MENA Startups
Egypt’s BasharSoft, parent of Wuzzuf and Forasna, acquires iCareer to Build Region’s Largest Employment Ecosystem
The strategic deal also includes Recruitera and signals BasharSoft’s regional expansion into Saudi Arabia and the wider MENA JobTech space.
BasharSoft, the company behind Egypt’s leading online job platforms Wuzzuf and Forasna, announced the full acquisition of iCareer, Egypt’s largest consultancy specializing in providing large-scale employment programs and career solutions. The acquisition also expands BasharSoft’s influence beyond Egypt, enabling deeper penetration into the GCC markets, where both companies had already begun operations. Earlier this year, BasharSoft officially launched in Saudi Arabia, marking the start of a regional growth strategy that aims to serve millions more job seekers and employers across MEA.
Founded in 2009, BasharSoft has connected over 9 million job seekers with more than 100,000 employers, facilitating an estimated 1.4 million hires through its platforms. The company now operates an ecosystem spanning online job marketplaces, recruitment software, and employability programs, all built to address unemployment, skills mismatch, workforce readiness, and labor market efficiency across the region.
iCareer, established in 2012, is known for implementing large-scale employment and career guidance programs across Egypt and the Gulf region. Its partners and clients include government ministries, universities including Ain Shams University, AAST, Universities of Canada in Egypt, and The American University in Cairo, and major local and multinational employers such as Hassan Allam Holding, Vodafone, PepsiCo, Raya Holding, and Procter & Gamble, in addition to international development organizations such as the ILO, UN, GIZ, and CFYE.
“Combining BasharSoft’s technology and data with iCareer’s field expertise creates a powerful synergy,” said Ameer Sherif, Co-founder and Executive Chairman of BasharSoft and member of the Ministerial Group for Entrepreneurship. “With iCareer joining our group, we are not only deepening our local impact but also expanding across Saudi Arabia, GCC, and the wider Middle East and Africa. This is part of our new strategy to acquire and consolidate other players in the JobTech, employment, and wider HR space in the region to empower millions of job seekers and offer integrated employment and recruitment solutions to organizations of all sizes. We also aim to be the primary private sector partner to governments when it comes to public policy for a more efficient labor market through solving unemployment at scale with better job matching, labor market insights, and upskilling based on skills demand.”
As part of the deal, BasharSoft also acquired Recruitera, Egypt’s first Applicant Tracking Software (ATS SaaS) developed by iCareer, which will soon be integrated with Wuzzuf and Forasna to enhance recruitment efficiency and sourcing for clients. Recruitera allows employers to post jobs, manage applications, and access analytics in one streamlined workflow. Moreover, iCareer’s training, coaching, and assessment programs can now be paired with WUZZUF and FORASNA’s job market access, giving universities better tools to embed employability skills into their curricula.
Akram Marwan, Co-founder and CEO of iCareer, commented, “Joining forces with BasharSoft accelerates our mission. Over the past years, iCareer’s edge was our strong connections with 1000+ employers, which gave us the capability to develop better, practical content and engage employers in job-matching activities with iCareer’s graduates. Now with the scale of Wuzzuf and Forasna network of employers, this matchmaking is 10x larger, creating an impact on job creation and youth employment like never before. The job market is also more dynamic and challenging than ever, with remote work and AI disrupting whole industries and job roles. Our combined entity will be able to support our partners and society in navigating this continuous change more successfully.”
The combined entity has already positively impacted over 10 million people in Egypt and aims to empower 100 million by 2030. The company is actively pursuing additional acquisitions in the employment and technology sectors, both in Egypt and across the region, as part of its roadmap to become one of the first Egyptian tech companies to IPO within the next two to three years.
According to Ahmed Samir, General Manager of BasharSoft, the acquisition marks the beginning of a new phase for the company. “Our vision goes beyond recruitment. We aim to become the leading Human Capital Management (HCM) company in MEA by solving the core employment challenges facing Egypt and the wider region in parallel with new technology adoption. For instance, the integration will enhance our matchmaking and recommendations engines for a faster and easier hiring process. Using AI will also help job seekers create profiles in a few steps and employers to post jobs with minimal input using data and insights from thousands of jobs posted before on our platforms.”
BasharSoft currently employs 200 professionals and plans to expand its workforce by another 100 employees over the next two years, and grow revenues to a target of $25 million. The company also continues to contribute to public policy development, particularly in areas of entrepreneurship and labor reform, as part of Egypt’s new Labor Law of 2025 and through the Ministerial Group for Entrepreneurship.
About BasharSoft
Founded in 2009, BasharSoft is Egypt’s leading employment technology company and the developer of Wuzzuf and Forasna, the country’s top online job platforms. The company builds innovative, web-based employment marketplaces and recruitment software designed to connect millions of job seekers with employers, universities, and governments across the region. It is one of the first Egyptian startups to attract global VC funding into Egypt, including the contribution of 500 Global, San Francisco, back in 2014. In addition, BasharSoft attracted more than USD 10 million in Foreign Direct Investment from the likes of EBRD, VNV Global, and Endure Capital. BasharSoft’s platforms have facilitated over 1.4 million hires, serving 9 million users and more than 100,000 employers. The company is expanding regionally with a mission to empower 100 million people by 2030, bridging the gap between education and employment while helping solve youth unemployment challenges. BasharSoft’s solutions have received multiple innovation awards in Egypt and abroad and are backed by a dedicated team of experts committed to improving lives through “all things employment.”
About iCareer
Founded in 2012, Egypt-based iCareer is among the first career & HR consultancy firms in the MENA region with a mission to bridge the gap between education and employment by offering end-to-end digital services for early talent. The company connects universities, employers, and job-seekers through programs, events, and technology-enabled platforms. Its offerings span career guidance, training, and recruitment services, and it has worked with national and international organisations, including government bodies, agencies such as the International Labour Organization (ILO), and programmes focused on youth and women’s employability. Over the past years, iCareer has served more than 1.8 million youth, delivered 37 employment and CSR programs, engaged with 1000+ employers and developed seven different digital solutions in the Career and HR domains
MENA Startups
UAE-Based FinTech Company Al Ansari Exchange Tests Voice AI in Mobile App and Explores Agentic AI to Enhance Financial Services
The initiative forms part of Al Ansari Financial Services’ broader commitment to Dubai’s private sector transformation programme.
Al Ansari Exchange, a subsidiary of Al Ansari Financial Services PJSC (“The Group”) (DFM: ALANSARI), is testing artificial intelligence in its mobile app and exploring its use, as Dubai presses businesses to adopt more autonomous AI systems.
The initiatives are part of Al Ansari Financial Services’ participation in a Dubai government programme under which 11 Dubai-based companies pledged to integrate agentic AI into their operations with the support of Dubai Chambers.
Al Ansari Financial Services is assessing how AI could accelerate internal processes, such as compliance functions, in line with international best practices while meeting regulatory requirements and delivering a seamless, frictionless customer experience.
The group works with federal and local government entities, including the Central Bank of the UAE and Dubai’s Department of Finance, to support the transition towards a cashless economy.
“Our work with voice AI is a stepping stone towards more advanced applications, including agentic AI,” said Rashed A. Al Ansari, Group CEO of Al Ansari Financial Services. “AI will play an increasingly important role in customer service and internal processes. Our priority is to develop reliable, scalable solutions suited to a regulated financial business.”
“We work closely with the relevant UAE authorities to support national priorities and implement regulatory requirements across our operations. Guided by their leadership, we focus on delivering reliable financial services that meet customers’ needs,” Al Ansari added.
Ali Al Najjar, Chief Executive Officer of Al Ansari Exchange, said: “We have implemented voice AI in our app to help customers navigate services and complete routine tasks more easily. Our operational focus is on accuracy, clear guidance and access to our customer service team whenever personal assistance is needed.”
The AI work builds on a digital base the company has been expanding as Dubai moves away from cash. Digital channels accounted for 27% of total value of remittances at Al Ansari Exchange in 2025, up from 23% in 2024. A growing share of customer activity on digital channels widens the scope for tools such as the voice feature now in its app.
That shift mirrors the emirate’s wider progress. Dubai Finance said on October 9 that Dubai’s cashless transactions index reached 90.1%, passing the 90% target set for 2026 under the Dubai Cashless Strategy launched in October 2024.
The strategy’s final report credited partnerships among government entities, financial institutions and payment providers, and said cashless payment initiatives had contributed more than AED 8 billion to the emirate’s economy.
MENA Startups
Saudi-based AI Startup Cycls Launches Specialized AI Agents to Automate Business Tasks and Support Local Market Needs
to help individuals and businesses across Saudi Arabia streamline daily operations and accomplish tasks more efficiently.
Cycls, a Saudi AI platform, has introduced a team of specialized AI agents designed to help individuals and businesses across Saudi Arabia streamline daily operations and accomplish tasks more efficiently.
AI no longer just answers questions and makes suggestions. It now executes complete tasks: researching, gathering information, analyzing, and delivering ready-to-use outputs. This is where
Cycls offers an experience that goes beyond traditional AI conversation. Instead of just receiving an answer, users can assign agents multi-step tasks: researching, browsing, analyzing, organizing information, and preparing final outputs.
Founded in 2021 by engineers Mohammed Alrujayi and Mohammed Alogayyil, Cycls has delivered specialized AI projects for government, private, and non-profit sectors. This experience now powers a growing family of intelligent agents built for diverse needs, with deep understanding of the Saudi context and local market requirements.
Cycls has also built sovereign cloud infrastructure within Saudi Arabia, giving individuals and organizations direct access to AI with models and data hosted inside the Kingdom.
Super: Get any work done
Super is the versatile agent you can rely on for diverse tasks requiring research, browsing, analysis, and file creation.
For example, a founder might ask Super to prepare a preliminary study for a new market. The agent searches for relevant information, gathers and compares data, then organizes findings into a report or presentation that helps the founder understand the market and make informed decisions. Super also handles files, analyzes data, and prepares documents, presentations, and dashboards, while connecting to supported systems and data sources, allowing users to complete multiple stages of work through a single experience.
The experience extends beyond the current task: Cycls saves and organizes information within workspaces, making it accessible and reusable for future tasks.
Haseef: An expert in Saudi law
Legal work can be slow. Reviewing a contract or researching a statute often means navigating multiple laws, regulations, and official sources. This is where Haseef comes in, the AI agent specializing in Saudi law, helping users research legislation, regulations, decisions, and judicial precedents, understand legal texts, and draft and review documents.
A business owner might upload a commercial contract and ask which clauses deserve closer attention or what legal requirements apply to a particular provision. Haseef can analyze the wording, explain the points that warrant review, and refer the user to relevant legal sources.
It also drafts contracts, agreements, policies, and legal memoranda, organizing associated information and references, serving as a support tool for professionals and individuals alike, while professional review remains essential depending on the matter.
Badee: A full-service marketing agency
From concept to content, design, and distribution, Badee combines the full range of marketing and creative tasks in a single intelligent agent, delivering an experience that mirrors working with a complete marketing agency.
A brand owner might ask Badee to prepare a campaign for a new product launch. The agent begins by understanding the product and target audience, then helps develop the creative concept and marketing messages, writes content, and prepares designs, images, and materials suited for different platforms. Its capabilities extend beyond content creation to include campaign planning, influencer recommendations, organizing marketing materials, and preparing and executing content for publication across supported channels.
Badee also creates, edits, and enhances images, with careful attention to Arabic language and Saudi cultural context, helping brands and content creators move from idea to execution within a seamless experience.
Namaa: Your agent for the Saudi stock market
Financial markets move constantly, and the information investors need is scattered across prices, technical indicators, company announcements, financial statements, and reports. Namaa, the agent specializing in the Saudi stock market, helps gather, analyze, and present this information in a clearer, more accessible form.
A user might ask for a comparison of two listed companies over a specific period. Namaa analyzes available financial data, compares revenues, profits, and relevant indicators, then organizes findings into a report that clarifies the differences. It also provides analysis of stock movements and technical indicators, tracks company announcements and news, and covers data from both the Main Market and the Parallel Market (Nomu).
Namaa helps users understand financial information and market trends, without replacing independent investment judgment or specialized financial advice.
Cycls on the go
The Cycls app, on the App Store and Google Play, lets users start tasks, pick up where they left off, and check progress on the go, while agents keep working in the background.
Sabtiah: Saudi Arabia’s largest AI community
Every Saturday, developers, entrepreneurs, researchers, and AI enthusiasts gather at Cycls’ headquarters in Riyadh for Saudi Arabia’s largest dedicated AI community. Named after the day it meets, following the Arab tradition of weekly gatherings, Sabtiah is a space to share knowledge, discuss the latest developments, showcase new projects and ideas, and build relationships across the field. Conversations continue long after each session, with members exchanging opportunities and expertise throughout the week, deepening Cycls’ role in growing the Saudi AI community.
Saudi AI, beyond answers
Cycls brings together a family of specialized agents with one goal: turning AI from a tool for passing answers into a tool for real accomplishment.
As the company develops its platform and expands its range of agents, its focus remains on the practical needs of individuals and businesses. That means understanding the laws, markets, language, and culture that shape their work.
MENA Startups
UAE-Based AdTech Startup JustAd Secures $5M Investment to Expand AI-Powered Advertising Platform Into New Markets
Dubai-based JustAd has secured $5 million from angel investor Emad Juma to support its international expansion and develop its AI-powered advertising platform, which combines campaign management, analytics and flexible advertising financing.
JustAd operates a unified advertising platform that enables businesses to plan, launch, monitor and optimize campaigns across major digital networks, including Meta, TikTok, Snapchat and Google Ads. Its technology combines AI-powered campaign analytics, return-on-investment tracking, product catalogue integrations and consolidated reporting, allowing advertisers to manage multiple channels through a single interface.
The company has also developed an advertising financing model called Advertise Now, Pay Later (ANPL), which enables businesses to launch campaigns immediately while spreading advertising payments over installments of up to 12 months. The model is designed to address cash flow challenges faced by small and medium-sized advertisers, allowing them to maintain marketing activities without paying their full advertising budgets upfront.
JustAd Secures $5M to Accelerate International Expansion
The $5 million investment from Emad Juma will support JustAd’s expansion beyond its established markets in the MENA region. The company plans to establish local sales and customer support teams in its target markets while adapting its products to meet different business requirements and strengthening partnerships with major global advertising platforms.
As part of its expansion strategy, JustAd intends to enhance its AI-powered advertising technology and develop additional capabilities tailored to local market needs. The company expects to begin onboarding customers in its new markets in early 2027, although it has not disclosed the specific countries included in its initial expansion plans.
The investment will also support the company’s efforts to position its platform as an integrated solution for businesses seeking to manage advertising operations, monitor campaign performance and access financing through a single digital ecosystem.
AI-Powered Platform Integrates Advertising Management and Analytics
JustAd’s platform brings together campaign planning, execution and performance measurement across multiple advertising networks. By integrating Meta, TikTok, Snapchat and Google Ads, the company enables advertisers to coordinate their digital marketing activities without switching between separate platforms.
The system uses AI-powered analytics to help businesses evaluate campaign performance, track advertising returns and identify opportunities for optimization. It also includes product catalogue integrations and unified reporting tools, providing advertisers with a consolidated view of campaign results across different channels.
This approach is designed to simplify advertising operations for businesses managing campaigns across several platforms, while helping marketing teams make decisions based on performance data. By combining campaign management and analytics, JustAd aims to reduce operational complexity and improve visibility into advertising expenditure.
Advertise Now, Pay Later Offers Flexible Financing for SMEs
One of JustAd’s core products is its Advertise Now, Pay Later model, which allows businesses to run advertising campaigns immediately and pay their advertising budgets in installments over periods of up to 12 months.
The financing solution targets cash flow challenges that can limit advertising activity among small and medium-sized businesses. Rather than requiring advertisers to cover their entire campaign budgets upfront, the model provides a payment structure intended to help companies maintain campaigns while managing their available working capital.
JustAd delivers the service through approved advertising accounts managed by authorized agencies, alongside direct technical support for customers using major digital advertising platforms. The arrangement combines advertising account management, campaign execution and financing within the company’s broader technology offering.
By integrating ANPL with its advertising management and analytics tools, JustAd is developing a model that connects advertising technology with financial services. The company positions this combination as a specialized FinTech solution for the advertising industry, bringing campaign management, performance measurement and advertising financing into one platform.
JustAd Targets New Markets in Early 2027
Following the investment, JustAd plans to expand its operations by building local commercial and customer support teams, developing market-specific products and strengthening relationships with global advertising networks.
The company expects to start accepting customers in its new markets in early 2027, marking the next stage of its growth strategy beyond MENA. Its expansion will focus on making its integrated advertising platform accessible to businesses seeking centralized campaign management and more flexible advertising payment options.
With $5 million in new funding, JustAd aims to scale its AI-powered marketing infrastructure while extending its Advertise Now, Pay Later offering to additional markets. The investment supports the company’s broader strategy of combining advertising operations, analytics and financing to address the needs of businesses managing digital marketing campaigns.
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