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.