Noha Gad 

The food and beverage (F&B) sector represents a key pillar in Saudi Arabia’s journey towards economic diversification and sustainable growth. This promising industry has witnessed a significant expansion with technology being a catalyst for seismic changes in the sector amid shifting market dynamics and evolving consumer demands.

A recent report by AstroLabs, the leading business expansion platform in MENA, revealed that the market value of the Saudi F&B industry reached $45 billion in 2024, presenting lucrative business opportunities across its segments and subsegments. The same report anticipated consumer spending on food services to rise by 6% annually over the next five years, while the food delivery market is projected to surge to $14.9 billion by 2028.

Technology has profoundly transformed every stage of the food value chain, from using advanced agricultural technologies that enhance farming and enable controlled environment agriculture, to shaping how food is accessed, prepared, and enjoyed. Integrating IoT and blockchain also enhanced supply chain transparency, food safety, and traceability, building greater consumer trust and reducing inefficiencies throughout the sector.

This synergy between tradition and modernity not only preserves Saudi Arabia’s culinary heritage but also ensures that technology remains at the heart of future growth, delivering resilient, sustainable, and world-class food systems for generations to come.

Another report by the global business consulting firm, Grand View Research, unveiled that the food technology (foodtech) market in Saudi Arabia is expected to reach $10.2 million by 2030, marking a compound annual growth rate (CAGR) of 10.5%.

Additionally, the latest report by the Saudi Central Bank (SAMA) highlighted that the F&B industry seized the lion’s share of total point-of-sale (PoS) transactions in May, generating sales amounting to SAR 8.6 billion.

Critical things to consider for establishing a strong presence in the Saudi F&B sector

• Testing the market first and prioritizing omnichannel retail. Companies that aspire to expand into Saudi Arabia must test their products in the market before making large investments. Also, omnichannel retail involving online and offline sales has become an important mainstay in the Saudi retail sector, while the growth of younger consumers has resulted in a shift from traditional trade to modern trade. 
• Obtaining Halal certifications and forging partnerships with local players. Halal certification is necessary for food brands to gain a foothold in this market. They need to ensure compliance with Saudi Food and Drug Authority (SFDA) regulations.
• Utilizing logistics and temperature-controlled delivery hubs to ensure products remain fresh.

The Saudi foodtech landscape is bustling with innovations and investment, with several startups leading the charge, notably Nana, the dark store grocery delivery startup and a key player in the digital shopping solutions sector; Foodics, the leading cloud-based technology and payments platform for restaurants; iyris, the innovative agriclimate tech company specializing in advancing commercial farming; Mr. Mandoob, a state-of-the-art delivery platform that connects consumers with various dark stores, and more. 

Key innovations that transform the F&B sector in Saudi Arabia 

Cloud Kitchens 

The cloud kitchen business is transforming the food service industry in Saudi Arabia, providing a unique blend of convenience and innovation to meet the evolving demands of consumers. Cloud kitchens, or virtual kitchens, operate exclusively for delivery orders without dine-in options, offering a cost-effective alternative to traditional restaurants. This model allows food entrepreneurs and established restaurant chains to launch multiple brands from a single kitchen space.

The boom in the cloud kitchen industry was driven by high demand for delivery services, notably during the COVID-19 pandemic, lower operational costs, flexible operations, and the emergence of e-commerce and delivery platforms, such as Jahez, HungerStation, and Talabat.

According to a survey conducted by Qoot, a subsidiary of management consulting firm Mukatafa, 44% of respondents believe that cloud kitchen businesses have lower operational costs than a normal restaurant. However, 56% said they saw fewer sales than a normal restaurant business, with only 17% reporting more sales.

The cloud kitchen market in Saudi Arabia is expected to hit $335.7 million by 2030, growing at a CAGR of 7.7% from 2021 to 2030, as stated by Al Taasis, a leading business incorporation and on-the-ground corporate solutions specialist.

Over the next five years, Saudi Arabia is anticipated to become one of the leading markets for cloud kitchens in the region, backed by urbanization, government support for entrepreneurship, and a growing appetite for digital services.

Establishing a cloud kitchen business offers various advantages, including the flexibility in menu changes, reduced financial burden, operational efficiency, and direct access to customer insights.

Subscription Meal Services

The subscription meal services industry in Saudi Arabia is gaining momentum as consumers increasingly seek convenient, healthy, and personalized dining options. This service offers customers the ability to subscribe to meal plans that deliver ready-to-eat or easy-to-prepare meals regularly, catering to varying dietary needs and preferences. 

The rising awareness of nutrition and wellness, urban lifestyles that limit time for cooking, and the integration of digital platforms that enhance user experience have accelerated the growth of subscription meal services in the Kingdom.

The ‘KSA Subscription-based Meals Market Research’ report, published by MarkNtel, stated that the subscription-based meals market in Saudi Arabia reached $254 million in 2024, and is expected to hit $383.5 million by 2030, with a CAGR of around 7.11% during 2025-2030.

Figures released by the global data and business intelligence platform, Statista, revealed that revenue in the Saudi meal delivery market is projected to surpass $10 billion in 2025 to reach $11.7 billion by 2030.

Calo is one of the key players that revolutionizes personalized meal subscriptions in Saudi Arabia. In 2024, it delivered 10 million meals across the GCC, reinforcing growing demand for data-driven, personalized nutrition.  

Other Saudi subscription meals platforms, such as Freshhouse, Right Bite, and Dailymealz, allow users to update their meal plans, pause or skip deliveries, and provide feedback, creating a highly user-centric experience. They provide consumers flexibility in meal selections, customizable menus, and streamlined delivery schedules, making it easier for them to maintain consistent healthy eating habits.  

AI-Powered Food Applications

Technology is a game-changer in the online food delivery market in Saudi Arabia. Platforms invest heavily in new tools that make things easier for users and run their operations better. They also utilize artificial intelligence (AI) and data to tailor their services, predict consumer preferences, and find the best routes for delivery. A recent report published by IMARC Group stated that the online food delivery market in Saudi Arabia is expected to record $5.71 billion by 2033, marking a CAGR of 13.6 during 2025-2033.

The AI-powered food applications in Saudi Arabia operate within a rapidly growing multi-billion-dollar online food delivery market, backed by high-tech infrastructure, a high internet penetration rate (99%), a large base of digital consumers, and heavy use of AI for personalization, logistics, and operational efficiency

Finally, the emergence of a digital food landscape has created opportunities for new delivery systems. The ongoing digitization of the food delivery space reflects a dynamic scene with potential shifts and increased business activities, contributing to the development of the Saudi tech sector and the realization of Vision 2030’s objective of localizing 85% of its food industry by 2030. 

Ghada Ismail

CellSave Arabia is a leading provider of advanced stem cell preservation services in the Gulf region, offering families the opportunity to safeguard their future health through secure, high-quality cord blood and tissue banking. Known for its cutting-edge proprietary technology, internationally accredited standards, and patient-centered care model, CellSave Arabia has built a reputation for excellence in regenerative medicine. The company’s mission is rooted in making stem cell preservation accessible, reliable, and scientifically robust, empowering families with potentially life-saving options for generations to come.

In this exclusive interview, Sarah Al-Hajali, CEO of CellSave Arabia, discusses the company’s pioneering journey, its upcoming expansion into Saudi Arabia, and how the company is aligning with Vision 2030 to make stem cell preservation more accessible to Saudi families. She also opens up about navigating cultural sensitivities, forging research partnerships, and how AI is shaping the future of stem cell logistics in the region.

CellSave Arabia was the first private stem cell lab in the GCC back in 2005. What were the earliest challenges you faced pioneering this space, and how did you build trust in such a novel field?

CellSave Arabia was established in 2005 as the first and largest private stem cell laboratory in the GCC. At the time, stem cell preservation was a new and unfamiliar concept in the region, and we faced several key challenges in introducing it.

One major challenge was raising awareness among both healthcare professionals and the public. Many expecting parents had never heard of cord blood and tissue banking and were uncertain about its benefits, safety, and scientific validity. Educating families—especially mothers—about how stem cells could potentially treat conditions like cancer or autoimmune diseases required dedicated outreach and communication. Also, there was a common misconception that it was too expensive. 

At CellSave, our goal has always been to make this valuable service accessible to everyone. That’s why we introduced flexible payment plans to make it more affordable for all families.

As pioneers in the field, establishing credibility was critical. With no regional benchmarks to follow, we set high standards from the start, investing in international accreditations such as AABB and FDA accreditations, world-class facilities, and clinical partnerships. This, combined with transparent communication and strong collaboration with hospitals and OBGYNs, helped us earn the trust of families across the region.

Our journey has always been guided by a commitment to care, quality, and ethical responsibility, which remain at the heart of everything we do.

In 2015, we launched My Pregnancy Arabia, a non-profit initiative supporting pregnant women through education and community building. What started in the UAE has now expanded regionally, with our first successful event in Qatar held in April 2025, marking a new chapter in our mission to empower and support women throughout their pregnancy journey. Additionally, we’re excited to be expanding into Saudi Arabia soon. As part of this growth, we’ll be organizing educational events aimed at raising awareness about the benefits of stem cell banking. These events will help inform both healthcare professionals and expecting parents about the science, process, and long-term value of cord blood and tissue preservation.

Saudi Arabia is undergoing rapid healthcare transformation under Vision 2030. What makes the Kingdom a strategic priority for CellSave Arabia’s next phase of expansion?

Saudi Arabia’s healthcare transformation under Vision 2030 presents a tremendous opportunity for innovation, investment, and improved patient care. For CellSave Arabia, the Kingdom is a natural and strategic priority for our next phase of expansion.

The government’s commitment to enhancing healthcare infrastructure, embracing advanced medical technologies, and prioritizing preventive care aligns perfectly with our mission to offer life-saving, future-oriented solutions like stem cell preservation. As awareness continues to grow among healthcare professionals and families, and with an increasing focus on high-quality maternal and pediatric care, the Kingdom presents a strong opportunity and readiness for the services we provide.

Moreover, Vision 2030 emphasizes not only excellence in care but also health equity and accessibility, and that is at the heart of our next step. As we expand into Saudi Arabia, our goal is to make stem cell preservation more accessible to all families, especially those with medical histories that include conditions like cardiovascular disease, diabetes, and other inherited or chronic health concerns. We are working on expanding our footprint beyond major cities, partnering with both public and private healthcare institutions, and tailoring our offerings to meet the unique needs of Saudi families.

In short, Saudi Arabia offers the perfect environment for growth, innovation, and meaningful impact—values that have always defined CellSave Arabia’s journey.

As a GCC-based company, how do local cultural, regulatory, or healthcare dynamics influence your operations compared to global peers?

Culturally, there's a strong emphasis on family, trust, and religious values, which means we must approach awareness and education with sensitivity and respect. Many families initially had concerns about whether cord blood banking might conflict with their beliefs. Through open dialogue with scholars, we’ve clarified that the practice is not only legal but also aligned with their ethics, as it involves preserving cells from the umbilical cord—something that would otherwise be discarded—and can potentially save lives in the future. This understanding has been essential in building trust and making families feel confident and comfortable with their decision. At CellSave Arabia, we’ve taken great care to ensure our services are fully in line with cultural and religious principles, and we continue to work closely with both the medical and community sectors to educate, build trust, and provide reassurance to the families we serve.

As part of our commitment to supporting families, CellSave also offers a transplant assistance cash-back service of around SAR 15,000 if the stored cord blood is released for therapy within the first five years. This added support reflects our mission to not only preserve potential but also to stand by our clients during critical moments, reinforcing the long-term value and impact of stem cell banking.

On the regulatory side, we must comply with strict local healthcare laws and licensing requirements, which can vary from country to country within the GCC. This requires close collaboration with health authorities to ensure our processes meet all standards—especially in areas like data privacy, biological material handling, and clinical safety.

Additionally, the healthcare landscape in the GCC is unique, with a strong mix of public and private sector involvement, and a growing focus on preventive care and medical innovation. This dynamic environment allows us to work closely with both government and private hospitals, tailoring our services to meet local needs while still maintaining international standards.

Are you currently working with, or planning to partner with, any Saudi hospitals, universities, or health institutions to expand stem cell services or research efforts?

Yes, we are currently working on expanding our presence into Saudi Arabia and actively exploring partnerships with leading hospitals, universities, and healthcare institutions across the Kingdom. Our goal is to bring world-class stem cell preservation services closer to Saudi families, while also contributing to the country’s broader goals for healthcare innovation under Vision 2030.

We are in discussions with several public and private sector hospitals to integrate our services into their maternity and pediatric care offerings. At the same time, we’re looking to collaborate with universities and research centers to support stem cell research, clinical applications, and medical education in this field.

These partnerships will play a key role in ensuring that stem cell services are not only available, but also trusted, regulated, and aligned with the local medical and ethical landscape. Our expansion into Saudi Arabia is not just about business growth—it's about contributing meaningfully to a healthier future for families across the Kingdom.

How is CellSave Arabia currently using AI in its operations, from logistics and lab automation to quality assurance, especially as it scales in Saudi Arabia?

As we prepare to expand into new markets like Saudi Arabia, we are focused on adopting technologies that can help optimize operations, improve accuracy, and support scalability.

Currently, AI is being utilized in several valuable ways within our operations. For example, an AI-driven monitoring system is used in the lab to assess sample quality inside cryo dewars. This system continuously checks key markers and provides alerts and recommended actions if any values fall outside the acceptable range.

Also, AI plays a critical role in evaluating the condition of the sample upon receiving it. It verifies all essential metrics to ensure the sample has been transported under optimal conditions. If any of these criteria are not met, automated notifications are immediately sent to both the lab and the parents to prompt timely action.

AI offers exciting potential in enhancing sample tracking, environmental monitoring, and data-driven decision-making—all critical elements in stem cell preservation. We also see opportunities in using AI to support personalized client communication and operational efficiency, allowing us to deliver even more reliable and responsive services.

As innovation continues to shape the future of healthcare in the region, our goal is to remain at the forefront by thoughtfully integrating the right technologies to support our mission of safety, trust, and long-term value for families.

As Saudi consumers become more digitally engaged and expect healthcare experiences that are fast, convenient, and tech-enabled, how is CellSave Arabia evolving its service model to meet these rising expectations?

At CellSave Arabia, we understand that today’s families value speed, convenience, and clarity—especially when making important decisions like stem cell preservation.

We have digital tools and systems in place that allow us to respond to client inquiries more efficiently, provide quicker consultations, and offer real-time guidance throughout the enrollment and collection process. CellSave Arabia utilizes AI agents that can respond to expectant families 24/7 without the need for human interaction—handling everything from education to clients’ requests for documentation or sample health checks. Because each family has unique needs, these AI agents can also recommend the best services tailored to individual circumstances by referring to patients’ medical histories and other relevant information.

Our goal is to ensure that every interaction—whether online or in person—is simple, informative, and timely, in line with the modern expectations of Saudi families and the Kingdom’s broader vision for digital health transformation.

Does CellSave Arabia see Saudi Arabia as a future R&D hub for stem cell therapies, particularly given the government's investment in biotech and innovation?

With the Kingdom’s strong commitment to biotechnology and innovation, Saudi Arabia is well positioned to become a center of excellence for research and development in stem cell therapies. At CellSave Arabia, we are actively exploring strategic partnerships with universities, hospitals, and biotech organizations to contribute to this growing scientific ecosystem. These collaborations enable us to support advancements in regenerative medicine. For instance, in osteoarthritis, they can aid in repairing damaged cartilage and alleviating joint pain, while in ovarian rejuvenation, they provide new hope for restoring fertility and hormonal health. Additionally, stem cells are being investigated for their potential to regenerate heart tissue after cardiac injury, support recovery from neurodegenerative diseases like Parkinson’s and Alzheimer’s, and improve immune system function. Their ability to promote healing and restore damaged tissues also holds promise for enhancing overall health and wellbeing, paving the way for more personalized and effective medical treatments.

These advances directly support Saudi Arabia’s Vision 2030 goal to raise the average life expectancy to 80 years by 2030. By integrating cutting-edge regenerative treatments into healthcare strategies, we can contribute to extending healthy, active years of life, improving quality of life for the population, and reducing the burden of age-related diseases.

Ghada Ismail

If you’re building a startup, you’re probably focused on growth. Watching your user numbers tick up, getting excited about new downloads, seeing traffic rise—it feels good. But here’s the thing most founders overlook: growth doesn’t matter if people don’t stick around.

You spend time and money getting people to try your product. But what if they quietly disappear after a week or two? No complaints. No goodbye. Just... gone. That silent exit? That’s called churn.

For early-stage startups—especially those with subscription models or digital platforms—retention matters as much as acquisition, maybe even more. But too many teams fall into the trap of chasing new users without realizing their existing ones are slipping away.

This is why understanding your churn rate is so important. It’s not just something your growth lead or investor should care about. It’s a core signal about whether your product is delivering real, lasting value.

Let’s break down what churn rate actually means, how to calculate it, and what you can do to improve it.

What Is Churn Rate?

Churn rate is the percentage of users or customers who stop using your product over a certain time period.

Here’s a simple way to calculate it:

Churn Rate = (Customers Who Left ÷ Customers You Had at the Start) × 100

Example:

Let’s say you started the month with 100 customers. By the end of the month, 8 of them stopped using your product.

Churn Rate: (8÷100)×100=8%

That’s your monthly churn rate: 8%.

Why Churn Rate Matters for Startups

1. Acquiring Users Is Expensive

You’ve spent money on ads, time on outreach, maybe even given away discounts. When a customer leaves quickly, you’re losing all that effort. And it adds up fast.

2. It Kills Growth

It’s hard to grow if your users keep leaving. You might feel like you're getting traction, but if your churn is high, you’re just running in place.

3. It Reveals Product Problems

Churn is often a signal that your product isn’t solving the user’s problem—or isn’t doing it well enough. If users leave, they’re voting with their feet.

4. Investors Pay Close Attention

If you’re raising funds, expect VCs to ask about your churn rate. It’s one of the quickest ways to assess whether your business has real staying power.

How Can You Reduce Churn?

Here are a few ways to plug the hole in your bucket:

• Nail your onboarding.
  Make it ridiculously easy for new users to get started and see value right away.
• Talk to churned users.
  Ask them why they left. You'll be surprised how many are willing to tell you.
• Build “stickiness” into the product.
  What brings users back? Reminders? New content? Useful alerts? Find it—and double down.
• Support matters.
  Quick, helpful responses build trust and can often prevent a user from leaving.
• Win them back.
  Re-engagement emails or offers can remind users why they signed up in the first place.
• Track usage signals.
  If someone hasn’t logged in for a week, don’t wait until they’re gone—check in early.

Wrapping things up…

Churn rate isn’t just another dashboard metric; it’s your product’s reality check. It tells you if people are finding enough value to stick around. And for any startup trying to grow in a noisy, competitive world, that’s everything.

Before you pour more budget into customer acquisition, take a closer look at the people already using your product. Are they happy? Are they staying? If not, it’s time to dig deeper, fix what’s broken, and build something worth coming back to.

Kholoud Hussein 

Choosing a venture capital (VC) investor is not merely a funding decision; it is one of the most strategic partnerships a startup founder will make. While securing capital is often the immediate goal, aligning with the right investor can significantly influence a company’s trajectory, from operational decisions and market expansion to talent acquisition and even eventual exit strategies. In an increasingly competitive and sophisticated entrepreneurial landscape, founders must approach the VC selection process with the same diligence and intentionality they would use when hiring a C-level executive or co-founder.

The first consideration goes beyond capital—it's about value-added support. The best venture capitalists bring more than just a checkbook; they offer access to networks, mentorship, and strategic guidance. For early-stage startups, this often means introductions to potential clients, top-tier talent, or future investors. For growth-stage companies, it may involve international expansion strategies, mergers and acquisitions support, or crisis management expertise. A founder must assess what type of value their business truly needs at its current stage, and seek investors whose portfolio history and operational involvement align with those needs.

Equally important is the sector focus and domain expertise of the VC. Investors who have a track record in the startup industry are more likely to understand its nuances, regulatory landscape, and customer behaviors. They can anticipate market shifts and offer insight drawn from past successes and failures. A fintech founder, for example, will benefit more from a VC that has navigated banking integrations and compliance hurdles than from a generalist fund with no financial sector exposure. It's not just about the money—it’s about smart money.

The chemistry and alignment between the founder and investor also play a pivotal role. This relationship will inevitably be tested during periods of rapid growth or unexpected downturns. Founders must be comfortable with their investors’ communication style, level of involvement, and strategic vision. A misaligned investor could push for premature scaling or unrealistic return timelines, leading to unnecessary strain. Honest conversations about expectations, governance, and decision-making frameworks must occur early in the courting process. Due diligence is a two-way street: just as investors investigate the startup’s viability, founders must vet investors for alignment and long-term compatibility.

Another often overlooked factor is the reputation and signaling power of the VC. In markets where access to capital is still consolidating—such as emerging economies or sectors with nascent venture activity—the involvement of a respected investor can significantly elevate a startup’s credibility. This "signaling effect" can attract top talent, future investors, and strategic partners. However, founders should not be blinded by brand names alone. A highly reputable VC may also have competing priorities or an overly hands-off approach. The key is finding a balance between prestige and partnership.

Lastly, founders should consider the fund size, stage focus, and time horizon of the investor. A large fund with a wide portfolio may allocate a limited amount of time to each investment, while a smaller, more focused fund might offer more attention but fewer follow-on funding opportunities. Likewise, a fund nearing the end of its life cycle may push for quicker exits, which may not align with the founder’s long-term vision.

In conclusion, selecting a venture capital investor is as much about strategic fit as it is about financial capacity. The right investor becomes a partner in building, scaling, and navigating complexity, rather than just a source of capital. Founders who approach this decision thoughtfully are better positioned to secure not only funding but also the foundations of lasting success.

Ghada Ismail

Across Saudi Arabia, the way people handle money has undergone a quiet revolution. Tapping your phone to pay for coffee, transferring cash through a wallet app, and getting a loan without stepping into a bank, these are now part of everyday life. Over just five years, the Kingdom’s fintech sector has surged forward, reshaping how people save, spend, and invest.

The numbers reflect this momentum. According to the ‘Setup in Saudi’ website, the number of active fintech companies in the country jumped from 89 in 2022 to over 200 fintech firms as of August 2023. Digital-first banking, robo-advisory tools, and BNPL (buy-now-pay-later) platforms are gaining traction not just in Riyadh or Jeddah but across a much broader swath of the population.

But while fintechs have made finance more accessible, they’ve also created new openings for fraudsters.

As fast as platforms evolve, scammers adapt. No longer content with crude spam messages or clumsy impersonation attempts, they’re now deploying far more sophisticated tactics: hijacking OTPs, creating near-perfect fake apps, and launching social engineering scams that are tailored to Arabic-speaking users.

These attacks aren’t random. They’re calculated, localized, and alarmingly effective.

In a country where digital trust underpins an increasingly cashless economy, even a single breach can ripple far beyond the victim. For fintechs, the challenge is not just about securing systems, it’s about preserving confidence.

That’s why a new wave of innovation is taking shape: that’s FraudTech, a growing arsenal of technologies designed to detect and block fraud before it strikes. AI-driven threat detection, biometric verification, and behavioral analytics are becoming essential weapons in the fight against a smarter, faster breed of financial crime.

In today’s Saudi fintech landscape, the real arms race isn’t over who builds the flashiest app—it’s over who can build the safest one.

Inside the Modern Scam: What Fraud Looks Like in 2025

Gone are the days of laughably fake emails and “you’ve won a prize” messages. Today’s scams are sharper, better disguised, and more emotionally manipulative.

Across Saudi Arabia, users are being targeted with Arabic-language phishing messages disguised as official alerts from banks, government portals, or shipping services. Often sent via SMS or WhatsApp, these messages lead to malicious links or request seemingly harmless details, like a One-Time Password (OTP). In reality, that OTP is often the last step before someone’s account is drained.

Fake apps are another growing threat. These replicas of popular fintech platforms are nearly identical to the real thing, right down to the colors, layout, and fonts. Once installed, they harvest credentials and silently pass data back to cybercriminals.

Even more concerning is the rise of AI-enhanced fraud. Deepfake audio and video, cloned voices of bank agents, and personalized spear-phishing campaigns are creeping into the ecosystem. These tools make it increasingly difficult to tell the difference between a genuine call and a scam.

And then there’s social engineering, where the attacker’s strongest weapon is human emotion. A panicked call from someone claiming to be a relative in trouble. A friendly “customer service agent” helping you resolve an urgent issue. The goal isn’t to hack your phone, it’s to hijack your trust.

This new era of fraud is no longer just a tech problem. It’s a human one.

How Saudi Fintechs Are Fighting Back

In response to these rising threats, Saudi fintechs are stepping up with a new mindset: prevention by design.

Artificial Intelligence (AI) is now at the core of many platforms’ fraud strategies. These systems aren’t just flagging unusual logins; they’re learning user behavior in real time. If someone who always transfers SAR 200 suddenly sends SAR 20,000 to a new international account, the AI doesn’t just log it; it can freeze it, verify it, or block it altogether.

Biometric tools like fingerprint scans and facial recognition are becoming standard across many Saudi fintech apps. They provide an added layer of protection that can’t be phished or guessed.

But it doesn’t stop there. Behavioral biometrics—tracking how you hold your phone, how fast you type, or how you swipe—adds another invisible shield. These patterns are unique to each person and difficult for fraudsters to mimic.

Local players like Hala, Tweeq, and stc pay are investing heavily in fraud detection infrastructure. stc pay has publicly launched anti‑fraud initiatives like the “Scam the Scammer” awareness campaign, explicitly stating its ongoing investment in fraud prevention and customer security. Additionally, STC (the parent company) has partnered with telecom‑fraud solutions companies like Mobileum and Subex, deploying AI-driven systems to detect and prevent fraud across its network. Some have partnered with international specialists like Feedzai and BioCatch, which provide advanced, AI-powered fraud monitoring tailored for the financial industry.

What used to be back-end security is now a frontline feature. In a crowded fintech market, platforms that offer visible, transparent protection stand out. For users, safety has become just as important as speed or convenience.

Regulators Join the Fight

The battle against fraud isn’t being fought by fintechs alone.

The Saudi Central Bank (SAMA) has taken a proactive stance in fraud prevention by issuing a comprehensive Counter‑Fraud Framework and Fundamental Requirements, compelling banks and fintechs to implement real‑time monitoring, conduct frequent control maturity assessments, and submit roadmaps for compliance by June 2023. These requirements include board oversight and ongoing reporting obligations.

The National Cybersecurity Authority (NCA) stands alongside SAMA in safeguarding Saudi Arabia’s digital infrastructure and coordinating cyber threat response across sectors. Working together, these regulators deliver unified frameworks—such as SAMA’s Cybersecurity Framework and NCA’s Essential Cybersecurity Controls—that reinforce collaboration across finance, telecom, and critical infrastructure providers.

A. SAMA’s Cybersecurity Framework

• Strong Customer Authentication (SCA): Mandates two-factor authentication (2FA) for all digital payments.
• Fraud risk assessments required for fintech licensing.
• Real-time transaction monitoring enforced for all payment providers.

B. National Cybersecurity Authority (NCA) Initiatives

• "Kafalah" program: Aims to protect consumers from fraud via awareness campaigns.
• Fraud reporting portals allow victims to report scams quickly.

This approach signals a shift: beating fraud isn’t about acting alone; it’s about acting together.

Public awareness campaigns have also ramped up, with simple, clear messages targeting everyday users. Whether it's an ad reminding you to never share your OTP or a video warning against fake apps, education is becoming part of the strategy.

Users: The First Line of Defense

Despite all the tech defense systems, one uncomfortable truth remains: people are still the easiest target.

Fraudsters don’t need to break into your system if they can simply trick you into opening the door. A well-timed scam call or convincing SMS is all it takes for many users to unknowingly give away critical information.

Recognizing this, fintechs are redesigning how they interact with users.

Some apps now display real-time warnings when a user tries to transfer money to a flagged account. Others introduce delays for unusually large transactions, buying time for users to reflect or cancel. Educational nudges, trust scores, and interactive security tips are also being embedded into user journeys.

In parallel, many fintechs are taking to social media, posting bite-sized Arabic videos that explain new fraud techniques, scams to watch for, and tips for safer banking.

Educating and Protecting the User

A. How Fintechs Are Raising Awareness

• In-app scam warnings pop up during risky transactions.
• Interactive tutorials teach users how to spot phishing attempts.
• Gamification: Some apps reward users for completing security training.

B. What Users Must Do

• Never share OTPs or passwords, even with "bank agents."
• Verify app legitimacy before downloading (check developer names, reviews).
• Enable biometric logins for added security.
•  

The goal is simple: build habits, not just awareness.

Because in the fight against fraud, an informed user isn’t just a customer; they’re a partner.

Smarter Threats, Smarter Defenses

The fraud landscape isn’t standing still, and neither should Saudi Arabia’s fintech sector.

With generative AI, scammers can now create realistic fake identities, impersonate company executives, and automate social engineering campaigns at scale. We’re entering a time when a video of your CFO asking for a wire transfer might not be real, and you may not know until it’s too late.

To stay ahead, fintechs must treat security as a product, not a feature. That means real-time monitoring, regular penetration testing, strong collaboration across sectors, and above all, user-centric design that keeps protection seamless but effective.

In a future shaped by mobile-first banking, open APIs, and digital identity, Saudi fintechs won’t just be judged by how fast they grow, but by how securely they scale.

Conclusion: A Secure Digital Future for Saudi Arabia

Saudi Arabia’s fintech revolution is unstoppable, but so is financial fraud. The Kingdom is fighting back with strong regulations, AI-powered FraudTech, and consumer awareness.

The next phase will require even smarter defenses as criminals leverage AI. Yet, with SAMA, NCA, and fintech innovators working together, Saudi Arabia is well-positioned to become a global leader in secure digital finance.

The message is clear: Fraud is evolving, but so are the tools to stop it.

Mohamed Ramzy

Amid Egypt’s rapid digital transformation in recent years, Swypex has emerged as a key player in the fintech sector, offering innovative solutions that empower businesses to manage their spending with greater efficiency and transparency.

Since its founding in 2022, Swypex has filled the gap in the Egyptian fintech market, capitalizing on robust partnerships that fueled the company’s growth and propelled its business model toward ongoing evolution and success.

Sharikat Mubasher had an interview with the Co-founder and CEO, Ahmad Mokhtar, to learn more about Swypex’s journey and future strategy.

First, what inspired you to found Swypex, and how has the company’s vision developed since day one?

We founded Swypex in 2022 to meet the growing needs of businesses in Egypt. Over the past years, Egypt has witnessed a significant push towards digitizing financial services, driven by the government’s support marked by the rollout of ‘InstaPay’ for consumers, widespread adoption of point-of-sale (PoS) terminals, and implementation of the e-invoice system, in addition to mandating government entities to accept digital payments. 

Yet, despite this progress, businesses remained without genuine solutions to digitize their internal spending while maintaining robust governance and control levels. Here came Swypex to offer an innovative, safe solution that enables businesses to track expenses efficiently and transparently. 

What are the key services or flagship products that Swypex offers in the fintech field?

We offer a wide spectrum of technology services, notably smart corporate cards that allow each employee or team to operate under flexible, personalized spending policies. These cards can be activated within minutes and delivered in only 24 hours.

Swypex also features a comprehensive platform to manage expenses and approvals, offering live tracking and direct integration with e-invoice systems, real-time financial reporting, and smart analytics to help teams make informed decisions. Additionally, the platform integrates directly with the Enterprise Resource Planning (ERP) systems to streamline accounting processes.   

What sets Swypex apart from its competitors in this dynamic market?

At Swypex, we deliver several financial solutions tailored to meet the specific needs of businesses, empowering them to digitize expenses while ensuring higher levels of transparency and control.

We also develop programs that align with actual operations and procedures that companies follow today, delivered through a seamless, easy-to-use digital platform that helps finance and management teams streamline spending management efficiently and in a more organized manner.

What are the biggest challenges you face in delivering innovative financial solutions, and how do you address them?

The biggest challenge we face is the long-standing lack of innovative financial solutions, which has forced companies to create their own complex internal processes to manage spending.

To address this, we work closely with finance teams to deeply understand their workflows and develop software that helps them solve problems automatically without requiring complicated training or drastic changes to their daily operations. Our goal is to ensure that technology acts as an enabler, simplifying workflows rather than creating additional challenges.

How does Swypex align itself with security and compliance standards?

Swypex adheres to the highest global standards for data and transaction security and implements top-level protections in compliance with Payment Card Industry Data Security Standard (PCI DSS). We also work closely with local banks to ensure full compliance with banking laws and regulations set by the Central Bank of Egypt (CBE). 

What are the company’s expansion plans in terms of exploring new markets and developing products?

We are developing additional features for our clients, such as broadening subscription packages to cater to medium and large businesses by offering flexible services, spending analysis tools, ERP system integration solutions, and tailored short-term financing services for corporates. All of this aligns with Swypex’s mission to establish an inclusive financial ecosystem that covers every aspect of corporate expense management.  

What are the key partnerships that Swypex forged in Egypt and the broader region?

We formed multiple partnerships in Egypt, including a strategic collaboration with Visa to offer smart, secure corporate cards and another partnership with Mashreq Bank. Additionally, we partnered with MDP to develop banking and technical infrastructure.

These partnerships enable us to deliver services that give companies greater control, transparency, and operational efficiency in managing their financial processes.

What is the current size and reach of Swypex’s business activities?

Swypex officially launched its operations in 2024, rapidly accelerating its business growth. Today, we partner with several key players in pivotal sectors, such as logistics, contracting, manufacturing, retail, technology, tourism, and more. These partnerships significantly contribute to the steady monthly increase in the volume of transactions processed through SwipeX.

What role does customer experience play in Swypex’s strategy, and how do you enhance it? 

Customer experience is at the core of our work. We design every product and service based on genuine feedback from customers. Our dedicated team works continuously to enhance the user experience by regularly measuring customer satisfaction and engaging directly with their feedback.  

Swypex’s goal is to provide a flexible, fast, and hassle-free financial experience.

Finally, Swypex has contributed to shaping the fintech landscape in Egypt since its launch in 2022 by providing innovative financial solutions to help startups manage their spending efficiently. During this short period, the company has forged strategic partnerships with leading entities and financial institutions in Egypt.

Translation: Noha Gad

Noha Gad

The substantial growth in the e-commerce sector over the past few years has revolutionized the retail landscape, powered by a surge in global online shoppers and evolving consumer expectations. In 2025, the number of online shoppers across the world is expected to reach around 2.77 billion, representing almost one-third of the global population, according to recent data released by SellersCommerce, a leading global B2B platform transforming the e-commerce landscape. 

This rapid expansion is triggered by increasing internet penetration, mobile commerce adoption, and the convenience offered by digital platforms. Consumers now demand faster, more flexible, and reliable delivery options, raising the bar for companies to optimize their last-mile delivery processes.

The term ‘last-mile delivery’ refers to the final stage in the supply chain where goods travel from a warehouse or local distribution center to the end customer’s doorstep, business, or a parcel locker. Although last-mile delivery is the shortest leg of a product’s journey, it is the most complex and expensive part of the logistics process, accounting for over half of total shipping costs. This phase directly links brands to consumers, serving as the ultimate touchpoint in fulfilling customer orders.

The rise in e-commerce and on-demand services highlighted the importance of last-mile delivery in meeting customers’ expectations to receive their packages safely with remarkable speed and flexibility. Same-day and next-day delivery options have become standard expectations, pushing businesses to innovate and optimize this phase of logistics. Thus, last-mile delivery is no longer just about moving parcels but about delivering superior customer experience and satisfaction.

Last-mile delivery requires careful route optimization, multiple stops, and flexible scheduling to meet strict delivery deadlines, especially in crowded urban environments. With growing expectations for transparency, customers now demand real-time tracking and prompt notifications, adding pressure on carriers and logistics providers. Successfully navigating these operational complexities can set companies apart in a competitive landscape and build lasting customer loyalty.

The evolution in last-mile delivery

The last-mile delivery landscape saw a remarkable evolution, driven by the shift from simple, manual processes to highly sophisticated, technology-driven operations. In the past, deliveries were largely managed through routine routes and fixed schedules, but today, last-mile delivery has transformed into a dynamic, customer-focused process that leverages data analytics, automation, and smart logistics solutions to optimize every step of the journey.

Emerging technologies played a pivotal role in enabling this shift. Real-time tracking systems, route optimization software, and mobile applications empowered delivery teams with the tools to plan more efficient routes, reduce fuel consumption, and proactively communicate with customers. Additionally, data analytics provides crucial insights into delivery patterns, resource allocation, and customer preferences, allowing companies to enhance their operations for maximum efficiency. 

These technological developments raised customers' expectations for last-mile delivery as shoppers prioritize speed and convenience, with same-day and even one-hour deliveries becoming standard in many markets. 

Outsourcing last-mile delivery became a strategic priority for many businesses aiming to meet the rising demands of today’s fast-paced and competitive market. By outsourcing last-mile delivery, companies mainly rely on specialized third-party logistics (3PL) providers to handle the critical final stage of the supply chain, instead of managing their own fleets and delivery personnel.

This shift enables businesses to scale operations efficiently without incurring the heavy costs of fleet ownership and management. It also enhances customer experience by providing more localized and flexible delivery options.

Key innovations in last-mile delivery

• Electric and autonomous delivery vehicles. This innovation is ideal in urban locations with frequent stops and short distances. It contributes to reducing carbon emissions, noise pollution, and operational costs. Leveraging AI, GPS, and sensors, autonomous delivery vehicles can navigate complex environments and operate 24/7. Despite these promising benefits, challenges remain in regulatory approval, cybersecurity, and infrastructure adaptation.
• Drone Delivery. This solution rapidly emerged as a transformative power in last-mile logistics as it offers unparalleled speed and flexibility in reaching customers, especially in congested urban centers and remote areas. This ability makes drones ideal for urgent deliveries such as medical supplies, food, and small parcels, where speed is critical. Electric-powered drones produce zero emissions and reduce road congestion, enabling direct deliveries to homes or designated drone ports, supporting sustainable urban logistics. One of the key challenges that delivery drones face is payload and flight range limitations that restrict package size and delivery distance.

Overall, last-mile delivery acts as a critical bridge in the logistics chain, connecting the complex global supply network to individual consumer experiences. Its evolving role requires continuous innovation to meet customer expectations for fast, reliable, and sustainable delivery. Mastering last-mile delivery is not just about moving parcels faster; it’s about crafting exceptional delivery experiences that build trust, loyalty, and a greener future in an ever-connected digital marketplace.

Kholoud Hussein 

Under Vision 2030, Saudi Arabia has embarked on a sweeping economic transformation drive. Since 2017, the kingdom’s non‑oil economy has grown consistently at 4–5% annually, a testament to accelerating diversification. The Public Investment Fund (PIF), valued at $950 billion, is now directing a significant slice—approximately $251 billion by end‑2023—toward domestic startups across sectors such as healthcare, logistics, technology, and public services.

PIF executives emphasize that supporting growing local ventures—aka “local bets”—is central to achieving economic resilience and job creation goals. As one leader noted: “The tailwinds are much stronger than the headwinds” when it comes to diversifying beyond oil.

This economic backdrop sets the stage for what analysts call the “Founder’s Economy”: startups founded to solve persistent public problems in Saudi Arabia—inefficiencies in waste management, transportation, healthcare access, climate resilience, and more—with bold, tech‑driven solutions.

Climate & Environment: Innovating Sustainability

Saudi Arabia accounted for 94% of climate‑tech funding in the GCC between 2018 and 2023—roughly $439 million, according to PwC Middle East. Startups are now tackling environmental issues head‑on:

• Mirai Solar: Offers modular, deployable photovoltaic shading systems to reduce energy waste and support agriculture and logistics efficiency. These solutions help lower carbon intensity in urban environments.
• Plastus: Converts agricultural waste into biodegradable plastics, advancing circular economy goals in food and logistics packaging.
• Sadeem: Built IoT‑powered flood monitoring systems in Riyadh and Jeddah, enabling municipalities to act preemptively—mitigating public safety risks and reducing infrastructure damage.

These ventures reflect a deeper shift: climate-intent embedded in business models, rather than sustainability as an add-on, often rooted in technical talent incubated by KAUST, KAPSARC, or global exposure.

Public Logistics & Urban Services

Saudi cities face chronic mobility and infrastructure needs—areas now being addressed by private innovation:

• Mrsool: Originally a peer-to-peer delivery app, now serves urban logistics and courier needs in Riyadh, Jeddah, and other cities. With over 10 million registered users and 200,000 couriers, it has transformed last-mile logistics and supported initiatives like Ramadan food deliveries for the underprivileged.
• Reachware: An Automation and systems integration startup, founded in 2021, helps government and hospitality platforms connect scheduling and payment systems. It raised $3 million in 2024, earned awards for being the best iPaaS provider in Saudi Arabia and the region, and plays a growing role in urban digitization.
• Smart waste management for Makkah: A research-backed system—TUHR—uses ultrasonic sensors and AI to monitor container levels during Hajj and Umrah, triggering real-time collection and reducing public health risks and fuel consumption.

These innovations illustrate how start-ups are building infrastructure that historically would be delivered by public or municipal authorities.

Fintech & SME Financing

One persistent public-sector challenge in Saudi Arabia is SME financing. SMEs account for only ~9% of total bank lending in 2024—short of the Vision 2030 goal of 20%. Startups are stepping into that void:

• Erad: A Shariah-compliant SME finance platform raised $16 million in early 2024, offering loans in as little as 48 hours. Sixty percent of its clients are first-time borrowers, and it has processed over SR 100 million in funding requests and SR 2 billion in applications.

On the payments and commerce side:

• Lean Technologies: Powers fintech innovation by offering secure bank data APIs to integrate payments, investments, and budgeting across the region. With over $33 million raised, Lean is foundational to modernizing financial services.
• Moyasar: A payment gateway co-founded in 2015, which raised $20.8 million in 2024, simplifies digital transactions for SMEs and e-commerce, thereby boosting the uptake of electronic payments nationwide. 
• Tamara: Buy‑now‑pay‑later fintech is popular across the Kingdom, managing high demand for digital credit services. Its model reduces friction in purchasing and supports consumer financing needs. 

These fintech ventures are helping solve access and inclusion issues that traditional banking systems struggle to meet, particularly for underserved small businesses.

Health, Edtech & Social Inclusion

Saudi startups are increasingly focusing on healthcare access, social inclusion, and human capital development.

• NoorDx: Founded within KAUST’s innovation cluster in late 2021, this medtech venture offers genetic testing locally—addressing that 90% of Saudi genetic tests were processed abroad before NoorDx launched. Its mission: “By Saudis, in Saudi, for Saudi”.
• BrightSign smart glove: Enables real-time translation of sign language into text or speech—empowering communication for the deaf or speech-impaired, especially in public institutions such as hospitals and schools. Developed with joint university partnerships, the glove exemplifies mission-driven inclusion tech.
• iStoria: An edtech startup that secured $1.3 million in seed funding, focuses on English language learning to widen educational access and upskill youth—backed by Flat6Labs, Classera, and Nama Ventures. 

Collectively, these ventures tackle public goods: healthcare decentralization, disability inclusion, and skills development.

Deep Tech, Space & Infrastructure

Saudi Arabia is not just solving old problems—it’s building future capacity.

• Neo Space Group: Launched in 2024 by PIF, it focuses on satellite communications, remote sensing, IoT, and data infrastructure. Projects like SARsatX and Orbit Arabia support agriculture, urban monitoring, and geopolitical data services. 
• Lucidya: Saudi’s leading AI-powered customer analytics and social listening platform—impacting public sector channels, emergency response, and brand‑government communication. Raised $6 million Series A in 2022, pioneered Arabic NLP, and introduced a four‑day workweek in 2024. 
• Alat: A PIF‑founded hardware‑tech conglomerate launched in early 2024, planning operations across seven sectors—semiconductors, smart health, infrastructure, and smart cities. Alat aims to generate $9.3 billion GDP impact and create 39,000 jobs by 2030.

These ventures operate at the intersection of national infrastructure goals and entrepreneurial execution.

Scale, Investment & Broader Ecosystem

The true measure of a startup ecosystem lies not in the number of companies launched but in how many survive, scale, and influence their sectors at large. In Saudi Arabia, the shift from quantity to quality is beginning to take root. The focus is no longer solely on cultivating entrepreneurial activity, but rather on nurturing ventures with the potential to become national or even regional champions. Scaling, however, is not a simple next step—it’s a complex leap that requires mature capital markets, strategic infrastructure, sophisticated talent, and policy alignment.

Over the past few years, Saudi Arabia has seen a surge in investment activity. According to Magnitt’s 2024 Mid-Year Saudi Arabia Venture Investment Report, the Kingdom attracted the highest VC funding in the MENA region, securing nearly 42% of the region’s total disclosed deals in the first half of the year. This momentum is a testament to strong government support mechanisms, such as the Public Investment Fund’s (PIF) backing of venture platforms like Sanabil Investments and Jada Fund of Funds. However, much of this investment is still concentrated in early-stage rounds. As startups transition to scale, the capital landscape becomes thinner. The need for growth-stage funds—particularly those that can write larger Series B or Series C checks—is growing critical.

Investors themselves often highlight a key tension: the mismatch between startup ambitions and investor risk appetite. While many founders are thinking regionally or globally, institutional investors still lean conservative, seeking traction and profitability before participating in later rounds. This has pushed some high-potential startups to seek international funding, which can dilute local influence and, in some cases, lead to headquarters being relocated abroad. To counter this, Saudi Arabia must work on incentivizing both domestic and foreign institutional investors to participate more actively in growth rounds. This could involve co-investment models, sovereign-backed risk guarantees, or the establishment of sector-specific megafunds—particularly in areas of national importance like: healthtech, agritech, and climate innovation.

Infrastructure is also a critical enabler of scale, and here Saudi Arabia is making strategic bets. Initiatives like NEOM’s Oxagon and King Salman Energy Park (SPARK) are not just megaprojects—they are designed to function as innovation zones with built-in startup ecosystems. These hubs offer integrated logistics, regulatory flexibility, and proximity to both public and private customers. However, they remain in early stages, and their success in supporting startup scale will depend on how well they connect with the broader entrepreneurial landscape, particularly in cities like Riyadh, Jeddah, and Dammam, where most startups are currently concentrated.

Corporate engagement is an emerging force that could transform the scaling landscape. Increasingly, large Saudi companies are partnering with startups through open innovation models, procurement programs, and Corporate Venture Capital (CVC) arms. Companies like STC, Aramco, and SABIC are beginning to see startups not as vendors but as innovation partners. Aramco’s Wa’ed Ventures, for instance, has become a critical backer of industrial and deep-tech startups with national relevance. However, this engagement needs to go deeper and wider, especially in sectors like construction tech, water sustainability, and education, where legacy systems are ripe for disruption.

Ultimately, scale requires an enabling culture as much as it does capital or partnerships. Many Saudi founders face a psychological and operational ceiling once they reach product-market fit. Moving beyond that point—into new markets, larger teams, and global customer bases—requires more than ambition. It demands access to experienced leadership, second-time founders, strategic advisors, and export support mechanisms. Programs that connect Saudi startups with global mentors, or that embed them in international tech hubs for 3 to 6 months, could provide the bridge from domestic success to regional or global scale.

In this broader context, Saudi Arabia’s startup ecosystem is at a crossroads. It has succeeded in inspiring a generation of builders, many of whom are creating tangible solutions to long-standing national challenges. The next chapter is about anchoring those successes into sustainable, high-impact businesses that can scale without losing their public relevance or local identity. With focused investment in growth-stage capital, integrated innovation zones, corporate collaboration, and global exposure, the Kingdom can transform its startups from promising experiments into enduring engines of economic diversification and national resilience.

Founder Voices & Cultural Impact

Many of the startup founders speak of a broader mission:

• A climate-tech founder emphasized the venture’s explicit commitment to environmental outcomes, not just profit.
• A Reachware executive noted partnerships with platforms like PayMob and Wadak reflect how governance tech can elevate public services.
• Mrsool’s leadership emphasizes the company’s role in supporting charitable logistics for Ramadan, connecting delivery infrastructure to civic outcomes. 

Challenges & Future Outlook

Despite the rapid growth of Saudi Arabia’s startup ecosystem and its visible impact on public problem-solving, a number of structural challenges remain that could slow or limit its full potential. These obstacles are not just operational hiccups; they touch on regulation, access to capital, talent, and the broader cultural mindset around entrepreneurship. Addressing these challenges will be essential as the Kingdom moves from a startup-friendly environment to a truly startup-powered economy.

One of the most pressing issues faced by many startups—particularly those working in specialized or regulated sectors—is regulatory fragmentation. Although recent reforms and platforms like MISA and the SAMA regulatory sandbox have made market entry easier, sector-specific ventures still struggle with overlapping authorities and inconsistent licensing procedures. A healthtech startup, for example, may need to navigate approvals from the Ministry of Health, the Saudi Food and Drug Authority, and local municipalities—each with its own requirements and timelines. Similarly, smart mobility or infrastructure startups often find themselves stalled by siloed bureaucracies, where innovation is welcomed in principle but delayed in practice. As one Riyadh-based founder noted, “Getting an experimental license is one thing, but scaling across multiple cities still depends on siloed approvals. We need more unified, national regulatory sandboxes—not just one-offs.”

Access to capital is another persistent hurdle, particularly in the growth and late stages. While early-stage funding has seen impressive momentum—over $400 million in VC deals were closed in the first half of 2024 alone—most of this capital is concentrated in seed and Series A rounds. When startups are ready to scale, especially those in capital-intensive sectors like climate tech, deep tech, and advanced manufacturing, they often hit what founders describe as the "Series B ceiling." Larger investment rounds require global investor networks and specialist funds that are still underdeveloped in the Saudi ecosystem. This funding gap is especially stark for female founders, who often report disproportionately lower access to later-stage capital despite solid traction. A recent study by Agnes AI in 2024 found that nearly 78% of female founders in Saudi Arabia believe they are underfunded compared to their male counterparts, particularly in science, health, and AI-driven ventures.

The issue of talent is also central to the Kingdom’s startup evolution. 

While universities are producing more STEM graduates and the government is investing in tech education, many startups still face difficulty in hiring experienced software engineers, data scientists, and senior executives who can take ventures from early product-market fit to full-scale commercialization. Startups often rely on imported talent, which can be expensive and administratively complex due to visa restrictions and integration issues. Even when local talent is available, retaining it is increasingly competitive as global tech companies open regional offices and attract top Saudi professionals with higher salaries and global exposure. There is a clear need to build sector-specific talent pipelines and stronger bridges between universities, technical institutes, and the private sector. Incentivizing members of the Saudi diaspora to return and contribute to local innovation could also be part of a long-term solution.

Another underappreciated challenge lies in geographic concentration. Riyadh has become the epicenter of startup activity, with Jeddah and Dhahran following behind. However, many of the public problems these startups are trying to solve—such as gaps in healthcare access, education, or transportation—are most severe in rural or underserved regions. Expanding to these areas is more difficult due to infrastructure gaps, lower digital literacy, and fragmented local governance. Founders looking to grow beyond the urban core face both logistical and financial hurdles. Without public co-investment or incentives for regional expansion, many startups may be forced to remain city-centric—limiting their national impact and contributing to uneven development.

Cultural attitudes also continue to evolve. While the entrepreneurship culture in Saudi Arabia has matured significantly in recent years, especially among youth, the transition from stable public-sector employment to startup risk-taking is still ongoing. For many Saudis, founding or joining a startup is not yet viewed as a long-term career path but rather as a stepping stone. Encouraging a deeper, more sustained founder mindset will require more than just government programs; it demands success stories, mentorship, and visible proof that startups can deliver security, purpose, and growth—not just risk. Entrepreneurship must become a first-choice path, not a last resort or temporary ambition.

Looking ahead, Saudi Arabia’s startup ecosystem must evolve from an early-stage success story into a scalable, resilient engine of national development. This will involve regulatory harmonization, broader capital diversity—including more late-stage and impact-driven funds—and robust local talent strategies. Infrastructure must also be developed to support scaling beyond major cities, ensuring that innovation reaches all corners of the Kingdom. Public-private collaboration will be key, treating startups not merely as business ventures but as strategic partners in solving complex societal issues.

The momentum is real. Saudi startups are already helping transform how the country tackles healthcare, logistics, environmental sustainability, and financial inclusion. But to fully realize the vision of the “Founder’s Economy,” the Kingdom must continue building the systems, culture, and capital flows that empower its most daring innovators to thrive—not just in Riyadh, but nationwide, and not just at launch, but at scale.

Finally, the Saudi Founder’s Economy is doing more than launching unicorns—it’s solving public-sector problems through private innovation. From flood‑detecting sensors to logistics networks, from SME financing to climate-smart infrastructure, Saudi startups are delivering tangible public value.

Supported by government reforms, PIF investment, and institutional backing, these ventures reflect a transition in public problem-solving: from central planning to founder-led agility and accountability.

As Vision 2030 enters its final phase, the ability of startups to tackle education, health, environment, transport, and infrastructure will shape both public outcomes and the Kingdom’s economic trajectory. In short, entrepreneurs are now as central to public service delivery as they are to private sector growth—and that is the real meaning of the Founder’s Economy.

Ghada Ismail

Before you raise millions, rent a fancy office in Riyadh Boulevard, or post a selfie with your new accelerator badge, there’s one thing your startup absolutely needs to figure out: Product-Market Fit.

It’s the one milestone that separates startups that grow steadily from those that burn out after the hype fades, so let’s talk about what Product-Market Fit (PMF) really is, why it’s especially critical in Saudi Arabia and the wider MENA region, and how you can tell whether you’ve found it or if you’re just hoping you did.

What Exactly Is Product-Market Fit?

Product-Market Fit happens when your product doesn’t just work..it clicks! People don’t just use it, they rely on it. They tell their friends about it. They’d be genuinely upset if it disappeared tomorrow.

Marc Andreessen, the investor who coined the term, summed it up perfectly:

“Product-market fit means being in a good market with a product that can satisfy that market.”

In the Saudi and MENA ecosystem, PMF is often misunderstood. We see plenty of startups get early attention—thanks to grants, accelerator programs, or investor buzz—but haven’t yet proven that they’re solving a real pain point.

But the truth is: if your product isn’t delivering real value, you don’t have PMF. And without it, the rest doesn’t matter.

How to Know If You’ve Hit PMF 

In this region, it’s easy to mistake early buzz for true traction. You might have app downloads, a press feature, or even an MoU with a big-name entity. But none of those things mean PMF.

Here’s what real PMF looks like in the Saudi or MENA context:

• People use your product regularly, even when there’s no discount.
• You start growing in second-tier cities, not just Riyadh or Dubai.
• Users refer their friends, or even offer to invest.
• Retention is solid. People aren’t just signing up, they’re staying.
• You get messages like: “Where have you been all this time?” or “Please launch this in Khobar!”

How to Actually Measure PMF

PMF isn’t just a feeling, it shows up in your numbers and your users’ behavior.

Here’s what to look for:

1. User Retention
Do people come back without you reminding them?

2. Organic Growth
Are users telling their friends? Are you seeing signups you didn’t pay for?

3. Revenue Consistency
Is your revenue growing from actual usage, not casual promotions?

4. Product Engagement
Are users using core features deeply, or just logging in once and ghosting?

5. Feedback That Hurts (In a Good Way)
When people complain, demand features, or get upset when something breaks, it means they care.

PMF ≠ MVP (Please Stop Mixing Them Up)

In this ecosystem, it’s common to confuse Minimum Viable Product (MVP) with Product-Market Fit. But they’re not the same.

Your MVP is your early prototype; it’s there to test if the idea makes sense.

PMF is when the market tells you it wants what you’re building and wants more of it. It’s when the demand becomes real, not just theoretical.

You don’t get PMF just because you have an MVP. You get PMF when users come back to it again and again, even if the design isn’t perfect or you’re still operating from your living room.

To Wrap Things Up…

Product Market Fit is not just a milestone; it’s the foundation of everything that follows. Without it, your startup is just a project with potential. With it, you have a business that can grow, attract investment, and stand out in an increasingly competitive market. In Saudi Arabia and the broader MENA region, where ecosystems are rapidly evolving, achieving true Product Market Fit means you’re solving a real problem in a way that users care about. It shows in their behavior, their loyalty, and their willingness to spread the word. Before you scale, pitch, or celebrate, make sure you’ve built something people can’t imagine living without. That’s when you’re ready to move forward with confidence.

Noha Gad

The transformative agenda of the Saudi Vision 2030 placed increasing real estate ownership at the core of its economic diversification and social development goals. It targets raising the homeownership rate among Saudis to more than 70% by 2030. Beyond domestic ownership, this ambitious initiative introduced pioneering reforms to open the real estate market to foreign investors, notably the Real Estate Owner Residency, which allows foreigners to own or usufruct residential real estate assets with a minimum of SAR 4 million within the Kingdom.

The Saudi cabinet recently approved the foreign property ownership law, permitting non-Saudis to own property in Riyadh and Jeddah, while ownership in Mecca and Medina will be subject to additional regulatory conditions due to their religious status. The Real Estate General Authority (REGA) is expected to define the geographical boundaries and publish the implementing regulations within 180 days.

Scheduled to enter into effect early 2026, the new law is expected to pave the way for new investment opportunities and anticipated deals within the real estate and property technology (proptech) sectors.

According to the Minister of Municipal and Rural Affairs, Majed Al-Hogail, the new law is designed to enhance the real estate sector and attract foreign direct investments (FDI) to bolster housing supply across the Kingdom.

Aligned perfectly with the Premium Residency Program (Iqama) and the existing regulations governing real estate ownership by GCC citizens, the new law is anticipated to create a coherent and integrated framework for foreign investment in the Saudi real estate sector, facilitating cross-border property ownership and residency benefits.

Experts predict the new law to allow non-resident foreigners to purchase property outright with lower investment thresholds and without the need for local sponsors, ultimately attracting different investors and buyer segments to the market and stimulating demand in the residential sector.

Alaa Aljarousha, Senior Manager for Research in Saudi Arabia at CBRE MENA, the world’s leading full-service real estate services and investment organization, stated in an interview with Alarabiya Business that the new law will contribute to increasing FDIs and enhancing supply in the real estate market in general.

She affirmed that enabling foreign residents and non-residents to own property in major cities like Jeddah and Riyadh will lead to an upward growth in property value.

Implications of the new foreign real estate ownership law on key sectors  

This new law is projected to have significant implications on key Saudi sectors, including tourism, proptech, construction and urban development, financial services, and investment, as well as legal and professional services.

Allowing foreigners to own property in major Saudi cities will attract global developers and investors to build hotels, resorts, and mixed-use development projects, thereby enhancing the tourism infrastructure in the Kingdom. Also, the clear ownership rights for foreigners can increase confidence among global tourists and investors, encouraging longer stays and investment in tourism-related real estate.

The new law is also anticipated to drive adoption of proptech solutions such as blockchain-based title registries, digital platforms for property listings, and virtual tours. According to the National Technology Development Program (NTDP), leveraging advanced tech solutions in the building and construction sector could reduce mistakes by 35%, eliminate travel costs by up to 75%, and increase data transparency and accuracy by 80%. For instance, Saudi proptech platforms, such as WakeCap, WhiteHelmet, and Rize, play an instrumental role in bolstering the real estate and construction sectors in Saudi Arabia by offering smart construction site management technologies. 

Additionally, the construction and urban development sector is expected to witness a surge in demand for new residential, commercial, and mixed-use projects in Riyadh and Jeddah, driving growth in construction activity and infrastructure development to support expanding urban areas.

The new foreign real estate ownership law is also expected to contribute to maximizing FDIs and stimulating banking, mortgage financing, insurance, and investment management sectors.

Overall, the new foreign real estate ownership law is not an isolated change but a key component of a comprehensive policy framework. It harmonizes with existing residency regulations and GCC ownership initiatives to promote foreign investment, improve market accessibility, and advance Saudi Arabia’s economic diversification and urban growth goals. This coordinated approach ensures regulatory consistency, amplifying the law’s effectiveness in drawing a broad range of foreign investors while protecting the nation’s interests. 

Kholoud Hussein 

In today’s fast-evolving business world, especially within the high-growth startup ecosystem, the traditional employer-employee dynamic is undergoing a fundamental shift. One of the most powerful tools fueling this change is the Employee Stock Ownership Plan (ESOP)—a compensation mechanism that offers employees an equity stake in the company. Once considered a niche concept in corporate America, ESOPs have become a strategic cornerstone in startups across the globe, including emerging ecosystems in the Middle East, North Africa, and beyond.

What Is an ESOP?

An Employee Stock Ownership Plan (ESOP) is a program that allows employees to become partial owners of the company they work for. Instead of solely receiving salaries or bonuses, employees are granted shares (or options to buy shares) in the company, either directly or through a trust. These shares typically vest over a period of time, incentivizing long-term commitment and alignment with the company’s goals.

In simpler terms, ESOPs give employees "skin in the game." When the company does well, so do they. If the company is acquired or goes public, employees with vested stock can realize substantial financial gains.

Why Startups Embrace ESOPs

Startups, especially in their early stages, often face budget constraints. Offering high salaries to attract top talent isn't always feasible. That’s where ESOPs come in—not only as a financial workaround but as a strategic asset.

1. Talent Attraction and Retention:
   In highly competitive markets, top-tier talent is drawn to startups that offer equity. The promise of future ownership, particularly in a fast-scaling company, can be more appealing than a higher salary at a traditional firm.
2. Motivation and Performance:
   When employees are co-owners, they’re more likely to think and act like entrepreneurs themselves. This fosters a culture of accountability, innovation, and performance-driven decision-making.
3. Cash Preservation:
   By offering equity instead of higher cash compensation, startups can allocate resources to product development, marketing, or scaling—vital for survival and growth in early stages.
4. Alignment of Interests:
   ESOPs naturally align employee interests with those of the founders and investors. Everyone becomes invested in the company's success, leading to better collaboration and long-term thinking.

How ESOPs Work in Startups

Typically, startups set aside a percentage of their equity—often 10% to 20%—in an "ESOP pool." This pool is then distributed among current and future employees based on role, seniority, and performance.

Shares are not handed out all at once. Instead, they vest over time, commonly on a 4-year schedule with a 1-year cliff. That means employees earn their shares gradually, encouraging them to stay and contribute over the long haul.

In high-growth startups, especially those targeting IPOs or acquisitions, vested ESOPs can become extremely valuable. Employees may cash out during an exit event or through secondary share sales, transforming equity into life-changing rewards.

ESOPs in Emerging Markets

In the MENA region, the concept of ESOPs is gaining ground as local startups mature and global investment interest rises. Governments and regulators in Saudi Arabia, the UAE, and Egypt are beginning to recognize the value of employee ownership as a means of encouraging entrepreneurship and economic diversification.

However, challenges remain, such as legal frameworks, tax implications, and cultural acceptance. Many employees remain unfamiliar with the concept of equity compensation, and some startup founders are hesitant to dilute their ownership stake. Education and transparency are crucial in bridging this gap and fully unlocking the potential of ESOPs in regional markets.

To conclude, for startups, ESOPs are not just a tool to attract employees—they are a strategic enabler of growth, culture, and resilience. They align incentives, foster loyalty, and build a sense of shared mission. In a world where innovation moves fast and people drive performance, ownership can be a game-changer.

As startup ecosystems continue to expand globally, integrating ESOPs into compensation strategies will not only help attract top talent but will also redefine how success is shared and who gets to own the future.

Ghada Ismail

Founded in 2006 in San Marino, Bioscience Institute has grown into a leading name in regenerative medicine and genomics, with key operations in Europe and the Middle East. The company was the first to establish a private stem cell lab in the GCC, launching a state-of-the-art Cell Factory and Biobank in Dubai.

Known for its strong focus on research and innovation, Bioscience works closely with top universities and reinvests in developing advanced therapies. As it looks to expand further into the Gulf, particularly Saudi Arabia, the company is bringing its expertise in stem cells, personalized medicine, and AI-powered diagnostics to the region.

In this interview, we explore how Bioscience built credibility in a new field, how it views the Saudi market, and what’s next for its growth in the GCC.

You launched the first private stem cell lab in the GCC back in 2013. What was the regional and global landscape for stem cell therapy like at the time, and how did you establish scientific credibility in such an emerging field?

When we began our stem cell cultivation activity in Dubai in 2013, we built a cell factory that was the only one of its kind in the entire Middle East. At the time, there were only about a hundred clinical trials underway, whereas now there are more than 1,600. Back then, there were no authorizations from the FDA or the European Medicines Agency, whereas now such approvals exist. Scientific evidence was limited to a few localized treatments, whereas today systemic physiopathological and pathological conditions are being treated with excellent results. Scientific evidence and our rigorous activity have contributed to building our credibility in the region.

Bioscience has been operating across Europe and the UAE. What draws you to Saudi Arabia now, and how do you view its potential for knowledge transfer and long-term collaboration?

We are very interested in what is happening in KSA and in the opportunity to export our know-how, which began to take shape in 2007 when we started our operations in Italy. For this to happen, it will be necessary to share our experience with a Saudi partner who is suitable in terms of expertise and capabilities.

How would you describe the regulatory and cultural environment in the GCC when it comes to adopting advanced biomedical technologies like stem cell therapy?

The regulatory and cultural environment of the GCC has been open to dialogue and has not taken a prejudiced stance. As a result, it focuses on the substance of proposals, facilitating the introduction of innovative technologies in the region more quickly than in other countries. The GCC regulatory framework is highly flexible and is not influenced by the lobbying of large industries, as is often the case in the USA and Europe.

How is Bioscience leveraging AI to support clinical decision-making and improve patient outcomes, especially as the company expands into more complex markets like Saudi Arabia?

We use AI for our Clinical Decision Support System, which assists our physicians in performing accurate patient assessments and identifying the most suitable therapy by cross-referencing data from numerous biomarkers—something that would otherwise be impossible for a human to achieve.

With digital transformation reshaping patient expectations in Saudi Arabia, how is Bioscience adapting its technology and service models to meet demand for more personalized and tech-enabled care?

We have developed an IT platform that functions as an operating system and can be integrated into the operations of any clinic, enabling the use of the most advanced protocol in the fields of molecular biology, genomics, and regenerative medicine with stem cells and exosomes.

Given Saudi Arabia’s growing investment in biotech and innovation, do you see the Kingdom emerging as a regional R&D hub for regenerative medicine in the coming years?

Saudi Arabia has the potential to become a hub for R&D in regenerative medicine; however, in addition to investments, a supportive environment and incentives should be created for companies with know-how that could be shared.

Kholoud Hussein

In recent years, Saudi Arabia has witnessed a remarkable increase in the visibility of women-led startups. From tech-driven platforms to homegrown fashion brands, female entrepreneurs are gaining traction in the Kingdom’s evolving business landscape. But as the spotlight intensifies—especially under the broad banner of Vision 2030—a critical question emerges: Are women-led startups in Saudi Arabia a quiet revolution reshaping the economy, or are they part of a carefully curated PR narrative aimed at polishing the Kingdom’s global image?

The answer lies somewhere in between. While genuine structural reforms and individual success stories signal meaningful progress, the overwhelming emphasis on optics and international perception also plays a prominent role.

Legal and Policy Shifts Enabling Women Entrepreneurs

Before the launch of Vision 2030 in 2016, the economic participation of Saudi women faced substantial structural and societal barriers. Business ownership required male guardian approval, mobility was severely restricted, and access to funding and banking services was minimal. Many women operated informally from home, often limited to traditionally “feminine” sectors like tailoring, catering, and private tutoring.

The narrative began shifting dramatically with Crown Prince Mohammed bin Salman’s ambitious reform agenda. Vision 2030 placed women’s economic empowerment at the center of national transformation, not just for gender parity but as an economic imperative. Reforms rolled out in rapid succession: women could start businesses without guardian approval, freely open bank accounts, and participate in major economic sectors previously off-limits.

The regulatory overhaul included streamlined company registration through platforms like Meras, flexible work arrangements, and enhanced maternity protections. Institutions like Monsha’at, the General Authority for Small and Medium Enterprises, began offering targeted support, including training programs and access to incubation hubs. Public-private partnerships, such as Flat6Labs, Wadi Makkah, and Badir, have incorporated specific tracks to support female founders.

Indicators of Growth and Participation

The numbers paint a compelling—if still partial—picture of progress. According to the Saudi Ministry of Commerce, the number of women-owned businesses rose by over 60% between 2016 and 2023. Women now own more than 25% of registered SMEs, with a strong presence in sectors such as e-commerce, fashion, beauty tech, wellness, edtech, and food delivery.

The country also saw female labor force participation grow from 17% in 2016 to over 36% by the end of 2023, suggesting that female entrepreneurship is riding on the back of broader economic integration.

Still, the funding picture remains uneven. While women-led startups have secured high-profile funding rounds—especially in health tech and e-commerce—they receive less than 7% of total venture capital deployed in the Kingdom, according to a 2024 report by MAGNiTT. Most of this funding is clustered in early-stage rounds, with a significant drop-off when it comes to scale-ups.

Inside the Experience: Success, Exposure, and Gaps

Behind the aggregate numbers are real women who reflect both the promise and pitfalls of Saudi Arabia’s startup revolution.

Take the case of Sara Al-Rashed, founder of a Saudi edtech platform offering gamified Arabic learning tools for children. Her company received support from a local accelerator and won recognition at regional innovation forums. Yet, when it came time to scale, she struggled to attract Series A funding. Several investors voiced concern about her ability to lead a high-growth tech company as a solo female founder—a subtle but telling form of gender bias.

In contrast, Reem Al-Jaber, who launched a high-end wellness and beauty brand targeting GCC markets, not only received angel investment but also inked distribution partnerships with two major Saudi retailers. Her success was featured in multiple government-sponsored media outlets and at international trade events. Yet, critics note that her brand, while highly visible, has yet to break even—a reminder that not all media coverage reflects business fundamentals.

These examples reveal a complex truth: some women are building resilient, scalable startups, while others gain media traction without matching financial success. The disparity highlights the need to distinguish between authentic progress and symbolic representation.

Public Narratives and the Power of Visibility

Saudi Arabia’s image overhaul is a cornerstone of Vision 2030, and women entrepreneurs are a critical part of that strategy. High-profile forums like LEAP, FII, and the Global Entrepreneurship Congress regularly spotlight female founders as proof of the Kingdom’s modernization. International media coverage often portrays these women as pioneers, shattering stereotypes in a conservative society.

While these stories are real and inspirational, the heavy emphasis on a few selected figures risks reducing systemic progress to PR optics. Corporate sponsors, banks, and government agencies often feature women entrepreneurs in ESG reports and ad campaigns, aligning their brand with the Kingdom’s progressive image. The Saudi Public Investment Fund (PIF) and the Ministry of Investment frequently emphasize female participation as part of their global investor pitch decks.

This strategic branding is not inherently negative—visibility matters. But without consistent support, mentorship, and equitable access to capital, these stories risk becoming superficial showcases rather than sustainable models of empowerment.

Challenges Below the Surface

Despite reforms, significant barriers persist for women-led startups. Access to funding remains a top hurdle. Investor networks are still predominantly male, and many women lack the informal connections or technical backgrounds that VCs typically favor.

Scaling a startup often requires partnership with logistics firms, government contractors, or large-scale suppliers—areas where women still face subtle discrimination. Moreover, societal expectations continue to weigh heavily. Many female entrepreneurs juggle business leadership with family obligations, in a culture that still views caregiving as a woman’s primary role.

These challenges are particularly acute outside urban centers like Riyadh and Jeddah, where conservative norms remain deeply entrenched. Even within cities, progress often relies on the backing of liberal-minded family members or sponsors.

Broader Influence and Long-Term Potential

Despite these headwinds, women-led startups are beginning to transform Saudi Arabia’s business ecosystem. Many female founders actively hire women, mentor younger entrepreneurs, and cultivate inclusive work cultures. This creates a multiplier effect that extends far beyond individual success.

For example, one fintech founder in the Eastern Province reportedly structured her team to include 70% women, offering flexible work-from-home options and onsite childcare. Her model—though still rare—is helping redefine what leadership looks like in a new Saudi economy.

Furthermore, these entrepreneurs are becoming role models for the next generation. As young Saudi girls see women launching companies, raising capital, and speaking at global summits, their expectations—and those of their families—begin to shift.

From Visibility to Viability

The rapid rise of women-led startups reflects real, measurable progress driven by sweeping legal reforms, cultural evolution, and individual ambition. But at the same time, the prominence of these founders in media campaigns and international forums points to a deliberate effort to shape perception, both inside and outside the Kingdom.

To ensure that this movement evolves from trend to transformation, more must be done. The government must deepen institutional support, investors must diversify funding pipelines, and the ecosystem must go beyond visibility to sustainability.

Only then will Saudi Arabia’s women-led startup surge prove to be not just a compelling narrative, but a lasting economic force.

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.

Kholoud Hussein 

In the evolving landscape of global business, the terms traditional commerce and entrepreneurship are often used interchangeably. While both involve the exchange of goods or services for profit, the differences between them run deeper, encompassing mindset, risk appetite, innovation, scalability, and value creation. Understanding these differences is critical for anyone looking to navigate today’s complex economic environment or start a business in a rapidly changing market.

1. Definition and Core Philosophy

Traditional commerce refers to the established methods of buying and selling goods and services, typically conducted through physical stores, franchises, or wholesale/retail distribution systems. These businesses often follow proven models with predictable processes and known markets. Examples include a local grocery store, a clothing shop, or a hardware store—operations where the focus is on efficiency, stability, and consistent customer service.

Entrepreneurship, on the other hand, is the process of identifying gaps in the market and creating innovative solutions to meet those needs. It often involves building something from scratch—whether a product, service, or business model. Entrepreneurs tend to challenge the status quo, driven by a vision of change, disruption, or progress. Think of startups creating AI-driven platforms, ride-sharing apps, or clean energy solutions—ventures that did not exist a decade ago but are now reshaping industries.

2. Risk and Uncertainty

Traditional commerce is relatively lower-risk. It typically relies on established supply chains, customer behaviors, and product lines. Business owners in this space often invest in a known outcome—selling a popular product in a familiar location to a predictable customer base.

Entrepreneurship is inherently riskier. Entrepreneurs venture into uncharted territories, often with no guarantee of success. Startups may fail due to a lack of market demand, funding issues, or execution challenges. However, the potential rewards—both financial and societal—are significantly higher if the venture succeeds. This high-risk, high-reward nature defines the entrepreneurial spirit.

3. Innovation and Scalability

Innovation is the lifeblood of entrepreneurship. Entrepreneurs are problem solvers, constantly looking for ways to do things better, faster, or cheaper. They leverage new technologies, business models, or social trends to create value. A startup founder might disrupt traditional retail by launching an AI-driven personal shopping assistant or use blockchain to improve supply chain transparency.

In contrast, traditional commerce often relies on tried-and-tested models with minimal innovation. The primary goal is to improve efficiency and reduce costs. While some traditional businesses adopt new technologies, they usually do so gradually and reactively, rather than as a central tenet of their business strategy.

When it comes to scalability, traditional businesses grow linearly—more stores mean more revenue, but also more costs. Entrepreneurial ventures, especially those in the digital or tech sectors, can scale exponentially. A software startup can acquire millions of users worldwide with minimal incremental cost, creating opportunities for massive returns and global impact.

4. Funding and Financial Strategy

Traditional businesses are often self-funded or financed through bank loans. They generate revenue through daily transactions and focus on long-term stability and profitability.

Entrepreneurs frequently seek venture capital, angel investors, or crowdfunding. Their financial strategy is centered around rapid growth, market capture, and future valuation. Many startups operate at a loss in their early years, focusing instead on building a user base or technological edge before turning a profit.

5. Mindset and Motivation

The mindset of a traditional business owner is typically conservative. Success is defined by steady income, loyal customers, and local reputation. These businesses form the backbone of local economies, offering employment and stability.

Entrepreneurs, however, are driven by vision, ambition, and often a desire to change the world. They embrace uncertainty and are willing to take bold steps to realize their ideas. Their motivation often goes beyond profit—it includes solving meaningful problems, achieving scale, and sometimes even leaving a legacy.

Finally, while traditional commerce and entrepreneurship differ significantly, they are not mutually exclusive. They often complement each other in the broader economic ecosystem. Entrepreneurs create new markets and drive innovation, while traditional businesses provide the stability, infrastructure, and workforce that sustain daily financial life.

As economies around the world, including those in the Gulf and MENA regions, push for diversification and innovation, the line between the two is increasingly blurred. Many traditional businesses are adopting entrepreneurial thinking—digital transformation, e-commerce, and agile models—while entrepreneurs are learning the value of operational discipline and sustainable growth from their traditional counterparts.

Understanding these differences and synergies is vital for policymakers, investors, and aspiring business leaders who aim to foster a resilient and dynamic economy in the 21st century.

Ghada Ismail
 

The way we pay is changing. Again! From magnetic stripes to chip cards, mobile wallets, and wearables, each wave has brought more convenience and speed. Now, the next frontier may be something far more innate: the human palm.

Palm recognition technology, once confined to high-security settings, is making its way into everyday finance. With a simple wave of the hand, users can authorize payments, verify their identity, and access services with no phone or card required. Tech giants like Amazon have already introduced palm-scanning systems across retail, entertainment, and even healthcare. Pilots are also appearing across Asia and the Middle East, including rising interest in Saudi Arabia and the GCC.

As digital economies seek faster, safer, and more inclusive payment options, palm biometrics offer a compelling solution. But they also raise valid questions around privacy and surveillance. Is this frictionless future a leap forward—or a little too close for comfort?

Either way, the next era of financial access may be closer than we think—literally in the palm of our hands.

How Palm Recognition Works
Palm recognition systems use near-infrared light to scan the unique vein patterns beneath the skin; an internal signature nearly impossible to forge. The data is encrypted and stored securely, often in cloud-based environments. During authentication, users simply hover their palm over a scanner, and the system matches the scan to their registered biometric template in under a second.

Amazon has been a leading adopter with its “Amazon One” system, which combines palm and vein imagery for high-accuracy authentication. The technology integrates with existing payment networks like Visa and Mastercard, allowing users to link their palm to a digital wallet or bank account.

Fintech Use Cases Around the World

Amazon One in Whole Foods and Beyond

• Retail Rollout: Amazon One is now active in more than 500 Whole Foods Market locations across the U.S., following a nationwide expansion completed in 2023.
• Airports & Venues: The technology is also in use at major airports and sports stadiums, including retail outlets in U.S. terminals and venues like Coors Field.

Healthcare Innovation at NYU Langone Health

• In March 2025, NYU Langone Health began rolling out Amazon One for patient check-in, offering a contactless alternative at its clinics and hospitals.

International Developments

• Singapore: At the 2024 Singapore Fintech Festival, Tencent and Visa jointly piloted palm-based payments. After a one-time registration, customers were able to pay with their palm at participating cafes.
• China: In Beijing, passengers on the Daxing Airport Express Line can use palm recognition via WeChat Pay to enter the metro—no cards or phones required.

These examples show that palm biometrics are no longer experimental. They're entering the mainstream.

Why Fintech Is Embracing the Palm

Palm biometrics offer a mix of advantages that appeal to fintechs and users alike:

• Speed: Authentication is virtually instantaneous, reducing queues and wait times.
• Security: Vein patterns are internal and highly resistant to spoofing, offering stronger protection than fingerprints or facial recognition.
• Hygiene: Fully contactless, palm scanning is ideal for public environments—especially post-pandemic.
• Accessibility: Palm authentication offers a device-free option for people without smartphones or physical cards, improving financial access.

These benefits are especially relevant in emerging markets and among unbanked populations, where biometrics can play a crucial role in digital inclusion.

The Privacy Debate

Despite its promise, palm recognition raises valid privacy concerns. Since vascular patterns are immutable, a breach of biometric data could have long-lasting consequences.

Amazon states that palm data captured by Amazon One is encrypted and stored securely in the AWS Cloud, emphasizing that it is not shared with government agencies or advertisers. While this commitment offers some reassurance, privacy advocates remain cautious. The lack of universal regulation on biometric data storage, retention, and usage leaves room for concern—particularly in countries without strong consumer protection frameworks.

Building public trust will require transparency, user consent mechanisms, and robust oversight.

Regional Innovation: Palm Tech Expands Across the Middle East and Africa
In the Middle East and Africa, palm recognition is gaining traction beyond global tech giants. IDCentriq, a leader in biometric authentication, participated at Seamless Middle East 2025, held from 20–22 May at the Dubai World Trade Centre, where the company unveiled its ePalm palm-vein authentication technology, designed for secure, contactless identity verification in government and financial sectors.

Ali AlMeshal, CEO of PaymentsCo for the GCC, a regional subsidiary of IDCentriq, said: “Adopting technologies like ePalm will be crucial in fostering consumer confidence and driving growth in the digital payments landscape across the GCC.”

Led by Executive Chairman and CEO Muhanad Azzeh, IDCentriq is positioning ePalm as a homegrown solution tailored for the region’s shift toward cashless economies and digitally integrated public services.

Saudi Arabia’s Palm Vein Scanner Market Gathers Momentum

In Saudi Arabia, the palm vein scanner market is gaining traction as demand grows for secure, contactless biometric authentication across key sectors like healthcare, finance, and government, according to a report issued by 6wresearch in 2023. The technology’s ability to provide precise, tamper-resistant identity verification using subdermal vein patterns makes it particularly appealing in a country prioritizing advanced security infrastructure.

The Covid-19 pandemic accelerated adoption, as institutions sought hygienic, touch-free solutions for access control and identity management. Today, palm vein scanners are increasingly being deployed in high-security environments and customer-facing applications where trust and privacy are paramount.

Still, challenges remain, particularly around ensuring accuracy, public acceptance, and robust data protection. Key players active in the Saudi market include Fujitsu, Hitachi, and M2SYS Technology, all offering solutions tailored to the Kingdom’s growing need for scalable, secure authentication systems.

The Road Ahead

Palm recognition is still novel, but its rapid global rollout suggests it's more than a passing trend. As companies like Amazon expand internationally, and as fintechs across Asia and the Middle East chase frictionless user experiences, palm biometrics are emerging as a serious contender in the future of digital identity.

In Saudi Arabia and beyond, the next big step in financial access may require nothing more than a wave of the hand.

No card. No phone. Just a palm.