The Super App Trend in Saudi Arabia: Key Players and Future Prospects

Sep 15, 2025

Ghada Ismail

 

Imagine this: You wake up and grab your phone. With just a few taps, you can order breakfast, pay your electricity bill, book a ride to work, and even schedule a doctor's appointment - all without leaving a single app. This isn't the future! it's happening right now in Saudi Arabia as local companies race to build the ultimate "everything app."

 

Originating in Asia with pioneers like China’s WeChat and Southeast Asia’s Grab, the ‘Super App’ model is now gaining traction in the Gulf. In Saudi Arabia, where smartphone penetration exceeds 98% and over 80% of the population is under 45, the appetite for mobile-first solutions is soaring. Add to that the government’s backing of digital transformation through initiatives like Vision 2030 and Saudi Payments, and the conditions are ripe for local champions to emerge.

 

These apps, which combine multiple services, such as payments, social networking, e-commerce, transportation, and more, into a single platform, are quickly becoming a core part of daily life in the Kingdom. As Saudi Arabia continues its push for digital transformation under Vision 2030, super apps are poised to play a pivotal role in reshaping the country’s economy and digital infrastructure. In this article, we will explore the key players in Saudi Arabia's super app scene, the features that make these apps stand out, the challenges they face, and the future opportunities they bring.

 

Key Players in Saudi Arabia’s Super App Landscape

Saudi Arabia’s super app scene is still in its infancy, but several key players have already established a significant presence, offering a glimpse of what the future could hold.

 

STC Pay

STC Pay, launched by Saudi Telecom Company (STC), is one of the most dominant players in the digital financial services sector in Saudi Arabia. Originally conceived as a payment platform, STC Pay has expanded into a multifunctional hub. Users can perform a wide range of activities, including transferring money, paying bills, and purchasing goods and services online. The platform also facilitates peer-to-peer payments and has been integrated into a variety of sectors, from retail to transportation. As Saudi Arabia continues to push for a cashless economy, STC Pay’s efforts to integrate financial services with e-commerce and more could position it as a leading super app.

 

Careem

Careem, a company originally founded as a ride-hailing service, has evolved significantly since its launch in Saudi Arabia. After its acquisition by Uber, Careem has expanded its portfolio of services, now including food delivery, transportation, payment solutions, and last-mile delivery. Careem’s ongoing shift towards becoming a super app is apparent as it aims to provide a one-stop platform for a range of services that cater to the daily needs of its users. This comprehensive approach to service integration places Careem in direct competition with other regional super apps.

 

Hala (by Uber)

Uber’s localized ride-hailing solution in Saudi Arabia, Hala, is another key player in the Kingdom’s super app race. While it primarily focuses on transportation, Uber’s deepening involvement in the Saudi market points to a strategic move toward the creation of a super app in the future. By combining transport services with other offerings, such as food delivery and digital payments, Hala aims to become an integral part of users’ lives, tapping into the growing demand for all-in-one digital platforms.

 

Noon

Noon, one of the leading e-commerce platforms in Saudi Arabia, has expanded beyond its online retail base to incorporate more services, including payments, grocery shopping, food ordering and customer loyalty programs. By creating a seamless experience for users to shop, pay, and access additional services, Noon is positioning itself as a potential contender in the super-app race. The company’s push to diversify its offerings could see it evolve into a multifunctional platform that covers everything from shopping to digital entertainment.

 

Emerging Players

Other emerging players in Saudi Arabia’s digital ecosystem are likely to make their mark as well. With fintech and e-commerce startups on the rise, collaboration between these companies could result in new super apps that cater to specific niches or combine unique service offerings, such as healthcare, transportation, and entertainment.

Jahez: From Food Delivery to Full Lifestyle Platform
Launched in 2016, Jahez started as a food delivery app and quickly rose to dominance thanks to its user-friendly experience, wide restaurant network, and early adoption of localized logistics. In 2021, Jahez became one of Saudi Arabia’s first tech startups to list publicly on Nomu, the parallel market of Tadawul—underscoring its local investor appeal.

Evolving into a Super App: Jahez has been aggressively expanding its verticals, aiming to evolve from a pure food delivery app into a comprehensive lifestyle logistics platform. Some of its most notable moves include:

  • Jahez Express: A same-day courier and package delivery service tapping into last-mile logistics.
  • Quick Commerce (Q-Commerce): Partnerships with convenience stores and pharmacies for ultra-fast delivery of non-food essentials.
  • Cloud Kitchens & Restaurant Tech: Jahez is investing in backend solutions for restaurants, positioning itself not just as a platform but a partner in operations.
  • Acquisitions & Subsidiaries: The company has made strategic acquisitions to build its infrastructure, like ‘The Chefz’ (a premium food delivery app), broadening its reach across segments.

HungerStation: Saudi’s Food Pioneer with Super App Ambitions
Launched in 2012, HungerStation was among the first food delivery platforms in the Kingdom. It was acquired by Delivery Hero, which provided the global scale and capital needed to keep up with the competitive landscape. Today, HungerStation operates in over 80 cities across Saudi Arabia.

Moving Toward a Super App Model: While still primarily associated with food delivery, HungerStation has been quietly adding services that align with super app strategies:

  • Grocery Delivery: Partnering with local stores and chains, HungerStation now lets users shop for essentials directly in-app.
  • Courier Services: Delivery for non-food items—documents, parcels, etc.—via third-party partnerships.
  • In-App Offers & Loyalty Programs: Integrating discounts, deals, and cashback—building a sticky user experience.
  • POS and Merchant Services: Beginning to offer backend support to its restaurant partners, though less aggressively than Jahez.

 

Key Features of Super Apps in Saudi Arabia

Super apps in Saudi Arabia combine a variety of services within one platform, making them an essential part of users' daily lives. These are some of the key features that set them apart:

  • Integrated Payment Solutions

At the heart of most super apps lies their integrated payment solutions. Apps like STC Pay and Careem have evolved into digital wallets that enable users to make payments, transfer money, pay bills, and even purchase goods and services, all from within the app. This financial integration is crucial for a cashless society and aligns with Saudi Arabia's broader push to increase digital financial transactions.

  • E-commerce and Online Marketplaces

Super apps in Saudi Arabia are also driving the e-commerce boom. Apps like Noon have expanded their services to offer everything from electronics to groceries, with built-in payment options. The ability to shop, track deliveries, and access customer service through a single platform offers great convenience for consumers and a competitive edge for businesses.

  • Transportation and Mobility

Ride-hailing services like Careem and Hala have already made a significant impact on urban mobility in Saudi Arabia. These services now go beyond simple transportation, offering features like delivery services and integrated payment options. With the inclusion of last-mile delivery solutions, these platforms are creating an integrated transportation ecosystem.

  • Social and Entertainment

While most super apps focus on e-commerce and finance, some are branching out into social networking and entertainment. These platforms aim to become all-encompassing digital spaces where users can not only shop and pay but also connect with others and enjoy entertainment content, further driving user engagement.

  • Healthcare and Digital Services

In line with Saudi Arabia’s vision to modernize healthcare, some super apps are exploring telemedicine and e-health services. These features allow users to consult with healthcare professionals remotely, book medical appointments, and access their health records, making healthcare more accessible.

 

Challenges Faced by Super Apps in Saudi Arabia

Despite the promising growth of super apps in Saudi Arabia, several challenges remain for both existing players and newcomers.

  • Regulatory Hurdles

One of the key challenges facing super apps is navigating the regulatory landscape in Saudi Arabia. The government’s efforts to streamline digital financial services and data privacy regulations will require super apps to adhere to stringent compliance requirements. This can be a barrier to entry for new players and a significant challenge for existing ones.

  • Consumer Trust

Building consumer trust is crucial for super apps, especially when dealing with sensitive data such as payment information, personal profiles, and shopping preferences. As more services are integrated into these apps, users may have concerns about the security and privacy of their data, which could hinder adoption.

  • Competition

The competition in Saudi Arabia’s digital ecosystem is fierce. Local companies are facing pressure from global giants like Uber and Amazon, who have the resources and experience to quickly scale their services. Additionally, new startups are emerging with innovative solutions, further intensifying competition in various sectors.

  • Technological Infrastructure

Delivering seamless user experiences on such complex platforms requires robust technological infrastructure. Super apps need to scale efficiently, ensure high availability, and integrate various services without compromising performance or security.

 

Future Trends and Opportunities

  • Partnerships and Collaborations

Super apps will likely continue to evolve through strategic partnerships and collaborations. Telecom companies, fintech startups, and government bodies may work together to create more integrated solutions, catering to the growing demand for digital services in Saudi Arabia.

  • Investment and Innovation

As the market for super apps grows, so too will investment in cutting-edge technologies such as artificial intelligence (AI), blockchain, and machine learning. These technologies could enhance user experiences, improve security, and streamline operations.

  • Vision 2030 and Digital Transformation

Super apps are integral to Saudi Arabia's Vision 2030, which aims to reduce the country’s dependence on oil and diversify its economy. By embracing digital platforms that offer a wide array of services, Saudi Arabia can further drive economic growth and boost technological innovation.

  • Customer-centric models

The future of super apps will be centered on creating customer-centric models, using data and AI to offer personalized services. As super apps accumulate vast amounts of data, they will be better equipped to anticipate user needs and provide tailored solutions.

 

Conclusion

The super app trend in Saudi Arabia is still in its early stages, but it shows great promise. With key players like STC Pay, Careem, Noon, and others leading the charge, the country is well on its way to becoming a hub for multifunctional digital platforms. While challenges like regulatory compliance, consumer trust, and competition remain, the opportunities for innovation, investment, and growth are immense. As super apps continue to develop and expand, they will play a central role in shaping Saudi Arabia’s digital future, transforming everything from finance and e-commerce to transportation and healthcare.

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Ethical investing: balancing values, returns, and real-world impact

Noha Gad

 

In a world where every purchase, partnership, and policy is increasingly visible, the way investors invest carries more weight than ever. Money is no longer just a tool for growth; it is a statement of what we believe in and the future we want to build. For decades, investing was framed as a simple trade-off: maximize returns, and leave ethics at the door. Today, that narrative is crumbling. Across global markets, investors are asking a different question: How can I grow my wealth without compromising my values?

This shift is not only moral; it is strategic. Companies that ignore environmental risks, social expectations, or governance standards are increasingly exposed to scandals, regulation, and reputational damage. At the same time, businesses leading in sustainability, innovation, and responsible practices are positioning themselves for long-term resilience.

Ethical investing sits at the heart of this transformation. It is the practice of aligning investment decisions with moral, social, and sometimes religious principles, while pursuing sound financial returns. 

 

What is meant by ethical investing?

Ethical investing is an investment strategy where the investor’s ethical values are the primary objective, along with good returns. With suspicious and illegal investment deals on the rise, many investors are starting to insist that companies they invest in are socially responsible. This means treating their employees with respect, creating healthy products and services, and keeping away from unethical business practices.

 

Types of ethical investing

Ethical investing is not a single strategy; it is a family of approaches that help investors align their portfolios with their values. Each type uses different tools to direct capital toward what the investor considers “good” and away from what they consider harmful. Key types are:

  • Socially Responsible Investing Funds (SRI Funds). This type avoids investing in controversial areas such as gambling, firearms, tobacco, alcohol, and oil. They focus on moral and social values, often with an emphasis on avoiding harm.
  • Environmental, Social and Governance Funds (ESG Funds). Unlike SRI funds, ESG funds consider in their decision-making how environmental, social and governance risks and opportunities can cause material impacts on a company’s performance. They typically evaluate carbon emissions, water usage, and climate risk; assess employee treatment, diversity, and community relations; and review board structure, executive pay, and transparency.
  • Impact Funds. This type of fund places equal importance on fund performance. Hence, they aggressively focus on creating ethical changes and supporting companies that provide certain products and services. Impact funds are suitable for investors who are socially responsible but also want good returns.
  • Faith-based Funds. Faith-based funds only invest in stocks that follow religious values and ideals, and strictly exclude investments that don’t fit the category.

 

Advantages And Disadvantages

Ethical investing offers meaningful benefits, but it also comes with trade-offs. Understanding both sides helps you decide whether it fits your goals and how to design your portfolio wisely. Major benefits are:

  • Alignment with personal values: Ethical investing lets investors direct capital toward companies and projects that reflect their moral and social beliefs.
  • Potential for long-term performance: Companies with strong ESG practices are often better managed and less exposed to scandals, which can support stable earnings and competitive returns over time.
  • Risk mitigation: Screening out firms with poor environmental, social, or governance practices can reduce exposure to lawsuits, fines, and reputational damage. 
  • Positive social and environmental impact: Ethical investing channels money into areas like clean energy, fair labor, healthcare, and education, contributing to broader societal goals.

 

Disadvantages

  • Limited Investments: Excluding certain sectors narrows investors’ options, which can reduce diversification and potentially limit returns. Avoiding entire industries may mean missing out on profitable opportunities in specific market conditions.
  • Potential for lower returns: Ethical funds may underperform in periods when excluded sectors outperform, as they prioritize values over maximum profit.
  • Higher costs and fees: Specialized research and active management often lead to higher fees compared to standard index funds. These costs can erode net returns, especially in smaller or niche ethical funds. 
  • More research and due diligence: Ethical investing demands extra effort to verify that holdings align with your values, requiring time and expertise. This can be a barrier for investors who prefer simpler, passive strategies.

 

Finally, ethical investing is a fundamental shift in how capital is allocated in a transparent, interconnected world. It offers a powerful way to align your financial goals with your values, support responsible businesses, and potentially reduce long-term risks. By understanding the strategies, benefits, and limitations, investors can build a portfolio that reflects who they are and the future they want to support, without abandoning sound financial principles.

How Saudi AdTech Startups Are Reinventing Media Buying

Ghada Ismail

 

Media buying has come a long way from negotiating television spots, newspaper placements, and billboard locations. Today, it is a data-driven discipline powered by artificial intelligence (AI), automation, audience analytics, and real-time optimization. Brands are no longer simply buying advertising space; instead, they are investing in technologies and strategies that ensure their marketing investment reaches the right audience at the right time.

This transformation is reshaping advertising markets worldwide, and Saudi Arabia is no exception. As businesses accelerate their digital transformation under Vision 2030, advertisers are demanding smarter, faster, and more measurable campaigns. In response, a new generation of Saudi companies is redefining media buying by combining technology, creativity, and data-driven decision-making.

While the term "AdTech" is often associated with software platforms and AI-powered advertising tools, Saudi Arabia's evolving media buying ecosystem extends beyond startups developing proprietary technology. It also includes agencies that integrate digital marketing, analytics, creative strategy, and campaign optimization into comprehensive media buying services. Together, these companies are helping brands navigate an increasingly complex advertising landscape.

 

Media Buying Has Become a Technology Business

The rise of digital platforms has fundamentally changed the role of media buyers. Instead of manually selecting where advertisements should appear, marketers now rely on sophisticated tools that analyze audience behavior, measure campaign performance, and automate bidding across multiple advertising channels.

Programmatic advertising has become a cornerstone of modern media buying, allowing advertisers to purchase digital inventory in milliseconds using automated auctions. AI algorithms continuously evaluate campaign performance, optimize budgets, and identify high-performing audiences, enabling businesses to maximize return on investment while reducing wasted advertising spend.

This shift has transformed media buying from a transactional activity into a strategic business function. Success is no longer measured solely by how many people see an advertisement, but by how effectively campaigns generate engagement, conversions, and long-term customer value.

 

Why Saudi Arabia Is Ripe for Innovation

Saudi Arabia's rapidly expanding digital economy has created fertile ground for innovation in advertising and media buying. The Kingdom boasts one of the highest internet and smartphone penetration rates in the region, while social media platforms have become central to consumer engagement and purchasing decisions.

At the same time, the government is encouraging businesses across sectors to embrace digital transformation, increasing demand for sophisticated marketing solutions. As companies compete for consumer attention in an increasingly crowded online environment, they require partners capable of combining media planning, creative storytelling, data analytics, and performance measurement into integrated campaigns.

This growing demand has opened opportunities for Saudi agencies to move beyond traditional advertising and adopt technology-driven approaches that improve campaign efficiency and accountability.

 

How Saudi Companies Are Reinventing Media Buying

Saudi Arabia's media buying ecosystem is evolving through companies that blend strategic planning with digital innovation, helping brands reach audiences across multiple channels while delivering measurable business outcomes.

Bassmat is among the agencies reflecting this evolution. As an integrated marketing communications company, it offers media planning and buying alongside services such as digital strategy, search engine optimization, social media management, public relations, and campaign analytics. Rather than treating media buying as an isolated service, Bassmat positions it within a broader communications strategy that allows brands to coordinate messaging across digital and traditional platforms.

A similar integrated approach can be seen at True Vision (TrueVS), which focuses on digital marketing and performance-driven campaigns. By combining media buying with branding, creative development, audience targeting, and digital strategy, the agency helps businesses optimize advertising investments based on measurable results instead of impressions alone. This reflects a wider industry shift toward performance marketing, where campaign success is evaluated through conversions, customer acquisition, and return on investment.

Lenzo demonstrates how media buying is expanding beyond digital advertising into experiential marketing. The agency specializes in brand activations, exhibitions, events, and immersive experiences that connect physical engagement with digital promotion. As brands increasingly seek omnichannel marketing strategies, companies like Lenzo illustrate how media buying now extends across multiple consumer touchpoints, creating campaigns that bridge online and offline experiences.

Meanwhile, Tech Wave highlights the growing convergence between technology consulting and marketing services. Known for its expertise in software development and digital transformation, the company also provides digital marketing solutions that leverage technology to improve campaign effectiveness. This reflects a broader trend in which media buying increasingly relies on technological capabilities, including automation, analytics, and digital infrastructure, rather than creative execution alone.

Although these companies operate with different business models, they share a common objective: helping advertisers make smarter decisions using technology, customer insights, and integrated marketing strategies.

 

AI Is Changing the Rules

Artificial intelligence is becoming one of the most influential forces shaping the future of media buying. AI-powered tools can analyze vast amounts of consumer data, predict purchasing behavior, identify the most valuable audience segments, and continuously optimize campaigns while they are running.

Instead of relying on historical performance alone, advertisers can now adjust budgets in real time, personalize advertising messages, and automate routine campaign management tasks. These capabilities improve efficiency while enabling marketing teams to focus on strategy and creativity.

For agencies, AI is not replacing human expertise but enhancing it. Success increasingly depends on combining technological capabilities with market knowledge, creative thinking, and a deep understanding of consumer behavior.

 

What Comes Next?

Saudi Arabia's media buying industry is expected to keep evolving as more businesses invest in digital transformation and online advertising. To stay competitive, agencies will continue adopting new technologies such as AI-powered analytics, smarter audience targeting, creator marketing, and integrated campaigns that run across multiple platforms.

The advertising industry is also adapting to growing privacy expectations. As third-party cookies become less common, brands are placing greater value on first-party data collected directly from their own customers. Agencies that can help businesses use this data effectively while still reaching the right audiences are likely to have a competitive advantage.

Generative AI is also set to play a bigger role in media buying. It can help agencies create content faster, identify the best audience segments, and optimize campaigns more efficiently. While AI will automate some routine tasks, it is unlikely to replace marketing professionals. Instead, it will make human creativity and strategic thinking even more valuable, allowing agencies to deliver smarter and more effective campaigns.

 

Conclusion

Media buying is no longer simply about purchasing advertising space. It has become a multidisciplinary practice where technology, creativity, analytics, and customer experience work together to deliver measurable business outcomes.

Saudi Arabia's media buying industry reflects this transformation. While innovation is often associated with AdTech platforms, the Kingdom's broader ecosystem of marketing agencies is also playing a critical role in modernizing how brands reach consumers. Companies such as Bassmat, TrueVS, Lenzo, and Tech Wave demonstrate that successful media buying increasingly depends on integrating strategic planning, digital expertise, and technology into every stage of the advertising journey.

As Saudi Arabia continues building a digital-first economy, the organizations that combine innovation with measurable performance will help define the next chapter of the Kingdom's advertising industry, one where media buying is not just about visibility, but about delivering meaningful business results.

Bankruptcy Is Not the End: How Saudi Arabia's Bankruptcy Law Gives Startups a Second Chance

Kholoud Hussein 

 

In the world of entrepreneurship, the strength of an economy is not measured solely by the number of companies it creates, but by the number it can help survive when adversity strikes. Financial distress is no longer an exception in today's business landscape; it has become an inevitable phase in the corporate lifecycle, particularly for startups navigating volatile markets, tightening funding conditions, rising operating costs, and rapidly evolving customer demands.

For decades, bankruptcy carried a deeply negative connotation across much of the Middle East. It was widely perceived as the final chapter in a company's journey—an admission of failure that inevitably led to liquidation, reputational damage, and prolonged legal disputes. That perception, however, has begun to change in Saudi Arabia with the introduction of the Kingdom's Bankruptcy Law, legislation that fundamentally redefines bankruptcy not as the end of a business, but as an opportunity to preserve one.

More than a legal reform, the law represents a shift in economic philosophy. It aligns closely with the ambitions of Saudi Vision 2030, which seeks to build a diversified, competitive, and resilient economy capable of encouraging innovation while managing business risks more effectively. Rather than forcing financially distressed companies into immediate liquidation, the framework allows viable businesses to restructure their obligations, reorganize their finances, and continue operating—preserving jobs, protecting creditors' rights, and maintaining economic value.

For startups, this legal framework has become one of the defining characteristics of a mature entrepreneurial ecosystem. Venture capitalists understand that innovation inherently involves uncertainty, and that not every business succeeds on its first attempt. What matters is not eliminating risk altogether, but creating mechanisms that allow promising companies to recover from temporary setbacks. By providing those mechanisms, Saudi Arabia has taken an important step toward strengthening investor confidence and encouraging greater capital deployment across its growing startup ecosystem.

From Punishment to Business Recovery

Saudi Arabia's Bankruptcy Law, enacted under Royal Decree No. M/50 in 2018, marked a turning point in the Kingdom's commercial legal framework. Replacing outdated insolvency provisions that were no longer suited to the needs of a rapidly diversifying economy, the law introduced internationally recognized restructuring principles while adapting them to Saudi Arabia's legal and economic environment.

At its core lies a simple but transformative principle: financial distress does not necessarily mean a business has reached the end of its life cycle. Many companies experience temporary liquidity shortages, operational disruptions, or financing challenges that can be overcome through restructuring rather than liquidation.

To address varying degrees of financial distress, the law establishes several judicial procedures, each designed to preserve economic value whenever possible. These include:

  • Preventive Settlement, allowing debtors to negotiate repayment agreements with creditors before insolvency escalates. 
  • Financial Restructuring, enabling companies to reorganize their debts while continuing day-to-day operations under court supervision. 
  • Liquidation, which remains the final option when a business is no longer economically viable. 

This graduated approach represents a fundamental departure from traditional insolvency regimes. Instead of treating bankruptcy as a legal penalty, the Saudi framework views it as a structured process aimed at business recovery whenever feasible.

Why Startups Stand to Benefit the Most

No segment of the economy illustrates the importance of such legislation better than startups.

Globally, the majority of startups encounter cash flow challenges during their early years—not because their products lack potential, but because they often expand rapidly, depend heavily on external financing, and require years before achieving profitability. Market fluctuations, delayed fundraising rounds, changing investor sentiment, or unexpected economic shocks can quickly place otherwise promising companies under financial pressure.

Saudi Arabia's startup ecosystem has expanded significantly over the past decade. Government-backed initiatives, venture capital funds, accelerators, incubators, and regulatory reforms have fueled rapid growth across sectors such as fintech, e-commerce, digital health, artificial intelligence, logistics, and enterprise software.

As the ecosystem matures, financial distress becomes an inevitable reality for some companies. The critical question is no longer whether businesses will encounter challenges—but whether the legal environment enables them to recover.

Unlike traditional businesses whose value often lies in physical assets, startups derive much of their worth from intangible assets: proprietary technology, software platforms, intellectual property, customer relationships, data, and brand equity. Immediate liquidation frequently destroys much of that value. Restructuring, by contrast, preserves these assets while allowing management to stabilize operations and pursue long-term recovery.

Equally important, the Bankruptcy Law provides distressed businesses with breathing space. Under judicial supervision, companies can negotiate with creditors, suspend certain enforcement actions, and develop restructuring plans without the immediate threat of business closure. This period often proves critical in restoring liquidity and rebuilding operational stability.

Investors Fear Uncertainty More Than Failure

Contrary to popular belief, bankruptcy legislation does not encourage reckless business behavior. In reality, sophisticated investors have never expected every startup to succeed.

The venture capital model itself is built on the assumption that only a small percentage of portfolio companies will generate extraordinary returns, compensating for the inevitable failures elsewhere. Failure, therefore, is already priced into the investment equation.

What investors fear is not failure itself, but uncertainty surrounding failure.

When insolvency procedures are unclear, recovery mechanisms are weak, and creditor rights are poorly defined, investment risk increases substantially. Conversely, transparent bankruptcy frameworks reduce uncertainty by establishing predictable legal pathways for debt restructuring, creditor negotiations, and business continuation.

This is precisely why insolvency reform has become an important indicator of a country's investment climate. International institutions and legal experts consistently regard efficient restructuring frameworks as essential components of business-friendly economies because they improve legal certainty, facilitate capital allocation, and reduce systemic financial risk.

Saudi Arabia's Bankruptcy Law forms part of a broader package of economic reforms designed to improve the Kingdom's ease of doing business, strengthen investor protection, and position Saudi Arabia as one of the region's leading destinations for entrepreneurship and foreign investment.

When Financial Distress Becomes Part of the Growth Story

Some of the world's most recognizable companies demonstrate why restructuring laws matter.

During the 2008 global financial crisis, General Motors underwent one of the largest corporate restructurings in history. Rather than disappearing, the company successfully reorganized its operations, emerged from bankruptcy protection, and returned to profitability.

More recently, WeWork, once considered one of the world's fastest-growing startups, entered restructuring proceedings after facing mounting debt and declining valuations. Instead of immediately ceasing operations, the company used the legal framework to renegotiate obligations, reduce costs, and reposition its business model.

Similarly, LATAM Airlines, severely affected by the COVID-19 pandemic, utilized restructuring procedures to reorganize billions of dollars in liabilities while maintaining operations across Latin America before ultimately emerging with a stronger financial foundation.

These cases do not suggest that every financially distressed company can—or should—be saved. Rather, they demonstrate that modern bankruptcy laws seek to distinguish between businesses that have become fundamentally unviable and those suffering from temporary financial challenges. For the latter, restructuring protects enterprise value, preserves employment, and often delivers better outcomes for creditors than immediate liquidation.

Saudi Arabia's Bankruptcy Law embraces this same philosophy by recognizing that preserving a viable business frequently creates greater economic value than dismantling it.

Changing the Culture Around Failure

Perhaps the greatest impact of Saudi Arabia's Bankruptcy Law extends beyond the courtroom.

Its true significance lies in reshaping how entrepreneurs, investors, lenders, and society perceive business failure.

In the world's most innovative economies, failed entrepreneurs are rarely viewed as permanent failures. Instead, they are often regarded as individuals who have accumulated valuable experience that increases their chances of succeeding in future ventures.

By contrast, where bankruptcy carries social stigma or severe legal consequences, entrepreneurs may delay seeking help until recovery becomes impossible.

Saudi Arabia's framework encourages earlier intervention. Rather than waiting until a company has exhausted every option, the law incentivizes businesses to pursue preventive settlements and financial restructuring before financial distress becomes irreversible.

As Saudi Arabia continues to accelerate its transition toward a knowledge-based economy, this cultural transformation may prove just as important as the legal reform itself. A thriving startup ecosystem is not one in which companies never fail; it is one in which innovative businesses are given every reasonable opportunity to recover, adapt, and create value once again.

 

Building Confidence Through a Culture of Business Recovery

The true success of a bankruptcy framework is rarely measured by the number of companies that enter its procedures. Instead, it is measured by whether entrepreneurs, investors, lenders, and the wider business community develop sufficient confidence to use it before financial distress becomes irreversible. In Saudi Arabia, that confidence has been steadily building since the Bankruptcy Law came into force, reflecting a broader transformation in how financial distress is perceived within one of the Middle East's fastest-growing entrepreneurial ecosystems.

For decades, insolvency was often associated with corporate failure, reputational damage, and the inevitable dissolution of a business. Companies experiencing liquidity shortages frequently delayed seeking legal protection, hoping that market conditions would improve or additional financing would materialize. By the time many businesses acknowledged the severity of their financial challenges, recovery had become significantly more difficult, leaving liquidation as the only viable option.

Saudi Arabia's Bankruptcy Law seeks to reverse that pattern. Rather than encouraging companies to wait until collapse is unavoidable, the legislation promotes early intervention, allowing businesses to negotiate with creditors while they remain operational and economically viable. This subtle shift in timing has profound implications. A company that enters restructuring before exhausting its resources stands a far greater chance of preserving jobs, protecting supplier relationships, safeguarding intellectual property, and ultimately returning to sustainable growth.

The growing acceptance of this philosophy is becoming increasingly evident. According to data released by the Saudi Bankruptcy Commission, bankruptcy applications have continued to rise over recent years—not because more businesses are necessarily failing, but because awareness of the legal framework has expanded among companies, financial advisers, and creditors. More importantly, a growing proportion of these filings involve Preventive Settlement and Financial Restructuring procedures rather than liquidation, suggesting that businesses are increasingly viewing the law as a mechanism for recovery instead of a final exit from the market.

This distinction is particularly important for startups. Young, high-growth companies operate under financial dynamics that differ significantly from those of traditional businesses. Rapid expansion often requires substantial upfront investment, while revenues may take years to reach levels capable of supporting profitability. During this period, startups remain highly sensitive to changes in funding conditions, shifts in investor sentiment, supply chain disruptions, or unexpected economic shocks. Financial distress, therefore, is not always a reflection of poor management or a flawed business model; it is often a consequence of the inherently uncertain nature of innovation.

The venture capital industry has long understood this reality. Professional investors rarely expect every company within their portfolios to succeed. In fact, the venture capital model is built upon the assumption that only a relatively small number of investments will generate exceptional returns capable of offsetting losses elsewhere. Failure, therefore, is not an anomaly—it is embedded within the economics of innovation itself.

What concerns investors is not the possibility that a startup may struggle, but the absence of predictable legal mechanisms to manage those struggles. Every investment decision incorporates an assessment of institutional risk alongside commercial potential. Investors want to know how creditor claims will be handled, whether management can continue operating during restructuring, how quickly courts can resolve disputes, and whether enterprise value can be preserved while financial obligations are reorganized.

In this context, Saudi Arabia's Bankruptcy Law performs an important function beyond corporate recovery. It reduces uncertainty.

Legal certainty has become one of the defining characteristics separating mature investment destinations from emerging markets. Countries capable of providing transparent restructuring procedures, efficient judicial oversight, and balanced protection for both debtors and creditors generally attract greater volumes of long-term investment because they offer investors confidence that business risks can be managed within a predictable legal environment.

This institutional maturity has become increasingly important as Saudi Arabia's venture capital market continues its rapid expansion. Over the past several years, the Kingdom has consistently ranked among the largest recipients of venture capital investment in the Middle East and North Africa, supported by government initiatives, sovereign-backed investment vehicles, corporate venture funds, and an increasingly active private investment community. The growing number of technology startups operating across fintech, artificial intelligence, logistics, digital health, retail technology, and enterprise software demonstrates the remarkable pace at which the entrepreneurial landscape is evolving.

Yet every mature startup ecosystem eventually reaches a point where supporting successful companies alone is no longer sufficient. It must also develop sophisticated mechanisms for managing unsuccessful ones.

This is where bankruptcy legislation assumes strategic importance.

Modern innovation economies recognize that preserving viable businesses often creates significantly greater economic value than liquidating them. Startups rarely derive their worth from factories, machinery, or real estate. Their greatest assets are typically intangible: proprietary software, patented technologies, customer databases, algorithms, digital platforms, data assets, intellectual property, and highly specialized human capital. These assets frequently lose much of their value when companies are dismantled through liquidation.

Restructuring offers an alternative. By allowing companies to continue operating while negotiating revised financial obligations, bankruptcy procedures preserve the knowledge, innovation, and commercial relationships that have often taken years to build. Employees remain productive, customers continue receiving services, suppliers retain business relationships, and investors maintain the possibility of recovering value from their investments.

The international experience provides compelling evidence of this approach. Some of today's most recognizable companies owe their continued existence not to uninterrupted commercial success, but to legal systems capable of facilitating corporate recovery.

The restructuring of General Motors during the global financial crisis remains one of the most widely studied examples of modern corporate rehabilitation. Faced with unprecedented financial losses, the automotive giant reorganized its operations through court-supervised restructuring rather than outright liquidation, enabling the company to preserve industrial capacity, protect thousands of jobs, and eventually regain profitability.

More recently, WeWork's highly publicized restructuring demonstrated that even companies once celebrated as symbols of innovation can experience severe financial distress. Rather than disappearing entirely, the company utilized bankruptcy procedures to renegotiate leases, reduce debt, streamline operations, and reposition itself within a changing commercial environment. Likewise, LATAM Airlines emerged from one of the aviation industry's largest restructurings after reorganizing billions of dollars in liabilities while maintaining operations during the COVID-19 pandemic.

These examples should not be interpreted as evidence that every struggling business deserves rescue. Bankruptcy laws are not designed to preserve companies that lack viable business models or sustainable market demand. Instead, they are intended to distinguish between temporary financial distress and permanent commercial failure—a distinction that is essential in economies driven by innovation, where early-stage companies often require time to transform promising ideas into profitable enterprises.

Perhaps the most significant impact of Saudi Arabia's Bankruptcy Law, however, extends beyond legal procedure and financial restructuring. It is gradually reshaping the culture surrounding entrepreneurship itself.

In many established innovation hubs, including Silicon Valley, entrepreneurial failure is often regarded as an educational experience rather than a permanent stigma. Investors frequently back founders who have previously experienced unsuccessful ventures, recognizing that practical experience acquired through failure can improve leadership, operational discipline, and strategic decision-making in future businesses.

Historically, many entrepreneurs across emerging markets have operated under very different assumptions. The social and legal consequences traditionally associated with insolvency often encouraged founders to conceal financial problems rather than address them openly. This reluctance frequently delayed restructuring efforts until recovery was no longer possible.

Saudi Arabia's evolving legal framework encourages precisely the opposite behavior. By providing structured pathways for preventive settlement and financial restructuring, it incentivizes earlier dialogue between businesses and creditors, increasing the likelihood that viable companies can recover before financial deterioration becomes irreversible.

This cultural evolution aligns closely with the broader objectives of Vision 2030. Economic diversification depends not only on encouraging entrepreneurs to establish companies but also on creating institutions capable of supporting businesses throughout every stage of their development—from incorporation and fundraising to expansion, restructuring, acquisition, and, where necessary, an orderly exit from the market. In that sense, the Bankruptcy Law complements a much wider program of commercial reforms designed to strengthen investor confidence, modernize the judicial system, improve the business environment, and position Saudi Arabia as one of the region's leading destinations for entrepreneurship and innovation.

Ultimately, the Bankruptcy Law is not simply legislation governing financial distress. It is an institutional signal that Saudi Arabia has embraced a more sophisticated understanding of how modern economies grow. Innovation requires ambition, ambition inevitably involves risk, and risk occasionally leads to failure. Sustainable entrepreneurial ecosystems are therefore built not on the unrealistic expectation that companies will never fail, but on the confidence that when viable businesses encounter temporary setbacks, the legal system provides them with a genuine opportunity to recover.

That may prove to be one of the Kingdom's most important competitive advantages in the years ahead. As Saudi Arabia continues to attract entrepreneurs, venture capital, and technology investment from around the world, its Bankruptcy Law serves as a reminder that resilient economies are not defined by the absence of failure—they are defined by their ability to transform failure into a foundation for future growth.

 

What Is a Zombie Startup?

Ghada Ismail

 

Imagine a startup that has been around for six years; it has an office, a team of employees, and a product with a loyal customer base. Every few months, it announces a new feature. Every year, it raises just enough funding to keep operating.

At first glance, everything seems fine, but behind the scenes, revenue hasn't grown in years. Investors have stopped asking about the next funding round. The founders spend more time extending the company's runway than planning its future. The dream of becoming the next unicorn has quietly been replaced by a much simpler goal: surviving another quarter.

The startup isn't thriving, but it isn't dead either; this is what economists call a Zombie Startup.

 

What Is a Zombie Startup?

A zombie startup is a company that continues operating despite losing its growth trajectory. It generates enough revenue—or raises just enough funding—to cover expenses, but not enough to scale, attract major investors, or become a market leader.

Think of it as a car with the engine running but stuck in traffic. It's still moving, but it's not getting any closer to its destination.

Unlike a failed startup, a zombie startup hasn't shut down. Customers still use its product, employees still come to work, and the founders haven't given up. The problem is that the business has become trapped in survival mode. Growth has stalled, innovation has slowed, and every decision is focused on staying alive rather than moving forward.

 

How Does a Startup Become a Zombie?

Zombie startups rarely appear overnight. Instead, they gradually lose momentum.

One common reason is weak product-market fit. The product solves a problem, but not one that enough customers are willing to pay for. As demand slows, so does growth.

Scaling too early is another frequent mistake. Hiring aggressively, expanding into new markets, or overspending on marketing before validating the business model can quickly drain cash.

Competition can also take its toll. Larger rivals often have stronger brands, deeper pockets, and more resources to improve their products, making it difficult for smaller startups to keep pace.

Sometimes, however, the biggest obstacle is emotional. Founders become deeply attached to the company they've built. Rather than making difficult decisions—such as pivoting, downsizing, or even shutting down—they continue operating in the hope that things will eventually improve.

 

Warning Signs You Shouldn't Ignore

Zombie startups don't suddenly stop growing. Their decline is usually slow, making it easy to mistake stagnation for stability.

Some of the most common warning signs include:

  • Revenue has remained flat for an extended period.
  • Customer acquisition has slowed significantly.
  • The company relies on small funding rounds just to survive.
  • Product innovation has stalled.
  • Talented employees begin leaving.
  • There is no clear path to profitability or long-term growth.

Not every startup experiencing these challenges is a zombie. Markets fluctuate, fundraising becomes difficult, and even successful companies go through slow periods. The difference is persistence. If these issues continue year after year without meaningful progress, the startup may have entered survival mode.

 

Can a Zombie Startup Recover?

The answer is yes, but only if founders are willing to make difficult decisions.

Some startups regain momentum by pivoting to a different market or narrowing their focus to a customer segment where they have a stronger competitive advantage. Others recover by cutting unnecessary costs, simplifying their products, or building a more sustainable business instead of chasing rapid growth.

Of course, not every company can be saved. Sometimes the smartest decision is to close the business and apply the lessons learned to the next venture. Many successful entrepreneurs have built their greatest companies only after walking away from one that wasn't working.

Ultimately, entrepreneurship isn't about keeping a startup alive at all costs. It's about building a company that creates value and continues to grow. Recognizing the signs of a zombie startup early gives founders the best chance of changing course before survival becomes the company's only achievement.

Because in the startup world, staying alive isn't the same as moving forward.

Why cash-on-cash return matters for income-focused investors?

Noha Gad

 

Investors and advisors often evaluate opportunities through multiple aspects: capital appreciation, total return, tax effects, and, crucially, cash flow. Cash-on-cash return (CoC) isolates the cash dimension of an investment by measuring the annual pre-tax cash income relative to the actual cash outlay required to acquire and prepare the asset. This focus on realized cash yield makes CoC an essential metric for income-oriented strategies, portfolio liquidity planning, and financing comparisons.

Unlike valuation-based metrics that ignore financing, CoC reflects the combined effect of operating performance and debt service, revealing how leverage and funding costs alter an investor’s immediate cash experience. It is simple enough for quick screening yet informative when paired with deeper analysis, helping to identify properties that deliver steady distributable income versus those that rely primarily on future price appreciation.

 

What is cash-on-cash return (CoC) and how does it impact real estate investments?

The cash-on-cash return is a straightforward metric that measures the annual return on cash invested in real estate, particularly commercial properties. Unlike standard return on investment (ROI), it focuses solely on the cash invested, offering clearer insight into an investment's performance, especially for properties with long-term debt. This calculation is pivotal in assessing potential cash distributions and understanding the effectiveness of a property investment strategy.

Calculations based on standard ROI take into account the total return on an investment. Meanwhile, Cash-on-cash return only measures the return on the actual cash invested, providing a more accurate analysis of the investment's performance.

CoC is calculated using an investment property's pre-tax cash inflows received by the investor and the pre-tax outflows paid by the investor. Essentially, it divides the net cash flow by the total cash invested.

By capturing the cash-generating performance of an investment in a single, easy-to-understand ratio, CoC has significant importance in:

  • Reflecting financing effects. By using pre-tax cash flow after debt service, CoC reveals how leverage, interest rates, and loan terms change an investor’s cash position. Two properties with similar operating income can produce very different CoC outcomes depending on financing structure.
  • Comparing multiple deals. CoC is quick to compute and useful for comparing multiple deals on a cash-yield basis during early-stage screening. It helps prioritize opportunities for deeper due diligence.
  • Supporting liquidity and cash planning. For income-focused strategies and investors with near-term cash requirements, CoC helps forecast actual cash available for reinvestment or distribution.
  • Early expectations. This metric provided an intuitive number for presenting expected annual cash returns to partners, lenders, or investors, aiding transparency in deal memos and investor presentations.

CoC is useful as a quick cash-flow snapshot, but it can easily mislead investors if they treat it as a complete measure of performance, as it has many pain points:

  • Ignoring taxes. CoC return is calculated before tax, so it does not show the investor’s true net outcome. This can make an investment look stronger than it really is, especially in markets where taxes materially affect returns. 
  • Missing long-term value growth. The metric focuses only on annual cash flow and does not account for property appreciation, principal paydown, or exit profits. Thus, it can undervalue investments that build wealth over time rather than producing immediate cash.
  • Excluding time value of money. CoC treats all cash as equal, whether it is received now or later. This makes it less suitable for comparing investments with different holding periods or delayed payback profiles.
  • High sensitivity to assumptions. Small changes in rent, vacancy, operating expenses, or financing terms can change the result significantly. If the inputs are overly optimistic, the return figure can give a false sense of confidence.

Finally, cash-on-cash return is a valuable metric because it shows how much actual cash an investment generates relative to the cash an investor puts in. It is especially useful for evaluating leveraged real estate deals, comparing opportunities quickly, and understanding how financing affects short-term performance. However, it must be treated as one part of a broader investment analysis, not the final answer, as it excludes taxes, long-term appreciation, time value of money, and many risk factors.

For this reason, the most effective approach is to use CoC alongside other measures such as cap rate, IRR, and stress-tested cash flow assumptions. This gives investors a clearer view of both immediate income potential and long-term investment quality.