Ghada Ismail

A decade ago, artificial intelligence was largely viewed as a futuristic technology discussed in research laboratories and Silicon Valley boardrooms. Today, it writes code, detects diseases, powers government services, personalizes shopping experiences, and helps businesses make decisions in seconds. AI has rapidly evolved from a niche innovation into a transformative force that is reshaping industries and economies across the globe.

Every year on 16 July, Artificial Intelligence Appreciation Day celebrates these technological advances and the people driving them forward. Yet for Saudi Arabia, the occasion represents something even more significant. It is an opportunity to reflect on how artificial intelligence has become a central pillar of the Kingdom's economic transformation, driving innovation, attracting global investment, and creating entirely new industries under Vision 2030.

Rather than simply adopting AI technologies developed elsewhere, Saudi Arabia has pursued a far more ambitious goal: building an ecosystem where artificial intelligence can be developed, governed and commercialized at scale. In just a few years, the Kingdom has laid the foundations for an AI-powered economy through national strategies, digital infrastructure, talent development and partnerships with some of the world's leading technology companies.

From Vision 2030 to an AI Economy

Saudi Arabia's AI ambitions are rooted in Vision 2030, the national blueprint launched to diversify the economy beyond oil and position innovation at the heart of future growth. While digital transformation has long been a priority, artificial intelligence has evolved into one of the Kingdom's most strategic investments, underpinning everything from government services and healthcare to finance, manufacturing, and education.

A defining milestone came in 2019 with the establishment of the Saudi Data and Artificial Intelligence Authority (SDAIA), which was tasked with leading the Kingdom's AI and data agenda. The following year, the launch of the National Strategy for Data and AI (NSDAI) provided a comprehensive roadmap for developing AI capabilities, attracting investment, fostering innovation and creating a globally competitive digital economy.

Since then, Saudi Arabia has consistently demonstrated that AI is not merely a technology initiative but a national development strategy. The Kingdom has introduced policies to encourage innovation, developed governance frameworks for the responsible use of AI and invested heavily in the digital infrastructure needed to support increasingly sophisticated technologies.

This long-term commitment has translated into measurable international recognition. Saudi Arabia ranked first globally in the Government Strategy pillar of Tortoise Media's Global AI Index, an assessment that measures the strength of national AI policies, governance structures, public investment, and implementation. The ranking reflects more than ambitious targets. It recognizes the Kingdom's establishment of SDAIA, the rollout of the National Strategy for Data and AI, dedicated AI governance frameworks, sustained investment in digital infrastructure, and coordinated efforts to embed AI across government and industry. Together, these initiatives have positioned Saudi Arabia among the world's most proactive governments in developing a national AI ecosystem.

Saudi Arabia's AI by the Numbers

The scale of Saudi Arabia's ambitions is reflected in both its investments and expected economic impact. According to PwC, artificial intelligence is projected to contribute US$135.2 billion to the Kingdom's economy by 2030, equivalent to approximately 12.4% of GDP, making it the highest projected AI-driven economic contribution among Middle Eastern economies and one of the highest globally. Since establishing the Saudi Data and Artificial Intelligence Authority (SDAIA) in 2019, the Kingdom has launched the National Strategy for Data and AI (NSDAI), introduced the Arabic large language model ALLAM, established HUMAIN to accelerate AI infrastructure and innovation, and expanded AI applications across healthcare, finance, education, logistics, manufacturing, and government services. Alongside these initiatives, Saudi Arabia has introduced AI ethics principles and governance frameworks, demonstrating that its AI agenda extends well beyond technology adoption to encompass policy, talent development, infrastructure, and long-term economic transformation.

Saudi Startups Are Driving the Next Wave

Government initiatives may have laid the foundation, but Saudi Arabia's startup ecosystem is increasingly becoming one of the strongest drivers of AI innovation.

A growing number of startups are demonstrating that the Kingdom is moving beyond AI adoption to AI creation. Rather than simply integrating off-the-shelf technologies, these companies are developing solutions tailored to regional markets and real business challenges.

Mozn has emerged as one of Saudi Arabia's leading AI companies, using machine learning to combat financial crime, strengthen compliance and support smarter risk management for financial institutions. Lucidya has built one of the region's most advanced AI-powered customer intelligence platforms, helping businesses analyze Arabic-language conversations across social media and digital channels to better understand consumer behavior.

Meanwhile, Intelmatix is applying artificial intelligence to enterprise decision-making, enabling organizations to optimize operations and improve strategic planning through predictive analytics. Companies such as Salla and Zid are also embedding AI into e-commerce platforms, while startups across healthcare, logistics, cybersecurity and retail continue introducing AI-powered products designed specifically for regional markets.

The Next Frontier Is Trust

As artificial intelligence becomes increasingly sophisticated, experts believe the next stage of AI adoption will depend less on algorithms themselves and more on the quality, security, and resilience of the data that powers them.

According to Tim Pfaelzer, Senior Vice President and General Manager for EMEA at Veeam, organizations are entering what he describes as the "agentic era," where AI systems are evolving beyond simple assistants into autonomous digital workers capable of making decisions and performing tasks with minimal human intervention.

"AI is revolutionizing how organizations unlock value from their data, providing instantaneous insights and uncovering opportunities that were previously out of reach," Pfaelzer says.

He believes this shift is fundamentally changing how businesses operate.

"These agents are becoming autonomous, 24/7 digital workforces, scaling productivity and accelerating decision-making."

The scale of investment reflects this growing confidence. According to Pfaelzer, hyperscale technology companies have collectively invested more than US$650 billion to build the infrastructure supporting the next generation of AI innovation. At the enterprise level, adoption is accelerating rapidly, with 88% of organizations already piloting AI agents across their technology environments.

Yet despite this enthusiasm, readiness remains a significant challenge.

According to Veeam's research, only around 7% of organizations currently possess the foundational capabilities required to be genuinely AI-ready.

For Pfaelzer, the problem is not artificial intelligence itself—it is the quality of the data feeding these systems.

"The lack of visibility into data can cause AI models and agents to act on incomplete, outdated or inaccurate information, leading to unreliable outcomes at machine speed."

To address this challenge, Pfaelzer argues that organizations must establish what he describes as a "trust layer" built on complete data visibility, governance and resilience.

"By ensuring AI agents are powered by secure, accurate and readily recoverable data, businesses can unlock AI's full potential without allowing it to become their Achilles' heel."

For Saudi Arabia, this approach aligns closely with its broader AI strategy, which emphasizes responsible innovation alongside rapid technological advancement. As the Kingdom continues expanding AI adoption, building trustworthy and resilient data ecosystems may prove just as important as developing increasingly powerful AI models.

Celebrating Progress While Preparing for the Future

Artificial Intelligence Appreciation Day is often viewed as a celebration of technological breakthroughs. Saudi Arabia's story offers a broader and more compelling perspective.

The Kingdom's AI journey demonstrates that meaningful progress requires far more than sophisticated algorithms or headline-grabbing investments. It depends on long-term national planning, modern digital infrastructure, responsible governance, strategic partnerships and, above all, people capable of transforming innovation into real economic and social value.

Over the past several years, Saudi Arabia has methodically laid these foundations. Through Vision 2030, it has established national AI strategies, built world-class infrastructure, nurtured a vibrant startup ecosystem, attracted global technology leaders and accelerated AI adoption across sectors that directly affect the lives of millions of people.

The next phase of this journey will likely be defined not by the size of AI models or the speed of technological breakthroughs, but by how effectively artificial intelligence improves productivity, enhances public services, empowers businesses, and creates sustainable economic growth.

As the world marks Artificial Intelligence Appreciation Day, Saudi Arabia is celebrating more than the rise of a transformative technology. It is celebrating the emergence of an AI ecosystem built with a long-term vision; one that is positioning the Kingdom not simply to participate in the global AI revolution, but to help shape its future.

Mohamed Ramzy

Since its launch in the Egyptian market a few years ago, Klivvr has focused on building an integrated financial platform that combines payments, consumer financing, and rewards within a single application. Having surpassed EGP 1.2 billion in shareholder investments, the company is now gearing up for a new growth phase centered on investing more in technology and AI and expanding its innovative financing solutions.

In a short period, Klivvr has successfully built a financing portfolio worth EGP 1.5 billion, while expanding its network to include more than 700,000 users and over 1,000 partners and merchants. The company plans to invest an additional $10 million over the next two years to expand its customer base, financing portfolio, and partner network.

In an exclusive interview with Sharikat Mubasher, Nils Bachtler, Co-Founder and CEO of Klivvr, discussed the company’s strategy for the upcoming period, its investment plans, and its vision for the future of AI in the financial sector, as well as its growth and expansion targets within and beyond Egypt.

Klivvr was launched with a capital of EGP 100 million, with plans to reach EGP 500 million. Where does the company currently stand on these targets? And do you plan to increase capital over the next period to support growth and expansion plans?

We already achieved this target, as total shareholder investments in Klivvr have surpassed EGP 1.2 billion ($25 million), a milestone that reflects investors’ confidence in our business model and growth plans.

We plan to invest an additional $10 million over the next two years to continue developing the platform, enhancing the technological infrastructure, and launching new services.

How will Klivvr secure these new investments and how will it deploy them?

We will secure these investments from existing shareholders, not through new funding rounds or from additional investors.

From day one, Klivvr has bet on technology as the primary engine of its growth, and we still believe that investing in technology is the fastest way to build a more intelligent financial platform. Therefore, we will dedicate the largest share of the investment to developing digital infrastructure and AI, alongside launching more advanced products that enhance user experience.

Klivvr obtained final approvals to launch consumer financing activity in the Egyptian market. How do you assess the performance of this activity since its launch, and what level of demand have you witnessed so far?

We obtained the consumer financing license in April 2025 and officially launched the service in June 2025. Within a short period, the financing portfolio reached nearly EGP 1.5 billion, reflecting growing demand for our services.

Our focus is not limited to increasing financing volume alone; we are also working on diversifying financing products to meet the needs of different customer segments. Among the products we are currently developing are automotive financing solutions, as well as high-value financing programs that meet customers’ significant needs through flexible, convenient plans.

Today, Klivvr’s network includes more than 1,000 partners and merchants, spanning payment networks, financing partners, and merchants. This offers customers broader options to benefit from Klivvr’s services across the Egyptian market.

Klivvr launched ‘K·ai’ as the first AI-powered assistant in fintech applications in Egypt. How do you expect this product to transform customer experience?

From the outset, we noticed that a large segment of customers faces difficulty in understanding financial products or comparing different offers, which can lead to making decisions that do not align with their needs or capabilities. Hence, we designed ‘K.ai’ to be a personal AI-powered financial assistant that responds to users’ inquiries, explains financial products in a simple way, compares different financing options, and clarifies fees and requirements, thereby helping them make more informed financial decisions.

Within a short period of launching the service, we noticed a clear reduction in the pressure on customer service centers, as customers are now able to access all information they need directly through the application.

We also believe that AI will completely transform the future of financial services; thus, we will continue to invest in developing this technology and adding more features that make the user experience more intelligent and personalized.

With over 700,000 users and a remarkable growth in financing portfolio and activity since launch, what are Klivvr’s targets for the next two years? 

We do not measure growth solely by the number of customers, but rather by our ability to build an integrated financial ecosystem that delivers real value to the user. Accordingly, over the next two years, we aim to double our customer base, expand the financing portfolio and partner network, and launch new services.

Achieving these targets will depend on continuing to invest in technology and AI, strengthening the digital infrastructure, developing new financing solutions, and expanding the partner network. This will enable us to reach larger customer segments and enhance the daily usage of Klivvr’s platform.

What are Klivvr’s regional expansion plans for the upcoming years, notably in key markets, such as Saudi Arabia and the UAE?

With regard to geographic expansion, the Egyptian market remains our top priority, given the significant growth opportunities it offers; however, we expect regional expansion to begin after 2028.

We have not yet decided on a model for entering foreign markets. This can be through strategic partnerships, acquisitions, or launching new operations. The most suitable model will be decided based on the nature of each market and the opportunities available at the time of implementation.

Translated by: Noha Gad

Ghada Ismail

In the first part of this series, we explored why media buying matters for startups and how a well-planned advertising strategy can help young businesses reach the right audience. We also discussed the role of a media buyer in managing campaigns, optimizing budgets, and improving return on investment.

In Part Two, we will build on that foundation by examining the different types of media buying available to startups. Understanding these options can help founders choose the channels and buying methods that best align with their goals, target audience, and stage of growth.

Traditional Media Buying

Traditional media buying refers to purchasing advertising space through offline channels. Although digital advertising has become dominant, traditional media can still be valuable for startups seeking broad brand awareness.

• Television advertising: Suitable for startups targeting a large audience, though it often requires a significant budget.
• Radio advertising: Effective for local businesses and startups aiming to reach commuters or regional audiences.
• Print advertising: Useful for reaching niche audiences through newspapers, magazines, and industry publications.
• Outdoor advertising: Includes billboards, transit ads, and posters, which can help increase local visibility.

Traditional media buying can enhance credibility and brand recognition, but it may offer less precise targeting compared to digital channels.

Digital Media Buying

Digital media buying involves purchasing advertising space on online platforms. This is often the most practical option for startups because it offers detailed targeting, measurable results, and flexible budgeting.

• Search engine advertising: Ads appear on search engine results pages when users search for relevant keywords.
• Social media advertising: Platforms such as Facebook, Instagram, LinkedIn, TikTok, and X allow startups to target users based on demographics, interests, and behavior.
• Display advertising: Banner and visual ads appear on websites, apps, and online publications.
• Video advertising: Ads are shown before, during, or after online video content on platforms such as YouTube.

Digital media buying is particularly attractive for startups because campaigns can be adjusted quickly based on performance data.

Programmatic Media Buying

Programmatic media buying uses automated technology to purchase digital advertising space in real time. Instead of negotiating directly with publishers, advertisers use software platforms to bid for ad placements based on audience data.

• Real-time bidding (RTB): Advertisers bid for ad impressions as they become available.
• Private marketplace (PMP): Premium publishers offer ad inventory to selected advertisers through invitation-only auctions.
• Programmatic direct: Advertisers purchase ad inventory directly from publishers at a fixed price.

Programmatic buying allows startups to target specific audiences efficiently and optimize campaigns automatically.

Performance-Based Media Buying

Performance-based media buying focuses on paying for measurable results rather than simply paying for ad placement. This model is especially valuable for startups because it aligns advertising costs with business outcomes.

• Cost per click (CPC): Payment occurs when a user clicks on the ad.
• Cost per acquisition (CPA): Payment occurs when a user completes a desired action, such as making a purchase or signing up.
• Cost per lead (CPL): The startup pays for each qualified lead generated through the campaign.
• Cost per thousand impressions (Cost Per Mille or CPM): Payment is based on the number of times the ad is displayed.

Performance-based buying helps startups track ROI more accurately and allocate budgets to the channels that generate the best results.

Influencer and Native Media Buying

Influencer marketing and native advertising are increasingly popular media buying strategies for startups seeking authentic audience engagement.

• Influencer marketing: Startups partner with influencers to promote products or services to their followers.
• Native advertising: Ads are designed to match the format and style of the platform where they appear, making them less disruptive to users. For example: A fintech startup might sponsor an article on a business website titled “How Small Businesses Can Improve Cash Flow Management.” The article provides useful information while also mentioning the startup’s payment solution. Because it resembles regular editorial content and provides value to readers, it is considered native advertising.

These approaches can help startups build trust and reach targeted audiences in a more organic way.

Choosing the Right Media Buying Type

The best media buying strategy depends on a startup’s goals, target audience, budget, and growth stage.

• For brand awareness: Digital display ads, social media ads, and outdoor advertising can be effective.
• For lead generation: Search engine advertising and performance-based campaigns are often the best options.
• For niche targeting: Direct media buying, influencer marketing, and native advertising can deliver strong results.
• For scalable growth: Programmatic media buying allows startups to optimize campaigns efficiently as they expand.

To Wrap Things Up…

As we continue this media buying series, it becomes clear that there is no one-size-fits-all approach for startups. Each type of media buying offers unique advantages, and the right choice depends on the startup’s objectives, audience, and available resources.

For many early-stage startups, digital and performance-based media buying provide the most accessible and measurable starting points. As the business grows, programmatic, direct, and traditional media buying can become valuable additions to a broader marketing strategy.

Ghada Ismail

People are increasingly choosing where to receive medical care based on more than just the treatment itself. Faster access to specialists, advanced technology, personalized support, and a smooth patient journey are all shaping decisions about seeking care abroad.

As demand for cross-border healthcare grows, countries around the world are investing heavily to position themselves as trusted medical tourism destinations.

Saudi Arabia is among the countries working to seize this opportunity. Supported by Vision 2030 and major investments in healthcare infrastructure, the Kingdom is steadily building the foundations of a medical tourism ecosystem. With internationally accredited hospitals and specialized treatment centers, digital health services, and dedicated programs for international patients, Saudi Arabia is aiming to offer not only high-quality care but also a seamless experience tailored to visitors from abroad.

While the Kingdom is still developing its presence in a competitive global market, its expanding healthcare capabilities, growing private-sector participation, and business-friendly reforms are creating new opportunities for hospitals, healthcare companies, and investors.

A Growing Opportunity in Medical Tourism

Medical tourism has become one of the fastest-growing segments of the global healthcare industry. Patients are increasingly willing to travel abroad in search of better healthcare experiences, whether that means faster access to specialists, advanced technologies, personalized care, or internationally recognized hospitals.

Saudi Arabia sees this trend as an opportunity to diversify its economy while strengthening its healthcare sector. According to Research and Markets, the Kingdom’s medical tourism market was valued at approximately US$200 million in 2024 and is projected to reach US$680 million by 2030, reflecting a 22.5% compound annual growth rate as investments in healthcare infrastructure, private hospitals, and specialized services continue to expand.

Unlike some established destinations that compete primarily on affordability, Saudi Arabia is developing a different value proposition. The Kingdom is leveraging modern healthcare facilities, internationally accredited providers, highly qualified medical professionals, and integrated patient services to attract visitors from the GCC, the wider Middle East, Africa, and other international markets.

The sector also aligns closely with Vision 2030’s broader objectives of increasing private-sector participation, attracting foreign investment, and positioning healthcare as an important contributor to economic diversification.

Private Healthcare Providers Are Leading the Way

Much of Saudi Arabia’s progress in medical tourism is being driven by the private healthcare sector.

Over the past decade, private hospital groups in Saudi Arabia have expanded their facilities, introduced advanced medical technologies, and pursued international accreditations that help strengthen confidence among overseas patients. Many providers have also broadened their focus beyond clinical care, recognizing that international patients expect a comprehensive experience that begins before they arrive at the hospital. Among the leading players is Dr. Sulaiman Al Habib Medical Group, which describes itself as one of the Middle East’s largest private healthcare providers. The group has developed a network of hospitals equipped with advanced medical technologies and internationally accredited facilities, supporting its ability to serve patients from across Saudi Arabia and the wider Gulf region.

Saudi German Health has strengthened its international patient offering through dedicated services that support appointment coordination, patient assistance, and other services designed to facilitate treatment for overseas visitors in the Kingdom.

Similarly, Dallah Health offers international patient services that support patients throughout their treatment journey, including coordination of care and related patient services. The company’s internationally accredited hospitals also reinforce its reputation for quality among both local and international patients.

Another example is the International Medical Center (IMC) in Jeddah, which has developed services for international patients through personalized care coordination and partnerships with insurance providers.

Collectively, these organizations demonstrate that Saudi healthcare providers are increasingly competing not only through clinical excellence but also through convenience, hospitality, and patient-centered services.

Creating a Seamless Journey for International Patients

Medical tourism is no longer defined solely by hospitals. Around the world, successful destinations rely on a broader ecosystem of businesses that simplify the patient journey from the moment treatment is considered until long after recovery.

Saudi Arabia is gradually developing this ecosystem.

One example is SAGE, a healthcare consultancy and medical travel facilitator that works with hospitals, governments, and healthcare organizations to improve international patient services, headquartered in Saudi Arabia. Rather than providing treatment directly, the company helps connect patients with healthcare providers while coordinating referrals, treatment planning, travel logistics, accommodation, and recovery support.

This concierge-style model is becoming increasingly important as international patients seek simplicity and reassurance throughout the treatment process. By reducing administrative complexity, facilitators such as SAGE help create a smoother healthcare experience while allowing hospitals to focus on clinical care.

The sector is also benefiting from broader coordination efforts. The Medical Tourism Cooperative Society is working to strengthen collaboration between healthcare providers, tourism companies, investors, and other stakeholders with the aim of developing a more integrated medical tourism industry. Such initiatives reflect a growing recognition that attracting international patients requires cooperation across multiple sectors rather than individual hospital efforts alone.

Digital Tools Are Making Care Easier to Access

Technology is becoming another important factor in Saudi Arabia’s medical tourism ambitions.

For international patients, convenience often begins long before boarding a flight. Many Saudi healthcare providers now offer virtual consultations, online appointment scheduling, digital access to medical records, and remote follow-up services that allow patients to communicate with specialists before and after their visit.

These digital services help patients better understand their treatment options, prepare for their journey, and remain connected with healthcare providers once they return home. They also reduce uncertainty, one of the biggest concerns for people considering medical treatment abroad.

Saudi Arabia’s growing digital health ecosystem is therefore complementing investments in physical healthcare infrastructure, creating a more seamless patient experience that aligns with global expectations.

Challenges Still Need to Be Addressed

Despite the progress, Saudi Arabia still faces several challenges before it can establish itself as a leading medical tourism destination.

International recognition remains one of the biggest hurdles. Countries such as Thailand, Türkiye, India, and Singapore have spent decades building strong global reputations for medical tourism, supported by extensive marketing campaigns and well-established international referral networks.

Pricing transparency is another important consideration. International patients increasingly compare destinations based on the overall value they receive, making clear pricing structures and predictable costs essential for building trust.

Expanding partnerships with international insurers, strengthening referral networks, and increasing awareness among overseas patients will also be crucial if Saudi Arabia hopes to compete more effectively in the global marketplace.

What the Future Holds for Saudi Medical Tourism

Medical tourism represents far more than an opportunity for hospitals to attract additional patients. It has the potential to generate demand across a wide range of industries, including hospitality, aviation, transportation, insurance, digital health, and professional services. Every international patient contributes to an economic value chain that extends well beyond the healthcare sector.

For Saudi Arabia, this aligns closely with Vision 2030’s ambition to diversify the economy by creating new industries driven by innovation and private investment. As hospitals continue expanding their international patient programs and supporting businesses develop more integrated services, medical tourism could emerge as an increasingly important contributor to the Kingdom’s visitor economy.

Saudi Arabia may still be building its reputation as a medical tourism destination, but its strategy is becoming increasingly clear. By combining modern healthcare infrastructure, internationally accredited providers, digital patient services, and a growing network of supporting businesses, the Kingdom is laying the foundations for a competitive regional industry. The next phase will depend not only on attracting more international patients but also on delivering an experience that encourages them to choose Saudi Arabia with confidence.

Noha Gad

Email has become one of the most familiar tools in everyday life, used for work, communication, and now even financial transactions. As digital banking continues to evolve, it has created faster and easier ways to send money without relying on traditional methods, such as cash, checks, or in-person transfers.

One of the most practical examples of this shift is email money transfer (EMT), a payment method that allows people to send funds using only an email address. It offers a simple alternative for personal payments, shared expenses, and small business transactions, especially when speed and convenience matter.

What is an email money transfer and how does it work?

An EMT is a retail banking service that allows users to transfer funds between personal accounts using email and their online banking service. Commonly used in Canada, EMTs are provided by the largest banking institutions and are considered a secure way to transfer money.

An EMT works through a simple online banking process. The sender logs in to their bank account, chooses the option to send money, and enters the recipient’s email address along with the amount to be transferred. In many cases, the sender sets up a security question or verification step so that only the intended recipient can claim the money. Once the transfer is sent, the recipient gets a notification by email with instructions on how to accept the payment.

EMTs offer several practical benefits that make people use them in everyday payments. This includes:

• Convenience: EMTs make sending money much easier, as they can be done online in a few steps. Users do not need to visit a bank branch or handle cash, which saves time and effort.
• Swift transfers: In many cases, the recipient is notified almost immediately after the transfer is sent. This makes EMTs a useful option when users need to transfer money quickly.
• Simplicity: The process is usually straightforward and does not require complicated banking details. Most people only need an email address and access to online banking.
• Privacy and security: Since the transfer is handled through secure banking channels, users do not have to share sensitive account information directly. This adds an extra layer of protection in everyday transactions.

Although EMTs are convenient, they are not always the best option in every situation. Like any payment method, it has a few limitations that users should understand before relying on it:

• Availability: An EMT is not offered by every bank or financial institution. In some cases, both the sender and recipient must have accounts with participating institutions for the transfer to work.
• Transfer limits: Many providers place limits on how much money can be sent in a single transaction or within a certain period. This can make it less suitable for larger payments.
• Security questions: Some transfers rely on security questions or passwords to release the funds. If these are forgotten, shared incorrectly, or guessed by someone else, it can create problems.
• Fees and charges: Some banks and service providers apply fees to send or receive money. These charges make the method less attractive for some users.

EMTs can be a useful payment option for small businesses, freelancers, and service providers who want a simple way to receive funds. It is often used for invoice payments, deposits, and smaller transactions where speed and convenience matter. It is especially practical for businesses that handle lower-value payments, such as consultants, tutors, local service providers, or small online sellers. 

Finally, EMTs have become a practical part of modern digital banking thanks to their speed, convenience, and simplicity. They are useful for everyday personal transfers and small business payments, where moving money quickly and securely is often the top priority. However, users should keep in mind possible limits, fees, and availability issues before choosing this option, especially for larger or more complex transactions.