How White-Labeling Helps Startups Launch Faster and Smarter

Jul 14, 2025

Ghada Ismail

 

Speed is life in startup land. Getting your idea to market quickly can be the difference between leading the charge and watching someone else do it first. But let’s face it: building a product from scratch takes time, money, and technical resources that many founders simply don’t have, especially in the early days. That’s where white-label products come into play.

In effect, a white-label product is an off-the-shelf solution produced by one company and sold to another, which retails it and flaunts it as if it were theirs. It's the technology era's version of a bare piece of paper: you slap on your logo, your design, your dream, and you're in business.

 

White-labeling allows startups to quickly get started without having to reinvent the wheel. Instead of spending months on development, founders can focus on what really matters: building a great brand, growing rapidly, and gaining users.

 

Why Startups Prefer White-Label Solutions

White-labeling is a favorite tool for early-stage founders, especially those who are non-technical or those in highly regulated verticals such as fintech or healthtech. It's how you go fast without compromising quality or compliance.

Here's why it works so well:

Quicker time-to-market: You can go to market in weeks instead of months.

Lower costs: Skip the expensive development phase and save your money for scaling.

Pre-integrated compliance: The majority of providers already comply with regulatory requirements in the industry, so you don't need to go through the legal trouble.

White-label branding: Make the product fit your own brand; your image, your voice, your UX.

Less development time: Spend less time developing and more time selling, marketing, and expanding.

It's a smart way to conduct a test in the real world without burning your runway.

 

Where White-Labeling Works Best

White-label models thrive in areas where the underlying functionality is analogous, and most crucial is how you brand and deliver value to your users.

Some of the most used industries where startups use white-label offerings are:

• Fintech: Digital wallets, BNPL (buy now, pay later) apps, insurance platforms, robo-advisors.

• E-commerce: Website builders, loyalty programs.

• Healthtech: Virtual clinics, appointment systems, patient portals.

• SaaS: Chatbots, invoicing platforms, analytics dashboards.

• Edtech: Learning platforms, online classrooms, exam tools.

Where a regulatory environment is strict, as in the case of Saudi Arabia, and sectors like fintech and healthtech are growing aggressively, white-label products allow startups to access markets rapidly without falling foul of regulation.

 

What to Watch Out For

No answer is ever perfect, naturally. White-labeling has its trade-offs, and here are some of them: 

Limited control: You're working within someone else's template, so you could be restricted in what you can modify.

Vendor dependence: Your product is dependent on the reliability and support of your white-label vendor.

Scalability problems: As your business grows, you could end up having to switch to a custom-built system that can handle more users or special features.

Insufficient differentiation: If you have more than one firm utilizing the same base product, your competitive edge has to come from branding, customer support, or add-ons.

The key is to use white-labeling as a stepping stone, not a long-term home. It's a great beginning, but you'll need to have an exit strategy when you outgrow it.

 

Wrapping Things Up…

White-label options represent a smart, strategic way in which startups are able to reach the market faster, spend less on developing out, and focus on growth. To many entrepreneurs, they're the magic ingredient to concept proofing and early traction.

But while a white-label product can help you get started, it won't make you successful. That's still up to you; how well you understand your users, how you build your brand, and how you adapt as you grow.

So if you're a founder with a vision and limited tech capabilities, or you operate in a tough, regulated space, white-labeling might be the go-to launch strategy for you to enter the market.

 

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The AI Imperative: Saudi Venture Capital’s Next Chapter

Kholoud Hussein 

 

New playbook

Venture capital in Saudi Arabia is being fundamentally rewired by artificial intelligence. What once was a search for disruptive apps and platforms is now a race to fund companies that can build and defend algorithmic moats. Investors are no longer content with “AI-enabled” features bolted onto legacy models; they are chasing startups whose entire business logic is inseparable from data and AI. This shift is already visible in the numbers: according to MAGNiTT, Saudi Arabia attracted $860 million in venture funding in the first half of 2025, a 116% year-on-year jump, with deal counts up 31%. For the first time, Saudi matched the UAE as the region’s top investment destination during a half-year period. That momentum stands out against a global backdrop of caution in venture capital, underscoring that Saudi’s bet on AI-first entrepreneurship is not a marginal play—it is becoming central to the Kingdom’s economic diversification strategy.

 

Government policy has been crucial in shaping this trajectory. At LEAP 2025, Riyadh announced $14.9 billion worth of AI-related investments, ranging from hyperscale data centers to startup support funds. As Minister of Communications and Information Technology Abdullah Al-Swaha remarked at the event, “Our goal is not just to adopt AI technologies, but to produce them, to export solutions from Saudi Arabia to the world.” He highlighted that the local digital workforce had grown from 150,000 in 2021 to 381,000 in 2024, reflecting how the Kingdom has quickly built a foundation of talent that AI startups can tap into. This expansion in skills gives confidence to investors that early-stage ventures can scale without relying entirely on imported expertise.

 

Data over markets

Artificial intelligence has altered the very metrics that Saudi venture capitalists use to evaluate opportunities. Instead of relying on traditional total addressable market (TAM) models, investors are now considering what some describe as the “trainable addressable market.” This perspective asks: given Saudi regulations, data residency rules, and ethical frameworks, how much usable data can a startup access, label, and train on? The size of that trainable set directly affects how far a company’s model can improve and thus how much value it can capture.

 

Business owners in fintech, healthtech, and logistics confirm this shift. A Riyadh-based founder in digital health explained, “When we speak with VCs now, they don’t just ask how many clinics or patients we could serve. They ask how many hours of labeled diagnostic data we own, what our annotation process looks like, and how quickly our model improves with new inputs.” This level of technical due diligence signals that capital allocators in the Kingdom are now fluent in the economics of training data and algorithmic scaling.

 

This reframing also affects the startup lifecycle. A company that secures proprietary datasets through government partnerships, industry consortia, or user acquisition strategies becomes disproportionately attractive to investors, even at the seed stage. In Saudi Arabia, where public-private partnerships are a policy priority, startups that align with government initiatives—whether in smart cities, healthcare digitization, or financial inclusion—often gain preferential access to unique data streams. That, in turn, enhances their valuation and ability to secure follow-on capital.

 

Infra edge

Saudi Arabia’s decision to invest directly in AI infrastructure is perhaps the most consequential development for both startups and venture investors. In May 2025, the Kingdom launched Humain, a national AI company backed by the Public Investment Fund, with a mandate to develop domestic compute, models, and data-center capacity. Media reports indicate that Nvidia has committed 18,000 Blackwell chips to the project, with the first 100-megawatt data centers in Riyadh and Dammam expected to come online in 2026.

 

This matters for startups because compute scarcity has been one of the greatest bottlenecks globally. Access to high-performance GPUs in markets like the U.S. and Europe is constrained and expensive, and Saudi entrepreneurs often struggle to secure capacity at reasonable costs. By hosting this infrastructure locally, the Kingdom is effectively subsidizing the next wave of AI startups. As one venture capitalist in Riyadh noted, “When a founder can train models inside the Kingdom, on Saudi data, at predictable costs, it fundamentally changes the investment case. You reduce execution risk, regulatory risk, and margin pressure at once.”

 

Regulators, too, view local compute as essential. Sensitive sectors such as finance and healthcare require data to remain within Saudi borders. Having world-class capacity available in Riyadh allows startups to deploy solutions for banks, hospitals, and ministries without running afoul of compliance rules. This alignment between infrastructure and regulation is why many VCs now speak of compute availability as a national “comparative advantage.”

 

Startups lead

Saudi startups are not waiting for the infrastructure to mature; they are already showing how AI-native strategies can produce growth. Mozn, headquartered in Riyadh, began as a fintech analytics firm but has evolved into a leader in AI-driven fraud prevention. At LEAP 2025, Mozn unveiled new modules for agentic AI in financial crime prevention, expanding its offerings beyond traditional AML into real-time fraud detection. Partnering with banks like D360, Mozn has become an example of how Saudi startups can build for regulated industries and then scale regionally.

 

Another standout is Quant, which applies AI to big data problems across sectors, including retail, real estate, and government services. By tailoring models to Arabic and regional contexts, Quant provides insights that global platforms often overlook. As one retail client explained, “Quant’s AI models understand local consumer behavior in a way no off-the-shelf product can. That’s why we can optimize inventory and pricing with confidence.”

 

Beyond these, companies like Unifonic, Lean Technologies, Foodics, and Sary are integrating AI deeper into their platforms. Whether in customer engagement, financial connectivity, restaurant demand forecasting, or procurement optimization, these startups are weaving machine learning into core workflows, turning AI into an essential rather than optional feature. For VCs, such integration signals resilience: when AI drives the core economics of a business, customer stickiness and margins improve.

 

Policy and trust

While Saudi Arabia is moving fast, officials emphasize the importance of responsible adoption. Abdullah bin Sharaf Al-Ghamdi, president of the Saudi Data and AI Authority (SDAIA), has often stated that AI is not merely a technology but a “societal transformation.” Speaking at global forums, he pointed to pilot programs in water management and emissions reduction where AI delivered measurable sustainability gains, stressing that these successes must go hand-in-hand with ethical safeguards.

 

SDAIA’s launch of the National AI Readiness Index reflects this balance. By benchmarking government agencies on their ability to adopt AI responsibly, the state creates predictable demand pipelines for startups. For venture capitalists, this offers greater visibility: they can track which ministries are ready to procure AI solutions, in what domains, and on what timelines. This reduces uncertainty in sales cycles, a key concern for investors underwriting enterprise-focused startups.

 

VC craft shifts

The practice of venture capital itself is adapting. Technical diligence now includes model governance, data provenance, evaluation metrics, and cost-per-inference calculations. As one Saudi GP put it, “It’s not enough for a founder to show traction in users or revenues. We want to see model cards, red-teaming schedules, and evidence that the AI pipeline is production-ready.”

 

Portfolio construction is also changing. Many Saudi investors are adopting a barbell strategy—allocating to infrastructure plays like MLOps and inference orchestration on one end, and regulated application-layer companies on the other. The middle ground—generic AI platforms with weak moats—is less attractive unless the distribution advantage is overwhelming.

 

Perhaps most interesting is the rise of operator-led angel syndicates. Former Careem executives, now veterans of scaling tech across the region, are active in early-stage AI rounds. Their practical knowledge of distribution, compliance, and procurement is proving invaluable for young founders. This layer of operator capital shortens go-to-market timelines and reassures institutional investors.

 

Fintech lens

Fintech provides a clear example of how AI is reshaping venture logic in Saudi Arabia. Fraud prevention, AML, and sanctions screening are high-stakes accuracy problems that demand both speed and compliance. Mozn’s agentic AI solutions, launched in 2025, show how Saudi startups can deliver measurable results. Banks report lower false positives and faster processing times, directly improving ROI. For VCs, this kind of quantifiable impact justifies larger checks at higher valuations.

 

Events like Money 20/20 Middle East in Riyadh amplify the effect by bringing together regulators, banks, and startups. Vendors showcasing AI compliance tools that are tailored for Arabic and Saudi hosting requirements gain an immediate edge in procurement cycles. For investors, this is evidence that the ecosystem has reached a level of maturity where global capital and local demand intersect.

 

Bottlenecks

Despite the optimism, challenges remain. Compute costs, talent shortages, and capital efficiency are recurring concerns. Yet Saudi Arabia is actively addressing all three. Humain’s compute buildout and Nvidia’s chip shipments promise to ease capacity constraints. On the talent side, the government has grown the digital workforce by more than 2.5 times in three years, reaching 381,000 professionals. Special visa schemes also attract senior ML engineers from abroad.

 

Capital, meanwhile, is increasingly strategic. Sovereign-linked vehicles and corporate venture arms from banks, telcos, and industrial groups are investing in AI startups, not just for returns but to acquire capabilities. This dual role as both customer and investor reduces risk for VCs and accelerates time-to-revenue for startups.

 

Founder edge

For founders, the message is clear: competitive advantage in Saudi AI will belong to those who own unique Arabic data, can ship production-grade models with regulatory compliance built in, and exploit domestic compute to reduce latency and costs. These are the traits that shift a startup from being “AI-enabled” to “AI-essential.” Investors recognize this and are rewarding such companies with premium valuations and substantial follow-on commitments.

 

Risk priced

Risks are not ignored. Model brittleness, evaluation challenges in Arabic dialects, and global talent shortages are real. But local infrastructure, policy transparency, and concentrated demand all reduce the severity of these risks. Compared to global peers, Saudi AI startups are less likely to be binary bets and more likely to become durable, ROI-driven businesses.

 

Next 24 months

Looking ahead, three themes dominate Saudi venture theses:

 

  1. Arabic-first enterprise copilots in finance, logistics, and government workflows.
  2. AI safety and trust tools, including monitoring, red-teaming, and security solutions.
  3. AI and Industry 4.0 converge in Saudi industrial corridors, particularly as new data centers connect to edge infrastructure.

To conclude, Saudi Arabia’s venture market is not merely experimenting with AI; it is being rebuilt around it. With record-breaking VC inflows, policy-backed AI investments, and domestic compute capacity on the horizon, the Kingdom is setting the stage for compounding innovation. As Al-Ghamdi of SDAIA recently said, “AI is not just about technology—it is about shaping the future of our society and economy.” For investors, that future is already investable. For founders, the edge will belong to those who turn Saudi Arabia’s unique data, infrastructure, and policy alignment into globally relevant AI products.

 

How to Prepare Your Startup for an IPO?

Ghada Ismail

 

For many founders, reaching the IPO stage is a dream moment in their business journey. It is more than a financial milestone; it is proof that the late nights, scrappy beginnings, and relentless hustle have led to something bigger. Going public opens the door to growth, recognition, and a permanent place on the business map.

But here is the thing: an IPO is not just about that single moment on the trading floor. It is about showing the market that your company is ready for the spotlight, and that takes years of preparation.

So how do you know if you are ready? Let’s break it down.

 

Get Your Financial House in Order

Think of your financials as the backbone of your IPO story. Investors want to see clean, audited numbers that paint a picture of stability and growth. Shortcuts will not cut it here. Accuracy and transparency are everything.

Many founders bring in a seasoned CFO who has guided companies through IPOs before. That experience is invaluable when regulators and investors start asking tough questions. The sooner you put strong financial systems in place, the smoother the road will be.

 

Build a Governance Structure People Can Trust

Numbers matter, but people matter more. Investors need confidence not just in your product but in your leadership. That is where governance comes in.

A solid board with independent directors and clear oversight tells the market you are serious. If your current setup feels more like a friendly advisory circle, it might be time to upgrade. Think of it as leveling up your leadership team for the big leagues.

 

Get Comfortable with Regulation

Going public comes with rules, and lots of them. From quarterly reports to disclosure requirements, compliance will become part of your everyday life. It may sound daunting, but with the right legal advisors, it is manageable.

Remember: investors want reassurance that you can play by the rules. Show them you can, and you will earn their trust.

 

Tell a Growth Story People Believe In

Your financials prove what you have done. Your story convinces people of what is next. Why should the market believe in your future? What makes your company the one to back five years from now?

A compelling growth story is not just about big promises. It is about connecting your wins so far to a clear, data-backed vision of where you are headed. That narrative becomes the heart of your IPO pitch.

 

Upgrade Your Team and Systems

An IPO is not just about raising money; it is rather about scaling to meet bigger expectations. Once you are public, everything is under the microscope.

That might mean upgrading your executive team, strengthening IT systems, or setting up dedicated investor relations. Think of it as preparing your startup for prime time.

 

Start Building Investor Relationships Early

The best IPOs are built on trust that starts long before the listing. Cultivate relationships with institutional investors, analysts, and even the media early on.

By the time you are ready to go public, you will not just be introducing yourself; you will be continuing a conversation.

 

Look Beyond IPO Day

It is tempting to see the IPO as the finish line. In reality, it is just the beginning of a new phase. Public companies face quarterly earnings calls, media scrutiny, and shareholder pressure.

As a founder, your challenge is to hold on to the agility that got you here while adapting to the accountability public markets demand. Now here’s a quick IPO Readiness Checklist for your convenience:

 

IPO Readiness Checklist

  •  Audited financials that show growth and profitability
  •  Independent board and clear governance structure
  • Compliance framework with legal advisors in place
  • A credible growth story supported by strategy and data
  • Upgraded systems and talent ready for public company life

 

Wrapping Things Up…

An IPO can change everything, but only if you prepare for it with intention. Strong financials, trusted governance, regulatory readiness, a clear growth story, and the right team are your foundation.

And remember: going public is not about ending the journey. It is about starting the next chapter on an even bigger stage.

 

 

From Startup to Unicorn: How AI Shortcuts the Journey

Kholoud Hussein 

 

In today’s hyper-competitive global economy, building a billion-dollar company—known as a unicorn—once required decades of persistence, massive capital, and a fair share of luck. But the rise of Artificial Intelligence (AI) has completely changed the rules. Startups that leverage AI effectively can cut years off their growth trajectory, scale at unprecedented speed, and attract investor attention like never before.

 

This blog explores how AI is transforming early-stage startups into unicorns in record time, highlighting key strategies, valuable tips, and key pitfalls to watch out for.

 

1. Automate to Accelerate

One of the greatest advantages AI gives startups is the ability to automate repetitive, costly, or time-consuming processes. Customer support chatbots, AI-driven marketing campaigns, predictive analytics for inventory—these are no longer optional extras but core competitive tools.

 

Tip: Identify your biggest operational bottlenecks and deploy AI tools to remove them. Every task AI takes over frees up human capital for innovation and growth.

 

2. Build Products That Learn

Unlike traditional software, AI-powered products improve with time and data. This self-improving nature makes them far more attractive to investors, who see compounding value. Think of Grammarly, which learns from billions of writing corrections, or fintech apps that continuously refine fraud detection.

 

Tip: Design your product around feedback loops. The more data your users generate, the smarter—and stickier—your solution becomes.

 

3. Attract Venture Capital Like a Magnet

Investors are pouring billions into AI startups. According to PitchBook, global VC investment in AI surpassed $80 billion in 2023, with valuations often skyrocketing based on market potential rather than revenue. If your startup positions itself at the intersection of AI and a high-growth industry (healthcare, logistics, cybersecurity), you’re automatically more appealing to capital.

 

Tip: Frame your pitch not only around what your product does, but also how AI makes it exponentially better than any competitor.

 

4. Global Scalability, Faster

AI removes geographical limits. A SaaS startup that integrates AI recommendations can serve millions of users globally without requiring a massive investment in human resources. Generative AI platforms like OpenAI and Stability AI scaled internationally in record time, driven by viral adoption and global demand.

 

Tip: From day one, build with international users in mind. AI allows you to customize experiences for different markets (languages, cultural nuances) at scale.

 

5. Data Is Your Goldmine

Every unicorn today—from TikTok to Stripe—relies on data. But AI turns raw data into real-time insights and predictions. Startups that harness data effectively can forecast demand, personalize customer experiences, and optimize pricing strategies instantly.

 

Tip: Don’t wait until you have millions of users to build your data strategy. Start early, collect clean data, and make it central to your growth engine.

 

6. Lower Costs, Higher Margins

AI allows startups to operate with leaner teams and lower overhead. An AI-driven customer acquisition funnel can replace expensive marketing agencies. AI-enabled product development accelerates time-to-market, allowing startups to outpace incumbents.

 

Tip: Reinvest cost savings into R&D and growth. Lean operations are not just efficient—they’re a signal to investors that your business can scale profitably.

 

7. Beware the Hype Trap

While AI is powerful, not every startup that sprinkles AI jargon becomes a unicorn. Many crash due to overpromising or underdelivering. Founders must balance vision with execution.

 

Tip: Be transparent with what your AI can actually deliver. Investors and customers will forgive limitations, but they won’t forgive false claims.

 

Finally, AI is no longer just a technology—it’s a growth accelerant. By automating operations, scaling globally, unlocking data value, and attracting investor capital, AI gives startups an unfair advantage in reaching unicorn status faster than ever.

For founders, the message is clear: AI isn’t just part of the strategy—it should be the strategy. Those who master it will not only join the unicorn club but may rewrite the very definition of speed and scale in entrepreneurship.

 

Calo’s Evolution from Regional Innovator to Global Foodtech Powerhouse

Shaimaa Ibrahim 

 

As Saudi Arabia’s food technology sector continues to evolve at a rapid pace, Calo has emerged as a leading success story. The company has effectively combined innovation with nutrition, redefining the way personalized, ready-to-eat meals are delivered and consumed.

 

Calo was founded with a clear mission: to make healthy living simpler. By leveraging artificial intelligence and advanced supply chain systems, the company offers daily, customized meals tailored to individual needs. What started as a bold idea in the Kingdom has grown into a fast-scaling regional player, now expanding into major European markets.

 

The company recently secured $64 million in a significant funding round, marking a key milestone in its growth. This was followed by the acquisition of two well-known UK-based health food brands, highlighting Calo’s global ambitions. With plans to list on the Saudi stock exchange, the company is well positioned to accelerate its international expansion.

 

In this exclusive interview, Sharikat Mubasher speaks with Ahmed Al Rawi, Co-founder and CEO of Calo, about the company’s origin, the challenges it has faced, and its long-term vision. He also offers insights into the current state of the food tech sector in Saudi Arabia and the key opportunities shaping innovation and entrepreneurship in this dynamic industry.

 

Can you tell us about the inception of Calo in the Saudi market and the founding vision that has driven the company’s journey since its launch?

Calo was born out of a simple observation: people want to eat healthy and personalized meals, but most don’t have the time or energy to prepare them daily. Our founding vision was clear — to make healthy easy. We launched in Saudi Arabia because we believed the Kingdom would be an ideal environment to grow this model, given the increasing awareness around health and fitness. From day one, our focus has been on personalization powered by technology and building a vertically integrated model that delivers a world-class experience starting from Riyadh.

 

Following your successful $64 million funding round, how does Calo plan to deploy this capital to diversify its product portfolio and accelerate its growth trajectory?

We are humbled by the strong investor interest in our Series B extension. This capital will be deployed across three main levers:

  • Product expansion: introducing new segments such as athlete-focused macro personalization, premium “Chef’s Picks,” and a healthy CPG line.
  • Geographic scaling: expanding both within Saudi Arabia and internationally, including our recent entry into the UK and Oman.
  • Innovation and AI: investing in personalization technology and AI-driven customer experiences to ensure that the customer remains at the heart of everything we do.

What are the key markets in which you operate, and what is the current size of Calo’s customer base? How is this customer base distributed geographically?

Calo currently operates in Saudi Arabia, the UAE, Bahrain, Kuwait, Qatar, and the UK, with a recent launch in Oman where over 10,000 customers are already on the waiting list. Across these markets, we now serve hundreds of thousands of customers, with Saudi Arabia remaining our largest market.

 

How many retail outlets does Calo currently operate, and what are your near-term plans for opening new locations?

We now operate over 10 retail outlets across the GCC, including hospital-based locations, and we are committed to opening new sites every quarter. Our strategy is to complement our digital subscription model with physical locations that increase accessibility, enhance brand visibility, and allow for new customer touchpoints.

 

Calo reported over 50% year-on-year growth in the first half of 2025. What were the primary drivers behind this impressive performance, and how do you intend to sustain this momentum for the rest of the year?

Our growth has been driven by three main factors:

  1. Segment diversification — expanding our offerings to athletes, lifestyle-focused customers, and clean-eating enthusiasts.
  2. Localization — appointing General Managers in each market, giving us deeper customer understanding and stronger execution.
  3. Brand strength — our positioning as the go-to personalized meal subscription in the region continues to build trust and loyalty.

Looking ahead, we will continue to double down on customer experience, expand our footprint, and embed personalization even more deeply into every interaction.

 

You recently acquired leading UK food brands such as Fresh Fitness Food and Detox Kitchen. What strategic goals do these acquisitions aim to achieve, and how will they strengthen Calo’s presence in the UK market?

Our acquisitions of Fresh Fitness Food and Detox Kitchen were strategic moves to accelerate our UK entry. Both brands came with strong teams, supply chains, and customer trust. The integration allowed us to bring Calo’s operational excellence and technology while respecting the DNA that made these brands successful. This dual approach strengthens our presence in the UK by combining local expertise with Calo’s mission and innovation.

 

What role do you believe AI plays in transforming the food technology industry, and how is Calo leveraging this technology to enhance its services and improve the customer experience?

AI is redefining what personalization means in food. At Calo, we are piloting Calo Black, an AI-powered private chef experience that uses natural conversation to capture nuanced preferences and generate personalized daily menus. Beyond the customer interface, AI is embedded across our workflows — from menu optimization to supply chain efficiency — making us faster, leaner, and more customer-centric. Ultimately, AI will help us bring our mission of “making healthy easy” to life at scale.

 

What are Calo’s plans for further geographic expansion within Saudi Arabia and internationally? Are there any upcoming partnerships or product launches you can disclose?

In Saudi Arabia, we continue to deepen our footprint with new retail outlets and partnerships such as our collaboration with Armah Sports. Internationally, we are scaling operations in the UK, Oman, and evaluating other markets where we see strong demand. On the product side, we are preparing to launch our own line of healthy CPG products as well as expanding into on-demand delivery to meet customers across more occasions.

 

As Calo prepares for its public listing on the Saudi stock exchange, what are the key objectives of this move, and how will it support the company’s future growth and expansion?

Our planned IPO is an important milestone. It reflects our ambition to cement Calo as one of the Kingdom’s leading consumer-tech success stories while giving us access to capital markets to fuel further global expansion. Beyond financial growth, a public listing will deepen our transparency, governance, and ability to attract top talent as we scale globally.

 

How do you evaluate the current state of the food tech sector in Saudi Arabia? What major opportunities do you see, and what advice would you offer to entrepreneurs looking to enter this space?

Saudi Arabia is one of the most exciting markets globally for foodtech. Rising health awareness, strong digital adoption, and government support for innovation create immense opportunities. For entrepreneurs, my advice is simple:

  • Obsess over the customer — build around real needs, not assumptions.
  • Invest in local expertise — talent that understands the culture and customer is your greatest asset.
  • Balance speed with sustainability — rapid growth is exciting, but thoughtful execution builds long-term success.

 Above all, never lose sight of your core mission. Expansion and innovation should strengthen your identity, not dilute it.


 

 

Ground Up Growth: How Greenfield FDI and Startups Are Re-Engineering Saudi Arabia’s Economy

Kholoud Hussein 

 

Greenfield foreign direct investment (FDI) is no longer episodic, it’s compounding. In the first half of 2025 alone, investors announced 203 greenfield projects worth $9.34 billion, a 30% year-on-year jump in project count that underscores Saudi Arabia’s evolving appeal as a platform for new capacity, plants, data centers, and service hubs rather than mere capital transfers or acquisitions. Riyadh leads by a wide margin—100 projects and $2.3 billion—with Dammam (21 projects; $1.28 billion) and Jeddah (13 projects; $1.22 billion) emerging as secondary magnets in a multi-city investment map that policy planners have sought to build since Vision 2030’s launch. 

 

Why greenfield—and why now?

Three policy levers have altered investor behavior. First, regulatory reforms—commercial courts, a modernized civil transactions law, and faster company formation—are gradually reducing transaction friction and legal uncertainty. The Regional Headquarters (RHQ) program adds a powerful demand-side nudge: multinationals that want to win government business now need a Saudi RHQ, helping seed executive talent, procurement, and shared services in the Kingdom. As Investment Minister Khalid Al-Falih noted earlier this year, nearly 600 global firms have committed to an RHQ in Saudi Arabia, well ahead of the original 2030 target. 

 

Second, the Premium Residency framework—expanded in 2024–2025—simplifies long-term settlement for skilled professionals, investors, and founders, including dedicated tracks for entrepreneurs and investors. That matters in greenfield projects where expatriate leadership and specialist technicians must relocate to design, commission, and operate new assets. Applications crossed 40,000 between January 2024 and July 2025, a leading indicator of human-capital inflows tied to investment. 

 

Third, sectoral strategy has become more “bankable.” Industrial policy in advanced manufacturing, logistics, clean energy, and digital infrastructure is translating into investible pipelines. The Ministry of Industry and Mineral Resources reports 1,346 new industrial licenses in 2024, channeling SR50 billion ($13.3bn) of fresh commitments and bringing private investment in industrial cities to SR1.9 trillion—a base that foreign manufacturers can plug into for suppliers, utilities, and land. 

 

The city map: Riyadh ascendant, co-anchors emerge

Riyadh’s dominance in greenfield projects is not accidental. The capital now bundles market access, procurement proximity, and talent density. The once-quiet King Abdullah Financial District (KAFD) is filling with global names—HSBC, Accenture, Goldman Sachs, Morgan Stanley—turning the skyline into substance and giving CFOs and general counsels a neighborhood to recruit from. As one recent analysis put it, regulatory reforms have improved the legal framework even as investors continue to ask for greater clarity across agencies. 

 

But the geography is widening. Dammam channels industrial and energy logistics through the Eastern Province’s ports and suppliers, while Jeddah—with its Red Sea connectivity—pulls in logistics, tourism, and consumer projects. The distribution of project counts and capital across these cities—Riyadh 100; Dammam 21; Jeddah 13—confirms a multi-node investment story rather than a single-city bet. 

 

Greenfield meets startups

The most important complement to greenfield FDI is the startup engine that services, localizes, and extends foreign projects. Saudi venture activity rebounded sharply in 2025: by mid-year, the Kingdom posted a 116% YoY jump in capital deployed and a 31% rise in deal count, matching the UAE for the first time in H1 deal volume. This matters because international manufacturers and digital operators increasingly source innovation from local SaaS vendors, AI integrators, and robotics startups orbiting their plants and offices. 

 

Policy alignment is visible in the Entrepreneur License and the RHQ rules. The entrepreneur track allows qualified foreign founders to set up 100% foreign-owned startups—often as service providers to greenfield entrants—while the RHQ push draws corporate venture arms and innovation budgets into Riyadh. By mid-2025, 550 foreign startups had been licensed under the entrepreneur scheme—up 118% year-on-year—with 364 incubators and accelerators licensed nationwide to help scale them. A founder of a European industrial-AI firm now opening in Dammam put it succinctly at a private investor roundtable: “Our Saudi entity exists because our customers’ Saudi plants now exist”—a network effect where greenfield begets startup formation and vice versa. 

 

Where the projects are going

The sector distribution of H1-2025 greenfield announcements tracks three structural themes:

 

1) Advanced industry and clean tech. With new industrial licenses and utility corridors in place, manufacturers are building for the GCC and wider MENAT region. Chinese-Saudi ties have deepened beyond crude: from 2021 to Oct-2024, China became the top source of greenfield FDI into Saudi Arabia—$21.6 billion—mostly in clean technologies. Expect more battery materials, solar components, and grid-adjacent electronics as localization ratios rise. 

 

2) Digital infrastructure and AI services. RHQ mandates bring CIOs and CTOs closer to Saudi demand centers, driving data center builds, cloud points of presence, and AI integration work. The transition of KAFD from a real-estate project to a functioning financial and advisory hub puts more dealmakers and systems integrators within walking distance—important for multi-year transformation programs.

 

3) Logistics and tourism. Red Sea assets and the Kingdom’s burgeoning visitor economy are catalyzing warehousing, freight forwarding, and destination infrastructure. Greenfield FDI is attractive in these sub-sectors because global operators can standardize formats and import operating playbooks while training local teams to scale.

 

Interactions with executives reveal a pattern. One European mobility CEO whose firm is commissioning a Riyadh assembly facility noted privately that the “RHQ rule changed our cost-benefit analysis—being here is now the default”, adding that proximity to large government buyers reduced bid risk. That sentiment echoes broader coverage that the RHQ rule has become a decisive factor in competitive positioning for contracts. 

 

A US manufacturing executive added that talent visas and premium residency eased the relocation of commissioning engineers—“We used to rotate teams; now we can plant them”—crediting the expanded residency categories for compressing timelines. The sustained influx of premium residency applicants in 2024–2025 supports that operational angle. 

 

Startups as force multipliers

For foreign investors, the Saudi startup scene is a force multiplier, not a sideshow. Corporate innovation managers are now writing local checks to automate back-office functions, deploy industrial IoT, and stand up Arabic-first AI copilots. The rebound in Saudi venture funding in H1 2025 (+116% YoY) provides foreign companies with a denser supplier ecosystem for software and services, reducing vendor concentration risk and enabling pilots to scale faster. 

 

Policy has synchronized on the supply side too. The Entrepreneur License enables 100% foreign-owned tech startups with incubator endorsements or IP/patent credentials—critical for specialist vendors that prefer full control over code and export rights. As that cohort scales—550 foreign startups licensed by mid-2025—large greenfield investors can source more of their localization roadmaps domestically. 

 

Headwinds

Investors are not naïve about risks. Execution complexity on giga-projects, uneven agency coordination, and cost inflation remain top of mind. Reporting in late 2024 and 2025 highlighted delays and scope resets at mega-developments, prompting some boardrooms to stage capital in tranches tied to off-take, permitting, or infrastructure milestones. Officials have framed signature projects like NEOM as “generational investments,” signaling tolerance for long runways while trying to avoid over-promising short-term outcomes. 

 

At the same time, ministers have emphasized macro resilience and non-oil momentum to reassure investors during bouts of geopolitical noise or commodity volatility. In late-2024 remarks, the investment minister argued that non-oil activity has maintained a 4–5% trend since 2017, even as the IMF adjusted near-term growth forecasts due to oil market management. That narrative—stability plus reform—is part of why greenfield decisions are continuing rather than pausing. 

 

What to expect next 

Deal flow broadens beyond Riyadh. Riyadh will remain the anchor, but Dammam and Jeddah should capture rising shares in energy-adjacent manufacturing and logistics/tourism, respectively. The H1-2025 distribution offers a baseline for the next two years as supply chains are rerouted closer to demand and ports. 

 

Premium Residency and RHQ continue to clip friction. With tens of thousands of residency applications and ~600 RHQs already committed, the soft infrastructure for talent mobility and corporate governance is maturing. Each additional RHQ is effectively a funnel for supplier mandates and local procurement that greenfield operators can tap. 

 

Startups become embedded vendors. The 118% annual jump in licensed foreign startups and the 116% YoY leap in H1-2025 venture funding are not cosmetic. They are the early signs of a procurement market where Saudi-based SaaS, AI, and Industry 4.0 firms are preferred partners for localization and Arabic-first adaptation. Expect corporate venture capital and joint labs to proliferate inside KAFD and nearby innovation districts. 

 

Greenfield spreads into services. Not all greenfield is smokestacks. Banks, insurers, and professional services are standing up operating centers and shared-services hubs to serve the GCC, anchored by RHQ mandates and deepening local client rosters. The visible “re-tenanting” of KAFD is one barometer of that pivot. 

 

A founder’s lens

For founders—Saudi and foreign—the opportunity is unusually bidirectional. Greenfield projects create demand-side certainty for B2B startups: quality assurance, maintenance, workflow automation, Arabic NLP, ESG reporting, and workforce upskilling. The entrepreneur pathway enables foreign technologists to establish Saudi-based entities directly; accelerators and incubators—364 licensed as of mid-2025—can mitigate the risks associated with the first year by providing customer introductions and guidance on product-market fit. In turn, startups make foreign factories and service hubs more competitive regionally, helping parent companies justify additional waves of capex. 

 

One Riyadh-based industrial AI founder described the flywheel candidly: “We built for a single multinational plant; six months later we were in four facilities across two cities.” That is what Greenfield looks like when it works: physical assets anchoring software demand, and software compressing time-to-productivity for physical assets.

 

Finally, Saudi Arabia’s greenfield story is not simply about large checks; it is about institution-building that converts checks into capacity, jobs, and exportable know-how. The 203 projects in H1-2025 document momentum; the RHQ numbers document commitment; the startup licensing and venture rebound document optionality. Together, they form the scaffolding of a non-oil economy that investors and founders can model around.

 

Challenges remain—predictability, inter-agency clarity, and global macro headwinds—but the direction of travel is unmistakable. As one policymaker put it on stage in Riyadh late last year, the Kingdom is “resilient and investable” even as it manages near-term oil and fiscal variables. For greenfield investors and the startups that orbit them, the actionable question is no longer if Saudi Arabia fits the strategy. It’s where—Riyadh, Dammam, Jeddah—and how fast.