Al-Bassam: AI is transforming Saudi Arabia’s tourism industry and creating fertile ground for startups

Sep 18, 2024

shaimaa Ibrahim

 

With a target to attract 150 million tourists annually by 2030, Saudi Arabia sets ambitious tourism goals under its Vision 2030 plan. These goals encourage investors to pump more investments into the tourism sector. As a result, there are good opportunities for local companies to provide quality experiences with high standards to enhance visitor experiences. One of these companies is Baheej Tourism Development Company.

Baheej stands at the forefront of innovative companies aiming to develop numerous destinations across the Kingdom of Saudi Arabia with a focus on sustainable development.

Baheej collaborates with major cities and developers in Saudi Arabia to create eco-friendly communities and improve destinations in the Kingdom through an integrated approach to destination management.

Baheej is the result of a cooperative relationship between ASFAR, the Saudi Tourism Investment Company, a fully owned subsidiary of the Public Investment Fund, and the Tamimi-AWN Alliance. Baheej seeks to leverage the flexibility and ambition of the private sector and support ASFAR in achieving its goals to develop exceptional destinations.

In this regard, Sharikat Mubasher met with Abdulrahman Al Bassam, Board Director of Baheej Tourism Development Company, to talk about the company’s services and goals to enhance the local tourism sector in line with the Kingdom’s Vision 2030, in addition to its future plans and investments. 

Al Bassam also discussed the role of new technologies in supporting digital tourism in the Kingdom to boost its leadership in the region and highlighted how startups can benefit from the astonishing growth that the Kingdom is witnessing in the number of tourists to provide innovative solutions and services.

 

Can you please share more about the investment agreements that were recently signed with the Royal Commission in Yanbu?

We are very excited about our first destination on the West Coast in partnership with the Royal Commission of Yanbu, we strongly believe in Yanbu as a tourism destination, and we want to bring this hidden gem to notoriety.

The hotel will be a 113 keys Lifestyle property operated by Cloud 7, it will feature an oversized rooftop pool club, a specialty restaurant and its design will be inspired by the different styles of Yanbu architecture, the Beach escape will be operated by Kaynuna, we launched this brand as a New groundbreaking beach club leisure offering born in Saudi, for Saudis, on the Red sea riviera.

The Tourism activation center will be phased out and it will open with a 5-star PADI diving center complete with the latest facilities for recreation and professional diving.

A fourth component will be announced in Q1 2025, stay tuned.

 

As a platinum sponsor of the “Future Hospitality Summit 2024” (FHS), what is the importance of such events in supporting the sector in the Kingdom?

Baheej recognizes the critical importance of such events in supporting the tourism sector in the Kingdom to display its commitment to the Kingdom’s Vision 2030 and sustainable tourism development. 

Such events not only provide a forum that allows us to highlight our strategic investments, and our innovative partnerships with entities like the RCY and Kerten Hospitality, but also serve as platforms for decision-makers, industry leaders, and stakeholders to converge and discuss opportunities, trends, and pressing issues within the hospitality and tourism sectors. 

Moreover, these summits act as networking and collaboration hubs with potential partners and sponsors. The exchange of knowledge, ideas, and practices during such events contribute immensely to the fostering of innovation and driving sustainable growth in the hospitality and tourism landscape.

Lastly, engaging in similar events, Baheej not only demonstrates leadership and expertise but also contributes to shaping the future of tourism in Saudi Arabia. These platforms play a crucial role in aligning industry efforts with Vision 2030’s objectives of promoting economic diversification, job creation, and cultural enrichment while ensuring environmentally sustainable practices and community engagement. 

 

How does the private sector support the Kingdom’s ambitious plan to achieve sustainable development in the tourism sector in line with Vision 2030?

By adhering to Green Building Standards, implementing eco-conscious practices, and promoting responsible tourism, we will ensure that our projects not only enhance visitor experiences but also safeguard the Kingdom's natural beauty and resources for generations to come.

Key initiatives will include coral reef conservation, marine life hatcheries, beach and dive site cleanups, public education, and a team of staff-members certified by the Green Fins program, with expertise in minimizing environmental impact while diving and snorkelling. These efforts highlight Baheej’s dedication to protecting marine ecosystems and promoting sustainable tourism. 

 

In your opinion, how will digital tourism contribute to improving travel experiences in the Kingdom?

Digital tourism will improve travel experiences in the Kingdom by seamlessly implementing tools such as AI (Artificial Intelligence) and data analytics to better predict travel trends and adjust prices. For example, AI can 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. Certain platforms already use AI to offer real-time help and suggestions, which makes travel smoother and more enjoyable.

AI also helps deal with routine tasks and provides support, allowing us to maintain service standards. This technology supports Saudi Arabia’s Vision 2030 by boosting economic growth and making the Kingdom a top tourist destination. 

 

As a subsidiary of ASFAR, what are the company’s future plans? And what are the expected investments?

Baheej, being the result of a joint venture between ASFAR and the Tamimi-AWN alliance, is mutually benefiting from ASFAR’s growing list of successful partnerships with government entities, highlighting the company’s commitment to mutually beneficial and strategic alliances with the private sector to enhance and promote the tourism industry within promising cities across Saudi Arabia to transform them into attractive destinations. ASFAR is committed to the continuous launch and implementation of new tourism projects, support services, and entertainment attractions. 

Baheej aims to tackle development of tourism destinations for the mid to upscale sector across the kingdom and we are actively working on securing additional projects. 

 

What are the promising opportunities for startups in the Saudi tourism sector?

According to the World Tourism Barometer report released in January 2024, the Kingdom topped the UN tourism’s ranking for the growth of international tourist arrivals in 2023 compared to 2019 among large destinations, achieving a 56 percent increase in international tourist arrivals. This remarkable recovery rate of 156 percent positions Saudi Arabia as a leader in tourism growth within the Middle East.

This creates fertile ground for startups to introduce innovative solutions and services. Startups can seize opportunities by offering unique experiences and hosting guests in distinctive accommodation models, catering to the evolving preferences of travelers. It is important for these offerings to cater to the mid to upscale market and have accessible price points. 

Furthermore, there is a demand for family-owned local businesses, such as B&B, agritourism, and small tour operators, to contribute to the growth of the tourism sector. By integrating sustainable practices and promoting responsible tourism.

Tourism spending in the Kingdom also set a record, topping SAR 100 billion for the first three quarters of 2023. This underscores the potential and the growing market that startups can tap into. 

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Saudi Arabia as the MENA Gateway for African Tech Startups: A Strategic Convergence of Capital, Geography, and Policy

Kholoud Hussein 

 

In the evolving dynamics of global entrepreneurship, the flow of capital, talent, and innovation is increasingly bridging emerging economies across continents. One of the most significant developments in this regard is Saudi Arabia’s strategic repositioning as the primary MENA gateway for African tech startups—a trend driven not by rhetoric, but by capital allocations, institutional reform, and regional opportunity alignment.

 

This transformation reflects the Kingdom’s broader shift under Vision 2030, which is steering the economy away from hydrocarbon dependency and toward a diversified, knowledge-driven model. In this model, the cross-pollination between African tech ecosystems and Saudi institutional frameworks presents unique, untapped upside.

 

Capital Flows: Saudi Arabia as the MENA VC Anchor

According to the 2024 annual report by MAGNiTT, Saudi Arabia captured over 40% of total MENA venture capital deployment, with approximately $750 million invested across 178 deals. This capital momentum is not only domestic—it is regionally magnetic. African tech startups are increasingly looking to Riyadh not just for financing, but for access to structured scale-up ecosystems.

 

In particular, startups from Nigeria, Kenya, Egypt, and South Africa—Africa’s “big four” in venture activity—are actively building bridges with Saudi VCs, accelerators, and sovereign funds.

 

Nabeel Koshak, CEO of the Saudi Venture Capital Company, noted: “Saudi Arabia’s emergence as a regional VC leader is not accidental. It is the result of well-orchestrated Vision 2030 policies that positioned the Kingdom as a scale-up launchpad for emerging market innovators.”

 

The increasing presence of Saudi investors in African seed and Series A rounds further confirms this trend. According to Partech Partners, African startups raised $2.9 billion in 2023, and Saudi entities participated in at least 18% of MENA-to-Africa cross-border deals—an uptick from just 6% two years earlier.

 

Infrastructure and Institutional Capacity: Building a Launchpad for Scale

Saudi Arabia is not merely offering capital—it is building the structural backbone for scale. The creation of tech-centric free zones, R&D parks, and advanced data centers under the purview of SDAIA (Saudi Data and AI Authority) underscores the government’s commitment to digital infrastructure as a comparative advantage.

 

Events like LEAP, the Kingdom’s flagship global tech conference, have become essential touchpoints for African startups seeking visibility, capital, and market access. In 2023, more than 16 Nigerian and Ghanaian startups exhibited at LEAP, while delegations from Egyptian incubators signed MOUs with Saudi accelerators such as Misk and Flat6Labs Riyadh.

 

These engagements are not symbolic. They are backed by a growing web of incentives: expedited business registration for foreign tech firms, streamlined visa processes for startup founders, and co-investment opportunities through sovereign programs like Jada and PIF’s Sanabil Investments.

 

Geographic and Strategic Alignment: Logistics Meets Market Proximity

Saudi Arabia’s emergence as a regional launchpad for African tech startups is not solely a function of capital or policy—it is deeply rooted in its geographic positioning and the strategic vision that leverages it.

 

Situated at the intersection of Africa, Asia, and Europe, the Kingdom occupies a location of immense logistical value. Major cities like Riyadh, Jeddah, and Dammam offer direct air and sea connectivity to over 40 countries within a 4–6 hour range, encompassing key markets such as Egypt, Kenya, the UAE, India, and Turkey. African tech founders are increasingly viewing this geographic centrality as a force multiplier, especially those operating in mobility, trade-tech, agri-supply chains, and cross-border fintech.

 

In practical terms, this translates into tangible operational and commercial advantages. For example, a Nigerian health logistics startup seeking to scale its diagnostic supply chain into the GCC can use Jeddah Islamic Port or King Abdullah Port as logistical hubs, reducing customs latency and last-mile costs in other Gulf states. Similarly, Kenya-based agritech companies looking to access northern Africa and the Levant can now tap into Saudi Free Economic Zones, which offer bonded warehousing and tariff incentives.

 

Saudi Arabia has capitalized on this advantage by investing heavily in logistics infrastructure. The National Transport and Logistics Strategy (NTLS), launched in 2021 and now in mid-implementation, aims to position the Kingdom among the top 10 global logistics hubs by 2030. To date, more than SAR 40 billion ($10.6 billion) has been allocated to the development of smart ports, rail connectivity, and logistics cities, such as the Logistics Zone at King Salman Energy Park (SPARK).

 

This is not just policy ambition—it’s being translated into practice. According to the General Authority for Ports (Mawani), container throughput in Saudi ports increased by 13% in 2024, largely due to demand from emerging regional trade routes that now include Sub-Saharan exporters.

 

“African startups, especially in trade, food security, and industrial tech, increasingly see Saudi Arabia as a bridge, not a wall, between fragmented markets,” said Mazen Al-Dawood, a logistics investor and board advisor to a regional agri-export group.


Al-Dawood added: “Our ports and supply corridors are not just serving domestic needs—they’re enabling intercontinental commerce.”

 

Further bolstering this position is the Kingdom’s growing investment in digital logistics platforms, many of which are open to African integrations. Local startups such as BARQ and Odiggo, operating in smart delivery and mobility logistics, have already begun forming commercial alliances with African peers, opening pathways for API-based services, AI-optimized routes, and payment settlement interoperability.

 

This strategic convergence of geography, infrastructure, and digital integration makes Saudi Arabia not just a node on the map, but an active facilitator of South-South trade flows and innovation pipelines. In this context, the Kingdom is evolving beyond a mere market destination to become a supply chain orchestrator for African ventures scaling into the Middle East and South Asia.

 

For founders and investors alike, the implications are clear: location is no longer passive—it is an economic enabler. And Saudi Arabia is now using its geography as a deliberate, monetizable asset to attract the next wave of globally scalable startups from Africa.

 

IV. Policy-Led Enablement: From Vision to Execution

Saudi Arabia’s transformation into a regional startup and innovation hub is underpinned not only by capital inflows and infrastructure, but more fundamentally by a deliberate, policy-driven framework designed to attract and retain high-growth ventures. The country’s ability to operationalize Vision 2030 through institutional reform and policy synchronization is what differentiates it from other regional players.

 

At the core of this policy architecture is the Ministry of Investment (MISA), which has reengineered foreign investment protocols to make market entry for non-Saudi tech companies significantly more seamless. Through fast-track licensing, streamlined regulatory pathways, and sector-specific incentives, the Ministry has become a single-window interface for global and regional startups—including those from Africa—looking to establish a footprint in the Kingdom.

 

Complementing this is the General Authority for Small and Medium Enterprises (Monsha’at), which plays a catalytic role in enabling international startups to access local capital, talent, and partnerships. Monsha’at has launched initiatives such as the Soft Landing Program, which provides African startups with subsidized access to office space, legal services, and mentorship during their entry phase.

 

Further, the implementation of the National Strategy for Data and Artificial Intelligence (NSDAI)—a multi-year framework developed by the Saudi Data and AI Authority (SDAIA)—has created one of the most forward-looking data governance ecosystems in the region. This is a key draw for African startups operating in healthtech, fintech, agritech, and AI-driven logistics, where data protection, interoperability, and compliance are critical.

 

As Esam Alwagait, Director of SDAIA, stated during the Future Investment Initiative, “We are building a data-first economy. Regulatory clarity and security are not negotiables—they are national imperatives. This is what responsible tech innovators are looking for.”

 

In parallel, the Saudi Central Bank (SAMA) has modernized its fintech licensing and sandbox frameworks, providing international startups—especially those in payments, neobanking, and insuretech—with a pathway to operate, test, and scale within a regulated environment. This is particularly beneficial for African fintechs aiming to export their solutions to the Gulf, where regulatory harmonization remains a key barrier.

 

These reforms are not purely administrative—they represent a philosophical shift in how Saudi Arabia views its private sector. By fostering a startup-first regulatory mindset, the Kingdom is moving from a gatekeeper model to an enabler model. The success of this shift is reflected in a marked increase in foreign-founded startups receiving funding from local VCs and accelerators.

 

According to a 2025 report from the Saudi Investment Promotion Center, 28% of startups that received early-stage funding in the Kingdom last year had at least one non-Saudi founder—a record figure and a signal of growing ecosystem openness.

 

The Road Ahead: Strategic Interdependence or Opportunistic Trend?

The question remains: will Saudi Arabia’s growing role as a MENA base for African startups develop into long-term economic interdependence, or is it a temporary capital arbitrage opportunity?

 

The answer likely lies in execution. If Saudi Arabia continues to blend financial liquidity, regulatory foresight, and infrastructural depth with regional engagement, the Kingdom could evolve into what Singapore is to Southeast Asia: a trusted, scale-efficient launchpad for cross-border innovation.

 

A Strategic Convergence, Not a Coincidence

Saudi Arabia is not accidentally becoming the gateway for African tech startups in MENA—it is designing itself to be. With a clear alignment of national vision, institutional capital, geographic leverage, and regional partnership strategies, the Kingdom is poised to become a launchpad for African innovation into larger markets.

 

In doing so, it is not just rewriting the rules of regional venture expansion—it is actively redrawing the map.

 

 

What Is Tokenization? Turning Assets into Digital Value

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.

 

Understanding Venture Scalability Quotient: A Strategic Metric for High-Growth Startups

Kholoud Hussein 

 

In the landscape of modern entrepreneurship, scalability is not merely a byproduct of innovation—it is a strategic prerequisite. Investors, particularly those in venture capital, no longer assess startups solely on the basis of product-market fit or founding team credentials. Increasingly, they seek to evaluate a startup’s ability to scale efficiently and exponentially. This is where the Venture Scalability Quotient (VSQ) emerges as a critical framework.

 

What Is the Venture Scalability Quotient (VSQ)?

The Venture Scalability Quotient, or VSQ, is a composite metric designed to measure how inherently scalable a venture is. It assesses the structural capacity of a business model to grow rapidly with minimal increases in marginal cost. In essence, it quantifies a startup's potential to transition from a small, agile operation to a large-scale enterprise without proportionally increasing its resource inputs.

 

Unlike traditional growth metrics such as revenue run rate or user acquisition cost, VSQ focuses on the scalability mechanics embedded within the business model itself. It blends economic analysis, operational readiness, and market responsiveness into a single evaluative lens.

 

Components of VSQ: An Economic Perspective

From a professional economic standpoint, the VSQ can be broken down into several core variables:

  1. Marginal Cost Dynamics
    A scalable venture typically exhibits declining marginal costs as output increases. The lower the cost to serve each additional customer, the higher the VSQ. This is especially relevant in SaaS, digital platforms, and AI-powered services.
  2. Revenue Elasticity to Scale
    Ventures with strong pricing power or highly elastic revenue models (where income grows disproportionately relative to inputs) receive higher VSQ scores. For example, platform-based models such as marketplaces or APIs benefit from this elasticity.
  3. Operational Leverage
    The degree to which fixed assets or automation can generate increasing returns. A startup with automated logistics or AI-enhanced customer service systems, for example, can grow with minimal added human capital.
  4. Market Absorptive Capacity
    A venture’s ability to penetrate and scale within an addressable market. High VSQ ventures often operate in fragmented or underserved markets with low saturation and high growth potential.
  5. Infrastructure Independence
    The extent to which a business can scale without requiring commensurate investments in physical infrastructure or regulatory clearance.

Why VSQ Matters in 2025 and Beyond

In today’s macroeconomic environment—defined by capital efficiency, rising interest rates, and investor caution—the VSQ is becoming more important than ever. Venture capital is no longer flowing freely. Investors are scrutinizing startups for scalability economics, not just vision.

 

Startups with high VSQ are viewed as lower-risk, high-upside bets. They require less capital to grow, demonstrate faster break-even trajectories, and often dominate their categories through operational superiority rather than just speed.

 

As Mohamed Alabbar, founder of Emaar and Noon, noted at a recent tech forum: “It is not just about growth anymore, it is about the efficiency of growth. That’s where the winners will separate themselves.”

 

How to Improve Your VSQ?

For startup founders and economic strategists, understanding and enhancing the Venture Scalability Quotient is no longer optional. Here are key approaches:

  • Automate early: Invest in processes that reduce human dependency.
  • Outsource non-core functions: Focus internal resources on differentiation.
  • Use cloud-native architecture: Build flexible, low-cost infrastructure.
  • Refine pricing models: Transition from fixed pricing to value-based pricing.
  • Conduct market elasticity analysis: Test responsiveness to scaled offerings.

To conclude, the VSQ is not just a buzzword, it is a valuable metric that encapsulates the economic readiness of a venture to scale. In a capital-constrained environment where investors demand more with less, VSQ offers a structured, data-driven way to assess the feasibility of hypergrowth.

Founders who optimize for VSQ are not only more likely to attract investment, but also more likely to build enduring companies that scale sustainably and strategically.

How microinsurance startups are revolutionizing financial inclusion

Noha Gad 

 

In today's rapidly evolving financial landscape, around 4 billion people worldwide remain unprotected by traditional insurance systems. These individuals, including smallholder farmers, gig economy workers, low-income families, and micro-entrepreneurs, face daily vulnerabilities to health crises, climate disasters, and economic shocks with no safety net.

Microinsurance startups that leverage cutting-edge technology and innovative business models play a pivotal role in dismantling barriers to insurance access and making protection accessible and affordable for the underserved. By combining mobile platforms with bite-sized premiums, parametric triggers with instant payouts, and community-based models with AI-powered risk assessment, microinsurance startups are solving what was once considered “uninsurable.” 

 

The rise of microinsurance startups

The microinsurance revolution has gained unprecedented momentum over the past decade, fueled by a convergence of technological advancements, regulatory support, and glaring gaps in traditional insurance coverage.

The global informal economy, comprising 2 billion workers, represents the core market for microinsurance startups. Traditional insurers have long overlooked these populations due to perceived high risks and low profitability, leaving them vulnerable to financial shocks from medical emergencies, natural disasters, or equipment loss. Hence, microinsurance startups stepped into this void by designing products tailored to irregular incomes and localized risks. They leveraged mobile penetration to reach the unbanked, deploying alternative data for risk assessment and designing hyper-localized products.

 

Innovative models and technologies that reshape microinsurance

Microinsurance providers are revolutionizing distribution by meeting customers where they are. Mobile-based platforms allow policies to be purchased and managed via simple SMS or USSD codes, eliminating the need for physical branches and reducing administrative overhead.

Partnerships with non-financial entities, such as agricultural cooperatives, ride-hailing platforms, and mobile money operators, enable insurance to be seamlessly embedded into everyday transactions. Community-based agent networks further extend reach into rural areas, where trusted local representatives educate customers and facilitate sign-ups. These approaches collectively reduce customer acquisition costs by over 60%, making it viable to serve low-income populations.

Additionally, cutting-edge technologies are solving the cost barriers that once made microinsurance impractical. Artificial intelligence streamlines underwriting and claims processing, using alternative data to assess risk without traditional paperwork. IoT devices, from weather sensors to health monitors, provide real-time data to automate triggers and adjust coverage dynamically. Blockchain also introduces transparency, with smart contracts enabling instant, fraud-resistant payouts.

 

Key challenges facing microinsurance startups

  • Low customer awareness and trust. Many low-income customers have never used insurance before and may distrust formal financial systems. Startups must invest heavily in financial literacy campaigns and transparent communication to explain policy benefits, terms, and claims processes.
  • High operational costs. While technology helps reduce expenses, serving low-income markets still involves significant costs. Startups must strike a delicate balance between affordability for customers and sustainable unit economics.
  • Regulatory and infrastructure barriers. Many insurance regulations were designed for traditional providers, making compliance difficult for innovative microinsurance models. Also, collecting premiums and disbursing claims efficiently represents another obstacle in regions with weak mobile banking infrastructure.
  • Climate and economic volatility. Microinsurance often covers vulnerable populations facing heightened risks from climate change, economic instability, or health crises. Startups must carefully manage risk exposure, often relying on reinsurance or government partnerships to mitigate large-scale shocks.

 

 

The future of microinsurance startups 

In 2030, microinsurance is projected to protect over 1 billion previously excluded people, transforming risk management into a tool for empowerment rather than exclusion. Deeper technology integration, strategic partnerships, and evolving customer needs are expected to drive the next wave of microinsurance innovation. As smartphone penetration and digital payment systems expand globally, startups will increasingly leverage AI and big data to create hyper-personalized, dynamic policies, adjusting coverage and pricing in real time based on usage, health metrics, or environmental risks.

Finally, microinsurance startups are proving that financial protection is not just for the wealthy; it can be a lifeline for the underserved. By leveraging technology, creative distribution models, and customer-centric design, these innovators are turning insurance from a privilege into a universal safety net. While challenges remain in scaling sustainably, the sector’s potential is transformative: it empowers informal workers, smallholder farmers, and low-income communities to weather shocks, invest in their futures, and break cycles of poverty.

Narek: Freedom International Group considers investment opportunities in Saudi Arabia

Noha Gad

 

The GCC region is undergoing a historic economic transformation, driven by visionary diversification strategies, technological adoption, and unprecedented cross-border collaboration. In this dynamic investment landscape, global investors seek both opportunities and expert guidance, the kind that comes from seasoned regional players.

Among these, Freedom International Group (FIG) positioned itself strategically in terms of building a system for managing many businesses and growing unicorns, with a proven track record of identifying and capitalizing on regional growth sectors, from infrastructure and renewable energy to venture capital and digital transformation.

In this regard, Sharikat Mubasher held an Interview with Chairman and CEO Narek Sirakanyan to know more about FIG's approach and how it contributes to the region's economic ambitions, as well as its regional expansion strategy.

 

 

What is FIG’s core investment philosophy, and how does it align with the economic visions of GCC countries?

At Freedom International Group (FIG), we identify high-growth opportunities in sectors that are critical to the future development of the GCC region. We particularly focus on healthcare, technology, and hospitality, as these areas align closely with the economic diversification strategies outlined in the Vision 2030 plans of countries like Saudi Arabia and the UAE. We believe in supporting transformative industries that contribute to long-term economic growth, innovation, and social impact. Our investments are guided by a commitment to sustainability and scalability, ensuring that we back ventures that can make a meaningful contribution to both regional economies and global markets. Our commitment is more than just financial; we are also bringing our expertise from France for our nutraceuticals, from Italy for our coffee, from the US for our IT, etc. We are coming with resources and real experts who will be developing and educating locals and passing on their core competencies. 

 

The group mentions 'growing unicorns' as a core focus. What specific metrics do you use to identify potential unicorns early?

To identify potential unicorns, we focus on a range of factors, including but not limited to market size, scalability, and innovation. The key criterium is that a unicorn must contribute to our existing ecosystem and help other mini unicorns to grow to a full-scale unicorn. The second criterium is to what extent we can disrupt the market we are entering through that acquisition or with a new product line with our innovative IT expertise to find a more efficient way to attract new customers.

For us, it's important to grow more than 25% per year on a stable, consistent basis. And we are analyzing if our existing customer base will be interested in the new company.

Project V, for instance, is an umbrella brand for health and beauty products produced in France and Switzerland. We offer over 40 products from the popular Classic Hit, Direct Hit, Junior Hit, and Beauty Hit lines. Project V creates innovative products that help people take care of their health and beauty, live a full life, and improve its quality. Project V is a great way for everyone to extend active longevity and become happy. We plan a 150 million Euros turnover in 2025, covering 25 countries, and these figures will double by 2030. Our products will grow in the same period from 100 to 150.

 

You recently opened a new office in the UAE. How do you plan to differentiate yourself against dominant local players in the region?

Our presence in the UAE is part of our broader strategy to strengthen our regional footprint. While there are many established players in the market, we differentiate ourselves by focusing on sectors that have the potential for high-value transformation, such as next-gen healthcare solutions and AI-driven technology. We are also committed to leveraging our international expertise to foster cross-border collaborations and bring global best practices to the local market. By focusing on these emerging sectors and delivering tailored solutions, we aim to carve out a unique position in the UAE market.

 

FIG has a presence in 19 countries, but not yet in Saudi Arabia. Is entering the Saudi market part of your growth strategy?

Yes, Saudi Arabia is certainly on our radar. The Kingdom is undergoing a major transformation under Vision 2030, and the opportunities in healthcare, technology, and tourism are vast. While we currently don’t have a physical presence in the market, we are actively monitoring investment opportunities and partnerships that align with our core areas of expertise. As the Kingdom continues its diversification efforts, we are exploring the right time and the best way to enter the market, ensuring that we contribute meaningfully to its ambitious goals. Some of our projects can perfectly suit the giga-projects that the MBS is building, and we will successfully integrate our nutraceuticals into those projects, with the Firstline to their giga malls, hotels and hospitality, etc. Firstline is a digital space where each business competes for existing and potential clients. For users, Firstline is a mobile app that makes it convenient to truly find the best spots in their town, to purchase at great prices, and to earn extra revenue, including on the purchases of their friends. The total investment in the project has already exceeded $7 million. The plan is, over the next 3 years, to scale the project in all 17 countries where the Freedom International Group investment holding is represented. We plan to reach 17 countries by 2026 with a turnover of 50 million dollars, and 45 countries in 2030 with an annual turnover of 200 million dollars. We will rapidly achieve 100,000 users and 5,000 businesses, and later evolve towards neuro-personalization with tailor-made content for each user.

 

How do you assess the GCC's overall competitiveness compared to other emerging markets you operate in?

The GCC is a highly competitive and dynamic region, with significant advantages in terms of infrastructure, access to capital, and strategic location. Compared to other emerging markets, the GCC benefits from stable governance, progressive regulatory frameworks, and a commitment to diversifying its economies. These factors make the region an attractive destination for investors and entrepreneurs. While other emerging markets also offer compelling opportunities, the GCC stands out due to its progressive approach to innovation and economic development. Personally, I found it easy to meet anyone; everyone is open and ready to listen to new ideas and projects, and is open and excited to take risks. This is something we believe differentiates the region. 

 

Dubai has long been the regional business hub. Do you see other GCC cities catching up in terms of investable infrastructure?

While Dubai remains a key business hub, we are seeing other GCC cities like Riyadh and Muscat making significant strides in terms of infrastructure and investment opportunities. For instance, Riyadh’s push to become a global tech and innovation center is gaining momentum, while Muscat is positioning itself as an emerging hub for tourism and hospitality. We see tremendous potential in these cities, and as FIG continues to expand, we are actively considering opportunities in these locations, which offer unique advantages for businesses and investors alike.

 

Saudi Arabia represents almost 50% of the GCC’s GDP. Does the pace of the Kingdom’s economic diversification align with global investors’ expectations?

The pace of Saudi Arabia’s economic diversification is impressive and aligns with the expectations of many global investors. The Kingdom’s ambitious Vision 2030 is reshaping the economy, focusing on key sectors such as renewable energy, technology, healthcare, and entertainment. This transformation is creating a wealth of new investment opportunities, and we are seeing increased interest from both regional and international investors. While challenges remain, particularly around implementation, the Kingdom’s commitment to opening up new markets and fostering innovation positions it well for future growth. As a global investor, we are confident that Saudi Arabia will continue to be a key player in the regional and global economy.