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In a strategic move aimed at bolstering the Saudi financial sector, Thabet Investment Company has announced a partnership with the Singaporean firm Five Keys Investment Pte. Ltd., to establish a specialized financial technology company.

Headquartered in Riyadh, Everbridge Capital, launched with an investment of SR375 million ($100 million), will provide innovative financing solutions for small and medium-sized enterprises and contribute to bridging the current financing gap in this sector, which is estimated to be more than SR300 billion.

This launch aligns with the objectives of the Financial Sector Development Program, a key component of Saudi Vision 2030, which seeks to increase SME financing from its current level of 9.4 percent to 20 percent by 2030.

Dr. Abdulelah bin Ahmed Saleh, who holds a Ph.D. from King Abdullah University of Science and Technology, has been appointed CEO of the new company.

Abdulrahman bin Ahmed Saleh, CEO of Thabet Investment, said: “The launch of Everbridge Capital demonstrates our commitment to our national role in achieving Vision 2030 by bridging the financing gap in the fintech sector and providing a growth engine for this vital industry.

Our partnership with Five Keys ensures we can deliver innovative solutions that meet global standards. Empowering SMEs and providing them with the necessary resources to succeed drives innovation and creates new opportunities for economic growth.”

Commenting on his appointment, Abdulelah said: “I am honored to lead Everbridge Capital at this pivotal stage of the Kingdom’s economic transformation.

Our mission is clear: to be the bridge that enables SMEs to cross over to growth and prosperity, turning the SR300 billion financing gap challenge into an opportunity, and actively contributing to the Financial Sector Development Program’s goal of reaching 20 percent financing. Our vision is to be the most innovative and trusted financial partner for entrepreneurs in the Kingdom.”

The energy was electric at the Four Seasons Hotel Riyadh as Awe Research, a leading marketing research agency in the MENA region, welcomed more than 90 senior executives and leading experts to its flagship forum “Saudi Next: From Vision to Impact.” The event showcased the Kingdom’s rapid transformation and revealed CX-awe, a breakthrough platform that could revolutionize customer experience research in �������� and beyond. 

Ahmed Said, CEO and founder, opened the forum with a call to action: aligning insight-driven strategies with ��������’s Vision 2030. Ghaida Fatany, KSA country manager and partner, emphasized the importance of grounding strategies in local realities, while Mona Ahmed, regional managing director and partner, described the event as “a room alive with engagements, collaborations, and Saudi pride.” 

Tamer Ali, General Manager Healthcare, MENA, highlighted the latest health and wellness trends in Saudi, focusing on the fight against obesity with its social and economic impact. 

The day’s biggest reveal came when Vimal Kumar introduced CX-awe, an AI-integrated platform capable of turning weeks of CX research into just minutes of actionable insights. By combining automation, advanced analytics, and local expertise, the system promises to reshape how corporations and government entities make decisions. 

“CX-awe is not just a tool, it is a response to the pace of transformation,” Kumar said. “In today’s ��������, every decision counts, and speed is everything.” 

Samar Abdelaal, vice president insights and co-founder, led a thought-provoking panel discussion that offered a cross-section of perspectives and enlightening conversations: 

• Dr. Saud El-Sifri, vice president MENA, Saudi Scientific Diabetes Society and president, Saudi Society for the Study of Obesity, spoke passionately about public health challenges, stressing collective action to reduce obesity. 
• Noble Coker, customer experience and QA adviser, Diriyah, reminded attendees that “impact is not transactional, it is rooted in resonance and authenticity of the Saudi people.” 
• Saleh Alsuwaiyel, tourism data and insights adviser, Saudi Tourism Authority, highlighted how tourism data can spark wider industry growth — not just tourism, but the entire ecosystem. 
• Iman Tolba, marketing director, BMW Group, captured the audience’s mood, describing the insights as “mind-blowing and strategy shaping.” 

Their messages pointed to a common truth: ��������’s future is not just about infrastructure or policy, it is about understanding people. 

Since its founding in 2012, Awe Research has evolved into the fastest-growing research consultancy in MENA, serving 300+ clients across 35+ markets. Its 200+ professionals represent more than 14 nationalities, bringing both local understanding and global expertise. 

The company has received several accolades including Fastest Growing Marketing Research Agency in MENA (2022) and the Business Excellence Award for Innovation and Leadership (2024). 

“Saudi Next was a milestone,” said CEO Said. “It’s proof of our mission: to create insights that live and breathe with the people they represent. We call it ‘living research’.” 

For many in attendance, the forum was more than a corporate event — it was a lens into the Kingdom’s transformation story. By launching CX-awe, Awe Research signaled its readiness to support leaders who must move at the speed of transformation. 

“�������� is moving forward with incredible momentum,” said Ahmed. “With CX-awe, we are making sure leaders have insights as fast as the change itself.”