Ghada Ismail

In startup fundraising, cash is important, but momentum is everything. That’s why the first serious “yes” in a funding round tends to carry a significant weight. This is the investor everyone talks about, references in meetings, and quietly relies on to unlock the rest of the round. That investor is known as the ‘Anchor’.

An anchor investor is usually the first major backer to commit money to a round. But their role goes far beyond the size of their check. By stepping in early, they help shape how the round is perceived, how fast it moves, and how confident other investors feel jumping in. In many cases, their commitment is the moment a fundraising round shifts from theoretical to real.

What an Anchor Investor Actually Does

It’s easy to assume the anchor investor is simply whoever wires money first. In reality, they often play a much more active role. Anchors frequently help set expectations around valuation, influence how the round is structured, and sometimes even guide early governance decisions.

Once a credible anchor is on board, conversations with other investors tend to change overnight. Instead of asking whether the startup is worth backing, they start asking how much room is left in the round—and how quickly they need to move.

Why Anchor Investors Matter to Startups

Fundraising isn’t just about numbers on a spreadsheet. It’s about confidence. For early-stage startups, an anchor investor provides validation at a time when there may not yet be enough data, revenue, or scale to speak for itself.

That early vote of confidence can shorten fundraising cycles, reduce back-and-forth, and give founders more leverage at the table. Just as importantly, it saves time, allowing founders to focus on building rather than endlessly pitching.

And the value doesn’t stop at capital. Strong anchor investors often help founders sharpen their story, challenge assumptions, and make key introductions. Over time, many become trusted partners rather than distant names on a cap table.

What Anchor Investors Look For

Because anchor investors move first, they also take on more risk. That’s why they tend to be selective. At early stages, they’re often betting less on perfect metrics and more on the people behind the company. A capable founding team, a real problem worth solving, early signs of traction, and a believable growth story usually matter more than polished dashboards.

Equally important is alignment. Anchor investors want to believe in where the company is headed and feel comfortable backing that vision, not just now, but over multiple rounds.

Is an Anchor Investor Always Necessary?

Not every startup needs an anchor investor to raise capital. Some early rounds come together through angels, friends of the founders, or small checks that add up organically. But as rounds get bigger—particularly at Seed and Series A—having an anchor becomes increasingly helpful.

For founders, the key lesson is simple: an anchor investor isn’t about prestige or name-dropping. It’s about trust. The right anchor doesn’t just help you close a round, but helps create the momentum that carries your startup forward.

Noha Gad

Saudi Arabia’s agricultural sector contributed $31.5 billion to the Kingdom's gross domestic product (GDP) in 2024, triggered by rising production and initiatives that strengthened food self-sufficiency. According to recent official data from the Ministry of Environment, Water, and Agriculture, total agricultural and food production exceeded 16 million tons in 2024, reflecting progress toward building resilient, sustainable food systems.

Despite almost 90% of the country being desert, Saudi Arabia is undergoing a remarkable transformation, actively expanding domestic crop production and reducing reliance on imports, cultivating a future where fresh, locally-grown produce is a cornerstone of its economy and food security. This shift is central to the ambitious goals of Saudi Vision 2030, which prioritizes self-sufficiency and economic diversification.

Historically dependent on imports to meet its population's needs, the Kingdom now views its fresh produce sector as a strategic priority. According to figures published by the General Authority for Statistics (GASTAT), total imports of crops in the Kingdom reached 18.7 million in 2024, an increase of 10.8% compared to 2023. Additionally, the cultivated area of open-field vegetables reached 89,700 hectares, with a production volume of 2.7 million tons in 2024, marking an increase of 8.4% compared to 2023. 

Evolving landscape of Saudi fresh produce

The structure of Saudi Arabia's fresh produce market is experiencing a fundamental change, transitioning from a model of heavy import reliance to one of strategic local empowerment. For many years, the majority of fruits and vegetables consumed within the Kingdom were imported from global sources. Guided by the objectives of the National Agriculture Strategy, this sector is shifting as substantial public and private investments target a significant increase in domestic production capacity.

Saudi Arabia is emerging as a surprising leader in advanced agricultural technologies, moving decisively beyond water-intensive practices toward a model defined by precision, control, and data-driven intelligence. From vast, climate-controlled greenhouses to sophisticated vertical farms, the nation is redefining what is possible in desert agriculture. At the heart of this agricultural revolution is the strategic adoption of cutting-edge technologies. Innovations in controlled environments, automation, and water conservation are building a resilient foundation for growth. Crucially, Artificial Intelligence (AI) is now being deployed as the central nervous system of this modern sector, optimizing every aspect from seed to harvest.

Key technologies bolstering the industry

Today, the Saudi fresh produce sector is enabled by various advanced technologies that contribute to creating optimal growing conditions while conserving water resources. These technologies include:

• Controlled Environment Agriculture (CEA). Structures such as high-tech greenhouses and indoor vertical farms use automated systems to precisely manage temperature, humidity, light, and carbon dioxide levels. Within them, advanced irrigation and fertigation systems, such as automated drip networks, deliver water and nutrients directly to plant roots. This method eliminates waste and provides crops with an ideal, consistent climate year-round, independent of the harsh external desert conditions.
• Smart water management. Systems employing sophisticated sensor networks can monitor real-time soil and plant moisture data. Also, advanced wastewater treatment and recycling technologies are becoming standard, ensuring that every drop is used multiple times within a closed-loop system to maximize conservation.
• Automation and Robotics. They play a pivotal role in increasing the scale and precision of farming operations. From automated seeding and planting robots to autonomous drones that scout fields for pests, technology is handling repetitive and labor-intensive tasks. Additionally, post-harvest, automated optical sorters and packing lines use sensors to grade produce by size, color, and quality at high speed.

Main applications of AI in the fresh produce industry

Along with the previously mentioned technologies, AI emerged as the central intelligence that optimizes them all. By processing vast amounts of data from sensors, drones, and satellites, AI algorithms generate actionable insights, moving the sector from reactive management to proactive decision-making. Key applications of AI include:

• Predictive analytics and precision farming. AI models analyze historical climate data, real-time sensor readings, and plant physiology to forecast optimal growing conditions. AI-powered computer vision by drones and cameras captures detailed imagery, which AI software scans to detect early signs of disease, pest infestation, or nutrient deficiencies.
• Smart automation and resource optimization. Machine learning algorithms dynamically adjust irrigation schedules and nutrient delivery in real-time based on plant needs and evaporative demand, achieving unprecedented water and fertilizer efficiency. 
• Supply chain and post-harvest processes. AI can predict market demand fluctuations, helping to align harvest schedules with pricing trends and reduce waste. In packing facilities, AI-powered vision systems perform consistent, high-speed grading and sorting, ensuring only produce meeting strict quality standards proceeds.

Despite significant technological progress, the growth of Saudi Arabia's high-tech fresh produce sector faces different challenges. The initial capital investment required for advanced greenhouses, AI systems, and automation remains substantial, potentially limiting access for smaller-scale farmers. Additionally, the energy demands of controlled environment agriculture, particularly for cooling and lighting, present an ongoing operational cost and sustainability consideration. Success also depends on developing a skilled local workforce with expertise in data science, agronomy, and tech maintenance, requiring continued investment in specialized education and training programs.

Finally, Saudi Arabia’s fresh produce sector reflects a broader national transformation under Vision 2030. By strategically deploying controlled-environment agriculture, precision water management, and intelligent automation, the Kingdom has turned its agricultural challenges into a catalyst for innovation. Harnessing cutting-edge technology and forward-thinking policy will enable the Kingdom to secure its food future while contributing to a more sustainable and innovative model of agriculture.

Ghada Ismail

In Saudi Arabia, where digital adoption is accelerating at record speed and competition across retail, food, fintech, and lifestyle services is intensifying, loyalty is no longer about occasional discounts or plastic cards tucked into a wallet. It is becoming a strategic, data‑driven layer that sits at the heart of how brands engage, retain, and grow their customer base.

Today’s digital loyalty platforms are reshaping the relationship between brands and customers in the Kingdom. Built for mobile-first consumers and powered by real-time data, these platforms move beyond transactional rewards to create ongoing, personalized engagement. From coalition loyalty wallets and restaurant‑focused aggregators to fintech‑embedded cashback systems, Saudi startups are redefining what loyalty looks like in a digitally native economy.

Loyalty in a Cashless, Mobile‑First Economy

Saudi Arabia’s push toward a cashless society under Vision 2030 has created fertile ground for loyalty innovation. As digital payments, e-commerce, and app-based services become part of everyday life, consumers expect seamless experiences across touchpoints, including how they earn and redeem rewards. Loyalty has shifted from being a marketing afterthought to a core product feature, closely tied to payments, data analytics, and customer experience design.

Market research indicates that the Saudi loyalty programs sector is expanding rapidly, driven by increased smartphone penetration, widespread adoption of digital wallets, and rising demand for personalized offers. Brands are recognizing that acquiring new customers is expensive, while retaining existing ones through meaningful engagement delivers far greater long-term value. In this environment, digital loyalty platforms act as connective tissue, linking brands and customers through continuous, value-based interactions.

From Fragmented Programs to Unified Loyalty Ecosystems

One of the long-standing pain points for consumers has been fragmentation. Customers often find themselves juggling multiple loyalty apps, cards, and point systems, many of which offer limited value or cumbersome redemption processes. Saudi startup WalaOne emerged to tackle this problem by introducing a coalition‑based digital loyalty wallet that aggregates rewards from multiple merchants into a single platform.

Rather than forcing users to manage separate programs, WalaOne allows customers to earn and store points from a wide network of participating brands in one place. These points can then be redeemed across different categories, including retail, dining, travel, and services. For consumers, the value lies in simplicity and flexibility. For merchants, the benefit is access to a broader ecosystem that encourages cross‑brand engagement and repeat spending.

What makes this model particularly relevant to Saudi Arabia is its scalability. Small and medium-sized businesses, which often lack the resources to build proprietary loyalty systems, can plug into an existing network and immediately offer competitive rewards. Strategic partnerships with payment infrastructure providers have further strengthened this approach, enabling loyalty features to be embedded directly into checkout and payment flows rather than treated as standalone programs.

Reinventing Restaurant Loyalty Through Aggregation

The food and beverage sector is one of the most competitive in the Saudi market, especially in urban centers such as Riyadh and Jeddah. Despite this, a relatively small percentage of restaurants operate structured loyalty programs, often due to cost, technical complexity, or lack of data insights. This gap has opened the door for startups like Mithu, which is focused on building a unified loyalty platform tailored specifically for restaurants and cafes.

Mithu’s proposition is built around aggregation and engagement. Instead of individual restaurants running isolated programs, customers use a single app to collect rewards across multiple dining venues. The platform incorporates gamification elements and personalized offers, encouraging users to return more frequently and explore new brands within the network.

For restaurant operators, Mithu offers more than just a loyalty tool. It provides access to customer behavior data, enabling businesses to understand visit frequency, spending patterns, and preferences. This insight allows restaurants to design smarter promotions and reward structures that go beyond blanket discounts. In a sector where margins are tight and competition is fierce, data-driven loyalty can become a powerful lever for sustainable growth.

Aviation Loyalty Goes Digital: AlFursan as a National Ecosystem

Beyond retail and fintech, Saudi Arabia’s aviation sector offers one of the most mature examples of how loyalty programs can evolve into full-fledged digital ecosystems. Saudia’s AlFursan loyalty program stands out as a benchmark in the local market, illustrating how loyalty can extend far beyond frequent-flyer miles.

Originally designed to reward air travel, AlFursan has expanded into a multi-partner, lifestyle-driven platform that allows members to earn and redeem miles across a wide network of partners, including hotels, car rental companies, retail brands, banks, and telecom operators. This shift has effectively positioned AlFursan as a coalition loyalty program that connects travel with everyday spending.

Crucially, AlFursan’s digital-first approach reflects changing consumer expectations. Members manage their accounts, track miles, and redeem rewards through digital channels, while partnerships with banks and payment providers enable miles to be earned through card spending rather than flights alone. This integration transforms loyalty from an occasional travel perk into a continuous engagement tool that remains relevant even when customers are not flying.

From a strategic perspective, AlFursan demonstrates how loyalty programs can serve as national-scale engagement platforms. By anchoring the ecosystem around a trusted national carrier, the program reinforces brand affinity while driving value across multiple sectors. For Saudi consumers, this means loyalty that aligns with lifestyle and mobility. For partner brands, it offers access to a highly engaged customer base with strong spending power. For customers, rewards feel effortless, earned automatically as part of daily spending. For merchants, fintech-linked loyalty programs drive higher transaction volumes and repeat visits without requiring separate systems.

This convergence of payments and loyalty is particularly powerful in a market like Saudi Arabia, where regulators and policymakers are actively encouraging digital financial adoption. As fintech platforms collect richer transaction data, they can personalize offers with greater precision, matching rewards to individual spending habits and preferences.

Data, Personalization, and the Experience Economy

At the core of modern loyalty platforms lies data. Saudi consumers are increasingly receptive to personalized experiences, provided they deliver clear value and respect privacy expectations. Digital loyalty platforms analyze transaction histories, visit frequency, and engagement patterns to tailor rewards that feel relevant rather than generic.

This shift reflects a broader move toward the experience economy. Instead of simply offering points or discounts, brands are using loyalty platforms to unlock exclusive access, priority services, and curated experiences. Whether it is early access to product launches, special dining events, or premium customer support, loyalty is becoming a way to deepen emotional connections rather than just incentivize purchases.

Cross‑sector partnerships are also gaining momentum. Coalition programs that link retail, travel, entertainment, and financial services allow loyalty points to travel with customers across different aspects of their lifestyle. This interconnected approach increases the perceived value of rewards and encourages customers to remain within a broader brand ecosystem.

Challenges Facing Digital Loyalty Platforms

Despite strong momentum, digital loyalty platforms in Saudi Arabia face several challenges. Data privacy and cybersecurity remain top priorities, particularly as platforms integrate with payment systems and collect sensitive customer information. Building trust is essential, and platforms must demonstrate transparency in how data is used and protected.

Another challenge lies in differentiation. As more brands adopt digital loyalty tools, customers may experience fatigue if programs fail to offer genuine value. Platforms must continuously innovate, using insights and technology to keep engagement fresh and meaningful. For merchants, aligning loyalty strategies with broader business objectives — rather than treating them as isolated marketing campaigns — is critical to long-term success.

Regulatory compliance also plays a role. As loyalty platforms intersect with fintech, data governance, and consumer protection frameworks, startups must navigate a complex regulatory landscape while scaling their solutions.

Loyalty as Strategic Infrastructure

What is increasingly clear is that loyalty in Saudi Arabia is evolving into strategic infrastructure rather than a tactical add-on. Digital loyalty platforms sit at the intersection of commerce, payments, and customer experience, shaping how brands interact with consumers over time. For startups, this presents a significant opportunity to build scalable, platform-driven businesses that serve both sides of the market.

As competition intensifies across sectors, brands that invest in thoughtful, data-driven loyalty strategies will be better positioned to retain customers and increase lifetime value. Platforms that succeed will be those that simplify experiences, respect consumer trust, and continuously adapt to changing expectations.

Conclusion

Digital loyalty platforms are redefining the rules of engagement in Saudi Arabia’s rapidly digitizing economy. Through unified wallets, sector-specific aggregators, and fintech‑embedded rewards, startups are transforming loyalty from a passive benefit into an active relationship-building tool.

For consumers, the future of loyalty promises simplicity, relevance, and real value. For brands, it offers deeper insight, stronger retention, and a more sustainable path to growth. As Saudi Arabia continues its journey toward a fully digital economy, loyalty platforms will play a central role in connecting brands and customers, not through points alone but through experiences that keep them coming back.

Ghada Ismail 

In the startup world, money isn’t just a tool—it’s the thing that keeps the whole idea alive. You can have a great product, a strong team, and a big vision, but without capital, even the best plans can stall.

The tricky part is that raising money is only the beginning. The real challenge is using that money in a way that builds something lasting, not just something that looks impressive for a short time.

That’s what capital efficiency is all about. It’s the ability to turn every Riyal into real progress—better products, stronger customer loyalty, and steady, sustainable growth. It’s the difference between a startup that grows with purpose and one that grows by luck.

Why Capital Efficiency Matters

A lot of startups chase fast growth because it feels exciting and looks good. But growth that isn’t built on solid foundations is like sprinting on a treadmill—you’re moving fast, but you’re not actually getting anywhere.

Capital efficiency matters because it:

• Gives you more runway and more time to figure things out
• Helps you build a business that can survive tougher times
• Keeps your focus on real, long-term progress instead of short bursts
• Makes your startup more attractive to investors who want stability, not just hype

Capital Efficiency Is Not About Being Cheap

A common misconception is that being capital-efficient means being overly cautious or stingy. That’s not the case.

Capital-efficient startups are willing to spend money. They just spend it in a way that actually creates value.

They think carefully about questions like:

• What investment will bring customers who stick around?
• Which expenses directly improve the product or experience?
• Which costs will help us grow in a way that lasts?

The Real Measure: Value Over Cost

Capital efficiency is really about one simple idea:

How much value does each Riyal create?

If spending money leads to more users, better retention, a stronger product, or higher revenue, then it’s worth it. If it doesn’t, then it’s not efficient—no matter how impressive the growth looks.

What Capital-Efficient Startups Do Differently

Capital-efficient startups tend to follow a few clear habits:

• They focus on one or two growth channels instead of trying everything
• They build a product that keeps customers coming back instead of relying on constant marketing
• They invest in systems that scale instead of quick fixes
• They avoid hiring too early until the need is clear

This doesn’t mean they move slowly. It means they move intentionally.

Examples That Make It Clear

A Strong Example

A startup invests in improving the product and customer support. Growth may start slow, but the customers that do join stay longer. When growth picks up, it’s stable and sustainable.

A Weak Example

A startup spends heavily on ads and discounts to attract users. Growth looks fast, but users leave as soon as the promotions end. The numbers look good for a moment, but they don’t last.

Both startups may grow, but only the first one is truly capital-efficient.

Common Mistakes That Destroy Capital Efficiency

Many startups don’t fail because they lack ideas. They fail because they spend money in the wrong places.

Common mistakes include:

• Chasing quick growth while neglecting product quality
• Hiring too early before there’s a clear need
• Investing heavily in marketing before finding product-market fit
• Focusing only on acquiring customers, not keeping them

These mistakes can make a startup look alive while it’s actually burning through its resources.

Wrapping Things Up…

Capital efficiency is about building real progress through intentional spending. It’s not about cutting costs or being overly cautious—it’s about making every Riyal count.

For startups, capital efficiency is more than a financial measure. It’s the difference between a business that barely survives and a business that lasts.

Ghada Ismail

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

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

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

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

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

Redefining Education with AI: AILA

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

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

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

Cultivating Sustainability: NABATIK

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

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

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

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

KAUST Innovators

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

Among them:

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

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

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

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

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

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

The Ecosystem Behind the Success

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

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

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

Navigating Challenges and Scaling Beyond Borders

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

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

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

Impact Beyond Business: Ecosystem and Society

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

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

Conclusion: A Generation in Motion

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

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

Noha Gad

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

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

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

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

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

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

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

Applications of AI in the HR sector in Saudi Arabia

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

Key players in the Saudi market

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

Concerns about integrating AI in HR

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

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

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

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

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

Ghada Ismail

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

Understanding Why Capital Source Matters

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

Learning from Proven Experience

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

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

These insights help founders make smarter decisions under pressure.

Unlocking High-Value Networks

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

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

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

Strengthening Strategy and Decision-Making

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

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

This guidance reduces the risk of premature or misaligned expansion.

Building Operational Discipline

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

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

This foundation strengthens resilience and scalability.

Ensuring Alignment and Partnership

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

To Wrap Things Up…

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

Ghada Ismail

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

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

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

Why Recycling Matters in Saudi Arabia: Cultural and Ethical Context

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

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

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

Saudi Arabia’s Circular Economy Ambition

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

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

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

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

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

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

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

National Champions Driving Scale:

Saudi Investment Recycling Company (SIRC)

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

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

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

Startups Turning Waste into Opportunity

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

Lesser for Sustainability Solutions

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

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

Tadweer Saudi: Tackling Food Waste

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

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

Recyclee: Tech-Driven Waste Management

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

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

Technology as the Enabler

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

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

Challenges Still Ahead

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

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

From Waste to Value

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

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

Noha Gad

The global hospitality industry is experiencing a profound transformation, driven by the robust advancement of artificial intelligence (AI). Globally, AI is transitioning from a novel innovation to an operational imperative, reshaping every step of the tourist’s journey, from initial booking and personalized marketing to in-stay experiences, predictive service, and backend logistics. This technological shift is not merely about automation or novelty; it is fundamentally about achieving unprecedented levels of efficiency, hyper-personalization, and scalable, consistent service quality in an increasingly competitive landscape.

A recent survey conducted by the professional services firm PwC revealed that the use of AI in the Middle East’s hospitality sector is accelerating, with 91% of industry leaders already using or piloting AI-related tools, yet only 3% of respondents have achieved full enterprise-wide implementation. Also, 85% of regional tourism and hospitality leaders reported moderate to significant cost savings and efficiency gains from AI implementation. The report stated that 68% of CEOs in GCC acknowledged improved efficiencies in their own time at work, compared to 53% globally, while 63% reported efficiencies in employees’ time, compared to 56% globally.

Amid this transformation, national strategies for tourism and economic diversification are increasingly intertwined with digital and technological infrastructure, most notably in Saudi Arabia. The Kingdom embarked on a historic and ambitious journey under Vision 2030, aiming to actively diversify its economy and establish itself as a leading global tourism destination, which is targeting 100 million visitors annually by 2030.

To achieve these monumental goals, Saudi Arabia recognizes that building world-class infrastructure alone is not sufficient. The scale, complexity, and global expectations of modern tourism demand intelligent, agile, and data-driven operational frameworks. Thereby, the Kingdom is strategically positioning AI as a critical enabler of its hospitality ambitions, aiming to streamline massive operations, optimize resource use, and craft uniquely personalized and seamless experiences for a diverse international clientele.

Why Saudi Arabia integrates AI into the hospitality industry

The Kingdom is strategically adopting AI in its hospitality sector to support its ambitious national goals and address specific challenges. Key reasons include:

• Managing growth and mega projects. As Saudi Arabia builds new tourist destinations from scratch, such as NEOM, Diriyah, and the Red Sea Project, AI plays a pivotal role in managing complex operations, such as logistics, energy use, and thousands of guest requests, efficiently and without overwhelming human teams.
• Delivering top-notch and personalized services. To offer exceptional and tailored experiences, the Kingdom leverages AI to analyze guest data to provide personalized recommendations, anticipate needs, and deliver consistent, high-quality service to visitors from around the world.
• Optimizing resources and promoting sustainability. AI allows properties to meet ambitious Environmental, Social, and Governance (ESG) objectives without compromising guest comfort or profitability.

“Digital tourism will improve travel experiences in the Kingdom by seamlessly implementing tools such as AI and data analytics to better predict travel trends and adjust prices,” said Abdulrahman Al Bassam, Board Director of Baheej Tourism Development Company. In an exclusive interview with Sharikat Mubasher, Al Bassam emphasized that AI helps the company analyze social media platforms to spot new travel preferences and help optimize offerings accordingly. “For Baheej, this means we can utilize AI to offer more personalized services. By tailoring travel itineraries and providing customized recommendations, we can provide our guests with unique and enjoyable experiences.”

The next generation of hotel portfolio management systems leverages AI in hospitality to balance resource efficiency with world-class guest experiences. AI models absorb real-time data from building systems, IoT sensors, PMS, and BMS/BAS platforms, providing key advantages:

• AI-powered hospitality management systems optimize heating, ventilation, and air conditioning (HVAC), lighting, and hot water, cutting unnecessary use while preserving comfort.
• AI asset management software predicts and prevents equipment breakdowns for higher uptime.
• Smart hotel management tools anticipate occupancy patterns and adapt services accordingly, improving productivity and reducing waste.
• AI hotel automation platforms provide deep analytics for accurate sustainability reporting and forecasting.
• AI-driven performance dashboards allow stakeholders to see emissions, costs, and operational trends across entire portfolios in real-time.

AI applications in the Saudi hospitality sector

AI is being integrated across the entire guest journey and behind-the-scenes operations in Saudi Arabia. For intelligent guest interaction and service, AI systems can handle routine communication and service tasks through chatbots, voice assistants, and service robots. A voice-controlled assistant can help guests request services, while a delivery robot brings amenities to the room, freeing staff for more complex guest needs. AI algorithms also analyze vast amounts of data, including local events, airline traffic, and competitor pricing, to enhance revenue management, optimize room rates, and target marketing campaigns. Additionally, AI-powered video analytics and monitoring systems can enhance safety, security, and crowd management. 

The most notable example of leveraging AI to enhance travelers' experience and manage crowds is Hajj 2025, when the Kingdom welcomed over 1.6 million male and female pilgrims, as stated by official figures from the General Authority for Statistics (GASTAT). In the Hajj 2025 season, authorities in Saudi Arabia utilized cutting-edge AI tools to streamline everything from spiritual guidance to crowd movement. Among these tools were the Smart Enrichment Assistant and the Digital Mutawwif.

Developed by the Agency for Religious Affairs at the Prophet’s Mosque, the Smart Enrichment Assistant provides real-time updates on prayer times, imam schedules, and locations of religious activities in numerous languages. It aims to reduce logistical stress while deepening spiritual engagement for pilgrims. Meanwhile, the Digital Mutawwif is designed to serve as a digital companion for Umrah pilgrims, which includes navigation tools for tawaf and sa’i, a library of audio-visual supplications, and built-in ritual counters to help pilgrims stay focused and on track.

Baseer is one of the sophisticated AI platforms developed to address the enormous logistical demands of Hajj. Using computer vision and machine learning (ML), Baseer tracks and analyzes the movements of over one million worshippers a day inside the Grand Mosque, helping authorities predict crowd surges and prevent dangerous bottlenecks. 

The Kingdom also introduced Manarah 2, a multilingual robot equipped with a smart touchscreen. It provides real-time information and guidance to pilgrims in several languages, along with a dedicated application to help non-Arabic speakers recite Qur’an verses correctly. Saudi Arabia’s strategic investment in AI set global standards for how digital transformation can serve humans better amid the extreme heat, massive crowds, and time-sensitive rituals.

The future ahead

The integration of AI in the hospitality industry paves the way for emerging trends that are expected to redefine the sector. This includes the use of generative AI to craft unique and on-demand experiences, and the use of the Metaverse to enable visitors to take immersive virtual tours of hotels and destinations via the metaverse. Saudi hotel operators can also leverage digital twins, virtual AI-powered replicas of their physical properties, to simulate everything from crowd flow during an event to the impact of any planned changes. 

Saudi Arabia steadily moves toward utilizing AI to deepen cultural connections. AI-powered augmented reality (AR) guides at historical sites like Diriyah or AlUla can overlay historical visuals and narratives in the guest's native language. 

Finally, the strategic adoption of AI is more than a technological upgrade for Saudi Arabia’s hospitality sector; it is a fundamental pillar for realizing Vision 2030’s ambitious tourism goals. By leveraging AI, the Kingdom is intelligently addressing the dual challenge of scaling unprecedented development while delivering the world-class, personalized service that modern travelers demand.

From optimizing massive operations and ensuring sustainability to crafting unique guest journeys, AI provides the necessary tools to build a sector that is both efficient and exceptionally welcoming. Saudi Arabia’s success will hinge on its ability to harmonize this cutting-edge technology with its rich, human-centric hospitality.

Ghada Ismail

Pricing is one of the most underestimated decisions in a startup’s journey. Founders often focus on product, growth, and fundraising, while pricing becomes a rushed decision or a copy of what competitors are charging. Philip Kotler, the father of modern marketing, challenges this thinking by positioning pricing as a strategic lever that shapes perception, profitability, and long-term survival.

For startups with limited runways, poor pricing rarely fails dramatically. Instead, it slowly erodes momentum through weak margins, confused positioning, and undervalued products.

How Kotler Defines Strategic Pricing

Kotler describes pricing as the only part of the marketing mix that generates revenue, while everything else creates cost. Strategic pricing aligns price with customer value, business objectives, competitive context, and brand positioning, not just internal costs.

For startups, pricing should reflect future direction, not just current expenses. Pricing purely to “gain users” without a profitability path is not a strategy; it is a delayed risk.

Value-Based Pricing Over Cost Thinking

A core Kotler principle is value-based pricing. Startups should price based on the value they deliver, not what it costs to build the product.

Early-stage founders often underprice out of fear or comparison. But customers don’t buy features; they buy outcomes. A SaaS product that saves teams hours each week is selling efficiency and peace of mind, not code. This is why many successful startups raise prices once they clearly understand their real value.

Pricing as Positioning

Price is one of the strongest brand signals. It shapes expectations before customers ever experience the product.

For startups, misaligned pricing damages credibility. A fintech claiming enterprise-grade security while charging bargain prices creates doubt, while premium pricing without a strong experience erodes trust. Strategic pricing ensures consistency between promise, experience, and perception.

Competing Without Racing to the Bottom

Kotler strongly warns against price wars, especially in crowded markets. Undercutting competitors may drive short-term adoption but often leads to unsustainable margins.

Instead, startups should differentiate through pricing structure rather than price itself. Tiered plans, freemium access, and usage-based models allow startups to serve diverse customers while preserving value. Competing on price alone is rarely strategic and rarely sustainable.

The Psychology of Pricing

Customers evaluate price emotionally as much as rationally, comparing it to expectations and perceived fairness.

Sudden price increases without clear justification damage trust. Strategic pricing relies on transparency, timing, and clear value communication. This is especially critical for subscription-based startups, where long-term trust drives retention.

Pricing as a Learning System

Kotler views pricing as dynamic, not fixed. Startups should test and refine pricing as they learn more about demand and willingness to pay.

However, constant or reactive changes create confusion. Strategic pricing balances experimentation with consistency, treating pricing as a structured learning process rather than guesswork.

Mistakes Kotler Warns Startups About

Kotler cautions against pricing purely for growth, ignoring customer value perception, reacting emotionally to competitors, and separating pricing from overall strategy.

One of the most dangerous assumptions is that lower prices automatically drive adoption. In many cases, weak pricing reflects weak positioning, not weak demand.

Applying Kotler’s Thinking

Kotler’s framework pushes startups to start with customer value, define clear pricing objectives, understand competitive boundaries, and evolve pricing as the business matures.

Strategic pricing is not about finding a perfect number. It is about building a pricing system that supports growth, credibility, and long-term sustainability.

Wrapping Things Up…

Philip Kotler’s approach turns pricing from a survival tactic into a competitive advantage. For startups, getting pricing right early protects margins, strengthens positioning, and enables healthier growth. In markets where products are easy to copy, pricing strategy often becomes the true differentiator.

Ghada Ismail

Around the world, technology has become a catalyst for inclusion, transforming how people with disabilities engage with the economy, access education, and participate fully in society. From AI-powered communication tools to digital accessibility platforms and supported employment systems, innovation continues to dismantle barriers that once constrained opportunity.

In Saudi Arabia, this global wave of accessibility tech is gaining unique momentum. With Vision 2030 emphasizing social inclusion, human empowerment, and digital transformation, there’s a growing recognition that technology must work for all citizens, including the millions who live with disabilities. What was once mainly the responsibility of public institutions and NGOs is now increasingly being advanced by startups and mission-driven organizations harnessing technological solutions to improve the quality of life and economic participation for people with disabilities.

This article examines the evolving Saudi accessibility tech landscape, highlighting key innovations, market dynamics, real-world examples, regulatory and social context, and the road ahead.

Market Overview: Accessibility Innovation in Saudi Arabia

Saudi Arabia’s accessibility ecosystem still sits at an early but accelerating stage. Traditional assistive solutions—like mobility aids and localized special education tools—are now converging with digital services, AI-driven platforms, and inclusion-focused solutions designed for broad scalability.

Across the spectrum:

• Digital accessibility is becoming a priority as more services move online.
• Assistive technology empowerment is expanding beyond hardware into software and training.
• Employment and skills programs are pairing digital tools with economic integration.

Despite this progress, challenges persist. These include limited local datasets for Arabic-native accessibility AI models, a scarcity of venture funding specifically earmarked for assistive technology, and ongoing gaps in awareness among private sector adopters. Yet Saudi Arabia’s digital-first trajectory, coupled with supportive government frameworks, creates fertile ground for further innovation.

Startup and Organization Profiles: Leaders in Accessibility

Advanced Access 

Advanced Access is a Saudi company dedicated to making digital platforms—websites, apps, and services—fully inclusive and usable by people of all abilities. Its core offering is digital accessibility auditing and consulting, combining automated and manual testing to identify barriers and guide organizations toward international accessibility standards. Beyond compliance, Advanced Access supports strategy development, training, and continuous improvement to ensure digital services are equitably accessible to users with visual, motor, cognitive, or sensory impairments. 

Importantly, Advanced Access aligns with Vision 2030’s goal of building a truly inclusive national digital ecosystem, positioning Saudi Arabia as a leader in digital accessibility. 

Tawasal Association for Assistive Technologies 

Tawasal is a pioneering association in Saudi Arabia focused on harnessing modern devices and software to improve everyday life for people with disabilities. Licensed by the National Center the Non-Profit Sector, the organization provides assistive devices, technology project support, and consultation tailored to individual needs and functional impairments. 

Rather than functioning solely as a product vendor, Tawasal acts as an integrator, connecting users with adaptive technologies (like communication devices or smart mobility aids), offering training, and facilitating community awareness about tech adoption. Its mission, “Better Technology, Easier Life,” reflects a holistic approach where technology meets real-world needs, especially among individuals who may struggle to access mainstream solutions otherwise.

Qaderoon Foundation 

While Qaderoon is a nonprofit rather than a classic tech startup, it plays a crucial role in the accessibility ecosystem by marrying digital inclusion with workforce integration. Based in Jeddah, Qaderoon focuses on rehabilitation, training, and employment opportunities for people with disabilities, equipping them with the skills and tools necessary to thrive in the modern job market. 

Its services include job placement portals, professional training programs, and workplace readiness initiatives that emphasize not just employment but sustained participation and independence. Qaderoon acts as a bridge between talent and opportunity, ensuring that accessibility tech and inclusive employment go hand in hand. 

Technological Innovations in Accessibility

Across these initiatives, specific technological threads are emerging:

• Accessibility Standards and Digital Audits: Tools and processes that evaluate and fix digital barriers, ensuring compliance with accessibility guidelines and making online content usable for screen readers and adaptive interfaces.
• Assistive Devices and Software: Adaptive technologies—from communication aids to mobility supports—are central to Tawasal’s mission, enabling users to overcome physical or functional barriers in daily life. 
• Web and App Usability Enhancements: Modern UX design infused with accessibility considerations (contrast modes, keyboard navigation, alternative text protocols) helps digital services become universally accessible. 
• Employment Tech Platforms: Digital recruitment and training systems support economic inclusion, bridging gaps between talent and opportunity for people with disabilities. This model is central to Qaderoon’s operations. 

Although AI-specific tools for people with disabilities (e.g., sign language recognition or predictive text for communication disorders) are not yet prominently developed by these organizations, the foundation they are building—especially in accessible digital frameworks—sets the groundwork for future AI-driven solutions.

Social and Regulatory Environment

Saudi Arabia’s regulatory landscape is evolving rapidly. National strategies and quality-of-life programs emphasize inclusion, accessibility, and technology empowerment. Digital platforms used by the government are increasingly expected to meet accessibility standards, creating demand for services like those offered by Advanced Access.

Meanwhile, nonprofits like Tawasal and Qaderoon benefit from government recognition and licensing, an indicator of institutional support for inclusive initiatives.

Social attitudes toward disability are also shifting. Where access was once framed primarily as a welfare issue, it is now increasingly positioned as a matter of civil inclusion and economic participation. This cultural change—amplified by awareness campaigns and visibility of people with disabilities in public life—creates a more fertile environment for accessibility innovation.

Future Outlook: Growth Ahead

Looking forward, Saudi Arabia’s accessibility tech sector is poised for expansion in several key directions:

• AI-Driven Accessibility Tools: As data ecosystems grow, there’s potential for AI models tailored to assistive use cases (e.g., Arabic-language speech recognition or predictive text for alternative communication).
• Accessible Government Services: With digital transformation underway across the public sector, accessibility compliance could become a basic requirement, boosting demand for auditing and consulting services.
• Inclusive Employment Platforms: Digital platforms linking people with disabilities to jobs—and supporting employers in creating accessible work environments—could proliferate alongside Saudi labor reforms.
• Cross-Sector Innovation: Integrations between healthtech, smart mobility, and digital inclusion promise hybrid solutions that enhance independent living.

To sustain this momentum, collaboration will be key. Startups, nonprofits, government agencies, tech giants, and investors must work together—sharing data, co-developing solutions, and scaling what works.

Conclusion

Technology’s potential to empower people with disabilities in Saudi Arabia is no longer theoretical; it is tangible, actionable, and growing. Organizations like Advanced Access, Tawasal, and Qaderoon demonstrate how digital inclusion can intersect with real-world impact, from accessible websites to assistive technologies and inclusive employment.

By continuing to invest in technology built with and for people with disabilities, Saudi Arabia can not only close persistent gaps in accessibility but also unlock new avenues for dignity, independence, and participation for all.

Noha Gad

The e-commerce sector in Saudi Arabia has settled into a stable, high-growth era, driven by increased opportunities for e-commerce players and a continued rise in consumer preference for innovative new payment methods, ranging from Buy Now, Pay Later (BNPL) to crypto and digital wallets. According to the latest report released by the Ministry of Commerce, the e-commerce sector experienced a 5% increase in existing registrations during the third quarter (Q3) of 2025, reaching 41,816 registrations, compared with 39,769 in Q3-24. Another report published by Modor Intelligent indicated that the e-commerce market size in Saudi Arabia reached $27.9 billion in 2025, and is projected to grow at a compound annual growth rate (CAGR) of 11.9% between 2026 and 2031. The re-commerce sector emerged rapidly across the Kingdom, transforming the way consumers buy and sell pre-owned goods. Fueled by a large, connected youth population and a booming e-commerce ecosystem, buying and selling pre-owned goods through specialized applications and online platforms moved from a niche practice to a mainstream economic activity. 

Digital marketplaces are redefining value for Saudi consumers, offering access to high-quality secondhand electronics, fashion, furniture, vehicles, and real estate units with unprecedented convenience and security. This tech-driven sector not only unlocks significant economic value for individuals and entrepreneurs but also aligns with national priorities by promoting a more circular economy and sustainable consumption patterns in alignment with Vision 2030.

Resale in Saudi Arabia primarily refers to the informal buying and selling of pre-owned goods through digital platforms, such as Haraj, Soum, Kayishha, Syarah, Dubizzle, and OpenSooq, where transactions rely on personal trust, direct negotiation, and minimal platform intervention. This model dominates for everyday items, such as used furniture, cars, and mid-range fashion, often lacking formal quality checks or warranties.

The re-commerce market in Saudi Arabia is expected to grow annually by 15.8% to record $1.75 billion in 2025. According to a recent report published by ResearchAndMarkets, the market is expected to grow at a CAGR of 13.3% between 2025 and 2029 to reach $2.88 billion by the end of 2029. This growth will be fueled by a mix of economic drivers, policy support, and digital infrastructure and payment readiness. 

Rising living costs amid aspirational spending made pre-owned goods a practical choice for electronics, fashion, and appliances, especially as new luxury items strain budgets for the Kingdom's young urban professionals. This shift is evident in the rapid growth of electronics trade-ins and fashion resale, where affordability meets desire without compromising perceived quality. Additionally, re-commerce aligns perfectly with Vision 2030’s circular economy targets by extending product lifecycles, appealing to a rising eco-conscious demographic that views resale as both sustainable and patriotic.

High smartphone penetration, advanced logistics, and widespread digital wallets enabled key players in the Saudi market to offer seamless transactions. Trust mechanisms such as escrow, buyer protection, and cash-on-delivery (COD) options bridge cultural preferences for secure deals. This infrastructure, combined with social media's influence, accelerates peer-to-peer (P2P) and B2C models, making Saudi Arabia a frontrunner in regional re-commerce maturity.

Saudis have long embraced resale through trusted informal channels, but digital platforms now focus on structure, quality assurance, and scale to evolve the market.

 

Key players in the Saudi market

• Haraj: Established in 2007, Haraj is a Saudi marketplace for all goods, cars, real estate, and electronics. It initially focused on cars, then moved to real estate, and ended up being the one-stop shop for all classifieds in the Kingdom. Receiving over half a million visitors daily, Haraj applies the world's latest technologies at the back-end to provide developers with a great environment to learn and empower entrepreneurs to build a strong base before expanding the market.
• Soum: One of the leading marketplaces for secondhand electronics in Saudi Arabia that enables users to buy, sell, and discover various products, including desktops, laptops, tablets, smartwatches, cameras, headphones, and more. This first-of-its-kind unified national application enables both small and medium-sized enterprises (SMEs) and individuals to sell in its marketplace, leveraging its wide network that covers over 150 Saudi cities.
• Kayishha: A reliable car buying company in Saudi Arabia that helps car sellers sell their used cars in a hassle-free manner, regardless of their make, model, age, or condition. Using a safe and transparent car-selling process, Kayishha enables sellers to sell their cars in just 30 minutes.
• OpenSooq: The leading mobile-first classifieds marketplace in the Middle East and North Africa (MENA) region that allows users to buy, sell, and trade a wide variety of goods and services. It enables user-to-user real-time chat and allows each user to build their own profile.

Saudi consumer engagement with the resale market is a significant and growing trend, primarily driven by a generational shift where younger buyers prioritize value and sustainability over pristine newness. Tech-savvy youth are the primary adopters of digital resale platforms, using them for value-driven purchases and to generate side income. In the context of high costs for new vehicles, electronics, and branded goods, the resale market serves as a strategic channel for cost-conscious consumers to access quality products. However, quality and counterfeiting fears persist, particularly for fashion and tech. 

The resale market in the Kingdom faces several distinct challenges that affect its scalability, trust, and user experience. Major challenges include:

• Lack of standardization: In open-market platforms, product grading, condition descriptions, and imagery are not standardized, leading to buyer-seller disputes and hesitation.
• Counterfeit and misrepresented goods: Particularly in high-value segments like luxury fashion, electronics, and automotive parts, verifying authenticity and accurate condition descriptions remains a significant hurdle.
• Seller accountability: Ensuring reliable seller behavior, honest representation, and safe transaction completion can be difficult on P2P platforms without robust mediation systems.
• Returns and refunds complexity: Establishing fair and clear return policies for used items is a persistent operational and customer service challenge.
• Consumer protection gaps: The legal framework for disputes in private online sales is less clear than for registered e-commerce businesses, potentially leaving buyers and sellers vulnerable.

Additionally, challenges center on building systematic trust, streamlining complex operations, and changing deep-seated consumer habits. Addressing these issues through technology, standardized services, and clear regulations is instrumental for the Saudi resale market to mature from a popular informal exchange into a structured, high-growth segment of the retail economy.

Finally, Saudi Arabia’s e-commerce landscape is advancing on two dynamic fronts: the mature expansion of traditional e-commerce and the rapid emergence of re-commerce. Together, they are fundamentally reshaping the Kingdom’s retail economy, driven by digital adoption, youthful demographics, and alignment with Vision 2030's economic diversification and sustainability goals. The re-commerce sector evolved from informal P2P trading into a structured, high-potential market projected for significant growth. Digital marketplaces are driving this shift, moving the market toward greater convenience, trust, and scale. As these marketplaces continue to innovate and integrate stronger trust mechanisms, they will not only capture greater market share but also redefine sustainable consumption for a generation.