Henkel’s GBS+ Revolution: Driving Innovation and Sustainability in the MENA Region

Sep 15, 2025

Kholoud Hussein 

 

In the rapidly evolving landscape of global business operations, Henkel’s Global Business Solutions+ (GBS+) network stands as a testament to innovation, efficiency, and strategic vision. This exclusive interview with Roland Haefs, Corporate Vice President of GBS+, and Shereen Alaa, Head of GBS+ Cairo, provides invaluable insights into the pivotal role played by GBS+ in Henkel’s global strategy, with a special focus on its expanding footprint in the MENA region.

 

The conversation explores the strategic foundations of Henkel’s Cairo GBS+ Center, its contributions to Henkel’s operational excellence, and its alignment with regional and global priorities such as digital transformation, sustainability, and talent development. With Egypt positioned as a regional hub for advanced services and solutions, the interview also delves into the potential for growth across the MENA region, including opportunities in Saudi Arabia under Vision 2030.

 

Sharikat Mubasher presents this exclusive interview, shedding light on how Henkel’s GBS+ continues to redefine business processes, foster innovation, and drive sustainable impact in one of the world’s most dynamic markets.

 

The following questions are answered by Roland Haefs, Corporate Vice President, Global Business Solutions+ (GBS+): 

 

Could you provide an overview of the current scale and influence of the GBS+ network globally? What are the key goals for expanding its role within Henkel’s global strategy, particularly as it pertains to the MENA region?

 

Henkel’s GBS+ organization, with a workforce of over 3,600 highly qualified employees, has become a critical component of Henkel’s value chain. Over the past 20 years, it has evolved from a transactional partner to a strategic player, operating across all time zones and languages. Today, GBS+ centers are located in Manila (Philippines), Bratislava (Slovakia), Mexico City (Mexico), Shanghai (China), and Cairo (Egypt).

 

The organization consists of specialized teams in areas such as finance, HR, IT, planning, sourcing, production, logistics, marketing, and sales. This broad expertise enables Henkel to deliver innovative solutions that meet the diverse needs of our global operations.

 

With a strong focus on digital transformation and process optimization, GBS+ will continue to streamline operations, enhance efficiency, and expand its role in higher value-adding activities. As we look to the future, expanding GBS+’s capabilities in the MENA region will be a key aspect of Henkel’s global strategy, further strengthening our ability to support the company's growth and operational excellence across markets.

 

What were the strategic factors behind choosing Egypt as a base for Henkel’s GBS+ Center? Additionally, do you foresee opportunities to expand similar operations in Saudi Arabia, and what role could it play within Henkel’s MENA vision?

 

Henkel chose Egypt as the base for its GBS+ Center for several strategic reasons. First, Egypt’s central geographic location enables it to cover multiple time zones, facilitating real-time collaboration with countries across the EMEA region and beyond. Additionally, Egypt offers a highly skilled, multilingual talent pool, which was instrumental in the establishment of our GBS+ Center. This decision also aligns with Henkel’s long-term goal to strengthen its presence in Egypt and transform the country into a hub for both product and service exports.

 

The GBS+ Center in Cairo is a critical part of Henkel’s broader strategy to expand its footprint in the Middle East and Africa (MEA) region. It positions Egypt as a global export hub for Henkel, particularly in terms of digital and technological solutions. The center plays a key role in enhancing Henkel’s service offerings by strengthening our digital capabilities and enabling us to deliver high-impact, value-added solutions across the MEA region and beyond.

 

By leveraging local talent and advanced technologies, Henkel is driving operational efficiency and innovation in the region. The GBS+ Cairo center is already playing a pivotal role as an exporting hub for digital and technology-driven solutions, supporting Henkel’s global operations.

 

As for Saudi Arabia, the country’s Vision 2030 focuses on diversification and development across multiple sectors, including technology and innovation. Henkel’s established investments in Saudi Arabia, including manufacturing facilities and an expanding market presence, align closely with the Kingdom's strategic objectives. While there are no immediate plans for expanding GBS+ operations in Saudi Arabia, the country’s growing role in Henkel’s strategy presents potential opportunities for future collaboration in line with Vision 2030’s goals.

 

How do you envision the Cairo GBS+ Center contributing to Henkel’s standing across the MENA region? What are some specific regional milestones or achievements you anticipate for this center in the near future?

 

The GBS+ Center in Cairo plays a pivotal role in strengthening Henkel’s presence across the Middle East and Africa (MEA) region. As a comprehensive organization, it offers a wide range of services that support Henkel's global operations and enable the company to meet the diverse needs of countries worldwide. This is made possible by the center’s strong multilingual talent pool, which allows GBS+ Cairo to operate in eight languages, including Arabic, English, French, German, Turkish, and Spanish. As a result, it provides services and solutions to over 75 countries globally.

 

Looking ahead, GBS+ Cairo holds significant potential to further contribute to Henkel’s strategic goals. It will remain a key part of Henkel's broader strategy to enhance its regional footprint, positioning Egypt as a hub for both product and technological exports. Henkel's vision includes not only expanding product exports but also strengthening its digital and technological presence by exporting innovative solutions and services.

 

Furthermore, the Cairo center is expected to play a central role in Henkel’s sustainability and digitalization initiatives, which are integral to the company's regional and global objectives. This will enable GBS+ Cairo to drive value for Henkel while supporting the company’s commitment to sustainable growth and digital transformation in the MEA region.

 

In what ways will the Cairo GBS+ Center support and enhance Henkel’s operations in the MENA region? 

 

The GBS+ center in Cairo plays a critical role in enhancing Henkel’s operations by streamlining and standardizing processes through the use of automation and digital solutions. With over a decade of experience, GBS+ Cairo is focused on adopting value-added activities that drive greater efficiency and effectiveness across the organization.

 

The center provides a comprehensive suite of services, including human resources, financial accounting and analysis, sales order processing, customer service, and marketing support. This broad portfolio enables Henkel to optimize operations and improve responsiveness to market demands, leading to better overall business performance.

 

In recent years, the center has expanded its capabilities to include IT and data analytics, reinforcing Henkel’s competitiveness in an increasingly fast-paced market. Moreover, the expansion of language support from three to eight languages has allowed GBS+ Cairo to serve over 75 countries, further strengthening its global reach and operational impact.

 

By leveraging local expertise and driving innovative practices, the GBS+ Cairo center supports Henkel’s global strategy, positioning Egypt as a key hub for advanced services and solutions, not just in the MENA region, but on a global scale.

 

How does the Cairo GBS+ Center fit into your broader vision for Henkel’s GBS+ network, and what unique contributions do you see it making to Henkel’s regional success across MENA, including Saudi Arabia?

 

The Cairo GBS+ Center is a key element of Henkel’s broader vision for its Global Business Services (GBS+) network. Strategically located in Egypt, the center takes full advantage of the country’s robust infrastructure, skilled workforce, and deep regional market knowledge to optimize essential processes, including finance, IT, and sales. 

 

This aligns with Henkel’s goal of streamlining operations, enhancing digital capabilities, and fostering innovation across the global network. With its focus on process efficiency and service excellence, GBS+ Cairo plays a critical role in supporting Henkel’s growth strategy, both within the MENA region and internationally, including in key markets such as Saudi Arabia.

 

The following questions are answered by Shereen Alaa, Head of Global Business Solutions+ (GBS+), Cairo:  

 

Can you give us an overview of the Cairo GBS+ office's current scale and scope, including the number of employees, primary services, and areas of specialization?

 

GBS+ Cairo began in 2014 and has grown significantly since then, now employing 260 talented people. The center provides a wide range of services and solutions in human resources, accounting, and financial analysis, sales order processing and payments, customer service, sales reporting, marketing support, and IT and digital solutions. 

 

This diverse portfolio allows Henkel to streamline operations and contribute to better overall business performance. Additionally, the number of supported languages has increased from three to eight, allowing GBS+ Cairo to offer its services from Egypt to more than 75 countries across the globe. 

 

How does the Cairo GBS+ Center support the development of local talent, particularly young professionals in Egypt? What skill sets are being prioritized to make the workforce competitive on a global scale?

 

At GBS+ Cairo, we are committed to the continuous development and upskilling of young Egyptian talent by providing unique opportunities for hands-on and practical experience. 

We offer on-the-job training programs that strengthen our employees’ expertise and job rotation opportunities to broaden their knowledge beyond their area of expertise. 

 

Additionally, we focus on our young talents in universities and organize multiple programs that prepare them for the job market. These include internships that give them hands-on work experience and job shadowing and case studies sessions to familiarize them with the practical application of their studies. We are proud that 54% of our interns were hired with us.

 

We aim to enhance skills across all areas, but prioritize expert competencies, digital mindset, and business acumen. This is in addition to soft skills training programs that equip our team members with the skills needed in today’s and tomorrow’s work environment, such as communication, presentation, project management, strategic thinking, and many more.

 

All these initiatives aim to prepare the workforce for global competitiveness, ensuring that local talent contributes effectively to Henkel’s international operations while also fostering Egypt's talent pool for future growth in the region.

 


Could you elaborate on the Cairo GBS+ Center’s approach to sustainability and social responsibility, and how it aligns with Henkel’s global standards? What positive impacts have been observed on the local environment and community, and what are your future goals in this area across MENA?

 

The GBS+ Cairo approach to sustainability and social responsibility aligns closely with Henkel’s global strategy, particularly its commitment to Environmental, Social, and Governance (ESG) objectives, which place a high priority on environmental and community well-being. 

At Henkel, corporate social responsibility (CSR) is central to our purpose, focusing on sustainability, social engagement, and ethical business practices.

 

Our CSR initiatives aim to make a lasting positive impact on the environment and society through education and active community involvement.

 

At GBS+ Cairo, we are proud of our strong culture of volunteering, with each team member contributing an average of 7.5 hours annually, leading to an impressive total of 10,000 volunteering hours dedicated to community projects over the past decade, such as Children Cancer Hospital, Green school program to name a few. This collective effort highlights our commitment and reflects our core values of equity, inclusivity, and social impact, which align perfectly with Henkel’s global standards. 

Both Henkel’s broader goals—such as reducing its environmental footprint, fostering a circular economy, and improving resource efficiency—and GBS+ Cairo's community outreach initiatives are aimed at creating long-term positive impacts on both the environment and society. Moving forward, Henkel’s goals in MENA, including Egypt, will continue to focus on strengthening these sustainability efforts, ensuring they contribute to Henkel’s global vision of a sustainable and equitable future for all.

 

By prioritizing sustainability, social responsibility, and ethical values, we bring our purpose to life: "Pioneers at Heart for the Good of Generations".

 

How does the Cairo GBS+ Center promote gender equality and female leadership? What initiatives are in place to increase women’s participation in the workforce, and are there similar plans for other parts of the MENA region?

 

At Henkel, we strongly believe that our diversity is our strength! We are committed to fostering an inclusive environment that nurtures the growth of all employees. 

Since women make up nearly 70% of the workforce, we see this representation as a proud accomplishment that embodies our basic beliefs and ideals rather than merely a figure. For us at GBS+ Cairo, increasing women's involvement in the workforce is essential to attaining inclusivity and balance, which in turn encourages creativity and innovation.

 

We are committed to fostering an atmosphere that nurtures everyone’s growth and enables women to assume leadership positions and play a part in the company’s success. This is evident with our over 65% female representation in leadership. We see that empowering women to assume leadership positions contributes is integral to shaping and cultivating a culture of collaboration and excellence.

 

What is the center’s future outlook for growth within the MENA market? What potential do you see for further expansion and impact throughout the region, and what makes MENA a priority for Henkel?

 

The Cairo-based GBS+ Center is a key component of Henkel's broader strategy to enhance its presence in the Middle East and Africa (MEA) region and position Egypt as a global export hub. 

Henkel has strengthened its presence in the Middle East and Africa region with GBS+ Cairo positioned as a comprehensive organization, that provides a wide range of high-impact value-adding services and solutions as well as digital and technological solutions that support Henkel's global operations and enables the company to cater to all countries across the globe. 

 

Looking ahead, GBS+ Cairo holds significant potential to further contribute to Henkel’s strategic goals. It will remain a key part of Henkel's broader strategy to strengthen its regional footprint in the dynamic and growing market in the Middle East and Africa region. 

 

Furthermore, the Cairo center is expected to play a central role in Henkel’s sustainability and digitalization initiatives, which are integral to the company's regional and global objectives. This will enable GBS+ Cairo to drive value for Henkel while supporting the company’s commitment to sustainable growth and digital transformation in the MEA region, adding to the region's strategic importance.

 

 

 

 

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Young Saudi Founders Making Global Impact Before 30

Ghada Ismail

 

Not long ago, Saudi success stories followed a familiar script: corporate boardrooms, government corridors, and decades-long career climbs. Today, that script is being rewritten, sometimes before the ink on a university degree has even dried. Across Riyadh, Jeddah, and Dhahran, Saudi founders are launching startups that scale faster than their age, exporting ideas and landing on global radars before they turn 30.

This new generation of entrepreneurs is not waiting for permission, legacy, or perfect conditions. Armed with code, climate tech, AI models, and creative IP, young Saudis are building companies that speak the language of international markets while remaining rooted in local ambition. Their rise reflects more than personal success stories; it signals a structural shift in how the Kingdom produces innovation, competes globally, and defines leadership in the post-oil era.

As Saudi Arabia’s youth-heavy population meets unprecedented access to capital, infrastructure, and global networks, the result is a cohort of founders who are thinking borderless from day one. These under-30 entrepreneurs are proving that global impact is no longer something Saudi startups grow into; it’s something they are born with.

The Kingdom’s startup ecosystem now boasts thousands of youth-led enterprises in technology, climate action, education, health, and lifestyle sectors. Young Saudis are not merely starting businesses; they are building scalable ventures that resonate regionally and internationally, backed by investors, accelerators, and recognition on platforms like Forbes Middle East’s annual 30 Under 30 list. 

In this feature, we explore the journeys of several of these founders under 30, understanding how they navigate systemic challenges, leverage global trends, and create meaningful impact, both for Saudi Arabia’s innovation ecosystem and on the world stage.

 

Redefining Education with AI: AILA

At just 23 and 22, Yousef Alsayed and Abdulaziz Bin Mugayel have reimagined learning through ‘AILA’, an AI-driven education platform designed to tailor learning paths to individual student needs. Founded in June 2023 while both were still youthful visionaries, AILA uses artificial intelligence to assess students’ strengths, preferences, and pace, delivering personalized quizzes, lessons, and insights while easing administrative burdens for teachers. 

Their impact has been rapid: AILA now supports 26,000 students in Saudi institutions and an additional 15,000 learners in Central Asia, after securing $1.15 million in pre-seed funding from regional venture funds and angels at a valuation of $5.5 million. 
In a recent post on social media, Abdulaziz reflected on their startup’s evolution from “just an idea” to a solution affecting thousands; a reminder of how youthful ambition, when matched with execution, can scale across borders. 

Beyond numbers, their story underscores the potential for Saudi-built AI solutions to contribute to global education challenges — from personalized learning to reduced dropout rates — while showing how young founders can attract capital and adoption beyond domestic markets.

 

Cultivating Sustainability: NABATIK

Few narratives capture the blend of social mission and technological ingenuity as powerfully as that of Mohammed Alkhalid, founder of ‘NABATIK’. What began with the simple childhood memory of planting a sapling in a barren over the years has grown into a climate-tech startup dedicated to affordable, technology-enabled reforestation. 

NABATIK’s platform links corporates and individuals with nurseries and logistics frameworks that enable tree planting across the Kingdom, incentivizing action toward carbon offset goals. Its model turns environmental stewardship into verifiable impact — something increasingly vital as global climate objectives stress measurable outcomes. 

Alkhalid’s work resonated with global institutions; early in his career, he was recognized among the UN Environment Programme’s Young Champions of the Earth, an honor that signals international recognition of his environmental leadership before age 30. 

His story highlights a broader truth: young Saudi founders are not restricted to app development and fintech but are pioneering climate solutions that align with worldwide sustainability commitments.

 

KAUST Innovators

Institutions like King Abdullah University of Science and Technology (KAUST) have become fertile ground for young innovators whose work straddles scientific research and practical application. In the 2025 Forbes Middle East 30 Under 30 cohort alone, multiple KAUST students and alumni were recognized across science and technology categories. 

Among them:

  • Aljawharah Alsharif, a Ph.D. candidate developing wearable health-monitoring technologies that can capture physiological signals without skin irritation, which is considered a breakthrough in long-term remote patient monitoring. 
  • Esraa Fakeih, co-founder of ‘Gees’, a femtech venture developing a handheld saliva-based hormonal tracking device to help women manage conditions like PCOS at home. 
  • Yousef Algoos, innovating ultra-miniaturized MEMS (micro-electro-mechanical systems) for real-time impact detection in wearables like helmets and smart glasses — technology with potential applications in sports safety and occupational health. 

These founders illustrate how Saudi talent fostered in scientific environments can transform research excellence into startups targeting global markets, particularly in health, diagnostics, and wearable tech.

 

Culture, Creativity, and Beyond: Molham and the Creative Economy

The entrepreneurial wave isn’t limited to tech and environment — it extends to creative industries where Saudi youth are forging global cultural footprints. Molham Krayem, known simply as Molham, is a Saudi musician who has also grown into a business leader as the founder and CEO of Beyond Group, a creative venture builder behind brands like Sand Circus and MELT London. 

Recognized on Forbes Middle East’s 30 Under 30 for blending artistry with entrepreneurship, Molham exemplifies how creative talent can transcend cultural production and evolve into global entrepreneurial success. 

His journey speaks to a broader trend that Saudi youth are building ventures that cultivate cultural export alongside economic value, positioning the Kingdom as a contributor to global pop culture and creative sectors.

 

The Ecosystem Behind the Success

These success stories emerge within a rapidly evolving support system in Saudi Arabia. According to a recent report issued by the Saudi Gazette, citing the Ministry of Commerce, the number of commercial registrations held by young Saudis of both genders has surpassed 474,000, accounting for 38% of all active commercial records in Saudi Arabia as of the end of Q2 2025, with sectors like app development, artificial intelligence, and e-gaming experiencing strong growth. 

Meanwhile, Public-private partnerships, accelerators, and training programs are increasingly filling gaps that once hindered startups, from regulatory navigation to hands-on mentorship and access to international networks. Initiatives aligned with Vision 2030 are systematically equipping young entrepreneurs with digital, managerial, and leadership skills necessary for competing globally. 

Yet, despite this momentum, challenges persist. Scaling internationally requires not just a strong product but understanding foreign regulatory landscapes, building global trust, and navigating funding ecosystems where competition is intense. For many founders, striking that balance between domestic roots and global ambition requires resilience, community support, and a willingness to iterate rapidly in the face of obstacles.

 

Navigating Challenges and Scaling Beyond Borders

For young Saudi founders, scaling globally entails confronting unique challenges:

  • Access to capital beyond early-stage funding can be limited, pushing founders to forge strategic partnerships, attract international investors, or bootstrap until traction is proven.
  • Talent acquisition in specialized fields like AI or biotech means competing with established hubs in the U.S., Europe, and Asia — urging Saudi startups to cultivate local talent while remaining globally competitive.
  • Regulatory alignment across borders calls for flexible business models and legal frameworks that anticipate international compliance, something many young founders navigate with guidance from global advisers.

But these challenges are also catalysts. Many founders pivot their offerings based on local needs first — building products that resonate globally because they solve universally relevant problems.

 

Impact Beyond Business: Ecosystem and Society

The significance of these young founders extends beyond money and valuations. They serve as role models, encouraging peers to experiment with risk, reimagining career horizons beyond traditional paths. Their achievements encourage educational institutions to integrate entrepreneurship into curricula, and investors to view Saudi talent as globally competitive.

Moreover, youth-led ventures contribute to employment, inspire innovation clusters, and diversify economic narratives once dominated by oil and government contracts. Each success feeds a virtuous cycle: raising visibility, attracting capital, and reinforcing the message that talent — when harnessed — can compete on the world stage.

 

Conclusion: A Generation in Motion

The stories of AILA’s educational transformation, NABATIK’s environmental innovation, KAUST’s scientific pioneers, and Molham’s cultural entrepreneurship illustrate a broader shift. A generation once viewed as a domestic workforce is now a cohort of global changemakers disrupting industries, building scalable ventures, and representing Saudi Arabia in conversations about the future of innovation, sustainability, and culture.

Under 30, yet increasingly on the global stage, these founders embody what the next decade could bring: a Saudi entrepreneurial ecosystem that not only contributes to Vision 2030 but also reshapes global markets in meaningful, lasting ways.

The AI engine powering Saudi Arabia’s human resources revolution

Noha Gad

 

Saudi Arabia is witnessing a historic transformation in its labor market, driven by Vision 2030 and a commitment to building a dynamic, inclusive, and globally competitive workforce. Recent figures from the General Authority for Statistics (GASTAT) revealed that the overall unemployment rate in the Kingdom, for Saudis and non-Saudis, reached 3.4% in the third quarter (Q3) of 2025, showing a yearly decrease of 0.3 percentage points compared to the same quarter in 2024. 

 

The ‘State of Hiring in Saudi Arabia’ report by Jisr, which surveyed over 360,000 hiring cases across more than 4,700 Saudi companies and establishments, stated that new hires in the Kingdom saw a dramatic %154.5 surge between January 2024 and January 2025. In the first half (H1) of 2025, the average number of new hires per month increased by 51.5% to 24,155 from 15,942 in 2024. Additionally, the Saudi market saw a remarkable surge in manpower from January 2024 to July 2025, as the total number of employees increased by 124% in 19 months from 140,562 to 315,250 employees.

The food and beverages (F&B) sector led the hiring activity in the Saudi labor market with 71,120 new hires, followed by retail, wholesale, and distribution (over 41,500 new hires), general services (nearly 37,247 new hires), construction and building (nearly 28,777 new hires), and healthcare and medical services ( 20,141 new hires).

 

The human resources (HR) sector plays a pivotal role in driving the Kingdom’s economic growth, with Vision 2030 driving major changes such as Saudization, which aims to increase jobs for Saudi nationals. To support this shift, HR teams now focus on skills training, talent hiring, and employee well-being.

According to Jisr’s report, Saudis accounted for 49% of the hiring landscape, making up nearly one-third of all new appointments. 51% of companies now rely more heavily on national talent, while 45% of surveyed HR practitioners reported a decline in the number of foreign employees compared to local hires over the past two years.

 

As rapid workforce expansion creates needs for better recruitment, performance tracking, and staff retention, traditional HR methods often struggle with high volumes of data and changing job demands. This paved the way for new tools, such as artificial intelligence (AI), to improve efficiency. The integration of AI into HR can speed up hiring by screening resumes and matching candidates to roles, predict employee turnover, and personalize training programs. 

 

In Saudi Arabia, the AI HR market, valued at $330 million, saw a profound growth driven by the increasing adoption of AI technologies in human resources, aimed at enhancing efficiency and decision-making processes, as stated in a recent report by Ken Research. The demand for AI-driven solutions is fueled by the need for improved recruitment, employee engagement, and performance management systems, with over half of Saudi companies expected to adopt AI-powered HR systems for these functions. AI-powered recruitment platforms are transforming hiring processes through automated resume screening, intelligent candidate matching, and predictive analytics, supporting Saudization goals and reducing time-to-hire by up to 60%. Jisr is one of the key players in the Saudi market, serving more than 700,000 users across the Kingdom. As a leading AI-powered recruitment platform in the Kingdom and the MENA region, Jisr integrates all HR operations into one platform, enabling organizations to grow and innovate by providing the necessary tools to make the most of HR technology.

 

Applications of AI in the HR sector in Saudi Arabia

  • Talent acquisition and recruitment. AI screens large applicant pools, matches skills, drafts job descriptions, reduces bias, and streamlines hiring. It scans resumes using natural language processing (NLP) to match skills and cultural fit, handling Arabic dialects for accurate sourcing and screening. Predictive analytics forecasts candidate success and market trends, minimizing bad hires, while chatbots provide personalized job recommendations and instant feedback, enhancing candidate engagement. 
  • Employee management. AI automates onboarding, payroll, attendance, benefits, and policy queries. This automation ensures greater efficiency, accuracy, and 24/7 service for employees. The true strategic value, however, lies in the transformational shift this enables. By removing the administrative burden, freeing HR for strategic tasks. 
  • Employee Experience. AI chatbots provide instant answers on policies, benefits, and career support. By offering personalized guidance for career development and internal mobility, AI tools empower employees, reduce friction, and create a more supportive and responsive work environment, which directly strengthens engagement and retention.

 

Key players in the Saudi market

  • Resquad AI is a pioneering provider of AI-driven technical recruitment solutions in Saudi Arabia. It automates key stages of the recruitment process, including screening, matching, pricing, compliance, and payments, allowing companies to reduce hiring timelines by up to 99%. Its AI-powered SaaS solution and global B2B marketplace for developers enable companies to access technical talent beyond geographical boundaries. 
  • SBR is an AI-powered platform, specializing in evaluation technologies and data analytics using AI. It leverages AI algorithms to analyze candidates beyond resumes, measure real competencies, and reveal hidden indicators, providing a comprehensive and objective report that supports confident hiring decisions. Its system relies on analyzing past hiring and performance data to predict candidate efficiency and retention likelihood, enabling HR departments to make decisions based on realistic, data-driven performance indicators.
  • Talowiz is an AI-powered Source-to-Hire solution that automates recruitment with intelligent sourcing, personalized outreach, and seamless applicant tracking systems (ATS) integration. Talowiz’s AI Recruiting agents are trained to instantly build talent pipelines using the Largest Talent Database, engage them across channels, and manage the entire hiring process. Its AI Reachout Agent can reach 10x more candidates and connect across channels, providing personalized outreach and instant responses.
  • Hurr is a Saudi-based digital platform that established itself as a leader in the freelance market, thanks to its secure, user-friendly platform that supports both entrepreneurs and freelancers. It connects owners with the best professional freelancers in over 100 fields across the Arab world, helping them complete tasks easily and securely. In a recent interview with Sharikat Mubasher, Founder and CEO, Muna Balhamar, noted that Hurr focuses on advancing its AI-powered tools, such as AI-generated job descriptions, smarter AI matching to connect owners with the best candidates instantly, and automated filtering to reduce time spent on reviewing profiles.

 

Concerns about integrating AI in HR

While AI promises transformative efficiency in the HR sector, its integration raises critical concerns that demand careful navigation:

  • Data privacy and compliance with the Personal Data Protection Law (PDPL).
  • Algorithmic bias and fairness in hiring processes.
  • AI hallucinations and accuracy in candidate matching.
  • Talent and skill shortages for AI implementation.
  • Job displacement fears among HR professionals.
  • System integration challenges with legacy tools.

 

In conclusion, the labor market in Saudi Arabia is undergoing a foundational transformation, powered by ambitious national projects and the strategic imperatives of Vision 2030. This growth places the HR function at the very center of national progress, entrusted with the dual mandate of scaling the workforce efficiently and ensuring its long-term competitiveness and satisfaction. 

As evidenced by platforms like Jisr, Resquad AI, and SBR, AI-powered tools are accelerating hiring by intelligently matching Saudi talent to new opportunities, automating administrative burdens to free HR for strategic roles, and personalizing the employee journey to foster engagement and retention. This technological integration directly supports core national goals such as Saudization by making talent processes more objective, data-driven, and scalable. 

To succeed, companies must address key challenges like data privacy, biased algorithms, and employee training. This requires a careful balance: using AI as a powerful tool that is always guided by human judgment, strong ethics, and ongoing investment in people's skills.

What is ‘Smart Money’ and Why Should Entrepreneurs Go for it?

Ghada Ismail

 

Smart money refers to an investment that delivers more than capital. It comes from investors who actively contribute to a startup’s success by offering expertise, strategic guidance, and access to valuable networks. These investors are often experienced founders, sector-focused venture capital firms, or angels who have scaled businesses before. Their involvement is hands-on, with a focus on long-term value creation rather than short-term financial returns.

 

Understanding Why Capital Source Matters

Fundraising is often approached as a race to secure the largest cheque, but the identity of the investor can shape a company’s direction just as much as the funding itself. Smart money turns fundraising into a partnership, where investors are aligned with the startup’s mission and growth trajectory, not just its valuation.

 

Learning from Proven Experience

One of the strongest advantages of smart money is access to real-world experience. Founders benefit from lessons learned across multiple ventures, helping them avoid common pitfalls. This support often includes:

  • Advice on when to scale and when to pause
  • Guidance on building leadership teams
  • Early identification of financial or operational risks

These insights help founders make smarter decisions under pressure.

 

Unlocking High-Value Networks

Smart investors bring credibility and connections that can accelerate market entry and expansion. Through their networks, startups can:

  • Reach strategic customers and enterprise clients
  • Form partnerships faster
  • Secure follow-on funding more efficiently

For early-stage companies, these introductions can be transformational.

 

Strengthening Strategy and Decision-Making

Beyond introductions, smart money improves how founders think. Value-adding investors challenge assumptions and sharpen strategic focus. This typically involves:

  • Refining the business model and pricing strategy
  • Stress-testing growth plans
  • Encouraging sustainable, long-term growth

This guidance reduces the risk of premature or misaligned expansion.

 

Building Operational Discipline

As startups scale, operational structure becomes critical. Smart money often supports this transition by helping founders professionalize the business. Investor involvement may include:

  • Improving governance and reporting standards
  • Preparing for future funding rounds
  • Supporting leadership development and internal processes

This foundation strengthens resilience and scalability.

 

Ensuring Alignment and Partnership

Smart money is only effective when there is strong alignment. Entrepreneurs must ensure investors share their vision, time horizon, and growth philosophy. A misaligned investor, even with experience, can slow progress and create unnecessary friction.

 

To Wrap Things Up…

Fundraising should be viewed as the start of a partnership, not just a financial transaction. Entrepreneurs who choose smart money gain more than funding. They gain insight, access, and long-term support that can shape the trajectory of their company. In today’s competitive startup environment, smart money often makes the difference between surviving and scaling successfully.

Mutual funds: the all-in-one investment that simplifies growing your wealth

Noha Gad

 

Investment funds provide a straightforward path for people to grow their savings without needing to pick individual assets. Options range from individual stocks and bonds to simpler pooled investments that spread out risk. Common types include mutual funds, exchange-traded funds (ETFs), and hedge funds; each of them has its unique features for different risk levels and timelines. 

Mutual funds stand out as one of the most popular choices for everyday investors as they gather money from many people to buy a mix of stocks, bonds, or other assets. A professional manager handles the decisions, making it easier for those without time or expertise to invest wisely. These funds suit beginners and experts alike, offering liquidity and professional oversight to navigate markets.

 

What are mutual funds?

A mutual fund is a financial vehicle in which shareholders put their money together to invest in securities, such as stocks, bonds, and money market instruments. A fund manager chooses the best investments, and every investor shares in the profits if the investments do well. For most individuals, mutual funds are the cornerstone of their retirement savings, offering professional management and built-in diversification that would be difficult to achieve on their own.

Investors pool their money to buy assets together, benefiting from shared costs and professional expertise. Rather than buying individual stocks or bonds, they can buy shares in the fund itself, becoming partial owners of all its holdings.

The fund’s managers are responsible for researching opportunities, selecting securities, and monitoring performance according to the fund’s stated objectives, whether that is aggressive growth, steady income, or matching a market index.

 

How do they work?

When investors buy shares in a mutual fund, they gain part-ownership of all of the fund’s underlying assets. The fund’s performance depends on its assets; if it is full of stocks going up, it will go up. If they’re going down, so will the fund. A mutual fund decides how to divide money across sectors, industries, and companies based on its strategy.

Additionally, mutual funds give everyday investors access to a diverse investment menu they likely could not build on their own. Investing in a single stock or bond can be risky, but a mutual fund reduces the risk by spreading investments across many securities.

 

Types of mutual funds 

There are four main categories of mutual funds:

  • Target-date funds. This type offers a straightforward retirement investing approach by automatically adjusting their mix of stocks, bonds, and other assets based on when you plan to retire. These funds start with aggressive growth strategies and gradually become more conservative as you approach retirement.
  • Stock funds. These funds invest primarily in equity or stocks with assorted subcategories. Some equity funds are named for the company size they invest in, like small, mid-sized, or large capitalization funds. Others are named by their investment approach: aggressive growth, income-oriented, and value. 
  • Bond funds. This type generates a consistent and minimum return as part of the fixed-income category. They focus on investments that pay a set rate of return, such as government bonds, corporate bonds, and other debt instruments. 
  • Money market funds: Money market mutual funds are often used as a temporary holding place for cash that will be used for future investments or an emergency fund.

 

Reasons to invest in mutual funds

Mutual funds offer key advantages that make them appealing for investors seeking growth without deep expertise. This includes:

  • Providing instant diversification by pooling money to invest across a wide range of securities, thereby reducing the risk from any single investment.
  • Offering high accessibility and liquidity by trading on major exchanges, often providing the only practical way for individuals to invest in complex or foreign assets.
  • Providing professional management, where experienced managers handle research, asset selection, and portfolio adjustments.
  • Ensuring transparency as they follow strict regulatory standards.

 

Finally, mutual funds serve as a powerful and democratizing tool in the investment world, expertly blending key advantages into a single, accessible package. By pooling resources, they deliver instant diversification, professional management, and robust transparency. They turn the complex symphony of stocks, bonds, and other assets into a harmonious investment suited for a wide range of goals, timelines, and risk tolerances, making them a cornerstone of modern financial planning.

 

Turning Trash into Treasure: Saudi Startups Revolutionize Waste and Recycling

Ghada Ismail

 

For decades, waste in Saudi Arabia followed a familiar and largely unquestioned trajectory: collect, discard, and move on. Landfills expanded quietly beyond city edges, recycling efforts remained limited and fragmented, and waste was viewed almost exclusively as an operational burden rather than a recoverable resource. This approach, however, is no longer viable, either environmentally, economically, or socially.

As the Kingdom accelerates its Vision 2030 agenda, waste is being reframed as part of a broader economic opportunity. From food scraps and plastics to construction debris and industrial byproducts, materials once destined for landfill are now being reconsidered as inputs for new value chains. This shift sits at the core of the circular economy, a model that emphasizes reuse, recycling, and resource efficiency over extraction and disposal.

Driving this transition is a growing wave of Saudi startups applying technology to modernize waste management and recycling. Working alongside national entities and government-backed initiatives, these companies are reshaping how waste is collected, sorted, processed, and reintegrated into the economy. What is emerging is not simply a cleaner system, but a sustainability-driven sector aligned with Saudi Arabia’s long-term development goals.

 

Why Recycling Matters in Saudi Arabia: Cultural and Ethical Context

Saudi Arabia’s increasing focus on recycling is shaped by more than policy frameworks and economic targets. It is also influenced by long-standing cultural and ethical principles that emphasize responsibility, balance, and responsible resource management.

Within the Kingdom’s social fabric, moderation in consumption and avoidance of excess have traditionally been valued. These ideas, which are reflected in both cultural norms and religious teachings, reinforce the notion that resources should be used thoughtfully rather than wasted. In this context, recycling and circular economy practices resonate as practical extensions of deeply embedded values rather than imported sustainability concepts.

By extending the lifecycle of materials, reducing unnecessary consumption, and minimizing environmental harm, circular practices align naturally with a broader sense of accountability toward future generations. This perspective helps explain why sustainability initiatives increasingly gain public acceptance in Saudi Arabia. Recycling is not framed solely as an environmental obligation, but as a logical, responsible approach to managing growth and development in a resource-constrained world.

 

Saudi Arabia’s Circular Economy Ambition

Saudi Arabia generates millions of tons of waste each year, much of which has historically been sent to landfills. Recognizing the environmental impact and missed economic potential of this model, the government has placed waste diversion and recycling at the center of its Vision 2030 and Saudi Green Initiative objectives.

The ambition is clear: reduce landfill dependency, build advanced recycling infrastructure, and convert waste streams into sources of economic value. This includes municipal solid waste, construction and demolition materials, food waste, plastics, metals, and electronic waste.

 

At the forefront of Saudi Arabia’s effort to modernize and professionalize waste management is the National Center for Waste Management — commonly known by its acronym MWAN. Established by a Council of Ministers’ decree, MWAN serves as the Kingdom’s central regulatory authority for waste management, charged with setting strategy, regulating activities, and advancing the principles of a circular economy across the sector.

MWAN is responsible for organizing and supervising all stages of the waste lifecycle — including import, export, collection, transport, sorting, processing, storage, and the safe disposal of waste — with environmental protection and public health as guiding priorities. To drive long‑term transformation, the center issues licenses and permits to service providers and facilities, ensuring that companies operate in compliance with national standards and best practices.

A key focus for MWAN is creating an enabling environment for private investment and innovation. The center actively encourages investment in waste management systems — from recycling plants to advanced processing technologies — as a route to financial sustainability and value creation within the circular economy. Through strategic planning, research support, and training programs, it also works to build technical capability and foster partnerships with universities, research institutions, and international stakeholders.

Central to MWAN’s work is the National Waste Management Strategy, a comprehensive roadmap aimed at dramatically reducing landfill dependency, maximizing material recovery, and integrating circular economy principles into national practice. Under this strategy, the center seeks to divert the vast majority of waste from landfills through recycling, composting, and other value‑retentive pathways.

 

In doing so, MWAN plays a pivotal role not only in regulating the sector but in setting the conditions for innovative startups, investors, and service providers to thrive within a structured, forward‑looking framework that aligns with Saudi Arabia’s environmental and economic objectives.

 

National Champions Driving Scale:

Saudi Investment Recycling Company (SIRC)

One of the most influential players in Saudi Arabia’s circular economy is the Saudi Investment Recycling Company (SIRC), a subsidiary of the Public Investment Fund. Established to lead the development of the Kingdom’s waste and recycling sector, SIRC operates across multiple waste streams through specialized subsidiaries.

Its activities span municipal waste, construction and demolition debris, industrial waste, metals, and hazardous materials. Beyond collection, SIRC’s mandate is to build an integrated recycling ecosystem capable of converting waste into reusable materials, energy, and industrial inputs.

Through investments in large-scale recycling plants, advanced sorting technologies, and waste-to-value infrastructure, SIRC provides the national backbone required for a functional circular economy. Just as importantly, it creates structured pathways for startups to integrate into larger value chains rather than operating in isolation.

 

Startups Turning Waste into Opportunity

While national entities deliver scale and infrastructure, Saudi startups bring innovation, speed, and technical specialization to specific waste challenges.

Lesser for Sustainability Solutions

Lesser for Sustainability Solutions represents a new generation of Saudi startups embedding circular economy principles into operational reality. The company develops sustainability-driven solutions that help organizations reduce waste, improve resource efficiency, and adopt smarter environmental practices.

By leveraging data and system-based approaches, Lesser focuses on transforming waste streams into measurable environmental and economic outcomes. Its work reflects a broader shift within the startup ecosystem, where sustainability is increasingly treated as a core business function supported by technology, rather than a peripheral branding exercise.

 

Tadweer Saudi: Tackling Food Waste

Food waste remains one of the most under-addressed challenges in Saudi Arabia’s waste landscape, despite its high environmental and economic cost. Tadweer Saudi is tackling this issue by focusing specifically on organic waste recycling.

The startup collects food waste from retailers, hospitality venues, and commercial outlets, converting it into organic compost and fertilizers. By closing the loop between consumption and agriculture, Tadweer demonstrates how biological waste can be reintegrated into productive cycles instead of decomposing in landfills.

 

Recyclee: Tech-Driven Waste Management

Recyclee represents one of Saudi Arabia’s emerging tech‑driven waste management startups. The company leverages digital tools — including data analytics, IoT, and platform‑based waste tracking — to help businesses simplify waste collection, enhance sorting processes, and gain real‑time visibility into waste streams. 

By applying technology to traditional waste workflows, Recyclee aims to modernize operations, reduce logistical complexity, and support greater efficiency across collection and recycling processes. As Saudi cities expand and waste volumes grow, data‑enabled platforms like Recyclee are part of a broader trend toward integrating technology into waste management to help scale circular economy initiatives.

 

Technology as the Enabler

Across Saudi Arabia’s recycling ecosystem, technology is emerging as the central enabler of scale and efficiency. Digital platforms, analytics, smart collection systems, and automation are helping shift waste management away from manual, fragmented operations toward integrated, data-informed systems.

Technology enables more accurate tracking of waste flows and recycling rates, improved sorting and material recovery, optimized collection routes, and greater transparency across the value chain. For startups, this lowers barriers to entry and accelerates scaling. For national entities, it provides the data needed to measure impact and guide policy.

 

Challenges Still Ahead

Despite meaningful progress, challenges remain. Recycling infrastructure is uneven across regions, public participation in waste sorting is still developing, and scaling capital-intensive facilities requires long-term investment and confidence.

Addressing these gaps will require sustained collaboration between government entities, private investors, startups, and the public. Education, incentives, and regulatory clarity will be just as critical as technology in shaping the sector’s next phase.

 

From Waste to Value

As Saudi Arabia accelerates its journey toward a waste economy, the convergence of policy, technology, and entrepreneurial innovation is redefining what waste means. No longer merely a byproduct to be discarded, waste is being transformed into a resource; a source of economic value, industrial input, and environmental benefit.

What begins with recycling bins and digital platforms has the potential to reshape supply chains, industrial production, and consumer behavior across the Kingdom. If technology, regulation, and societal values continue to align, Saudi Arabia has an opportunity not merely to manage waste more efficiently but to redefine waste itself, transforming it into a long-term engine of economic value, environmental responsibility, and sustainable growth.