Sensible Innovations was created and is being brought to market by Rasha Said, the parent of a child who is visually impaired. Rasha created the AWARE concept out of a glaring need for better audio-information technology. She is dedicated to making AWARE a marquee wayfinding brand in the smart location-based services market, with her ultimate goal to create a new paradigm for visually impaired services.

Before founding Sensible Innovations, Rasha was an actuarial and financial analyst with a background in mathematics and computer science. She has a Bachelor’s of Science degree in mathematics from the American University in Cairo and master’s degree (MBA) in finance from the University of Arkansas in Little Rock.