawing inspiration from them, and we aim to inspire where we can add value


Our customers' success is our success. We work hard to exceed our service expectations

Key People

Murad Mekhtiev CEO of Optomni | OmniOrder™

Murad Mekhtiev

Chief Executive Officer
Murad has led multi-million-dollar scoping, Proof of Concept, and solution design engagements for large enterprises in the wholesale trade industry, and has a decade of experience in software sales, business analysis, and solution design. Prior to starting Optomni, he led the business analysis team at a leading AI software company, and in this role, he helped secure million-dollar software deployments with some of Australia's largest enterprises. He is an experienced company director, having sat on the board of AIESEC, a not-for-profit organisation, and was an early employee of GradConnection, a software startup that was subsequently acquired by SEEK. He holds a Graduate Diploma in Data Science from University of South Australia and a Bachelor of Arts (Politics) from Monash University.
Abdelrahman Elborey Chief Technology Officer at OmniOrder™

Abdelrahman Elborey M.Sc.

Chief Technology Officer
Abdelrahman has over 16 years of experience in full-stack software development, solution architecture, cloud technology and DevOps. He was the technical lead for enterprise ordering software projects in the food services sector with hundreds of users taking millions of dollars’ worth of orders. He has deep technical expertise, comprehensive knowledge in software design patterns, architectural patterns, and software development life cycle and methodologies. Abdel is a TOGAF 9.1 Certified Enterprise Architect, holds a host of professional certifications and both Bachelor and Masters degrees in Computer Science from Cairo University.
Sabina Zeynalova Marketing Manager at Optomni | Omniorder™

Sabina Zeynalova

Marketing Manager
Sabina is a Certified Digital Marketing Professional experienced in both digital and offline marketing. She is experienced at marketing to executives and has executed marketing strategies that have led to threefold increases in generated leads. Sabina is experienced in Google Ads, content marketing, social media marketing, customer engagement, Google Analytics, SEO, web content management, conversion optimisation, PPC advertising, CRM, as well as event management and non-digital marketing. She holds a Graduate Diploma in Digital Marketing from Digital Marketing Institute, and a Bachelor of Education (Honours) from Baku Slavic University.

Daniel Hoffman

Industry Advisor
Daniel is a second-generation South Australian vegetable grower & agronomist. He plays an active role in the Australian horticulture industry and has been recognised for his industry advocacy. In 2019, Daniel was named the Corteva Agriscience Young Grower of the Year. He is part of the Emerging Leaders Group, which helps the horticulture industry innovate and adopt new technologies. In 2015, Daniel co-founded Farmate together with Thang Hoang Le (Aussie Kev), a company that provided growers and produce wholesalers with live price reports and market intel. Daniel’s core expertise areas include plant nutrition and fertiliser, as well as pest and plant health management. He currently works with Grower Supplies as an agronomist and crop consultant. As an Industry Advisor, Daniel helps Optomni connect with growers and forge close ties with the industry.

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