Saudi Arabia’s surge in female workforce participation drives economic impact

Saudi Arabia’s surge in female workforce participation drives economic impact
Saudi conductors walk beside a high-speed train ferrying pilgrims to Mecca, in Saudi Arabia's Red Sea coastal city of Jeddah, on January 22, 2023. (AFP)
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Updated 18 August 2024
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Saudi Arabia’s surge in female workforce participation drives economic impact

Saudi Arabia’s surge in female workforce participation drives economic impact

RIYADH: Saudi Arabia’s workforce is experiencing a surge in female participation, driven by improved educational opportunities, declining fertility rates and a more inclusive cultural environment.

These developments have propelled the Kingdom beyond its Vision 2030 targets, according to a recent S&P Global report.

Both the government and private sector have implemented proactive measures, including legal reforms and diversity initiatives, to empower women and foster a more inclusive work environment.

This aligns with Saudi Arabia’s strategic goals to promote gender equality and encourage greater female participation in the workforce.

It comes as the Gulf Cooperation Council experiences unprecedented momentum in women’s participation in the workforce.

According to the latest figures from the World Bank, the female labor force participation rate in Saudi Arabia stands at 34.5 percent, compared to 79.9 percent for males.

Anne-Laure Malauzat, a partner at Bain & Co. in the Middle East, told Arab News that the statistic has surpassed the original target of 30 percent, prompting the Kingdom to set a new goal of 40 percent by 2030.

She highlighted several efforts in the Kingdom aimed at boosting female employment.

“On the governmental side, some examples include the Vision 2030 in Saudi Arabia — out of its 11 Vision Realization Programs, two of them are heavily focused on empowering women, namely the Human Capability Development Program and the Quality of Life Program, and female participation in the workforce is a critical enabler to the success of the other 9 programs,” Malauzat said.

Red Sea Global Spokesperson Zainab Hamidaddin Al-Hanoof Al-Hazzani said that the Kingdom surpassed its 30 percent female workforce participation target ahead of schedule.

“At Red Sea Global, we recognize the importance of promoting gender diversity in the workforce and have made significant efforts to leverage the growing trend of women entering the workforce,” she added.

The firm takes pride in having women across all levels of the organization and within the destination, including in senior executive roles, Al-Hazzani said.

“Women contribute significantly across all departments at Red Sea Global, spanning from master planning and construction to scientific research. In certain departments, female representation reaches as high as 44 percent, surpassing the company’s average.”

Laila Kuznezov, director of implementation practice at Oliver Wyman, cited S&P Global Rating’s projection that if the existing rate of growth in female workforce participation continues, Saudi Arabia’s economy could receive a boost of $39 billion, or 3.5 percent, by 2032.

She added that the Kingdom has implemented a series of initiatives to empower women, including raising awareness about the importance of female participation in the workforce, penalizing discrimination, improving job matching, and offering training and support programs specifically aimed at women.

Kuznezov highlighted how Saudi Arabia is committed to fostering a more diverse and inclusive work environment, acknowledging that tapping into the full potential of its workforce is crucial for reaching its ambitious goals.

“Women are increasingly entering the workforce at all levels, including in high-skilled and traditionally male-dominated sectors like engineering and finance,” she said.

“The government also recognizes the importance of family life and has implemented measures to support women’s professional growth alongside their family responsibilities. This includes initiatives like promoting flexible working arrangements and providing expanded childcare options.”

Beyond legal reforms, the government has led awareness campaigns designed to shift societal attitudes, Kuznezov added.

These initiatives highlight the accomplishments of prominent Saudi women, showcasing them as role models and fostering conversations about the benefits of enhancing female participation in the workforce.

“With this comprehensive approach, Saudi Arabia is paving the way for a future where women can actively participate and thrive in all sectors of the economy,” Kuznezov said.

She added that organizations like the Badir Program for Technological Entrepreneurs offer essential training and mentorship for Saudi women entrepreneurs in the tourism and hospitality sectors.

These programs are designed to equip women with the skills necessary to start and run their own businesses, thereby nurturing a culture of entrepreneurship within these industries.

“However, it’s important to recognize that Saudi women are well prepared to enter the workforce. They boast a high level of education across a range of qualifications. To fully unlock their potential, a focus on job creation is crucial, particularly within the private sector,” Kuznezov said.

As it stands, 20 percent of women are over-educated for the positions they hold, compared to 14 percent of men, she added. “The availability of a highly educated and motivated workforce is a strong foundation for the creation of more high-quality and productive employment opportunities.”

Kuznezov highlighted the importance of empowering women to assume leadership and managerial roles, which are expected to become more prevalent in high-growth sectors such as tourism and hospitality.

“By facilitating these advancements, we can ensure that women’s skills and talents are fully utilized, contributing significantly to the Kingdom’s economic diversification and overall success,” she said.

From RSG’s perspective, the goal is to see Saudi women take on leadership roles and drive a more inclusive society, particularly within the tourism and hospitality sectors.

“We’re dedicated to fostering opportunities for women in these fields. To achieve this vision, we’ve implemented various programs and initiatives aimed at attracting, retaining and promoting female talent within our organization,” Al-Hazzani said.

The spokesperson added that RSG prioritizes fairness in its recruitment processes by using gender-neutral job advertisements and ensuring diverse candidate pools.

The company has launched several programs, including the Red Sea Vocational Training Program and The Red Sea Pioneers Vocational Training Program, to provide training and employment opportunities for Saudis in the tourism sector, she said.

“Additionally, our partnership with the University of Prince Mugrin and Ecole Hotellerie de Lausanne in Switzerland ensures that young Saudis receive world-class education in hospitality. While these schemes are for men and women, we expect young Saudi women to benefit greatly given tourism, traditionally, is a sector that women over-index in.”

RSG acknowledges that increasing the number of women in the workforce is only part of the effort, Al-Hazzani said. The company is also focused on nurturing women’s professional development through various avenues, including training, mentorship and leadership programs.

“Our Female Leadership Program is designed to fortify the presence of women in leadership positions within our organization, equipping them with the necessary skills to thrive in traditionally male-dominated roles globally over the long term.”


Syria’s economy could take 55 years to recover at current growth rates: UNDP

Syria’s economy could take 55 years to recover at current growth rates: UNDP
Updated 23 February 2025
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Syria’s economy could take 55 years to recover at current growth rates: UNDP

Syria’s economy could take 55 years to recover at current growth rates: UNDP

RIYADH: The war-torn economy of the Syrian Arab Republic will take decades to return to pre-conflict levels unless growth accelerates dramatically, according to a report by the UN Development Programme.  

While the country’s gross domestic product has contracted to less than half its 2011 value and unemployment has tripled, the report suggests Syria could recover in a decade with a sixfold increase in annual economic growth. 

The assessment, titled “The impact of the conflict in Syria: a devastated economy, pervasive poverty, and a challenging road ahead to social and economic recovery,” underscores the extensive economic and social toll of 14 years of war.  

“At current growth rates, Syria’s economy will not regain its pre-conflict GDP level before 2080,” the report stated. Achieving recovery within 15 years would require an ambitious tenfold growth increase, bringing GDP to where it would have been without the conflict. 

Deepening crisis 

Nine out of 10 Syrians now live in poverty, and one in four are unemployed, according to the UNDP. The economy has suffered an estimated $800 billion in cumulative GDP losses since the war began. Public infrastructure has crumbled, exacerbating the crisis and prolonging instability. 

The health sector is in collapse, with one-third of health centers damaged and almost half of ambulance services inoperative, the report added. Education has also been hit hard, with 40 percent to 50 percent of children aged 6 to 15 out of school.  

Housing and utilities have been heavily damaged, with a third of all units affected, leaving 5.7 million Syrians in need of shelter. Over half of water and sewer systems are damaged or non-functional, affecting nearly 14 million people. Energy production has fallen 80 percent, slashing national grid capacity by over three-quarters. 

As a result, Syria’s Human Development Index has fallen from 0.661 in 2010 to 0.557, dropping below its 1990 level when HDI was first recorded. 

Recovery path 

The UNDP report outlines a roadmap to accelerate economic recovery and restore stability. “Beyond immediate humanitarian aid, Syria’s recovery requires long-term investment in development to build economic and social stability for its people,” said Achim Steiner, UNDP administrator.  

“Restoring productivity for jobs and poverty relief, revitalizing agriculture for food security, and rebuilding infrastructure for essential services such as healthcare, education, and energy are key to a self-sustaining future, prosperity, and peace.”  

The report stresses the need for a clear national vision, institutional reforms, and improved market access. It calculates that at Syria’s current 1.3 percent annual growth rate, from 2018–2024, it would take 55 years to regain pre-conflict GDP levels. Achieving recovery in 15 years requires at least 5 percent annual growth, while catching up to a no-conflict scenario demands nearly 14 percent annual growth. 

“Syria’s future hinges on a robust development recovery approach,” said Abdallah Al-Dardari, UNDP assistant administrator and director of the UNDP Regional Bureau for Arab States.  

“This demands a comprehensive strategy addressing governance reform, economic stabilization, sector revitalization, infrastructure rebuilding, and strengthened social services. By implementing these interconnected reforms, we can help Syria regain control over its future, reduce reliance on external aid, and pave the way for a resilient and prosperous future for all in Syria.” 

The UNDP assessment is part of a broader effort by the UN Country Team in Syria to shape early recovery and reconstruction initiatives. 


Saudi Real Estate Refinance Co. raises $2bn in debut international sukuk

Saudi Real Estate Refinance Co. raises $2bn in debut international sukuk
Updated 23 February 2025
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Saudi Real Estate Refinance Co. raises $2bn in debut international sukuk

Saudi Real Estate Refinance Co. raises $2bn in debut international sukuk
  • Issuance was oversubscribed six times, reflecting strong investor confidence and demand
  • It is part of SRC’s $5 billion international Sukuk program

RIYADH: The Saudi Real Estate Refinance Co., a Public Investment Fund subsidiary, has priced its first international sukuk issuance, raising $2 billion, boosting the local economy and attracting foreign investment.

SRC’s sukuk issuance supports Saudi Arabia’s Vision 2030 goals, including expanding the mortgage market, promoting homeownership, and attracting global investment.

According to a press release, the issuance — guaranteed by the Saudi government — was oversubscribed six times, reflecting strong investor confidence and demand from over 300 institutional investors worldwide.

“This marks a significant milestone in integrating the Saudi economy with global markets, attracting foreign direct investment, enhancing liquidity, and developing the secondary mortgage market in Saudi Arabia,” said the Minister of Municipalities and Housing and Chairman of SRC.

The sukuk, structured in two tranches with three- and ten-year maturities, is part of SRC’s $5 billion international sukuk program. The issuance will be listed on the International Securities Market of the London Stock Exchange, strengthening Saudi Arabia’s connection to global capital markets and enhancing liquidity in the Kingdom’s mortgage finance sector.

Majid Al-Hogail said the successful listing underscores Saudi Arabia’s commitment to developing its housing finance ecosystem. 

He highlighted Saudi Arabia’s ambitious plans to expand the mortgage finance sector to SR1.3 trillion ($346.6 billion) by 2030, up from SR800 billion in 2024 and just SR200 billion in 2018. 

The minister said mortgage financings now represent 23 percent of total bank assets, aligning with Vision 2030’s 70 percent homeownership rate target by the end of the decade. By the end of 2023, the homeownership rate had already reached 63.7 percent, surpassing initial projections.

SRC CEO Majid Al-Abduljabbar described the sukuk issuance as a testament to global investor confidence in Saudi Arabia’s economy.

“The listing of the sukuk program on the LSE not only strengthens SRC’s global presence and strategy to attract a diverse base of international investors, but also solidifies the company’s position as a key player in the mortgage finance market, paving the way for new strategic partnerships and high-quality international investments,” Al-Abduljabbar said.

SRC holds strong credit ratings from top agencies, including Fitch with an ‘A+’ and a stable outlook, S&P with an ‘A’ and a positive outlook, and Moody’s with an ‘A2’ coupled with a positive outlook. 

“These ratings reinforce the company’s strong position in launching its first international sukuk program, which aligns with global sukuk market standards and best practices in Islamic finance,” the statement added.

The company, established by PIF in 2017 under the supervision of the Saudi Central Bank, has been working to provide liquidity to mortgage lenders and facilitate access to affordable housing finance in Saudi Arabia.

“SRC plays a key role in achieving the objectives of the Housing Program under Saudi Vision 2030, which aims to increase homeownership rates among Saudi citizens,” the company said.

In January, SRC, in partnership with Hassana Investment Co., launched the region’s first residential mortgage-backed securities to diversify the financial market and attract local and international investors. 

The initiative supports the Kingdom’s growing real estate market, driven by increasing mortgage lending and strong demand for housing, aligning with Saudi Arabia’s long-term economic development objectives.


Dubai’s innovation hub led by Errol Musk promises a tech revolution

Dubai’s innovation hub led by Errol Musk promises a tech revolution
Updated 23 February 2025
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Dubai’s innovation hub led by Errol Musk promises a tech revolution

Dubai’s innovation hub led by Errol Musk promises a tech revolution

DUBAI: Errol Musk, the South African entrepreneur and father of US President Donald Trump’s top adviser Elon Musk, is bringing his vision for technological innovation and decentralized growth to the UAE with the launch of Musk Tower and the Musk Institute.

The project, spearheaded in partnership with the Al-Khaili Group, aims to establish a global hub for technology, renewable energy, and blockchain advancements, with the MuskIt token – $MUSKIT – playing a central role. 

“On my last visit to the UAE, I was invited by entrepreneurs here to launch something that would leverage the many advantages this country offers in different areas and make use of my experience and understanding of technological issues as an electrical engineer myself,” Errol Musk told Arab News last week. 

The Musk Tower will serve as a physical manifestation of the Musk Institute, a “think tank of excellence” designed to unite bright minds, investment opportunities and global influence. According to project documents, the institute will address industry challenges and global issues, providing a space where innovation can thrive and where new ideas can secure funding. 

A key component of the ecosystem is the MuskIt token, a digital asset intended to facilitate innovation. MuskIt holders can expect exclusive access to events, programs and conferences at the Musk Tower, as well as early investment opportunities in projects backed by the tower’s crypto innovation fund. There are even potential plans being explored that could allow MuskIt holders to stake their tokens in exchange for potential shares in the Musk Tower, providing a tangible link between digital assets and real-world infrastructure. 

Addressing concerns about the volatility often associated with cryptocurrency, Musk said the project is committed to regulatory compliance.

“The management will make sure that all the UAE and international rules and regulations are strictly adhered to so that the token not only thrives and benefits investors but also boosts the reputation and reliability of the entire crypto industry,” he said. 

The tower will feature an investment fund to back early-stage crypto and blockchain projects, innovation labs for research and development, and a global partnership network connecting blockchain projects with venture capital and tech innovators.

In a statement, Mubarak Al-Khaili, a partner of the Musk Tower project, said: “The MuskIt token and Musk Tower are about creating the foundations for a new era of decentralized finance, global partnerships and technological growth. This is just the beginning of what’s to come. Our goal is to create a lasting legacy that will support rising tech and empower the next generation of creators.” 

The Musk Institute, as envisioned under the chairmanship of Musk in project documents, will also focus on tackling real-world challenges such as water scarcity, lithium harvesting, quantum energy transfers, Internet of Things, and bringing digital connectivity and banking to Africa. 

Musk sees the UAE as a strategic location for nurturing the next generation of entrepreneurs and tech leaders. “The location of Musk Tower and the Musk Institute in the UAE, an increasingly important crossroads of the world and a supporter of innovation and advanced technologies, is a strategic one,” he told Arab News. 

“It will be a magnet for local and regional entrepreneurs as well as bright minds from countries like India and China which are geographically much closer to Dubai than to Europe or the US.” 

Musk believes that with over 50,000 current holders, the MuskIt token is more than just a meme coin; it is backed by the Musk family and will serve as the official coin of the Musk Institute.


Saudi Arabia’s economic diversification to drive robust growth in 2025: report

Saudi Arabia’s economic diversification to drive robust growth in 2025: report
Updated 23 February 2025
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Saudi Arabia’s economic diversification to drive robust growth in 2025: report

Saudi Arabia’s economic diversification to drive robust growth in 2025: report

RIYADH: Saudi Arabia’s economic diversification efforts and the robust expansion of the non-oil sector, in line with its Vision 2030, are set to drive significant economic growth in 2025, according to a recent analysis.

First Abu Dhabi Bank, in its latest report, predicts that Saudi Arabia’s non-energy gross domestic product will grow by 4.4 percent in 2025, up from 3.5 percent in the previous year. This forecast aligns with a similar projection from PwC, which also expects the non-oil economy to grow by 4.4 percent this year.

In January, the International Monetary Fund projected Saudi Arabia’s overall economy would expand by 3.3 percent in 2025, with further growth expected at 4.1 percent in 2026.

FAB’s analysis is also consistent with a recent report from Riyad Bank, which forecasts a 4.8 percent growth in Saudi Arabia’s economy in 2025.

“Our constructive outlook on the GCC macroeconomic landscape in 2025 was bolstered and corroborated by Moody’s upgrade of Saudi Arabia’s sovereign credit rating. Saudi Arabia’s diversification momentum will be sustained going forward,” said FAB.

In November 2024, the global credit rating agency upgraded Saudi Arabia’s credit rating and that of related government entities to Aa3 from A1, maintaining a stable outlook.

According to Moody’s, an Aa3 rating is assigned to countries and entities with high quality, low credit risk, and strong ability to repay short-term debts.

Moody’s explained that the upgrade reflects the success of Saudi Arabia’s economic diversification efforts and its reduced exposure to fluctuations in the oil market and long-term challenges related to carbon transition.

Further affirming Saudi Arabia’s steady economic progress, Jihad Azour, director of the Middle East and Central Asia Department at the IMF, told Arab News in February that the Kingdom’s growing role in the international financial system is solidifying its position as an emerging economic “powerhouse.”

Regional outlook

According to the report, the GDP growth for the entire Gulf Cooperation Council region is expected to double from 2.1 percent in 2024 to 4.2 percent in 2025, driven by the continued growth of business activities in the non-energy sectors across these countries.

FAB projected that the UAE’s economy will expand by 5.6 percent in 2025, up from 4.5 percent in the previous year, surpassing the IMF’s global growth forecast of 3.2 percent. This growth will be fueled by strategic investments, diversification, and strong expansion in the non-oil sector.

Referring to IMF projections, the report noted that Egypt’s economy is expected to grow by 4.1 percent in 2025, up from 2.7 percent in 2024.

“The 2025 global economic environment presents unique challenges, but the GCC region continues to stand out as a beacon of resilience and opportunity,” said Michel Longhini, group head of Global Private Banking at FAB.

On interest rates, FAB noted that sovereign interest rates in the GCC countries are expected to align with those of the US in the coming quarters, due to the dollar-pegged currencies in the region.

Non-energy sector

The financial institution added the non-oil business conditions across the GCC are showing signs of strong growth, with most of the countries recording a Purchasing Managers’ Index above 50 since late 2020, which signals expansion. 

Earlier this month, a report by S&P Global revealed that Saudi Arabia’s PMI for January stood at 60.5, the highest level in 10 years. 

In the UAE, the PMI stood at 55 in January, while it was 53.4 in Kuwait, 50.2 in Qatar and 50.7 in Egypt. 

“Such readings underscore the robust nature of domestic activity, consumption and private investment. The PMIs also reflect the depth and ongoing success of the economic diversification strategies across the region, encapsulating key sectors such as tech, health care, education, tourism, finance, renewable energy and artificial intelligence,” said the report. 

It added: “The relative allure of the GCC region is perhaps no better highlighted than better comparison with the Eurozone manufacturing PMI which continues to languish below 50. This maturing picture across the GCC’s non-oil economy, coupled with an anticipated easing of OPEC+ oil production quotas over the coming months, should help to bolster the economic outlook and outsize the growth potential for the region during 2025.” 

GCC’s economic resilience

According to the report, national initiatives such as the UAE’s Vision 2031 and Saudi Arabia’s Vision 2030 are driving growth in technology, startups, and non-oil sectors across the region.

FAB also noted that GCC equity markets are expected to deliver returns of 12 percent to 13 percent in 2025, supported by a recovery in key sectors and financial stability.

“Fueled by economic diversification, enhanced regulatory frameworks, and strong growth prospects, GCC markets are expected to offer a wealth of investment opportunities in the coming months,” said FAB.

The analysis further highlighted that countries like Saudi Arabia and the UAE have made significant investments in sectors such as healthcare, technology, and financial services, which are projected to drive future GDP growth in these nations.

Investment opportunities

The report also highlighted some of the major investment opportunities in the GCC region.

According to FAB, the region’s digital transformation is progressing rapidly, creating significant growth and investment opportunities for companies focused on innovative technologies such as artificial intelligence, big data, and cybersecurity.

Infrastructure development in countries like Saudi Arabia is also driving an increase in foreign direct investments across the region.

“Investors should keep an eye on companies involved in construction, materials supply, and technology, as these sectors stand to benefit substantially from these developments,” the report stated.

Sustainability is another key area for investors in the GCC, with governments actively promoting environmentally friendly practices. This has opened new investment avenues in sectors such as renewable energy and waste management.

FAB noted that countries like Saudi Arabia and the UAE are making substantial investments in solar energy to meet their green power needs, presenting significant opportunities for investors in the sector.

The report further emphasized the growing demand for ESG-compliant companies, indicating a substantial opportunity in the sustainable finance space.

The expanding population, shifting demographics, and increasing awareness are driving major investment opportunities in the GCC healthcare sector.

Discussing the potential of the tourism sector, FAB said: “With various initiatives aimed at boosting tourism, including megaprojects like NEOM, Expo 2030, and FIFA 2034 in Saudi Arabia, the hospitality sector is primed for growth.”

It added: “Investors can explore opportunities in hotels, entertainment complexes, and ancillary services catering to the growing number of tourists.”

The report also highlighted the potential of the real estate sector as an attractive investment opportunity, with rising demand for residential and commercial properties across the region.

FAB pointed out that the introduction of regulatory frameworks, such as property ownership laws for foreigners, has further opened up the real estate market, making it more appealing to both domestic and international investors.

In January, Saudi Arabia’s Capital Market Authority issued a landmark guideline allowing foreigners to invest in Saudi-listed companies that own real estate in Makkah and Madinah. 


Startup of the Week — KSA’s Quantum to scale its ad tech platform following $7m funding round

Startup of the Week — KSA’s Quantum to scale its ad tech platform following $7m funding round
Updated 23 February 2025
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Startup of the Week — KSA’s Quantum to scale its ad tech platform following $7m funding round

Startup of the Week — KSA’s Quantum to scale its ad tech platform following $7m funding round

RIYADH: Saudi Arabia’s advertisement space is set to see a new level of data analysis after startup Quantum banked $7 million to boost its technology and expansion plans.

The Riyadh-based ad tech firm, founded by Omar Malaikah and Sara Bin Ladin in 2020, plans to use the funds from its pre-series-A round to scale its operations, enhance its platform and explore new markets, solidifying its position in the region’s growing digital advertising ecosystem.

In an interview with Arab News, Malaikah described the funding as a “huge milestone,” highlighting its significance beyond a financial boost.

“It’s not just about the money; it’s about what it enables us to do. We’re now in a position to scale our operations, refine our platform, and explore new markets with confidence. It also reinforces that our vision for transforming adtech is resonating with the right people,” he said.

The round, led by HearstLab, marks the global media investment firm’s first-ever Middle East investment.

“We’re incredibly proud to have HearstLab on board. As their first investment in the Middle East, it’s a validation (of) the unique value Quantum brings to the market,” Malaikah said.

“They were drawn to our ability to bridge the gap between advertisers and publishers in a way that’s both efficient and transparent. Their expertise in media and technology is going to be a game-changer for us as we push forward.”

Quantum’s platform directly connects advertisers with publishers.

“At its core, Quantum is about making ad buying smarter and simpler,” Malaikah explained. “Advertisers can use our platform to directly buy premium ad space, cutting out a lot of inefficiencies and middlemen. For publishers, it’s about better monetizing their inventory. We’re solving the pain points both sides have faced for years — things like high costs, lack of transparency, and complicated processes.”

Omar Malaikah, CEO and founder of Riyadh-based ad tech firm Quantum. (Supplied)

With the funding, Quantum plans to focus on expanding its market presence, starting with the Gulf Cooperation Council region and later targeting international opportunities.

“The GCC is our immediate focus, but we’re also looking at other markets with high growth potential, like Southeast Asia,” Malaikah said. “These regions have similar challenges in the ad tech space, and we see a lot of opportunities to bring our solutions there.”

Quantum also plans to refine its technology and add new features to its platform. “We’re investing in new features to stay ahead of the curve and provide even more value to our clients,” said Malaikah. “Growing our sales and client base is a big priority too, as we want to build on the momentum we’ve already achieved.”

The company has already gained strong traction since its founding in 2018, working with high-profile clients including Procter & Gamble, Unilever, Nestle, Goody, and Almarai.

“Since launching in 2018, we’ve achieved some amazing things,” Malaikah said. “We’ve grown our client base significantly, established strong partnerships, and gained recognition as a leader in the adtech space in the region. Being the first GCC company to secure investment from HearstLab is another big highlight for us.”

Quantum’s data-driven approach to advertising is central to its appeal. “Data is at the heart of what we do,” Malaikah emphasized, adding: “Our platform gives advertisers deep insights into how their campaigns are performing, which helps them make smarter decisions and get better results. It’s all about maximizing the return on their investment.”

He also shared a notable success story, saying: “One client in retail, for example, used our platform to increase their ROI by 40 percent, which was a real validation of our model.”

Revenue growth is another key target for Quantum, and Malaikah said: “While I can’t share exact numbers just yet, our goal is to double our revenue in the next year by expanding our client base and entering new markets. It’s an ambitious target, but one we’re ready to meet.”

As the company grows, it is also scaling its workforce, with a focus on hiring both locally and internationally. “We’re definitely hiring,” Malaikah said, adding: “We’re focusing on building our local talent in Saudi Arabia, but we’re also looking at international hires to bring in specialized expertise. Growing the team is a big priority as we scale.

Partnerships are a key element of Quantum’s strategy moving forward. “Partnerships are a big part of our growth strategy,” he explained. “While acquisitions aren’t on the immediate horizon, we’re always exploring ways to collaborate with companies that align with our vision and can help us grow faster.”

With its streamlined platform, advanced data analytics, and strategic growth plans, Quantum aims to reshape ad tech in the Middle East and beyond.

“Right now, our focus is on scaling the platform and expanding our market reach,” Malaikah said, underlining the company’s commitment to driving innovation in the sector.

Building Quantum during the pandemic presented unique challenges, particularly in establishing trust with clients without face-to-face interactions.

“But we adapted quickly — leaning heavily on digital communication and proving the value of our platform through results,” said Malaikah.

“Sara and I started Quantum because we saw a massive gap in the advertising market. Advertisers and publishers were frustrated by inefficiencies and a lack of transparency. We knew we could build something better — something that really met their needs.”

Looking ahead, Quantum has ambitious plans: “In three to five years, we see Quantum as a global player in adtech. Our goal is to be the go-to platform for advertisers and publishers looking for efficiency, transparency and results. We’re excited to scale, innovate and keep driving the industry forward.”