Robo-Advisory in Saudi Arabia: Algorithms Shaping the Future of Wealth Management

Sep 15, 2025

Ghada Ismail

 

Saudi Arabia, a nation with a historically strong savings culture but a relatively nascent public investing scene, is witnessing an undeniable shift. Propelled by the forces of Vision 2030, an overwhelmingly young and digital-native population, and a post-pandemic surge in financial literacy, automated investment platforms are breaking down the barriers to wealth management. They are offering a new generation of Saudis an accessible, affordable, and Sharia-compliant path to grow their wealth, fundamentally democratizing finance in the world’s largest oil exporter.

 

 Investment advice is now landing in the pockets of everyday citizens, delivered not by suited advisers, but by algorithms running on smartphones. What was once a fringe experiment in global finance has begun to carve out a place in the Kingdom’s financial landscape, marrying cutting-edge technology with a youthful, digitally fluent population. Robo-advisory is changing how Saudis imagine their financial futures: more automated, more accessible, and more aligned with local values.

 

What is a Robo-Advisor?

A robo-advisor is, at its core, an automated platform that provides algorithm-driven financial planning and investment management with minimal human supervision. A user answers a series of questions about their financial goals, risk tolerance, and time horizon. The algorithm then constructs and manages a diversified portfolio of exchange-traded funds (ETFs) tailored to that individual.

However, in Saudi Arabia, the algorithm must do more. It must be confined to Sharia.

The demand for Sharia-compliant investing is not a niche preference; it is a foundational requirement for the vast majority of local investors. This means the algorithms powering Saudi robo-advisors are intricately coded with specific filters. They automatically screen out companies involved in prohibited (haram) activities, such as alcohol, gambling, and conventional banking (interest-based), among others. Furthermore, they perform rigorous financial ratio analysis to ensure companies do not hold excessive debt or derive significant income from interest.

 

A Market Built in the Lab: Where Regulation Meets Innovation

This shift didn’t happen by accident. At the center of it is the Capital Market Authority’s FinTech Lab, a regulatory sandbox where new ideas are allowed to grow under careful watch. Here, start-ups and banks alike are testing automated portfolio-management tools with time-limited permits. The goal? To make sure investors are protected, risks are mapped, and systems are transparent before a permanent license is granted.

The approach has worked. Today, companies that once operated under experimental conditions have graduated into fully licensed capital-market institutions, cleared to advise, manage, arrange, and even hold assets. By releasing regular bulletins and tracking everything from assets under management to user demographics, the CMA ensures this growth is not just fast, but also safe.

 

Open Banking & Digital Adoption: Fueling the Engine

Robo-advisory thrives on data: income flows, spending habits, savings goals. Saudi Arabia’s embrace of Open Banking—first through account information sharing, then payment initiation—has created the perfect rails for these platforms to operate. With APIs powering seamless onboarding and automatic contributions, investing has become as effortless as setting up a direct debit.

This is layered on top of a society already primed for digital adoption. Mobile banking, e-wallets, and instant payments are part of everyday life. Smartphone penetration is near-universal. For a young population that already lives online, a robo-advisor isn’t a foreign tool, but a natural extension of their digital routines.

 

Who’s Leading the Charge?

Behind the buzz, a few names stand out as the architects of Saudi, regional, and global robo-advisory:

  • Malaa Technologies: Founded in 2021, Malaa Technologies is a Saudi robo-advisory platform licensed by SAMA. It offers Sharia-compliant portfolios built from ETFs covering U.S. stocks, Saudi stocks, gold, and bonds, with investment entry starting at SAR 1,000. The platform uses algorithms to match portfolios to each investor’s risk profile, charges low fees of 0.35% only upon withdrawal, and even handles Zakat calculations. Beyond investments, Malaa also provides expense-tracking tools and plans to expand into financing services.
  • SNB Capital, part of Saudi National Bank, which has built goal-based advisory services directly into customer accounts, allowing wealth to grow almost on autopilot. Back in 2023, SNB took a leading step in digital wealth management with the launch of its Idikhari robo-advisory program, designed to make investment more accessible to everyday users. The platform uses automated financial planning tools to create personalized portfolios based on an individual’s risk profile, goals, and time horizon, while keeping the process simple and Shariah-compliant. By integrating advanced algorithms with SNB’s banking ecosystem, Idikhari not only lowers barriers to entry for first-time investors but also supports the Kingdom’s Vision 2030 agenda of boosting financial literacy and expanding participation in capital markets.
  • Derayah Financial, a homegrown pioneer, whose “Derayah Smart” platform offers Shariah-compliant portfolios with transparent fees and low entry barriers. Derayah Smart is one of the Kingdom’s earliest homegrown robo-advisory platforms, aimed at simplifying investment for both beginners and experienced investors. The service provides automated portfolio management by assessing clients’ financial goals and risk appetite, then allocating assets across global markets through diversified exchange-traded funds (ETFs). With a fully digital onboarding process and low entry requirements, Derayah Smart has helped broaden access to investment opportunities in Saudi Arabia, positioning itself as a key player in the country’s growing fintech-driven wealth management space.
  • Founded in 2021, Drahim is a Saudi robo-advisor licensed by both SAMA and the CMA. It offers ten Sharia-compliant portfolios spanning sukuk, real estate, and Saudi and global stocks, with a minimum investment of SAR 1,000. Fees start at 0.25% annually, and investors can track all accounts and assets through the app, which also provides detailed financial reports.
  • Abyan Capital is a Saudi robo-advisor also founded in 2021 and licensed by the CMA with a focus on long-term savings and retirement planning. It quickly grew to manage over SAR 500 million in its first year and offers three Sharia-compliant portfolios across stocks, real estate, and sukuk, primarily via ETFs. Investors can start with SAR 1,000, with a 1% annual management fee, and enjoy flexible deposits and withdrawals.
  • Sarwa, the UAE-born fintech operating under a CMA permit, targets millennials with low-cost, diversified portfolios. Sarwa, which officially launched its robo-advisory platform in February 2018 under the Dubai Financial Services Authority’s Innovation Testing License, presented itself as the region’s first regulated automated investment advisor. The platform combines automated investing with human financial advice, offering diversified portfolios built with low-cost ETFs and tailored to individual risk profiles. With features such as zero-commission trading, fractional shares, and Shariah-compliant investment options, Sarwa has positioned itself as both accessible and innovative, attracting thousands of young professionals seeking simple, affordable ways to grow their wealth. Its cross-border presence also makes it a benchmark for how robo-advisory can scale across the wider MENA region.
  • Tamra Capital, licensed by the Capital Market Authority, is a leading UAE-based robo-advisory firm by assets under management. Its platform offers Sharia-compliant ETFs and simplifies access to local and international funds, publishing AUM and subscriber data quarterly through the CMA.
  • Vault Wealth, the UAE’s first digital private wealth app for high-net-worth individuals, blends robo-advisory with human expertise. It offers global portfolios of equities, bonds, and private markets, alongside a high-yield cash solution. Partnered with Interactive Brokers for custody, Vault also provides Sharia-compliant portfolios of equities and sukuk for ethical investors.
  • Wahed Invest, a global halal robo-advisor already familiar to Muslim investors worldwide, is bringing faith-aligned investing into Saudi homes. The platform, widely recognized as the world’s first Shariah-compliant robo-advisor, has steadily grown its presence across key markets. Founded in 2015 and launching its service in the U.S. in 2017, Wahed secured a pivotal US$25 million funding round in June 2020—led by Saudi Aramco Entrepreneurship Ventures (Wa’ed)—to support its global expansion and establish a dedicated subsidiary in Saudi Arabia following regulatory approval from the CMA

 

Demand Side Momentum: Culture, Demographics, and Behavior

Several cultural and demographic forces are driving robo-advisory into the mainstream.

The fintech explosion is one. By 2023, Saudi Arabia had nine active robo-advisory platforms, and their growth has been breathtaking. Assets under management leapt 354% in a single year, from SAR 308 million to SAR 1.4 billion. Investors flocked in, nearly half a million of them by 2023, pushing regular, automated investments up by an astonishing 568%.

The youth factor is another. More than three-quarters of robo users fall between the ages of 20 and 40, with Riyadh, Makkah, and the Eastern Province leading adoption. This is a generation that’s digitally native, comfortable with risk, and eager for transparent, low-friction ways to build wealth.

Finally, the numbers suggest this is no passing fad. Statista projects Saudi robo-advisory assets to top US $4.29 billion by 2025, rising to over US $5 billion by 2029. Ken Research even forecasts a compound annual growth rate of nearly 48%, underlining the sheer velocity of adoption.

 

The Saudi Take on Robo-Advisory: Faith-Aligned, Goal-Oriented, and Hyper-Local

Saudi robo-advisors are not carbon copies of their Western counterparts. Two features set them apart.

First is Shariah compliance. Every portfolio is rigorously screened to exclude prohibited instruments or non-interest-bearing products, no non-compliant equities. Many platforms even publish endorsements from Shariah boards, ensuring investor trust.

Second is a goal-based approach. Rather than focusing on abstract benchmarks, platforms guide users through tangible milestones: saving for a wedding, buying a home, funding a child’s education, or planning retirement. Dashboards, auto-funding schedules, and risk alerts help keep users anchored to real-life aspirations.

 

Innovation on the Horizon

Looking ahead, Saudi robo-advisory is expected to branch into new directions. Artificial intelligence will drive personalization, tailoring portfolios to behavior and life stage. Hybrid models will blend algorithms with human advisors, catering to more complex needs such as estate planning. ESG and sustainability-focused portfolios are also on the horizon, meeting a growing demand for values-based investing. And with embedded finance, robo-advisors may soon be integrated into banking apps, e-wallets, or even telecom platforms like STC Pay, broadening reach even further.

 

Balancing Innovation with Investor Protection

Yet the path is not without hurdles. Regulators are pressing for more transparency around how algorithms work, how fees are charged, and how risks are communicated. Investor education campaigns are being rolled out to ensure that first-time users understand what they are signing up for.

Risks remain. Algorithms can be opaque, leaving users confused during market swings. Poorly designed questionnaires can misclassify risk tolerance, producing portfolios that don’t match real-life temperament. And because automation is so convenient, some investors disengage altogether, missing out on adjustments that require human judgment.

Competition adds another layer. With low switching costs, platforms must continuously innovate or risk losing clients to rivals.

 

Looking Toward 2030

By the end of this decade, success for Saudi robo-advisory will be measured not just in numbers, but in trust and resilience. It will be about how deeply retail investors are engaged, how well returns are delivered net of fees, and how faithfully Shariah compliance and transparency are upheld. Most of all, it will be about whether Saudi citizens continue to see these platforms not as novelties, but as reliable partners in building their financial futures.

 

Conclusion: A Saudi-Engineered Wealth Revolution

Robo-advisory in Saudi Arabia is more than a fintech trend; it is a deliberate instrument of national transformation. It brings together youthful demographics, Islamic investment values, regulatory foresight, and digital infrastructure into a uniquely Saudi model of wealth automation. What began as experimentation in a regulatory sandbox now stands ready to redefine how an entire nation saves, invests, and grows. The future of investing in the Kingdom is not just digital. It is algorithmic, values-driven, and unmistakably Saudi.

 

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How Vesting Schedules Protect Founders, Investors, and Startup Growth

Kholoud Hussein 

 

Behind every successful startup lies a delicate balance between ownership, commitment, and long-term value creation. While entrepreneurs often focus on fundraising, product development, and customer acquisition, one of the most important mechanisms shaping a company's future is frequently overlooked during the early stages: the vesting schedule.

At first glance, a vesting schedule may appear to be a legal or administrative detail buried within shareholder agreements. In reality, it is one of the most powerful tools startups use to align incentives, protect company ownership, and ensure that the people building the business remain committed to its long-term success.

A vesting schedule is a predefined timeline that determines when founders, employees, advisors, or executives earn ownership rights to their shares or equity grants. Rather than receiving all their shares immediately, recipients gradually gain ownership over a specific period, often several years. This approach ensures that equity is earned through continued contribution rather than granted upfront without conditions.

The concept emerged from the broader corporate world but has become particularly important in the startup ecosystem, where companies often compensate early employees with stock options or equity in exchange for taking the risk of joining a young business. In many cases, startups lack the financial resources to compete with large corporations on salary alone, making equity one of their most valuable tools for attracting and retaining talent.

For founders, vesting schedules play an equally critical role. Investors rarely want to fund a startup where founding team members can walk away with significant ownership shortly after raising capital. Without vesting provisions, a founder who leaves the company early could retain a large stake despite no longer contributing to the business. This scenario can create governance challenges, discourage future investors, and complicate decision-making as the company grows.

To address this risk, startup investors typically require founders' shares to be subject to vesting. The most common structure is a four-year vesting schedule with a one-year cliff. Under this model, no shares are earned during the first twelve months. Once the one-year milestone is reached, a portion of the shares vests immediately, while the remaining equity is earned gradually over the following three years.

For example, if a founder receives 20% ownership subject to a four-year vesting schedule and leaves after two years, they would retain only the portion that has vested during that period rather than the entire allocation. The unvested shares would return to the company and could later be redistributed to new executives, employees, or future founders.

This mechanism has become a standard expectation among venture capital firms and angel investors worldwide. From Silicon Valley to emerging startup ecosystems in the Middle East, vesting schedules are viewed as a sign of professional governance and long-term commitment. Investors often consider vesting arrangements before committing capital because they provide reassurance that key stakeholders remain incentivized to execute the company's growth strategy.

The relevance of vesting schedules extends beyond founders and investors. As startups scale, they increasingly rely on employee stock option plans (ESOPs) to recruit highly skilled professionals. Engineers, product managers, sales leaders, and senior executives may accept lower salaries in exchange for equity participation. A vesting schedule ensures these employees remain engaged over time while allowing them to share in the company's future success.

The growing maturity of startup ecosystems across the Gulf region has further increased awareness of vesting structures. As venture capital activity expands in markets such as Saudi Arabia and the UAE, founders are becoming more familiar with global investment standards and governance practices. Vesting schedules are now routinely included in shareholder agreements, employee incentive programs, and funding negotiations, reflecting the region's evolution into a more sophisticated entrepreneurial landscape.

However, vesting is not simply about protecting investors or preventing founders from leaving. At its core, it is about aligning incentives. Startups operate in environments characterized by uncertainty, long development cycles, and constant change. A vesting schedule encourages all stakeholders to focus on long-term value creation rather than short-term gains, fostering a culture of commitment and accountability.

As startup ecosystems continue to mature globally, vesting schedules are likely to remain one of the most important foundations of company building. While they may not attract the same attention as funding rounds or billion-dollar valuations, they play a crucial role in determining how ownership is earned, how talent is retained, and how sustainable businesses are ultimately built. In the world of startups, success is rarely achieved overnight, and a vesting schedule ensures that equity reflects that reality.

 

Selling Trust: The Rise of Compliance-as-a-Product Startups in Saudi Arabia

Ghada Ismail

 

For years, compliance sat quietly in the background of business operations. It was something companies had to deal with to satisfy regulators, avoid fines, and keep the paperwork in order. Few founders saw it as a competitive advantage, and even fewer viewed it as a startup opportunity.

Today, that is changing.

As Saudi Arabia's digital economy expands, compliance is emerging as a business category in its own right. A growing number of startups are building software designed to help businesses meet regulatory requirements more efficiently, turning what was once a back-office function into a scalable technology product.

The timing is no coincidence. As fintech, insurtech, digital assets, e-commerce, and AI-powered businesses continue to grow across the Kingdom, regulators are paying closer attention to issues such as anti-money laundering (AML), customer verification, fraud prevention, and data protection.

For businesses, these obligations can quickly become expensive and complex. For a new generation of startups, they represent a market opportunity.

Their solution is straightforward: automate compliance through software. Instead of relying heavily on manual reviews, spreadsheets, and large compliance teams, companies can use technology to verify customers, monitor transactions, screen for risks, and generate reports in real time.

In the process, compliance is evolving from a regulatory requirement into a product category of its own.

 

Why Compliance Is Becoming Big Business

Saudi Arabia's startup ecosystem has grown rapidly over the past decade, supported by digital transformation initiatives, rising investment activity, and an increasingly tech-savvy population. But growth brings responsibility, and regulators are keeping pace with the speed of innovation.

Companies operating in financial services, insurance, payments, e-commerce, and other digital sectors now face stricter expectations around customer onboarding, risk management, transaction monitoring, and data governance.

For many startups, compliance becomes significantly more challenging as they scale. A company serving a few hundred users can often manage verification processes manually. A business onboarding hundreds of thousands of customers cannot.

The larger the customer base, the greater the compliance burden. Manual checks become slower, more expensive, and harder to maintain. At the same time, businesses face growing pressure to strengthen AML controls, Know Your Customer (KYC) procedures, sanctions screening, fraud detection, and data protection practices.

Failing to meet these requirements can lead to financial penalties, reputational damage, and restrictions on business activities.

As a result, many companies are looking for technology rather than manpower to solve the problem.

Instead of building large compliance departments from scratch or relying entirely on consultants, businesses increasingly want software that can automate verification, monitoring, screening, and reporting. That demand is creating space for a new generation of startups focused on simplifying compliance.

In many ways, regulation itself is helping create an entirely new sector within Saudi Arabia's technology ecosystem.

 

Turning Compliance Into a Product

The idea behind Compliance-as-a-Product is simple: make compliance accessible through software.

Traditionally, businesses relied on legal advisors, consultants, and internal compliance teams to manage regulatory obligations. While these functions remain important, they often require significant resources and manual effort.

RegTech companies are approaching the challenge differently.

Rather than simply advising companies on how to comply, they build technology that performs much of the work automatically. Businesses can subscribe to a platform, integrate it into their systems, and immediately gain access to compliance tools that would otherwise require extensive internal investment.

A fintech company, for example, can connect a compliance platform directly to its onboarding process. Instead of employees manually reviewing identity documents, checking sanctions lists, and assessing risk profiles, the software can perform these tasks in seconds.

The same approach can be applied to transaction monitoring, fraud detection, politically exposed person (PEP) screening, adverse media checks, and suspicious activity reporting.

For startups and mid-sized businesses, the appeal is obvious. They gain access to sophisticated compliance capabilities without having to build large teams dedicated solely to regulatory oversight.

Compliance, in effect, becomes something businesses can plug into their operations and scale alongside their growth.

 

Meet Saudi Arabia's Emerging RegTech Players

Among the most prominent is Mozn, one of the Kingdom's leading enterprise AI companies. Through its FOCAL platform, the company provides financial institutions with tools for AML compliance, fraud prevention, customer verification, transaction monitoring, and risk intelligence. The platform has been adopted by banks and fintech firms across the region, reflecting growing demand for locally developed compliance solutions that address the needs of highly regulated industries.

Another emerging player is Tathabbat, which focuses on identity verification, KYC, and AML solutions tailored to Saudi regulatory requirements. By concentrating on local market needs, the company aims to help businesses streamline compliance while reducing friction during customer onboarding.

Dal is also gaining attention through its Ayn platform, which offers AML screening, sanctions monitoring, and politically exposed person screening services. As financial institutions seek to balance strong risk controls with smooth customer experiences, these capabilities are becoming increasingly important.

Meanwhile, Esnad Tech's Sanad360 platform represents one of the Kingdom's earlier moves into the RegTech space. The platform provides tools for KYC verification, due diligence, AML compliance, and broader compliance workflow management. Its goal is to help organizations centralize processes that have traditionally been scattered across multiple departments.

Together, these companies highlight a broader shift taking place within Saudi Arabia's startup ecosystem. Rather than focusing solely on consumer apps or traditional software categories, entrepreneurs are tackling highly specialized challenges that sit at the intersection of technology and regulation.

 

Why Investors and Enterprises Are Paying Attention

Compliance technology offers several characteristics that make it particularly attractive as a business.

One of its biggest strengths is customer retention. Unlike many software products that can be swapped out relatively easily, compliance platforms often become deeply embedded within a company's operations. Once integrated into onboarding systems, transaction monitoring frameworks, and risk management processes, switching providers can be costly and disruptive.

That creates long-term customer relationships and recurring revenue opportunities.

Demand is also expanding well beyond traditional banking.

While banks remain major buyers of compliance solutions, fintech startups, insurers, investment firms, payment providers, and large enterprises are increasingly investing in compliance technology. As more services move online, businesses need automated tools that can verify customers, detect risks, and satisfy regulators without slowing growth.

The opportunity extends beyond Saudi Arabia as well.

Many GCC countries are introducing similar rules around AML, digital identity, open finance, and data protection. Because the regulatory direction is broadly aligned across the region, Saudi startups can often adapt their products for neighboring markets without rebuilding them from the ground up.

That creates a clear path for regional expansion.

 

Could Compliance Become the Next Infrastructure Layer?

Looking ahead, compliance technology may become one of the foundational layers of Saudi Arabia's digital economy.

Artificial intelligence is expected to play an increasingly important role in this evolution. Future compliance platforms are likely to move beyond rule-based screening and become far more predictive. AI can help identify unusual behavior, uncover fraud patterns, assess risk levels, and even assist with investigations before problems escalate.

At the same time, new regulations are creating new opportunities.

Emerging frameworks around AI governance, digital identity, open finance, cybersecurity, and data protection will introduce additional compliance obligations for businesses. Every new rule creates demand for tools that can simplify implementation and reduce operational complexity.

Saudi Arabia's digital transformation agenda, combined with the continued growth of its financial services sector, provides fertile ground for this type of innovation.

Just as fintech infrastructure companies emerged to simplify payments, banking integrations, and financial services, compliance infrastructure providers could become equally important to businesses operating in regulated industries.

In many ways, these startups are selling something more valuable than software.

They are selling trust.

Their platforms help businesses prove who their customers are, identify risks before they become problems, detect suspicious activity, and demonstrate compliance with evolving regulations. In a digital-first economy, those capabilities are becoming increasingly valuable.

 

Wrapping Things Up…

Compliance is no longer just a regulatory obligation hidden in the back office.

In Saudi Arabia, it is becoming a technology category with its own business models, growth opportunities, and startup success stories.

Driven by digital transformation, tighter regulations, and growing demand for automation, a new generation of companies is turning compliance into scalable software products. Players such as Mozn, Tathabbat, Dal, and EsnadTech are showing how technology can simplify complex regulatory processes while creating sustainable businesses in the process.

As the Kingdom's digital economy continues to mature, Compliance-as-a-Product could emerge as one of the most important segments of the broader technology landscape.

ROIC: the master metric for capital efficiency and value creation

Noha Gad

 

Businesses constantly face a critical challenge: when they will see the right return on the capital they have allocated to new projects, investments, and growth initiatives. Companies can report record revenues and rising profits; however, they still fail to create real value for their shareholders. The missing piece often lies not in how much money a business makes, but in how efficiently it uses the capital entrusted to it. This is where Return on Invested Capital (ROIC) comes in.

ROIC is a powerful financial metric that measures the percentage return a company generates from all the capital invested in it, both from shareholders and debt holders. It strips away the noise of financing structures and accounting tricks to reveal the true profitability and operational efficiency of a business. 

A good understanding of ROIC provides business owners evaluating new projects, investors comparing companies, or finance professionals optimizing resource allocation, a clear lens into whether a company is creating value or simply burning capital. 

What does ROIC tell you?

ROIC indicates how efficiently a company puts the capital under its control toward profitable investments or projects. The ROIC ratio gives a sense of how well a company is using the money it has raised to generate returns. Comparing a company’s return on invested capital with its weighted average cost of capital (WACC) reveals whether invested capital is being used effectively.

The ROIC formula is net operating profit after tax (NOPAT) divided by invested capital. Companies with a steady or improving return on capital are unlikely to put significant amounts of new capital to work. Investors and analysts might also use the return on new invested capital (RONIC) calculation to determine the value of deploying new or additional capital to a new or existing project.

This metric is particularly useful when examining companies in industries that depend on investing a large amount of capital. Like many metrics, it is most informative when used to compare similar companies operating in the same sector.

Importance of ROIC

ROIC is a critical indicator of a company’s ability to create real, sustainable value. Unlike metrics that focus only on revenue growth or net profit, ROIC reveals whether a business is generating returns that exceed the cost of the capital it uses. It stands out as one of the most important metrics for decision-makers as it:

  • Measures true capital efficiency. ROIC shows how effectively a company converts invested capital into profits. A high ROIC means the business is using its money wisely.
  • Reveals value creation against value destruction. The most powerful insight ROIC provides is whether a company is creating or destroying value. If the ROIC is higher than the company’s Weighted Average Cost of Capital (WACC), this means that the company is creating value, but if it is lower than the WACC, then the company is destroying value; even if it is profitable on paper, it is not earning enough to cover its cost of capital.
  • Takes a more comprehensive view of investment analysis. While Return on Equity (ROE) only considers shareholder equity and Return on Assets (ROA) focuses on assets, ROIC takes a more comprehensive view by including all capital, debt, and equity alike. This makes ROIC a more accurate measure of operational performance, especially for companies with significant debt or complex financing structures.
  • Provides clearer earnings quality assessment. ROIC helps investors distinguish between high-quality earnings and low-quality earnings. Companies with strong ROIC tend to have more sustainable, repeatable profit streams.

Additionally, ROIC assists business owners and executives in evaluating new projects, making acquisition decisions, optimizing resource allocation, and finding the best pricing strategies by understanding the return generated from capital-intensive operations.

In short, ROIC helps businesses and investors move beyond just looking at revenue or profit and instead see how capital is being used. A high ROIC above the cost of capital means real value is being created, while a low ROIC below that cost means value is being destroyed, no matter how good the financial statements look. By focusing on ROIC, companies can make smarter decisions about where to put their money, and investors can find businesses that truly deliver lasting returns. 

From the GCC to the US: Enhance's Ambition to Become the Operating System for Personal Training

Kholoud Hussein 

 

Before long, fitness was viewed primarily as a lifestyle choice across much of the Middle East. Today, it has become a fast-growing economic sector attracting investment, driving entrepreneurship, and reshaping consumer spending habits. Across the GCC, rising health awareness, supportive government policies, and the expansion of modern fitness facilities have transformed wellness from a niche market into a mainstream industry. In Saudi Arabia particularly, Vision 2030 has accelerated this shift, helping create one of the region's fastest-growing fitness markets while encouraging greater participation across all demographics, especially women.

As the sector matures, attention is increasingly turning toward the technology infrastructure that powers gyms, personal trainers, and fitness operators. Beyond opening new fitness centers, the industry is entering a phase where operational efficiency, data analytics, artificial intelligence, and scalable digital platforms are becoming key drivers of growth and profitability. This evolution is creating significant opportunities for companies capable of bridging the gap between fitness services and technology.

Among the companies leading this transformation is Enhance, a Middle East-born fitness platform that has evolved from a regional service provider into a global technology player. Operating across the UAE, Saudi Arabia, Qatar, Bahrain, and the United States, the company now supports more than 15,000 personal trainers and facilitates over half a million training sessions every month. Through its Enterprise SaaS and AI-powered platform, Enhance Tech, the company is helping gym operators improve trainer performance, increase profitability, and better manage one of the industry's most valuable yet historically underutilized revenue streams: personal training.

As Enhance expands its footprint beyond the GCC and deepens its presence in the United States, the company is positioning itself at the intersection of fitness, artificial intelligence, and enterprise software. Its journey reflects broader trends reshaping the global wellness economy, where technology is increasingly becoming the foundation for scalable growth and long-term value creation.

In this exclusive interview with Sharikat Mubasher, Tarek Mounir, Founder and CEO of Enhance, discusses the company's evolution from a Dubai-based startup into a global fitness technology platform, the growing demand for personal training across Saudi Arabia and the GCC, the role of AI in transforming gym operations, the company's expansion strategy in the US and beyond, and how Enhance aims to become the global operating standard for personal training in the years ahead.

 

Enhance has scaled rapidly across the UAE, Saudi Arabia, and Qatar, while also expanding into the United States. How would you describe the company's current operating model, and what has been the key driver behind this cross-market growth?

Enhance is the operating system for personal training (PT). We help large gym chains turn PT from an afterthought into a predictable, profitable revenue stream — which in the high-volume, low-price (HVLP) segment is something almost nobody has cracked.

 We started in Dubai in 2018 as a service business. Eight years later, we cover 700+ contracted gym locations globally — UAE, Saudi Arabia, Qatar, Bahrain, and now the US — supporting 15,000 trainers and over 500,000 booked sessions a month. Revenue has compounded at 65% CAGR since 2019.

 The more important shift is the shape of the business. We went from a regional service layer into a SaaS platform that any multi-site gym operator can deploy. That super-sized our addressable market; from Gulf gym chains up into a $1.8 billion global PT management software category; with the US and UK alone worth $800 million. The GCC gave us the operational history and the proven unit economics. The US is where we're deploying them at scale.

 

With more than 15,000 personal trainers on the platform and over half a million monthly sessions booked, what does this level of activity reveal about demand trends in the fitness economy across the GCC?

The numbers reflect a structural shift in how GCC consumers approach health. A PT client in Dubai, in 2018, typically came in asking for weight loss before a wedding or a summer holiday. The same client today asks about strength, recovery, energy, and long-term healthspan. That vocabulary shift happened in under a decade.

 Saudi Arabia is the most significant data point. Vision 2030 opened the fitness category, and the pace of adoption — particularly among women — has been dramatic. We're seeing more first-time formal fitness participants in KSA right now than in any other market we operate in. Consumer demand there is outpacing the supply of qualified trainers, which tells you the ceiling is still far above where the market is today.

 Session volumes reflect PT’s transition from a premium add-on to a mainstream service. Over 500,000 booked sessions a month is not a niche conversation — it's a category.

 

Your Enterprise SaaS and AI-powered product, Enhance Tech, is gaining traction in the US market. What gap in the global gym industry are you addressing, and why do you believe this solution has not been built at scale before?

PT is a $42 billion global market, and most gym operators still lose money on it. The industry runs on whiteboards, spreadsheets and gut feel. Trainer churn sits around 70% a year. Fewer than 15% of free trial sessions convert into paying clients. Operators have almost no visibility into what is actually happening on the gym floor.

No one has solved this at scale because it requires two things that are genuinely hard to combine: deep operational experience running PT inside gyms, and the engineering capability to abstract that into software. Most software companies don't understand the gym floor. Most gym operators don't build software. We have spent eight years doing both, simultaneously.

The AI layer works because the dataset works first. We process over 500,000 PT sessions a month across 700+ gyms. Every session is a data point on what makes trainers successful, why members stay or leave, and where revenue leaks out. A new entrant would need almost a decade of operational history to rebuild that. That's not something you shortcut with capital.

 

The performance metrics you've shared — 20% more sessions per trainer, a 17% increase in operating margins, and over 40% improvement in trainer retention — are significant. From an investor's perspective, how do these metrics translate into long-term value creation for gym operators?

Each metric hits a different line on the P&L, so they compound in a meaningful way for operators and investors.

 The 20% increase in sessions per trainer is a revenue multiplier — the same headcount produces materially more output. The 17-percentage-point improvement in operating margin at mature sites makes PT much more of a profit engine for gyms. The retention number is the one investors tend to underweight the impact of: when trainer churn drops from the 70% industry norm to under 30%, operators are spared having to absorb constant rehiring and retraining costs, and clients stop churning with their trainer.

Put together, the model creates a gym that earns more from PT, spends less running it, and retains the people who deliver it. At mature sites we see PT revenue around $85,000 per club per month. That's the long-term value case — and it's why operators stay on the platform once they're on it.

 

Can you walk us through Enhance's funding journey to date? What type of investors have backed the company, and how are you positioning the business for future funding rounds or strategic partnerships?

We bootstrapped the early years deliberately. Taking outside capital before the unit economics were proven would have meant scaling the wrong thing faster. Once the model worked, we raised.

We've taken around $21 million to date. Our cap table includes Global Ventures — MENA's leading venture firm — alongside other institutional backers who understand the regional market and the global ambition. 

We are in conversations with investors who recognize now as particularly ideal timing, as we accelerate our US rollout, deepen the product, and move from a proven regional operator into the default PT infrastructure for large gym chains globally. 

The thesis is straightforward — PT is a $42 billion market with no system of record or operating standard. We're building it. The strategic partnerships we're pursuing in the US reflect the same logic: enterprise gym groups looking for an operator they can trust to run PT end-to-end, not just provide software.

 

Saudi Arabia is undergoing rapid transformation in its fitness and wellness sector under Vision 2030. How central is the Kingdom to your growth strategy, and what specific expansion plans do you have in this market?

Saudi Arabia is our highest-growth market and one of the most important in the world for this category. Vision 2030 did not just open a new segment — it catalysed a generational shift in how Saudi consumers relate to health and fitness. Current participation rates, particularly among women, would have been unimaginable a decade ago.

For Enhance, the KSA opportunity is both a consumer-side and enterprise-side story. For consumers, demand for qualified personal training is expanding faster than supply — the market constraint is the talent gap, not regulation or the willingness to pay. That creates a strong case for a platform that helps gym operators find, train, and retain good trainers at scale.

On the enterprise side, the large gym groups expanding aggressively across the Kingdom need infrastructure to run PT profitably — and the franchise model driving much of that expansion is exactly where our platform performs best. We're working with operators who are building for a ten-year horizon, and so are we.

 

Beyond the GCC and the US, which markets are you prioritising next, and what factors determine your market-entry strategy — regulation, consumer behaviour, or enterprise demand?

Enterprise demand drives the sequence, and then we assess the other factors. We follow large gym chains — if a group we already work with is expanding into a new market, that's a faster path to traction than building from scratch against an unfamiliar operator landscape.

As for what's next: the UK is a natural priority. It's the largest gym market in Europe, has strong HVLP penetration, and there is a significant shared-language advantage in how we build and sell the product. Beyond that, Southeast Asia and markets like Australia are interesting over a 24–36 month horizon — high gym penetration, growing PT adoption, and early-stage software infrastructure in the gym sector.

Regulation matters less than it might initially appear. Personal training is not a heavily regulated category in most markets. Consumer behaviour matters more — specifically, whether PT has reached the inflection point from premium to mainstream in a given market. Our GCC experience tells us that once that shift starts, it moves quickly.

 

As you continue to scale both your consumer platform and enterprise SaaS offering, how do you see Enhance evolving over the next three to five years — particularly in terms of AI integration, product development, and global market positioning?

The three-to-five year vision is to be the system of record and operating standard for personal training globally — the platform gym operators default to, the way hotel groups default to property management software or restaurants default to reservation systems. That category doesn't exist yet. We're building it.

On AI specifically: the tools already live include at-risk client detection that flags members before they churn, and a trainer coaching layer benchmarking every trainer, so managers know exactly who to develop. An AI sales agent and a daily AI management brief follow later this year — with ranked morning instructions for each gym manager, rather than a dashboard requiring interpretation.

The advantage is not the models themselves. Every platform will have access to good models. The advantage is the eight years of operational history behind ours — over 500,000 sessions a month across 700+ gyms, compounding daily. That data set gets harder to replicate every quarter.

On global positioning: the US establishes us as a credible global operator, not just a GCC success story. That matters for enterprise deals, for the fundraising narrative, and for the category we're defining. The ambition, simply stated, is to be the company that built the global infrastructure for PT — and to have done it from the UAE.

Inside Shadow Banking: How Finance Operates Outside the Banking Sector

Ghada Ismail

 

When most people think about borrowing money, financing a business, or securing an investment, they think of banks. Yet an increasing share of financial activity today takes place outside the traditional banking system.

Private credit funds, fintech lenders, money market funds, and other non-bank institutions are playing a growing role in moving capital across the economy. Together, these players make up what is known as the shadow banking system.

The term may sound mysterious, but shadow banking is neither hidden nor necessarily risky by nature. It simply refers to financial institutions that perform many of the functions of banks without operating as licensed commercial banks.

 

What Is Shadow Banking?

In simple terms, shadow banking describes organizations that provide financing and credit without accepting customer deposits like traditional banks.

These institutions help businesses and individuals access capital through a variety of channels. Common examples include:

  • Private credit funds
  • Money market funds
  • Hedge funds
  • Finance companies
  • Fintech lending platforms
  • Peer-to-peer lending networks

While their structures differ, they all serve a similar purpose: connecting capital with those who need it.

 

Why Is Shadow Banking Growing?

The expansion of shadow banking is being driven by a combination of market demand, regulatory dynamics, and technological innovation.

Today, businesses are seeking faster and more flexible financing options, while investors continue to look for returns beyond those offered by traditional savings and investment products. At the same time, digital platforms and fintech solutions have made it easier to connect borrowers with alternative sources of capital.

Several factors continue to support the growth of non-bank finance:

  • Businesses need more diverse funding channels. 
  • Investors are searching for higher-yield opportunities. 
  • Fintech platforms are streamlining access to credit and investment products. 

Startups and SMEs often require financing solutions that fall outside conventional lending models. 

Institutional investors are allocating more capital to private credit and alternative assets. 

As these trends continue, shadow banking is becoming an increasingly important source of funding and liquidity within the broader financial ecosystem.

 

The Advantages of Shadow Banking

Supporters argue that shadow banking makes financial markets more flexible and efficient.

For businesses, especially startups and growing companies, alternative lenders can often provide faster access to capital than traditional banks. In some cases, they are also willing to finance businesses that may not fit a bank's standard risk profile.

Some of the key benefits include:

  • Greater access to funding
  • Faster financing decisions
  • More competition in financial services
  • Increased support for innovation and entrepreneurship

In many markets, shadow banking complements traditional banking rather than replacing it.

 

Risks and Regulatory Concerns

While shadow banking expands access to capital and financial services, it also presents a unique set of risks.

Because many non-bank financial institutions operate under different regulatory frameworks than traditional banks, their risk profiles can vary significantly. In some segments, oversight may be lighter, while certain business models may be more exposed to market fluctuations or funding pressures.

Key concerns associated with shadow banking include:

  • Liquidity pressures during periods of market uncertainty 
  • Greater sensitivity to asset price and market volatility 
  • Regulatory gaps across different jurisdictions and sectors 
  • Interconnected financial relationships that can amplify risks across markets 

As the sector continues to grow, regulators and market participants are increasingly focused on improving transparency, risk management, and oversight to ensure that innovation and financial stability develop in parallel.

 

The Fintech Factor

The rise of fintech has added a new chapter to the shadow banking story.

Digital lenders, Buy Now Pay Later providers, and alternative financing platforms are transforming how people access credit. While many operate within regulatory frameworks, they also highlight a broader trend: financial services are no longer the exclusive domain of traditional banks.

As technology continues to reshape finance, the line between banks and non-bank institutions is becoming increasingly blurred.

 

Wrapping Things Up…

Shadow banking has become a major force in modern finance, helping businesses raise capital, supporting investment activity, and expanding access to funding.

Its growth reflects a broader shift in how money moves through the economy. While regulators continue to monitor the risks, shadow banking is likely to remain an important source of financing in the years ahead.

For entrepreneurs, investors, and anyone following the future of finance, understanding shadow banking is no longer optional; it's now essential.