Noha Gad

Digital wallets have become central to the way consumers conduct payments and manage their finances, offering convenience and seamless digital transactions. Their widespread adoption in retail, banking, and peer-to-peer transfers has made them a preferred alternative to cash and physical cards. 

These wallets handle increasing volumes of sensitive financial data; thus, robust security measures cannot be overstated. Traditional password protections alone are no longer sufficient to combat sophisticated cyber threats and fraud schemes targeting these platforms.  

Emerging security technologies, such as multi-factor authentication (MFA), decentralized identity (DID) solutions, artificial intelligence (AI), machine learning (ML), and tokenization, are addressing these demands by introducing multi-layered protection methods.

Multi-factor authentication (MFA)

The MFA technology significantly enhances digital wallet security by requiring users to verify their identity through multiple independent factors before granting access. Common MFA methods in digital wallets include one-time passwords (OTPs) sent via SMS or email, biometric verification through fingerprint or facial scans, and hardware tokens that generate secure codes. This layered approach makes unauthorized access much more difficult for attackers.

Another type of factor used is certificate-based authentication, which relies on a digital certificate, also called a soft token, to identify a user, machine, or device before granting access. Most enterprise solutions already support certificate-based authentication, and many wallets, such as those by Google Pay and Apple Pay, deploy this in coordination with traditional methods such as a username and password/PIN. 

Although the integration of the MFA reduces fraud rates and unauthorized account access, challenges remain in ensuring universal adoption and maintaining user convenience without compromising security. As cyber threats become increasingly sophisticated, MFA represents a foundational barrier that protects users’ financial assets and sensitive information from theft and compromise. Its continued evolution and adoption will remain critical to maintaining trust in digital payment ecosystems.

Decentralized identity (DID) solutions

A decentralized Identifier (DID) is a unique identifier that can be issued by a decentralized platform and acts as proof of ownership of a digital identity. DID solutions use cryptography and distributed systems, often blockchain technology, to give individuals total control over their digital ID, which is seen as a more tamper-resistant and privacy-preserving method. 

Unlike traditional identity systems that rely on centralized authorities to issue and manage identities, decentralized identity empowers users to create, control, and manage their own digital identities without depending on any single entity. This shift reduces vulnerabilities inherent in centralized databases, which are prime targets for cyberattacks and data breaches. 

This modern approach enables individuals to have full ownership and control over their personal data, allowing them to decide what information to disclose, to whom, and for how long. For digital wallets, DID integration means users can authenticate themselves and verify transactions without exposing unnecessary personal or sensitive data, thereby reducing the attack surface and building user trust by preventing mass data leaks.

AI & ML in fraud detection

Artificial intelligence (AI) and machine learning (ML) play a pivotal role in advancing fraud detection capabilities within digital wallets as they analyze vast amounts of transactional data in real time and identify patterns and behaviors that deviate from normal usage. AI and ML algorithms can adapt to evolving fraud tactics, enabling proactive detection and prevention before fraudulent transactions are completed.

AI-driven systems harness advanced techniques such as anomaly detection, risk scoring, and predictive modeling to assess each transaction's legitimacy. This dynamic assessment improves the accuracy of fraud detection compared to static rule-based systems that may either miss complex fraud schemes or generate excessive false alarms.

Meanwhile, ML models in digital wallets leverage user behavior analytics, tracking factors like device usage, login patterns, and payment frequency to establish individualized risk profiles that distinguish genuine users from potential fraudsters more effectively, ultimately minimizing disruptions caused by unnecessary transaction denials. 

Integrating AL and ML technologies into digital wallets not only minimizes fraud losses but also promotes operational efficiency by automating risk management processes. These technologies are expected to offer more advanced defenses, including real-time threat hunting and adaptive authentication that dynamically adjusts security measures based on assessed risk levels.

Tokenization 

This technology is crucial for securing digital wallet transactions as it replaces sensitive payment information with unique, non-sensitive identifiers called tokens, which carry the necessary transaction data without exposing actual card numbers or bank details during payment processing. 

Unlike traditional encryption methods, tokenization stores actual account information in highly secure token vaults, isolated from merchants and payment processors.

Digital wallet providers have widely adopted tokenization to comply with stringent security standards such as the Payment Card Industry Data Security Standard (PCI DSS), enhancing consumer confidence and regulatory compliance. 

Along with protecting sensitive information, tokenization creates opportunities for innovative payment experiences, standing as a foundational security element that ensures transactions remain secure, seamless, and user-friendly.

Saudi Arabia has been significantly integrating emerging technologies to enhance the security of digital wallets, in line with Vision 2030’s goal of promoting a cashless society and digital economy. The Saudi Central Bank (SAMA) is a key contributor to this transformation, starting from regulating digital payment providers under comprehensive frameworks to creating an enabling environment for digital wallets to adopt advanced security technologies.

The Kingdom is actively incorporating AI and ML into the national fintech ecosystem to enhance transaction monitoring, fraud detection, and risk assessment, thereby increasing transparency and accountability while ensuring a secure cashless transaction environment.

Along with technology adoption, Saudi Arabia backs fintech innovation through significant investments supported by government entities and partnerships with regulatory bodies, aiming to stimulate the development and market reach of advanced digital wallet solutions incorporating MFA, AI, DIDs, and tokenization.

Finally, digital wallets continue to transform payments by merging convenience with cutting-edge security technologies to protect user data and ensure transaction integrity. These technologies provide a multi-layered defense framework that ensures digital wallets remain secure, seamless, and trustworthy in an increasingly digital financial environment. The integration of these multi-layered protections will definitely establish a strong foundation for sustainable digital finance growth, while prioritizing security innovation. 

Ghada Ismail

Artificial intelligence (AI) promises to reshape economies and societies in ways once unimaginable. For Saudi Arabia, it is also a tool to diversify its economy, boost productivity, and advance global competitiveness. Yet alongside opportunity comes risk, represented in bias, misinformation, privacy concerns, and job displacement. Building ethical AI is not optional; it is essential. The Kingdom is uniquely positioned to balance regulation, innovation, and responsibility as it pursues this AI-driven future.

A Rapidly Growing AI Ecosystem

Since its establishment by royal decree in 2019, the Saudi Data and Artificial Intelligence Authority (SDAIA) has been at the center of the Kingdom’s AI strategy. Its National Strategy for Data and AI (NSDAI), launched in 2020, set ambitious targets: ranking among the world’s top 15 AI nations by 2030, training 20,000 specialists, attracting SAR 75 billion in investment, supporting 300 startups, and driving scientific output.

Progress is already visible. SDAIA has forged partnerships with global players like Accenture to build national cloud infrastructure, IBM for energy and sustainability AI, and Google for earth observation and environmental protection. Saudi Arabia now ranks first worldwide for open data availability, hosting more than 11,000 datasets from nearly 300 entities. SDAIA’s environmental AI projects, such as the Smart Planet Program, predict vegetation changes with more than 90% accuracy, supporting sustainable planning.

The impact is tangible: over SAR 50 billion (~$13 billion) in cost savings across government operations, from the DEEM cloud platform to AI-assisted Hajj crowd management and the popular Tawakkalna app. AI is no longer abstract—it is woven into the daily lives of citizens and the functioning of the state.

Why Ethics Must Come First

With AI permeating sensitive domains like healthcare, mobility, and even Hajj safety, trust is the foundation of Saudi Arabia’s AI journey. Without safeguards, algorithms can entrench bias, erode privacy, or undermine fairness. Aligning AI with Vision 2030’s goals—social equity, inclusion, and quality public services—requires more than innovation. It requires ethics to be at the core of every deployment.

Governance and Guardrails

Saudi Arabia’s regulatory approach mixes centralized oversight with room for innovation. SDAIA, together with the National Data Management Office (NDMO), enforces data classification and ethical policies, balancing openness with security.

Beyond rules, SDAIA promotes dialogue through summits like DeepFest at LEAP 2025, where regulators, innovators, and academics engage on transparency, human-centric design, and responsible regulation. This positions the Kingdom not just as a user of AI but as a thought leader in its governance.

Innovation with a Cultural Core

Startups are embedding ethics into their products from the outset, supported by SDAIA’s regulatory sandboxes that allow real-world testing without stifling creativity.

One striking example is HUMAIN Chat, a chatbot powered by the locally built ALLaM-34B language model. Developed by a PIF-backed firm in collaboration with SDAIA, HUMAIN Chat is Arabic-first, supporting regional dialects while also functioning seamlessly in English. Unlike global tools, it integrates Islamic values and cultural heritage, ensuring its outputs resonate with local norms. Trained on proprietary Saudi datasets, it combines linguistic precision, cultural fidelity, and strong safety benchmarks—all hosted entirely within the Kingdom to guarantee data sovereignty.

From an ethical lens, HUMAIN and ALLaM represent an effort to define AI through local values, not imported defaults. By addressing bias, protecting user data, and embedding cultural authenticity, they show how responsible AI can reflect societal identity as much as technical standards.

To reinforce this ecosystem, SDAIA also certifies startups as ethical AI providers. Its accreditation framework awards annual “incentive tags”—from Conscious to Pioneer—that track a company’s maturity in embedding safeguards. These certifications turn abstract ethical principles into measurable progress, rewarding transparency and building public trust.

Responsibility Through People and Skills

Technology is only half the story; people complete it. Saudi universities are cultivating AI talent attuned to fairness and transparency. At King Saud University, Latifa Al-Abdulkarim, a rising leader in explainable AI and ethics, exemplifies this values-driven scholarship.

Meanwhile, SDAIA is widening access to AI careers. Its Elevate program, launched with Google Cloud, aims to train 25,000 women in AI over five years, with the first phase already reaching 1,000 women from 28 countries. Complementary programs at SDAIA Academy have certified nearly 2,000 more women in data and AI, embedding diversity and inclusivity into the Kingdom’s AI workforce.

Cultural and Religious Anchors

What sets Saudi Arabia apart is its decision to ground AI ethics not just in global norms, but also in Islamic values—justice, accountability, and transparency. This alignment enhances legitimacy and encourages societal acceptance, offering a model of ethics that could resonate across the Muslim world.

The Roadblocks Ahead

The momentum is strong, but challenges remain:

• Pace vs. oversight: Regulation must keep up with rapid innovation.
• Rules vs. enforcement: Without audits and accountability, standards risk being symbolic.
• Imported bias: Foreign algorithms, if unadapted, can embed cultural misalignment.
• Public trust: Ethical lapses in sensitive areas could erode confidence quickly.

Meeting these challenges will require continuous vigilance, independent auditing, and culturally sensitive design.

A Chance at Global Leadership

Saudi Arabia is not just participating in the global AI race; it is also shaping the conversation. Hosting platforms like GAIN and DeepFest, deploying culturally aligned AI models, and building regulatory infrastructure give the Kingdom a chance to lead by example. If it codifies regional standards and shares its framework internationally, Saudi Arabia could become the ethical AI hub of the Middle East, influencing emerging economies worldwide.

Conclusion: Ethics as an Accelerator

Far from slowing progress, ethical AI can accelerate it, ensuring that innovation unfolds responsibly, inclusively, and with social good at its heart. Saudi Arabia now has the foundations: governance, infrastructure, talent, and cultural legitimacy. The test will be sustaining enforcement, broadening public education, and adapting foreign technologies to local values. If successful, the Kingdom won’t simply join the AI elite; it could rather help define what responsible, values-driven AI looks like in the 21st century.

Ghada Ismail

If you’ve ever clicked that “return item” button after buying something online, you’ve already taken part in reverse logistics, even if you didn’t know the term existed.
For startups in Saudi Arabia and across the MENA region, this behind-the-scenes process isn’t just a technical detail. It’s quietly shaping customer loyalty, cutting costs, and even opening up fresh revenue streams.

So, What Exactly Is Reverse Logistics?

Think of it as the product’s journey home.
It’s what happens when goods travel from the customer back to you, for a refund, a repair, recycling, or proper disposal. Forward logistics moves products toward customers; reverse logistics does the opposite.

And in Saudi Arabia’s booming e-commerce scene — forecast to exceed SAR 50 billion by 2025 — returns are on the rise. Globally, between 15%–30% of online purchases get sent back. Our region is no different. For a young business, ignoring reverse logistics is like running a store with no door for customers to walk back in.

Why Startups Should Care

1. Winning Repeat Customers
Shoppers here expect convenience. If returning a product is quick and painless, they’ll come back. In a market where it costs a lot to win a customer, it makes sense to keep them.

2. Avoiding Operational Chaos
Without a plan, returns can become a nightmare between rushed pickups, lost items, and confused inventory systems. The earlier you set up a clear process, the fewer headaches later.

3. Saving Money and Going Green
Not every return is a loss. Many items can be refurbished, resold, or recycled. With Saudi Arabia’s Vision 2030 pushing sustainability, turning returns into a green initiative can pay off in more ways than one.

4. Learning from Every Return
Returns tell you a story: maybe a size runs small, maybe the packaging is weak, maybe delivery was too slow. Each one is a clue for improving your product and your service.

Making Reverse Logistics Work for You

• Team up with third-party logistics (3PL) providers: like Aramex, SMSA, or regional fulfillment startups offering returns as part of their package.
• Use tech:  apps like Fetchr or Quiqup make it easy to track returns, print labels, and keep customers updated.
• Be transparent: a clear, friendly returns policy on your website builds trust instantly.

A Saudi Success Story

One local example is Cartlow, a Riyadh-based re-commerce platform. Cartlow specializes in returned, overstock, and refurbished products, turning what could be waste into a profitable business.
By building reverse logistics into their model from day one, they’ve managed to partner with major retailers, process high volumes of returns efficiently, and resell items at discounted rates. Not only does this reduce landfill waste, but it also taps into a growing market of value-conscious shoppers. 

Wrapping things up…

Reverse logistics isn’t just an operational chore; it’s rather a powerful growth strategy. For startups in Saudi Arabia and the MENA region, nailing it early means happier customers, lower costs, and a stronger brand.
Because in business, just like in life, sometimes the way back is just as important as the way forward.

Ghada Ismail

Every founder loves seeing new customers roll in. But behind every click, sign-up, or sale, there’s a cost, and if you’re not keeping track, you might be spending more than you realize. That’s where Customer Acquisition Cost (CAC) comes in.

CAC is a simple but powerful metric: it tells you how much it costs to bring in one customer. Whether you’re running Instagram ads, hiring a sales rep, or giving first-time discounts, CAC gives you clarity on whether your growth is smart or just expensive.

How Do You Calculate Your CAC?

It’s easier than it sounds:

CAC = Total Marketing and Sales Spend ÷ Number of New Customers

Let’s say you spent SAR 10,000 this month on ads, influencer marketing, and sales tools, and that brought you 100 new customers.

Your CAC = 10,000 ÷ 100 = SAR 100 per customer

That means each customer costs you SAR 100 to acquire.

Why Startups Should Track CAC Closely:

 Your Cash Won’t Last Forever

Startups don’t have the luxury of unlimited budgets. If CAC is too high, you could run out of money before you ever turn a profit.

It Shows What’s Actually Working

When you measure CAC across different channels—like TikTok ads vs. referrals—you can see where you’re overspending and where you’re winning.

 Investors Look at This First

If you’re fundraising, investors will ask: “How much does it cost you to grow?” A healthy CAC shows that you’re not just growing fast; you’re growing smart.

What Counts Toward CAC?

• Paid ads (Google, Meta, TikTok)
• Marketing team salaries
•  Sales commissions
•  Content creation or influencer costs
• Promo codes or first-time buyer discounts

 You shouldn’t include things like product development, rent, or support for existing customers. CAC is all about getting new ones in the door.

Is Your CAC Too High?

To find out, compare it to your Customer Lifetime Value (CLTV), which is the total amount of money one customer brings in over time.

As a general rule:
LTV should be at least 3x your CAC.

If one customer brings you SAR 300, and it costs you SAR 100 to acquire them, you’re doing just fine.

How to Bring CAC Down

• Lean into organic growth: like SEO and customer referrals
• Fix leaks in your system: make sign-up or checkout easier
• Get specific with targeting: so you’re not wasting budget on the wrong people
• Retain your customers: happy users become your cheapest marketers

Conclusion: Don’t Just Chase Growth, Understand the Cost First

When you’re running a startup, every riyal matters. CAC isn’t just another marketing number; it’s rather a reflection of your strategy. It shows you where to invest, where to cut back, and whether you’re building something sustainable.

So track it. Understand it. And make sure that as your startup grows, your cost to grow doesn’t go out of control.

Kholoud Hussein 

Launching a startup is an exhilarating experience — full of passion, ambition, and endless to-do lists. But while every founder dreams of building the next big success story, statistics show that over 90% of startups fail, many within the first few years. Often, the reason isn’t bad luck or external threats; it’s internal missteps that slowly undermine the business from within.

Whether you're a first-time founder or a seasoned entrepreneur, here are 18 critical mistakes that can quietly — or suddenly — kill your startup:

1. Building a Solution for a Nonexistent Problem

Many founders fall in love with their idea without validating market demand. If your product doesn’t solve a real, painful, and frequent problem, it won’t gain traction, no matter how innovative it is.

2. Ignoring Customer Feedback

Even if you launch with the perfect product, failing to adapt based on user feedback means you're not evolving. Startups that don’t listen, iterate, or pivot quickly fade away.

3. Choosing the Wrong Co-founder

Co-founder conflicts are among the top reasons startups fail. Misaligned values, egos, or unequal commitment can poison the team from within.

4. Hiring Too Fast or Too Soon

Premature hiring — especially before product-market fit — can drain cash and create inefficiencies. A bloated team can sink a young company fast.

5. Lack of Focus

Trying to do too many things at once often means doing none well. Startups should focus on solving one core problem brilliantly before scaling horizontally.

6. Burning Through Cash Without Discipline

Raising funding isn’t the goal — building a sustainable business is. Poor cash flow management, unnecessary expenses, or hiring without revenue plans can lead to quick bankruptcy.

7. Ignoring the Competition

Thinking you have no competitors is naive. If your problem is real, someone’s either already solving it or about to. Ignoring competition blindsides you to market movements.

8. Not Knowing Your Metrics

If you don’t know your CAC, LTV, churn rate, or burn rate, you’re flying blind. Numbers help you make better decisions and attract smarter investors.

9. Weak Branding and Messaging

A great product with poor messaging won’t resonate. Your brand, positioning, and storytelling are just as important as your code or design.

10. Failing to Market Early

"Build it and they will come" is a myth. Start building your audience and generating awareness before you launch.

11. Underestimating the Sales Process

Many startups focus heavily on product development and overlook sales. But no matter how good your product is, if you can’t sell it, you won’t survive.

12. Overcomplicating the Product

Feature overload can lead to confusion, bugs, and longer development cycles. Simplicity is often a startup’s biggest strength.

13. Ignoring Legal and Compliance Issues

From IP ownership to data protection laws, early negligence in legal matters can lead to lawsuits or operational shutdowns later on.

14. Choosing Investors Poorly

The wrong investor can pressure you into growth-at-all-costs, take over your board, or interfere with your vision. Money is important — but so is alignment.

15. Scaling Prematurely

If you scale (team, marketing, product) before hitting product-market fit, you risk burning resources on a model that doesn’t work.

16. Lack of Resilience or Patience

Startups are marathons, not sprints. Founders who expect overnight success may quit when the inevitable rough patches appear.

17. Neglecting Company Culture

In early-stage startups, culture is formed by default or by design. Toxic culture, lack of transparency, or unclear communication can break down even the most promising teams.

18. Failing to Adapt

Markets change. Technologies evolve. Consumer behavior shifts. Startups that are rigid, slow, or resistant to change don’t last.

Most of these mistakes are avoidable — but only if you're honest about them. Building a startup is as much about strategic discipline as it is about having a clear vision. Founders who remain humble, data-driven, and open to learning from failure are those who beat the odds.

A startup doesn’t die in a day. It dies by a thousand small cuts, many of which are listed above. Spot them early, course correct when needed, and always stay close to the problem you're solving and the people you're solving it for.

Ghada Ismail

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

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

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

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

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

What Is Churn Rate?

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

Here’s a simple way to calculate it:

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

Example:

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

Churn Rate: (8÷100)×100=8%

That’s your monthly churn rate: 8%.

Why Churn Rate Matters for Startups

1. Acquiring Users Is Expensive

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

2. It Kills Growth

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

3. It Reveals Product Problems

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

4. Investors Pay Close Attention

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

How Can You Reduce Churn?

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

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

Wrapping things up…

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

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

Ghada Ismail

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

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

What Exactly Is Product-Market Fit?

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

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

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

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

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

How to Know If You’ve Hit PMF 

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

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

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

How to Actually Measure PMF

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

Here’s what to look for:

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

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

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

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

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

PMF ≠ MVP (Please Stop Mixing Them Up)

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

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

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

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

To Wrap Things Up…

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

Ghada Ismail

What if you could read a customer’s mind before they even said a word? Not long ago, startups had to rely on slow focus groups and basic surveys to guess what customers liked. Today, they can track eye movements, monitor reactions through smartwatches and other tools to quickly see what grabs attention, whether it’s a webpage, a TikTok video, or a price tag. This instant insight into customer behavior is powering a growing market called the ‘Neuromarketing’ that is now worth $1.56 billion and expected to more than double by 2034. The most successful new companies are using neuroscience-based strategies to trigger automatic customer responses. By understanding how brains make decisions, you can design marketing that converts at much higher rates.

This article reveals how to ethically apply neuromarketing principles and FOMO (Fear of Missing Out) to accelerate your startup's growth.

The Neuroscience Behind Impulse Marketing

If neuromarketing provides the brain scan, fear of missing out supplies the adrenaline. Around six in ten consumers admit they have made a “reactive” purchase within 24 hours of feeling FOMO, and the share spikes to 69 percent among millennials. Psychologists trace the phenomenon to the brain’s reward network: when we think other people are seizing an opportunity we might lose, dopamine surges, nudging us toward instant action. Social platforms have weaponized that impulse with endless highlight reels; savvy startups are learning to hard-wire it into product design, price promotions, and even push notifications.

From lab coats to laptops: the new neuromarketing stack

The classic toolkit pairs methods that read the body with AI that predicts behavior. Functional MRI offers millimeter-level maps of activity deep inside the brain, while EEG headsets (EEG headsets are wearable devices that measure electrical activity in the brain using a technology called electroencephalography) translate surface waves into real-time attention scores. Eye-tracking cameras pinpoint the exact pixel that attracts or repels a viewer; galvanic-skin sensors detect a micro-bead of sweat signaling arousal. What once required a research hospital now runs in a browser or on a fitness band, putting neuroscience within reach of a five-person SaaS team. 

Where neuromarketing meets FOMO

The power comes when these tools are used to calibrate scarcity messages, social-proof counters, and countdown timers with scientific precision. Imagine an e-commerce startup testing two product pages. In version A, the headline reads “Only 3 left in stock”; in version B, it says “In stock”. An AI model trained on thousands of eye-tracking records predicts that the first phrasing holds gaze 1.8 seconds longer.  The founders push version A live and watch conversions climb. They have literally measured FOMO in the brain.

FOMO in Action: How Fear of Missing Out Drives Spending Habits
Fear of missing out isn’t just a feeling; it’s reshaping consumer behavior, especially among younger generations. From impulse buys to overspending on experiences, FOMO is a strong psychological trigger that’s influencing the way people make financial decisions. Here are some key statistics that highlight just how widespread and powerful its impact has become:

• 60% of consumers say they’ve made a purchase because of FOMO, often within 24 hours.
• A OnePoll study found that 69% of Americans have experienced FOMO, with social media as a major driver.
• According to the American Psychological Association, 56% of U.S. adults felt FOMO during the COVID-19 pandemic—again, fueled by social media.
• An Experian report showed that 69% of millennials overspend to keep up with peers and avoid FOMO.
• A TD Ameritrade survey revealed that 73% of millennials had spent money they didn’t have on experiences to avoid feeling left out.

Neuromarketing: Your Secret Weapon for Higher Conversions

Neuromarketing gives you an unfair advantage by revealing what actually drives decisions . Here's how to use it:

1. Emotion Beats Reason Every Time

• People justify purchases with logic but buy based on feelings
• Use language that triggers excitement, nostalgia or belonging
• Example: "Join thousands of happy customers" works better than "Our product has these features"

2. The Magic of Storytelling

• Our brains are wired to remember stories 22x better than facts
• Frame your product as solving a dramatic problem
• Show transformation rather than listing benefits

3. Visuals That Work Subconsciously

• Red = urgency (perfect for "Buy Now" buttons)
• Blue = trust (ideal for pricing pages)
• Faces looking at your Call to Action (CTA) button increase clicks by 10-15%

4. Simplify Choices to Boost Sales

• Too many options paralyze decision-making
• Offer 3 versions max (good/better/best)
• Highlight one recommended option

FOMO: The Growth Hack Every Startup Should Use

FOMO taps into our deep fear of social exclusion. When used ethically, it can dramatically improve conversion rates.

Proven FOMO Tactics That Work:

Limited Availability

• "Only 3 spots left in our program"
• "First 100 customers get lifetime discount"

 Social Proof Triggers

• "Join 2,500+ founders using our tool"
• Live counters showing recent signups

 Exclusive Access

• "Invite-only early access"
• "VIP members get 24-hour head start"

 Urgency Without Being Pushy

• "Early bird pricing ends Friday"
• “Registration closes in 48 hours”

Combining Neuromarketing + FOMO for Maximum Impact

The most effective startups layer these techniques:

1. The Story + Scarcity Combo

• Tell an emotional brand story
• Add "Limited edition" or "Only available this week"

2. Social Proof + Urgency

• "500+ customers joined this week"
• "Next price increase in 3 days"

3. Gamification + Exclusivity

• Progress bars showing signup milestones
• "Top 50 users get premium features free"

The Playbook for Founders

Start by figuring out where people are dropping off. Are visitors leaving before scrolling? Upload a screenshot of your page into an AI tool like Predict AI to spot areas that people tend to ignore.

Next, create real urgency—but keep it honest. Limited-edition offers, time-based pricing, or exclusive waitlists can trigger FOMO, but fake countdown timers will only hurt your credibility.

Then, test quickly and often. Because brain-based feedback can come in fast, your growth team could test ten headline versions before lunchtime.

Finally, close the loop with social proof. Show how many people have signed up or made a purchase recently—when users see others taking action, they’re more likely to follow through.

Staying Ethical: Where Neuromarketing Meets Regulation

Tracking eye movements or physical responses isn’t exactly mind-reading, but neuromarketing comes close and that raises important ethical questions. In places like Europe, the General Data Protection Regulation (GDPR) treats biometric data (like facial expressions or heart rate) as highly sensitive. That means companies must get clear, informed consent and use the data only for a specific, stated purpose. California’s Consumer Privacy Rights Act (CPRA) has similar rules.

But legal compliance is just the starting point. Founders also need to think about ethics: When does smart marketing cross the line into manipulation? For example, pretending a countdown timer is real when it’s not may boost short-term sales, but it damages trust. On the other hand, being honest and offering features like an easy “undo” option after an impulse purchase builds long-term loyalty and customer lifetime value. In short, transparency and respect aren't just good ethics—they're smart business.

Implementation Guide for Startups

Step 1: Audit Your Current Marketing

• Where can you add more emotional triggers?
• Do you show social proof effectively?
• Is your pricing structure simple?

Step 2: Run FOMO Experiments

• Test limited-time offers vs evergreen pricing
• Try different urgency messages
• See which message leads to more clicks, sign-ups, or sales

Step 3: Refine Based on Data

• Track which emotional triggers work best
• Optimize your most effective FOMO tactics
• Scale what works, kill what doesn't

The bottom line

Great products always solve a problem. Neuromarketing simply lets founders prove—rather than guess—whether their solution hits the brain’s sweet spot. Pair brain-based validation with FOMO, and you’ve got a growth engine that turns curiosity into clicks and clicks into conversions. The opportunity is enormous, but so is the responsibility. Startups that wield these tools with empathy and transparency will gain more than mere clicks; they will earn trust in a market where attention is scarce and FOMO is everywhere.

Your move: Will you keep using old marketing playbooks, or start leveraging how brains actually work?

Ghada Ismail

An MVP is not a prototype or a half-baked concept. It’s a functional product just stripped down to its core. It includes the most essential features that solve your customers' main problem. Think of it as the shortest path between your idea and real user feedback.

Instead of spending months building the “perfect” app or platform, you build something usable and release it early. This way, you avoid wasting time and money on features nobody wants.

Why MVPs Matter in the Startup Journey

1. Validation Before Scaling
   Your MVP helps you test the market before committing heavy resources. You’ll find out if there’s actual demand — and learn what users really care about.
2. Faster Time to Market
   Building an MVP helps you launch quickly. And in the startup world, speed often beats size.
3. Smarter Use of Resources
   Startups usually work with tight budgets. An MVP helps you focus only on what matters, reducing risk and avoiding feature bloat.
4. Informed Product Decisions
   By releasing early, you gather real-world data. That feedback becomes your compass for what to build next.

What an MVP Is Not

• It’s not a buggy or unpolished product. It should still be functional and user-friendly.
• It’s not a test run with your friends and family. Real users provide real feedback.
• It’s not the final version. It’s the beginning of a learning process.

Examples of MVPs in Action

• Instagram started as a photo-sharing app with just a few filters, no stories, no messaging.
• Dropbox first launched with a video explaining how the product would work, even before it was fully built.
• Uber began as a simple app connecting black car drivers with iPhone users in San Francisco.

These MVPs were not flashy. They were focused.

Tips for Building Your MVP

• Identify the core problem you’re solving.
• List the must-have features and ditch the rest.
• Choose the right tools for speed and simplicity.
• Build, release, and listen to your users.
• Iterate based on actual usage and feedback.

Final Thoughts: MVP Is a Mindset

Building an MVP isn’t just a tactic,  it’s rather a mindset. It encourages startups to learn, adapt, and grow in the most efficient way possible. In the fast-paced world of entrepreneurship, launching smart can be just as important as launching fast.

So if you’re at the early stage of your startup journey, don’t wait for perfect. Start with an MVP and let your users shape what comes next.

Noha Gad

The loyalty program market in Saudi Arabia is poised for steady growth in the coming years, fueled by innovative product launches and businesses increasingly leveraging loyalty strategies to boost sales and revenue.

According to a recent report published on Research and Markets, one of the world’s largest research market stores, the Saudi loyalty market is projected to grow by 15.4% annually, reaching $842.5 million in 2025, with a CAGR of 13% from 2025–2029, propelling the market to $1.37 billion by 2029.

This growth reflects a transformative shift in the Kingdom’s loyalty landscape, driven by technological advancements, evolving consumer demands, and Vision 2030-aligned policies that incentivize digital innovation.

At the forefront of this evolution is Resal, a pioneer in redefining loyalty and rewards solutions. By offering cutting-edge digital platforms, Resal bridges merchants, businesses, and consumers through an expansive, seamless network.

To explore Resal’s role in shaping the future of the loyalty and rewards landscape in Saudi Arabia, Sharikat Mubasher held an interview with CEO Hatem Kameli to discuss industry trends, growth drivers, and the company’s vision for revolutionizing the sector.

How does Resal contribute to the growth of digital payments in Saudi Arabia, and what makes your services unique?

Resal plays a pivotal role in advancing digital payments in Saudi Arabia by offering innovative solutions in digital cards, rewards, and loyalty programs. Our platform empowers individuals, businesses, and merchants to maximize the benefits of digital value through seamless and exceptional experiences. 

What sets Resal apart is our commitment to providing effortless rewards, seamless payouts, and smarter loyalty solutions. By integrating cutting-edge technology, we ensure that our services are not only efficient but also tailored to meet the evolving needs of our users. 

What are the biggest challenges facing loyalty programs in the Kingdom, and how do you address them?

The current loyalty and rewards landscape is fragmented, causing inefficiencies for consumers, businesses, and merchants. Consumers struggle to manage and redeem scattered loyalty points; businesses lack efficient tools for rewards and payouts; and merchants face challenges in digitizing and monetizing programs.

Resal addresses these issues by offering a unified digital platform that:

● Empowers consumers to aggregate and use loyalty points across a broad network.

● Enables businesses to manage and distribute rewards and incentives seamlessly.

● Helps merchants issue and manage digital prepaid cards and loyalty programs, enhancing customer engagement.

With 1.5 million users, how does Resal plan to scale its alternative digital payment solutions?

Resal has successfully secured $9 million in Series A funding to expand our digital rewards in Saudi Arabia. This investment will be utilized to enhance our technological infrastructure, develop new products, and expand our services to a broader audience.

Our growth strategy includes targeting new sectors, launching various technological products for alternative payment solutions, and strengthening our partnerships to reach more users and businesses across the Kingdom.

How does Resal plan to maintain its lead in digital rewards and loyalty programs, both regionally and globally?

To maintain our leadership position, Resal focuses on continuous innovation and strategic partnerships. We are committed to developing scalable products and services that cater to the evolving needs of our users with different use cases.

Our vision includes expanding our presence in the Middle East and North Africa region, offering alternative payment solutions, and enhancing our loyalty programs to provide more value to our users.

How will Resal’s partnership with Grintafy revolutionize Saudi Arabia’s sports sector?

Resal's strategic partnership with Grintafy aims to empower players and the sports community by offering digital rewards and creating an interactive user experience that encourages continuous skill development. 

By integrating our digital rewards solutions with Grintafy's platform, we provide athletes with incentives that motivate them to improve their performance and engage more deeply with the sports community. This collaboration is set to transform the way athletes and sports enthusiasts interact with digital platforms in Saudi Arabia.

Beyond sports, what other sectors does Resal target for expansion?

Beyond sports, Resal is strategically expanding its presence across several high-growth sectors, notably entertainment and lifestyle. These industries are integral to everyday consumer engagement, and our solutions aim to elevate how users interact with brands through seamless digital rewards and gifting experiences.

Our goal is to become a leading platform in innovative payment and spend management across diverse lifestyle sectors, enriching how people connect with brands and services through intelligent, easy-to-use digital tools.

What trends do you see shaping the future of loyalty programs in Saudi Arabia?

The future of loyalty programs in Saudi Arabia is being shaped by several key trends:

● AI-Powered Personalization through Data Analytics: Leveraging artificial intelligence to deliver personalized rewards and experiences is becoming increasingly important in meeting consumer expectations.

● Rise of Coalition Loyalty Programs: There is an increasing trend towards coalition loyalty programs, where multiple brands collaborate to offer shared rewards. This approach provides customers with more versatile and valuable benefits, enhancing the overall appeal of loyalty programs.

● Experiential Rewards: Saudi consumers are increasingly valuing unique experiences over mere discounts. Loyalty programs are evolving to offer curated lifestyle experiences such as exclusive dining events, travel packages, and entertainment options, fostering deeper emotional connections with brands.

Resal is at the forefront of these trends, continuously innovating to provide loyalty solutions that align with the evolving preferences and values of consumers in Saudi Arabia.

Ghada Ismail

In the fast-evolving world of fintech and Web3, new technologies are reshaping how we build, invest, and exchange value. Among the most talked-about innovations is tokenization, a powerful tool that’s opening up new revenue models, improving asset liquidity, and redefining ownership as we know it.

For startups exploring new ways to scale or tap into previously illiquid markets, tokenization offers more than just technical appeal, it represents a shift toward more inclusive, programmable finance. But what does it actually mean, and how does it work? Let’s break it down.

Tokenization is the process of digitally representing ownership rights to real-world or digital assets using blockchain technology. At its core, it involves creating cryptographic tokens that correspond to a specific asset, such as real estate, securities, commodities, or intellectual property, allowing these tokens to be securely transferred and traded on a decentralized network.

Unlike traditional records of ownership maintained by centralized institutions, tokenized assets are managed through smart contracts and distributed ledgers, ensuring transparency, immutability, and programmability. Tokenization enables assets to be fractionalized, making them more liquid and accessible to a broader range of participants.

How It Works

The tokenization process typically involves three main components:

1. The underlying asset – a tangible or intangible item with economic value.
2. A blockchain protocol – a decentralized network that records and verifies transactions.
3. The token – a digital unit that represents ownership rights or claims to the underlying asset.

For instance, a commercial property valued at $10 million can be tokenized into 100,000 tokens, with each token representing a 0.001% ownership stake. These tokens can then be issued, held in digital wallets, and traded on compliant secondary markets.

Smart contracts govern the rules of issuance, transferability, dividend distribution (if applicable), and compliance checks, removing the need for traditional intermediaries and manual processes.

Types of Tokens

Tokenized assets are commonly issued in one of two forms:

• Security Tokens – representing regulated financial instruments such as equity, debt, or funds. These are subject to securities laws and compliance protocols.
• Utility Tokens – granting access to a specific platform, service, or product, though not representing ownership in a legal sense.

The key distinction lies in their legal treatment and functional use. Tokenization platforms must ensure proper classification and adherence to jurisdictional regulations.

Benefits of Tokenization

Tokenization offers several significant advantages across industries:

• Improved liquidity: Fractional ownership enables smaller investments and increases the marketability of traditionally illiquid assets.
• Enhanced transparency: Blockchain provides an immutable audit trail for all transactions.
• Operational efficiency: Smart contracts reduce reliance on intermediaries and streamline settlement processes.
• 24/7 market access: Unlike traditional exchanges, tokenized assets can be traded around the clock.

These benefits are especially impactful in sectors like real estate, private equity, art investment, and structured finance, where asset transfers are often slow, opaque, and costly.

The Road Ahead

Tokenization is poised to play a foundational role in the future of finance. As legal frameworks, interoperability standards, and institutional adoption continue to evolve, tokenized markets are expected to unlock new forms of capital formation, cross-border trade, and financial inclusion.

In essence, tokenization is not just a technological advancement; it’s rather a re-architecture of ownership, with the potential to make global markets more efficient, accessible, and secure.

Ghada Ismail

Have you noticed more Saudi-made products on your shelves lately? From food and beverages to packaging and industrial goods, a quiet revolution is underway, and it’s proudly stamped ‘Made in Saudi’. 

This national initiative is no longer just about branding; it’s about building a future where local manufacturing leads the way.

That momentum was on full display at the Saudi Food Manufacturing Expo 2025 in Riyadh, where hundreds of local and regional companies showcased innovations that signal a bold shift in Saudi Arabia’s industrial landscape. It’s a transformation driven by vision, backed by policy, and powered by ambition.

More Than a Label: A Strategic Vision for Industry

Launched in 2021 by the Saudi Export Development Authority under the umbrella of Vision 2030, the ‘Made in Saudi’ program is more than a marketing label. It serves as a national badge of quality and a strategic lever for economic diversification. 

In August 2021, the Saudi Export Development Authority said more than 900 Saudi companies with over 2,000 locally manufactured products had registered with the Kingdom’s “Made in Saudi” program, in an initiative that aims to boost the competitiveness of Saudi products at home and abroad.

This initiative is a cornerstone in the Kingdom’s broader efforts to reduce its reliance on imports and enhance the global competitiveness of its industrial base.

A Spotlight on Local Innovation at the Food Expo 2025

At the 2025 edition of the Saudi Food Manufacturing Expo, the largest and most specialized event of its kind in the Kingdom, the strength of Saudi Arabia’s manufacturing sector was unmistakable. The event hosted over 550 exhibitors from more than 70 countries and drew nearly 15,000 visitors, featuring everything from advanced food processing systems and sustainable packaging to smart factory solutions. But what stood out most was the strong presence of Saudi companies, many of them carrying the ‘Made in Saudi’ badge with confidence and pride.

From Catch-Up to Leadership: Saudi Firms Step Up

What once felt like a catch-up game is now a race Saudi Arabia is leading. Local firms unveiled cutting-edge product lines, introduced automation to their production processes, and struck new international distribution deals. Saudi snack manufacturers, dairy producers, and processed food brands are now competing not only within the Kingdom but also across regional and global markets.

Several participating companies also announced strategic export expansions, proof that Saudi-made products are not only meeting domestic demand but are also gaining traction abroad.

Fueling Growth: Government Backing and Logistics Reforms

The growth of the manufacturing sector hasn't happened by chance. It’s been supported by a suite of initiatives from the Ministry of Industry and Mineral Resources, including export financing, factory development incentives, and regulatory easing. The Saudi Industrial Development Fund (SIDF) and Saudi Export-Import Bank (Saudi EXIM) have also played key roles in funding growth.

On the logistics side, major national infrastructure projects like the Saudi Land Bridge and ongoing port expansions are streamlining transportation, reducing lead times, and strengthening the supply chain backbone for local producers.

Looking Ahead: A Stronger Industrial Future

The Kingdom has set a clear target: to raise the industrial sector’s GDP contribution from around 12% to 20% by 2030. As of 2023, manufacturing alone accounted for 14.79% of Saudi Arabia’s GDP.

With ‘Made in Saudi’ gaining momentum and local manufacturing evolving into a pillar of the economy, these goals are becoming increasingly attainable. Beyond economic impact, the initiative also drives job creation, local innovation, and national pride.

Manufacturing Pride on Display

The Saudi Food Manufacturing Expo 2025 wasn’t just another trade show; it was a snapshot of how far Saudi industry has come and how much further it’s ready to go. Walking through the exhibition halls, it was hard to miss the confidence of local manufacturers and the quality of their output. That ‘Made in Saudi’ label? It’s no longer just a symbol of origin, it’s rather becoming a mark of trust, capability, and future potential.

As Saudi Arabia continues to invest in local production, infrastructure, and innovation, one thing is clear: the Kingdom isn’t just preparing to compete—it’s preparing to lead. And the next time you pick up a locally made product, you might just feel a little prouder knowing it’s part of something much bigger.