Noha Gad

The global digital payments landscape is witnessing a remarkable transformation in recent years, revolutionizing the way consumers and businesses transact. Recent reports by Statista anticipated the total transaction value in the digital payments market to hit $38.07 trillion by 2030, with a CAGR of 13.6% between 2025 and 2030. Mobile Point-of-Sale (PoS) payments, which represent the largest share in the digital payments market, are projected to achieve a total transaction value of $12.56 trillion in 2025.

The transformation in the digital payment market mirrors the growing preference for faster, frictionless payment methods, supported by innovations in AI for fraud detection and the integration of payment technologies into everyday life. 

Within this transformative digital payment environment, invisible payments emerged as the next significant leap, allowing purchases to be billed automatically based on user behavior or context. 

What are invisible payments?

Invisible payments refer to transactions that happen seamlessly in the background, without requiring consumers to physically interact with a payment terminal or even consciously initiate the payment. They are designed to eliminate the traditional manual steps involved in making payments, such as clicking, entering card details, or scanning QR codes, leveraging emerging technologies, such as the Internet of Things (IoT) sensors, AI, biometrics, and pre-registered payment accounts.

These payments offer consumers a frictionless experience, enabling them to enjoy services or purchase products without explicit payment actions at the point of sale (PoS).

How do invisible payments work?

Invisible payments are enabled through cutting-edge technology that links the user's payment method with specific triggers, such as location, biometric authentication, or device sensors. This swift process includes: 

• Setup and registration. Consumers register their payment details once, often during account creation on the service platform or application.
• Contextual triggers. Once set up, the system activates based on contextual cues such as entering a store, picking items, or starting a ride. Then, sensors, cameras, and IoT devices detect user actions or presence, while AI algorithms analyze this data in real time.
• Authentication methods. Biometric authentication or device-based authentication is often used to confirm the user’s identity with high confidence.
• Automatic billing. The system automatically processes the payment in the background, charging the user's pre-registered account without any further manual input.​
• Confirmation and sending receipts. A digital receipt is sent post-transaction, providing transparency while maintaining the seamless experience

Benefits of invisible payments

Invisible payments offer several benefits for both consumers and businesses, ultimately enhancing the payment experience through seamless technology integration. For consumers, invisible payments offer:

-Convenience and speed. By eliminating manual entry of payment details and physical actions, invisible payments allow consumers to pay effortlessly, speeding up checkouts in retail, ride-sharing, and online shopping environments.

-Enhanced customer experience. This type of payment enables customers to enjoy a hassle-free shopping experience.

-Improved security. Invisible payments safeguard transactions and minimize errors and fraud risks by leveraging biometrics, encryption, tokenization, and automated fraud detection.

For businesses, invisible payments offer:

-Faster payments and improved cash flow. These payments enable businesses to receive funds quickly and manage cash flow more effectively.

-Enhanced operational efficiency. Automation reduces the manual workload around payment processing and invoicing, saving time and resources.​

-Robust relationships with suppliers. Faster and accurate payments strengthen trust and partnerships with suppliers.

By integrating with IoT devices, mobile applications, and wearables, invisible payments are expected to expand their reach, enabling innovations beyond subscriptions or retail checkout. This transformation will significantly redefine the way consumers interact with commerce in everyday life, making payments a fully automated and invisible part of the experience.

Technological advancements will play a crucial role in shaping the future of invisible payments. For instance, AI-powered payment orchestration will optimize authorization in real-time, enhancing approval rates and reducing friction during checkout, while biometric authentication, such as facial recognition and fingerprints, will replace passwords and PINs, offering faster, safer payments.

Finally, invisible payments are anticipated to support a borderless financial ecosystem, making cross-border transactions as seamless as domestic ones, backed by the rise of Central Bank Digital Currencies (CBDCs) and regulatory advancements.

Noha Gad

Influencers have commanded social media in recent years, setting trends and guiding their followers’ shopping habits with the content they post, ultimately supporting an industry worth over $35 billion as of 2025, as stated in a recent report by Influencer Marketing Hub.

The influencer marketing ecosystem stands at an inflection point, triggered by groundbreaking technological advancements, changing consumer behaviors, and increasing demands for accountability. This shift underscored the critical need for brands to diversify their strategies and highlighted the emergence of AI influencers to fulfill brands’ need for more control, scalability, and flexibility in digital marketing.  

Human influencers are subject to unpredictabilities such as changing personal circumstances, reputational risks, or limited working hours. In contrast, AI influencers are always available, never age, and can instantly adapt their messaging to suit a brand’s image or campaign needs, facilitating seamless communication in different languages and allowing companies to ensure consistent representation.

What are AI influencers?

AI influencers, also known as virtual influencers, are computer-generated characters that promote products on social media. Often created with computer-generated imagery (CGI), motion capture, and generative artificial intelligence, and other forms of AI, these digital characters are designed to behave the way a human influencer would online, offering brands a unique way to connect with consumers.

With millions of followers engaging with their content and purchasing the products they promote, these innovative tools help brands to better connect with audiences in an increasingly saturated social media space.

AI influencers come in all shapes and sizes, ranging from cartoonish 3D characters to photorealistic images. They look and behave the way real people do online, but their appearance, personalities, and content have been carefully designed to appeal to a specific audience, particularly Gen Z and Gen Alpha.

The rise of AI influencers has already begun to reshape digital marketing on a global scale across various sectors, notably fashion and technology, demonstrating the value and versatility of virtual personalities in modern campaigns. AI influencers offer creative opportunities in futuristic settings and storytelling that human influencers cannot replicate; however, their adoption also presents new ethical questions about transparency, authenticity, and the impact on human content creators.

How AI influencers transform digital marketing

Brands utilize AI influencers for inclusive, creative storytelling and hybrid campaigns alongside human content creators, leveraging AI influencers’ capability to amplify core brand values such as innovation, inclusivity, and self-expression, while maintaining a distinct futuristic appeal.

Giveaways, contests, and experiential marketing formats are popular for boosting engagement and community interaction. In typical giveaways, AI influencers invite followers to participate for a chance to win exclusive products or experiences, driving viral reach and growing brand followings rapidly. In product reviews and unboxing campaigns, AI influencers seamlessly script unboxing experiences with highly visual, on-message presentations, providing consistency in tone and detail that human influencers may find difficult to match at scale. 

Characterized by ultra-personalization and scalability, AI influencers can dynamically address audiences in different languages, adapt campaign content based on sentiment analysis, and offer instant replies to DMs or comments, fostering a sense of one-on-one interaction. This adaptability and automation position AI influencers at the forefront of next-generation marketing, making them the perfect choice for large-scale awareness campaigns, niche-targeted promotions, and cross-platform storytelling efforts.

Human influencers and AI

Most of the marketing strategies nowadays combine virtual and human creators to maximize reach, authenticity, and engagement. Instead of replacing human influencers, AI-powered personas are being used to complement them, creating hybrid campaigns that leverage the strengths of both. 

This innovative tool analyzes vast datasets, including engagement rates, audience demographics, and content performance, to identify the most suitable human influencers for a brand, ensuring alignment with campaign goals and target audiences. It reduces the risk of mismatched collaborations and improves overall campaign effectiveness.

Additionally, AI-based platforms streamline communication by generating personalized messages to influencers based on their content style and audience profile. They also assist in brainstorming campaign ideas, optimizing posting schedules, and even drafting captions.

In hybrid campaigns, AI and human influencers collaborate on shared content, such as joint social media posts, live streams, or storytelling series, humanizing the AI influencer while amplifying the human creator’s reach through exposure to new, tech-savvy audiences.

Successful campaigns balance between AI efficiency and Human creativity, excelling AI at scalability, personalization, and performance prediction. Nevertheless, human judgment remains essential in evaluating brand fit, cultural relevance, and narrative authenticity. 

Future outlook

As generative AI advances, AI influencers are expected to be more dynamic, capable of live-streaming, responding to audience sentiment, and adapting messaging based on real-time engagement analytics. These advanced tools will offer creative control, eliminating concerns about scandals or scheduling conflicts, while enabling 24/7 interaction through AI chatbots and real-time content generation.

Also, hyper-personalization will define the next generation of influencer marketing, with AI tailoring content based on real-time signals such as browsing behavior, geolocation, and device type. 

Finally, the integration of AI into influencer marketing represents a significant change in how brands connect with audiences, leveraging AI-powered influencers to offer unmatched scalability and enhance effectiveness. Brands that embrace hybrid strategies, combining the authenticity of human creators with the precision and efficiency of AI, will be well-positioned to deliver personalized, engaging, and ethically sound campaigns.

Kholoud Hussein

As the HR-tech landscape in the Middle East undergoes rapid transformation, new players are emerging to challenge outdated legacy systems and deliver solutions that match the region’s pace of growth. Among these innovators is Cercli, a platform founded by ex-Careem executives Akeed Azmi and David Reche, and backed by Y Combinator and Afore Capital. In an exclusive interview with Sharikat Mubasher, the founders shared how Cercli is tackling inefficiencies in payroll and workforce management and positioning itself at the forefront of the shift toward agile, AI-driven HR solutions.

Since its September 2024 fundraise, Cercli has recorded impressive growth with revenues climbing 22% month-on-month and payroll distributions expanding 14-fold across 48 countries and 17 currencies. “We set out to build a platform that delivers speed and compliance without the complexity of legacy ERP systems, and the response has exceeded our expectations,” the founders noted. They credit this momentum to a relentless customer-first approach, a globally experienced team drawn from leading technology firms, and an uncompromising pace of execution. 

Artificial intelligence plays a critical role in their product roadmap, powering tools like automated expense reimbursement and onboarding agents that cut implementation times from months to just 48 hours. With Saudi Arabia fast emerging as one of the most dynamic HR-tech markets, Cercli is closely studying the Kingdom’s labor frameworks, aiming to establish a stronger local presence to meet growing demand.

From Careem to Cercli: You both bring strong experience from Careem. How has that shaped Cercli’s vision and its approach to disrupting the HR-tech space in MENA?

Working at the region’s first unicorn shaped the way we think and built our entrepreneurial traits. At Careem we saw first-hand how painful payroll and HR operations were, especially for enterprises with thousands of employees. Payroll was painfully slow, HR tools were scattered, and nothing worked seamlessly.

We looked everywhere for a solution and couldn’t find one to solve these challenges. This is why we started Cercli: to eliminate the wasted hours and days spent on manual payroll and remove the need to juggle four or five disconnected tools. We knew there had to be a better way forward.

Since your fundraise in September 2024, Cercli has seen revenues soar 22% month-on-month and payroll distributions expand 14x across 48 countries. What have been the key drivers of this growth, and how do you plan to sustain this momentum?

The biggest driver has always been working and building alongside our customers first. 

Second, our hiring has been very deliberate. Our team includes incredible talent from companies like Careem, Kitopi, Stripe, Google, and Cloudflare. This talent could be anywhere in the world, but they chose to build Cercli.

And finally, sheer determination and speed. We build fast, we ship fast, and we keep moving with urgency. As any entrepreneur will be familiar - there have been plenty of sleepless nights too - but our shared purpose keeps us grounded and focused no matter how quickly we scale.

You emphasize the role of AI in transforming HR operations. Can you share specific ways Cercli is leveraging AI to replace outdated ERP systems and deliver measurable financial or operational savings for clients?

We see AI as an enabler in solving our customers' existing problems while also solving new ones that weren't previously possible. Adding AI for the sake of adding AI is not our stand in embracing new technology. AI is evolving and so is how we will utilize it. Internally, we already use AI to increase not just operational and engineering efficiency, but the real impact is in how it transforms the customer experience.

On the product side, many features are powered by AI. Take expense reimbursement: employees just upload a receipt in any format or language, and the system instantly extracts the details - amounts, dates, categories - reducing errors and saving finance teams a huge amount of time. Another is our job description creator, which - in mere seconds - helps hiring managers generate role descriptions during onboarding. We also have completely new AI products in development, which we will announce when ready.

Even the process of migrating and onboarding customers from legacy systems - which typically takes months - can now be done by Cercli in as little as 48 hours with the help of our onboarding AI agent. It reduces errors, ensures accuracy, and gets customers up and running much faster.

Across the platform the goal is the same for customers: reduce human error, stay fully compliant with a modern, human touch of running your entire workforce as opposed to outdated ERP systems in grey clunky user interfaces.

With Saudi Arabia emerging as one of the fastest-growing HR-tech markets, how critical is the Kingdom to your expansion strategy, and what are your immediate plans for operations there?

Saudi Arabia is one of the largest and fastest-growing markets in the region — if not globally. Ignoring it would be a mistake. We’re looking very closely at the Kingdom, its regulations, labor laws, and unique processes.

Many of our existing customers in the UAE and elsewhere already have employees in Saudi, and we help them manage payroll there. The next step is building a deeper, more strategic and local presence to support that demand and scale with the market.

You’ve hinted at imminent entry into another major GCC economy. Without revealing sensitive details, what factors guide your decision on new markets — regulatory environment, talent needs, or client demand?

Our analysis of new markets is deep and diverse. We assess levels of digitization; countries moving fast in modernizing their labor and compliance frameworks are natural fits for us. Another important factor is market maturity, meaning the number of rising companies scaling quickly and requiring tools like Cercli to grow without being held back by outdated systems.

We also consider demand from our existing customer base. Many of our clients already operate across multiple GCC countries, so we follow their needs closely to decide where expansion needs prioritizing.

Cercli now processes payroll in 17 currencies across 48 countries. How do you navigate the regulatory complexities of managing cross-border workforces, and what opportunities does this create for regional companies aiming to go global?

Talent is global, and we’re enabling regional companies to think global from day one. We’ve built our platform from the ground up with the regulatory complexity of the MENA region in mind.

Each country and/or zone, has its own rules around payroll, pensions, expat or national social security contributions, statutory body reporting, and even cultural nuances like Ramadan hours, weekends or Eid holidays affecting pay and labor laws.

By solving this fragmentation at the local level, we have created a payroll compliance ‘engine’ that scales.

The HR-tech space in MENA is getting crowded, with both local startups and global players eyeing the market. What differentiates Cercli from others, and how do you plan to defend your leadership position?

You are correct, the market is crowded. We knew that when we started Cercli, but the reality was despite various available options, no one was actually solving the real problem. Customers told us their many frustrations and we just listened. Global players had great functionality, but poor localization for regional compliance and know-how. Local players were decent on some aspects of compliance, but can't match feature depth or lacked a fully-fledged regional offering even after years of being around. Customer NPS for existing solutions were consistently low and incumbents were just too slow to respond.

Cercli is different because we eliminate that complexity. We have one platform for everything, fully localized for the MENA region, and built in close collaboration with our customers. We talk to them across multiple channels, we listen, and we build fast. That closeness and localization sets us apart and keeps us ahead.

Looking ahead, where do you see Cercli in the next three years — both in terms of product innovation and geographic footprint — and how do you see the broader HR-tech industry evolving in the GCC?

At the pace we’re building, our vision for the next three to five years is to completely replace these clunky legacy ERP systems and make running your workforce as intuitive as making a booking on AirBnb. We want to become the platform that every MENA-based company chooses to run their global workforce. More broadly, we see HR tech in the GCC evolving rapidly.

Companies are digitizing faster, governments are modernizing regulations for the new age, and expectations for simple, global-standard tools that justwork - are only going to grow. 

We’re building Cercli to stay ahead of that shift.

Finally, Cercli’s ambition is to fully replace legacy ERP systems and become the platform of choice for companies in MENA seeking to manage global workforces with agility and compliance. As governments modernize and enterprises expand internationally, the demand for intuitive, AI-powered HR tools is only set to rise. For Cercli, the future lies in building technology that not only keeps pace with this transformation but shapes it—bringing simplicity, speed, and scalability to the heart of workforce management.

Noha Gad

The commerce landscape is undergoing a significant transformation in 2025, driven by rapid technological advancements and changing consumer behaviors. Traditional retail and e-commerce are evolving beyond simple online transactions into immersive, engaging, and socially connected experiences. This shift reflects the importance of integrating technology, social media, and sustainability principles into how consumers discover, interact with, and purchase products and services. Thus, new types of commerce have emerged to redefine the relationship between brands and customers, creating innovative avenues for engagement, personalization, and convenience.

One of the most notable trends shaping commerce today is the rise of social commerce that integrates shopping experiences seamlessly into social media platforms. This type of commerce allows brands to engage directly with audiences, showcase products in real time, and drive immediate sales, creating a highly interactive retail experience.

Augmented reality (AR) and virtual reality (VR) technologies also revolutionize how consumers shop online by offering immersive and interactive digital experiences. Virtual try-ons, 3D product visualizations, and fully virtual stores enable customers to make informed purchase decisions from the comfort of their homes. 

Additionally, sustainability-driven commerce is another critical and rapidly growing trend that reflects consumers’ increasing preference for eco-friendly, ethical, and transparent shopping practices. Brands that embed sustainability into their business models, from sourcing and packaging to circular economy initiatives, are gaining trust and loyalty in a market where environmental responsibility is no longer optional.

In this blog, we will discover more about key trends that reshape the commerce landscape and how these shifting paradigms highlight a future where commerce is not just transactional, but experiential, interactive, and responsible.

Social commerce 

This term refers to the integration of e-commerce features directly within social media platforms, allowing users to discover, engage with, and purchase products without leaving their favorite applications. This trend gained rapid popularity among consumers who increasingly rely on social networks not only for social interaction but also for product recommendations, reviews, and seamless shopping experiences. 

Social commerce is witnessing significant growth thanks to multiple features, such as shoppable posts, stories, and in-app checkout options that simplify purchasing. These features reduce friction by allowing users to buy products directly through social media feeds, eliminating the need to navigate to external websites. Also, the integration of chatbots and customer service tools within social platforms enhances personalized shopping assistance and builds customer trust.

This type of commerce has a great impact on the way consumers discover brands and makes shopping more interactive and community-driven. For brands, social commerce opens new channels for storytelling, customer feedback, and direct engagement, enabling more personalized marketing strategies that foster loyalty and repeat business.

Live commerce

Live commerce integrates live video streaming with real-time shopping, creating an interactive experience where brands and influencers showcase products directly to an engaged audience. This type leverages the excitement and immediacy of live broadcasts to drive instant purchasing decisions, transforming the traditional sales funnel into a dynamic, entertainment-driven event. 

One of live commerce’s main strengths is the ability to interact with viewers in real time via chat, polls, and question-and-answer sessions. This interaction builds trust, answers consumer questions instantly, and encourages spontaneous purchases by creating a sense of urgency with limited-time offers and exclusive promotions.

This type of commerce enables brands to demonstrate products in action, showcasing features, benefits, and use cases more vividly than traditional online listings. It also features deeper emotional connections with consumers, ultimately reducing product returns and helping consumers make informed decisions.

AR and VR commerce

AR and VR transform online shopping by creating interactive experiences that bridge the gap between physical and digital retail. These technologies enable consumers to visualize products in a realistic context, enhancing confidence in purchase decisions and reducing the sense of uncertainty that often comes with online shopping. One of the biggest challenges in online shopping is the inability to physically experience products before purchase. AR and VR address this by offering personalized shopping experiences tailored to individual preferences and environments.

Sustainability-Driven Commerce

As awareness of climate change and resource depletion grows, shoppers increasingly demand products that minimize harm to the planet and promote fair labor practices. This shift requires businesses to integrate sustainability into every aspect of their operations, from product design and sourcing to packaging and distribution.

Sustainability-driven commerce emphasizes ethical sourcing practices, ensuring fair wages and safe working conditions throughout the supply chain. Brands are adopting blockchain and other technologies to increase transparency and traceability, allowing consumers to verify the origins and lifecycle of products. This transparency fosters trust and accountability, essential for maintaining brand reputation in a socially aware market.

As we navigate the rapidly changing world of commerce in 2025, adaptability and innovation have become essential for businesses aiming to thrive. Today’s consumers expect more than just products; they seek experiences that resonate with their lifestyles, values, and desire for authenticity. This evolution forces brands to reimagine their strategies and focus on creating deeper connections through meaningful engagement, transparency, and responsiveness. As 2025 unfolds, the most successful retailers will be those that master this balance, leveraging technology to connect, entertain, and inspire, while championing sustainability to build lasting trust and loyalty.

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. 

Noha Gad 

The e-payments have become the backbone of modern commerce as they enable everything from online shopping and bill payments to peer-to-peer money transfers and business-to-business transactions. The adoption of e-payments has surged in recent years thanks to their convenience, speed, and security features, such as tokenization and biometric authentication. Both businesses and consumers benefit from the ability to make instant or near-instant payments anytime and anywhere with minimal friction, setting the foundation for a cashless economy. 

Voice payments emerged as one of the latest innovations in the broader e-payments ecosystem. They allow users to perform financial transactions simply by speaking commands to voice-enabled devices like smartphones, smart speakers, or virtual assistants such as Amazon Alexa, Google Assistant, and Apple Siri. 

Voice payments leverage artificial intelligence (AI), natural language processing (NLP), and voice recognition to interpret spoken instructions, authenticate users, and process payments seamlessly without the need for physical interaction with devices. By saying commands, users can enjoy a faster, more convenient, and hands-free transaction experience.

This type of payment integrates with payment gateways and banks behind the scenes to complete these transactions securely, often using voice biometrics and multi-factor authentication to ensure safety.

How do voice payments work?

To conduct financial transactions via voice, users must follow few steps:

       *Activation: users activate their voice assistant by saying a wake word or opening a voice payment app and tapping the microphone button.  

       *Instruction: the user clearly states their payment command, specifying the action, the recipient, and the amount to be paid or transferred.

       *Voice recognition and processing: The voice assistant captures the spoken command and converts it into text using voice recognition technology. NLP algorithms then interpret the intent and details of the transaction.

       *Authorization: The assistant securely communicates with the user’s linked financial accounts to authorize the transaction. 

       *Authentication: Security steps, such as voice biometrics, passcodes, or multi-factor authentication, may be required.

       *Transaction processing: Once authorized, the payment instructions are transmitted to the payment service provider, which verifies the details and transfers the funds between accounts.

       *Confirmation: The user receives confirmation via voice feedback or on-screen notification.

Although voice payments offer great convenience and innovation in the digital payment space, they also come with several significant challenges and concerns that must be addressed for widespread adoption and trust. This includes:

       *Security risks. The risk of unauthorized transactions grows, as voice commands can be accidentally or maliciously triggered on voice-enabled devices.

       *Privacy. Voice payment systems collect sensitive data, including voice recordings and biometric profiles. Thus, protecting user privacy through secure storage, encryption, and adherence to data protection regulations is critical.

       *Accuracy. Voice recognition still faces challenges regarding accuracy, especially in noisy environments or with diverse linguistic accents and speech patterns.

       *Integration and standardization. The lack of universal standards makes it difficult to integrate voice payments across different devices and platforms. 

Future outlook

The future of voice payments is promising, driven by the rapid growth and transformative innovations that are expected to reshape the way consumers and businesses make financial transactions.  The voice payments market is expected to grow significantly, driven by key trends, including advanced biometric authentication, AI-powered personalization, and the integration of blockchain technology.

With the rising popularity of voice assistants and smart devices, along with consumers’ increasing comfort with voice commands, voice payments are expected to become an integral part of daily financial activities. This shift reflects a broader trend toward more natural, seamless, and user-friendly interactions in digital commerce. 

As voice payment technology matures, it will offer unprecedented convenience, enabling users to conduct transactions with simple spoken commands anytime and anywhere. Businesses and financial institutions are poised to leverage these technologies to streamline payment processes, reduce friction, and engage consumers more effectively.

Finally, voice payments are set to become a mainstream, trusted method of payment, fundamentally changing the way society conducts financial exchanges in the upcoming years.

Noha Gad 

E-wallets have transformed the way people handle financial transactions as they provide a seamless and safe digital alternative to cash and physical cards. These wallets consolidate various payment methods, such as credit cards, debit cards, and bank accounts, into a single, user-friendly interface, offering users a convenient experience and enabling them to make purchases, transfer money, and manage finances swiftly through their smartphones or any other connected devices. This simplification of payments has significantly boosted consumer adoption worldwide, particularly in urban communities and developing economies where mobile connectivity is widespread.

The rise of e-wallets considerably contributed to reducing dependency on cash and traditional banking infrastructure, ultimately promoting financial inclusion, especially in regions with a large unbanked population. 

There are several types of e-wallets, each catering to different user needs and technological ecosystems. In this blog, we will dive deep into the five main types of e-wallets and how they meet the evolving needs of both businesses and end-users.

Types of e-wallets

Closed wallet

Closed wallets, also known as a power wallet, operate as a preloaded account used for specific products or services within a particular transaction, often linked to the issuer’s payment gateway. Businesses and organizations often issue closed wallets to their customers for making payments exclusively within their ecosystem. Users of a closed wallet can only use the stored funds to make transactions with the wallet’s issuer.

Semi-closed wallet

This type of wallet has a limited coverage area as it is accepted only within a specific network of merchants or service providers. Merchants must agree to partner with the issuer to accept payments from a semi-closed wallet.

The semi-closed wallets allow users to make transactions at various merchant outlets and enable peer-to-peer transfers; however, they cannot be used to withdraw cash or make payments outside the specified network.

Open wallet

Open wallets are offered by banks to be used for any type of transaction. Unlike closed and semi-closed wallets, this versatile digital payment tool allows users to store funds and transact across various merchants and platforms. Both sender and receiver must have the same application installed on their devices.

Open wallets offer convenience and flexibility, enabling users to make payments at any merchant accepting digital payments via that wallet.

Crypto wallet

Crypto wallets facilitate secure transactions using cryptocurrencies such as Bitcoin, Ethereum, and Litecoin. They store public and private keys required for initiating transactions on the blockchain network. The public key serves as an address where others can send cryptocurrency, while the private key is used to securely access and manage the stored funds.

Crypto wallets can be software-based (online or offline by using a USB stick) or hardware wallets that store the keys offline for enhanced security. Hardware wallets, also known as cold wallets, provide an extra layer of security and safety.

Internet of Things (IoT) wallets

The IoT wallets enable transactions between interconnected devices within the IoT ecosystem, allowing devices to exchange value and authenticate transactions seamlessly and securely.

This type is pivotal for various use cases, such as smart meters that facilitate automated utility payments, connected vehicles that enable in-vehicle payments, and supply chain tracking where devices interact to validate and record transactions.

Integration of emerging technologies into e-wallets

In recent years, the integration of emerging technologies, such as virtual reality (VR) and artificial intelligence (AI), has further reshaped the capabilities and user experience of e-wallets. 

AI has played a pivotal role in transforming the capabilities and user experience of e-wallets. Integrating AI tools can enhance e-wallets' security, personalization, and operational efficiency.

AI can contribute to enhancing fraud detection and prevention, providing personalized offerings, and helping users identify saving opportunities by analyzing their expenses. AI agents, virtual assistants, and chatbots are instrumental in elevating customer experience by providing 24/7 support, instantly answering queries, troubleshooting common issues, and guiding users through payment processes.

VR emerged as an innovative trend that enriches the retail and payment experience through an immersive digital environment. These technologies enable users to visualize products in virtual space and make instant purchases through their e-wallets without leaving the experience. 

VR can transform traditional e-wallet interfaces into interactive and visually rich experiences, making money management, bill payments, or fund transfers more engaging and less transactional.

Finally, e-wallets have revolutionized how consumers manage their financial transactions, offering a convenient and secure alternative to traditional cash and cards. By consolidating multiple payment methods into a single digital platform, e-wallets simplify payments and enable seamless money transfers, purchases, and financial management across diverse devices.

The integration of AI and VR into e-wallets can revolutionize social commerce and peer-to-peer payments within virtual worlds and redefine how consumers interact with e-wallets, blending convenience, security, and immersive experiences in the digital economy.

Kholoud Hussein 

Not so long ago, businesses operated as mostly self-contained entities. Their systems, data, and processes existed in silos, rarely shared with outsiders. In today’s digital-first economy, that model looks increasingly outdated. The companies thriving today are those that not only build great products but also connect seamlessly with others through APIs.

Welcome to the API Economy — a new business paradigm where application programming interfaces (APIs) are not just technical tools but economic enablers, opening new revenue streams, fueling innovation, and reshaping entire industries.

Much like how Software-as-a-Service (SaaS) revolutionized how businesses consume software, the API Economy is transforming how companies interact, partner, and scale in the digital marketplace.

What is the API Economy?

At its simplest, an API is a digital bridge: a standardized way for two applications to communicate and exchange data. The API Economy refers to the commercial ecosystem that emerges when businesses expose or consume APIs to create value.

Think of APIs as building blocks. They allow companies to integrate payment systems, logistics services, weather data, social media feeds, or even AI models into their platforms without reinventing the wheel.

For example:

• A travel startup can integrate flight data and hotel booking APIs.
• A fintech app can connect instantly to payment gateways or identity verification services.
• An e-commerce platform can plug into logistics and delivery APIs to streamline operations.

These connections are not just technical conveniences; they’re now core to competitive strategy.

Why the API Economy Matters for Startups

For startups, APIs represent both an opportunity and a survival strategy.

1. Faster Innovation
Instead of building everything in-house, startups can use APIs to stitch together best-in-class services. This accelerates time-to-market and lets them focus on what truly differentiates their product.

2. Lower Costs
APIs eliminate the need for expensive infrastructure or proprietary solutions. A small team can launch a global app by tapping into APIs for payments, messaging, and analytics.

3. Ecosystem Leverage
Startups can integrate directly into the ecosystems of larger players. For instance, by connecting to Stripe or PayPal APIs, a startup immediately plugs into global payment networks.

4. New Revenue Streams
It’s not just about using APIs — startups can also offer APIs. By opening up their own services to third-party developers, startups can create entire ecosystems around their platforms, generating revenue and adoption simultaneously.

Examples of API-Led Transformation

• Fintech: APIs enable real-time banking, mobile wallets, and open banking models.
• E-commerce: APIs power recommendation engines, shipping integrations, and inventory syncing.
• Healthtech: Secure APIs allow hospitals and apps to exchange patient data in compliance with regulations.
• Social Media: Entire businesses are built on APIs that allow integration with Facebook, Instagram, or TikTok.

In each case, the API is not just a technical connector — it’s the business enabler that makes new models possible.

Challenges in the API Economy

Like any new paradigm, the API Economy brings risks and trade-offs:

• Security Risks: Poorly secured APIs can expose businesses to cyberattacks and data leaks.
• Dependency: Overreliance on third-party APIs can create vulnerabilities if providers change pricing, terms, or shut down services.
• Quality & Reliability: The success of a product may hinge on the stability of APIs outside the startup’s control.

Startups need clear strategies for API selection, vendor diversification, and data governance to mitigate these risks.

The Bigger Picture

The API Economy is more than a technical trend; it’s becoming the infrastructure of digital business. Just as electricity grids powered the industrial economy, APIs now power the digital one — invisible, essential, and everywhere.

For startups, the lesson is straightforward: agility and growth increasingly depend on how well you can connect, integrate, and collaborate through APIs. Those who master the API Economy are not just faster to market — they are better positioned to scale globally, innovate continuously, and embed themselves into the networks of the future.

In short, APIs are currency in the digital economy.

Kholoud Hussein 

In the world of venture capital and startup financing, the term “down round” often signals a red flag. It represents more than just a lower valuation—it reflects shifts in market sentiment, growth expectations, and investor confidence. For founders, employees, and investors alike, a down round can carry significant economic, operational, and psychological consequences.

But what exactly does a down round mean, why does it happen, and what are its implications?

Defining a Down Round

A down round occurs when a startup raises capital at a valuation lower than that of its previous funding round. For example, if a company raised Series A at a $100 million valuation but then raises Series B at a $70 million valuation, the Series B round is considered a down round.

This means that the new investors are buying equity at a lower price than previous investors did. It also implies that the company’s perceived value has declined since its last funding, even if revenue or user growth has continued.

Why Do Down Rounds Happen?

A disconnect between expectations and outcomes typically triggers down rounds. Several common causes include:

1. Missed Growth Targets

If the company failed to meet revenue or user growth milestones projected during earlier funding rounds, investors may reassess its valuation downward.

2. Market Conditions

External economic conditions—such as a downturn in the tech sector, rising interest rates, or investor risk aversion—can reduce appetite for high-valuation deals.

3. Overvaluation in Previous Rounds

Startups sometimes raise capital at inflated valuations due to hype, competition among VCs, or overly optimistic projections. These valuations may not be sustainable.

4. Cash Flow or Profitability Concerns

If the company has a high burn rate and limited runway, it may have little bargaining power, forcing it to accept less favorable terms.

What Are the Impacts of a Down Round?

While down rounds are sometimes necessary to secure continued funding, they come with serious consequences:

• Equity Dilution: Existing shareholders, including founders and employees with stock options, may see their ownership percentages shrink. New investors often demand anti-dilution protections, further complicating equity structures.
• Valuation Signal: A down round sends a negative signal to the market. It suggests that the company’s growth trajectory or profitability potential is in doubt, which may impact future fundraising efforts.
• Employee Morale: Stock options lose value in a down round, which can damage employee motivation, especially in startups where equity is a key component of compensation.
• Governance Shifts: New investors may negotiate stricter governance rights, board seats, or liquidation preferences that can limit founder control.

Can a Company Recover From a Down Round?

Absolutely. While a down round reflects short-term valuation pressure, it does not necessarily indicate failure. Some of the most successful companies—including Facebook, Airbnb, and Slack—experienced funding challenges or valuation resets at various stages.

Recovery depends on how the company responds:

• Refocus on unit economics and core business fundamentals
• Reduce cash burn and extend runway
• Strengthen product-market fit
• Realign with investors through transparent communication

Some companies use a down round as a strategic reset, shedding unrealistic expectations and recalibrating for sustainable growth.

Conclusion: A Tough Pill, Not a Death Sentence

A down round is a clear signal of recalibration in a startup’s valuation journey. While it carries economic and reputational risks, it’s not the end of the road. For founders, the key is to understand the reasons behind the valuation cut, maintain stakeholder confidence, and execute a path back to growth.

In a volatile funding environment—especially in post-2022 markets marked by investor caution and tighter capital—down rounds have become more common, and less stigmatized. Transparency, discipline, and adaptability remain the entrepreneur’s best tools for weathering the storm.

Kholoud Hussein 

In a world racing toward decarbonization and sustainable development, Saudi Arabia is turning to a rarely explored, yet abundantly promising, source of prosperity: its seas. The term "blue economy" refers to the sustainable use of ocean resources for economic growth, improved livelihoods, and jobs, while preserving the health of ocean ecosystems. It includes industries such as coastal tourism, fisheries, maritime transport, renewable ocean energy, and marine biotechnology—all of which hold significant potential for coastal nations like Saudi Arabia. 

Stretching over 1,800 kilometers of Red Sea and Arabian Gulf coastlines, and encompassing 186,000 square kilometers of coastal ecosystems, the Kingdom is now making the "blue economy" a centerpiece of its Vision 2030 strategy. This sector, encompassing everything from fisheries and tourism to marine biotechnology and renewable energy, is seen not only as a path to diversify the economy, but also as a way to balance growth with environmental stewardship.

Saudi Arabia 2030 Vision

On April 28, 2024, Mohammed bin Salman launched Saudi Arabia’s national strategy for the blue economy, with a clear mandate: "Through this strategy, the Kingdom positions the blue economy as a fundamental pillar of its diversified economy, aiming to increase its contribution to GDP, create thousands of job opportunities, and preserve marine ecosystems."

This vision builds upon Saudi Arabia’s existing environmental and economic transformation plans. It calls for a tenfold increase in marine protected areas (from 3% to 30%), a 50% share of renewable energy, and the creation of over 210,000 new jobs in coastal and maritime sectors by 2030. The government expects this initiative to contribute more than SAR 85 billion to the national economy within the same timeframe.

By the Numbers: Coastal Wealth

• 1,800+ km of Red Sea and Arabian Gulf coastline.
• 186,000 km² of coastal and marine territory.
• Fourth-largest coral reef system in the world.
• Over 6,300 tons of fish from Jazan Province annually (20% of national production).
• Target: SAR 85 billion GDP contribution by 2030.
• Projected: 210,000 jobs created in maritime industries.

These numbers only scratch the surface of Saudi Arabia’s marine potential. The government has also emphasized port infrastructure upgrades, desalination investments, and marine innovation hubs along both coasts. In 2023, the Saudi Ports Authority (Mawani) announced over SAR 17 billion (USD 4.5 billion) in planned investments to expand and modernize key maritime hubs such as Jeddah Islamic Port and King Abdulaziz Port. Jeddah Islamic Port alone handled more than 5 million TEUs (twenty-foot equivalent units) that year, securing its rank among the world’s busiest ports. On the desalination front, Saudi Arabia produces nearly 20% of the world’s total desalinated water, with the Ras Al-Khair plant alone delivering over 1 million cubic meters daily. Innovative projects by ENOWA in NEOM are pioneering zero-brine discharge systems to turn waste into usable industrial materials.

Meanwhile, institutions like KAUST’s Red Sea Research Center are spearheading marine biodiversity studies, coral health monitoring, and ocean energy pilot programs. The Kingdom has earmarked SAR 1 billion to advance marine research and blue economy innovation, laying the foundation for a thriving, future-ready maritime ecosystem. Major expansion plans are already underway at key ports such as Jeddah Islamic Port and King Abdulaziz Port, with billions in investments aimed at enhancing maritime logistics and boosting trade efficiency. At the same time, advancements in desalination technology are helping meet rising water demands sustainably, especially in arid coastal areas. 

Innovation hubs like the King Abdullah University of Science and Technology (KAUST) are working on blue economy R&D, including marine biotech, sustainable aquaculture, and ocean energy applications, intending to position the Kingdom as a global leader in marine sciences. These infrastructure- and research-driven initiatives form the backbone of an ecosystem designed to support long-term growth in the blue economy.

Red Sea Projects: Sustainability Meets Luxury

One of the flagship initiatives under the blue economy umbrella is the Red Sea Global (RSG) project, which integrates eco-tourism with conservation science. RSG CEO John Pagano remarked: "At full capacity, we’re going to contribute SR33 billion annually to the Saudi economy and create 120,000 jobs. That’s not just tourism—it’s infrastructure, services, and long-term skills development."

The RSG project includes the world’s largest coral propagation facility, a coastal reef protection program, and the planting of over 50 million mangrove trees by 2030 to combat erosion and support marine biodiversity.

Tech, Conservation, and Commerce

Saudi Arabia’s blue economy strategy is unique in its blending of marine conservation with high-tech industry. Raed Al-Basseet, Chief Environment and Sustainability Officer at RSG, said, "Enhancing the environment isn’t a cost; it leads to real return on investment." The Kingdom is using AI to monitor coral bleaching, deploying drones for marine enforcement, and testing floating solar panel systems that could help power coastal towns and marine infrastructure.

The integration of technology is also being explored in marine biotechnology, underwater robotics, and aquaculture innovation zones. These developments not only bring investment, but create knowledge-based jobs that support a modern, resilient economy.

Untapped Markets: Fisheries, Aquaculture, Logistics

Beyond tourism and conservation, sectors like fisheries and maritime logistics offer huge potential. Jazan, for instance, is being transformed into a Special Economic Zone with a focus on marine industries. The area currently produces 6,300 tons of fish annually—a figure that could double with enhanced infrastructure and cold-chain logistics.

Private entrepreneurs are beginning to notice. Ahmed Al-Binali, founder of a seafood export startup in Dammam, noted, "With new regulations, funding, and international demand, we’re finally seeing real momentum. Our exports have grown 40% in two years."

Additionally, NEOM’s Oxagon project aims to be the world’s largest floating industrial hub, merging shipping, marine data centers, and green hydrogen production, placing Saudi Arabia at the center of blue-tech innovation.

Investment Gaps and Opportunities

Despite the promise, private investment in the blue economy remains limited. Marine R&D, deep-sea exploration, and sustainable aquaculture are still underfunded. Policymakers and business leaders are urging more venture capital and institutional investors to support the emerging sector.

In the words of Fahd Al-Rasheed, advisor at the Royal Commission for Riyadh City: "The Red Sea and Gulf aren’t just tourist assets—they’re economic accelerators. But we need to scale innovation faster, especially in aquatech, logistics, and ocean clean energy."

Public-private partnerships and blended finance are seen as keys to unlocking this capital. Government incentives are being tailored to attract entrepreneurs and corporates into eco-marine projects, especially in desalination efficiency, underwater robotics, and clean shipping.

The private sector in Saudi Arabia is beginning to show signs of engagement, with marine-focused startups gaining traction. As of 2024, over 40 startups in sectors like aquatech, maritime logistics, and marine AI monitoring have emerged under Monsha’at’s innovation programs. Initiatives such as the Saudi Blue Investment Fund are working to offer seed capital and technical support to founders focused on sustainable marine solutions. However, there is still a wide funding gap, especially at Series A and B stages, where investors remain cautious due to regulatory uncertainties and limited exit opportunities.

Additionally, venture-building platforms and incubators such as KAUST’s Innovation Center and King Abdulaziz City for Science and Technology (KACST) are playing a crucial role in nurturing marine-focused enterprises. These institutions have helped commercialize over 25 marine-related technologies in the past five years, yet experts argue that a more coordinated policy and funding pipeline is essential to scale these innovations regionally and globally. With more targeted investment from sovereign wealth vehicles like the Public Investment Fund (PIF), the Kingdom can unlock significant value while leading the MENA region in blue economy entrepreneurship.

Regional and Global Collaboration

To fully harness the blue economy, Saudi Arabia is also looking outward. Collaboration with Egypt, Jordan, Oman, and the UAE on coral reef protection, pollution monitoring, and sustainable shipping corridors is underway. These efforts are critical, as the Red Sea remains one of the world’s most biodiverse and geopolitically significant marine zones.

Moreover, Saudi Arabia recently signed memoranda with France and Norway to share expertise on offshore aquaculture, marine research, and green port management.

Challenges Ahead

Despite ambitious goals, challenges remain:

• Climate Risk: Coral bleaching, overfishing, and water pollution pose ongoing threats.
• Governance Complexity: Balancing development and environmental regulation across agencies and jurisdictions is no small task.
• Skills Gap: The maritime sector needs specialized engineers, marine biologists, and blue economy strategists—fields that remain underdeveloped in Saudi educational institutions.

However, with rapid policy reform, an open investment climate, and a generation of tech-savvy entrepreneurs, these challenges are surmountable.

Finally, as the world seeks new economic models rooted in sustainability, Saudi Arabia’s blue economy strategy offers a compelling blueprint. It aligns economic growth with ecological preservation, empowers youth with new types of jobs, and opens the Kingdom’s shores to global collaboration and innovation.

By turning its coasts into catalysts for economic transformation, Saudi Arabia is not just diversifying its economy—it’s pioneering a new frontier where prosperity flows with the tide.

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.