- Dubai-based fintech UPFRONT raises $10M pre-seed (equity + debt) led by Palm Ventures and SABAH.fund.
- Platform helps MENA SMBs tackle cash flow inefficiencies through automation, analytics, and financing.
- Expansion planned into Saudi Arabia, with new hires across product and engineering.
UPFRONT, a fintech startup focused on solving cash flow inefficiencies for small and medium-sized businesses (SMBs) in the MENA region, has secured $10 million in a pre-seed round combining equity and debt. The funding round was led by Palm Ventures and SABAH.fund, with participation from strategic angel investors.
Launched in May 2025 by serial entrepreneurs Anas Qudah, Abdullah Alghadouni, and Mahmoud Abdel-Fattah Moursy, UPFRONT is building what it calls a “next-generation financial operating system” for the region’s underserved SMBs. The founders bring experience from leading regional startups including Careem, Dubizzle, Property Finder, Nana, and Cartona.
The company’s platform integrates with existing accounting software to provide real-time financial analytics, automate receivables, orchestrate payments, and unlock working capital – aiming to reduce Days Sales Outstanding (DSO) and ease cash flow challenges that frequently hinder SMB growth.
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“Cash flow inefficiencies are one of the biggest growth bottlenecks for SMBs in MENA,” said Anas Qudah, UPFRONT’s co-founder and CEO. “We’re building financial infrastructure that gives these businesses real-time visibility, faster access to credit, and tools that enable them to operate with more confidence and less manual overhead.”
In under six months, UPFRONT has attracted top regional and international investors and forged a strategic partnership with CredibleX, one of the region’s leading embedded finance platforms. The partnership provides UPFRONT with access to flexible capital structures designed to meet the liquidity needs of diverse SMBs.
The market opportunity is significant: according to UPFRONT, the funding gap for SMBs in MENA is estimated at around $250 billion, driven largely by inefficient financial operations and delayed receivables in sectors such as F&B, FMCG, retail, and manufacturing.
Radwan Abudawood, General Partner at Palm Ventures, highlighted the opportunity in Saudi Arabia’s rapidly growing fintech ecosystem. “The Kingdom’s fintech ecosystem is hitting an inflection point,” he said. “UPFRONT is tackling foundational gaps in SMB financial infrastructure, and their execution so far makes them one of the most promising players we’ve seen in the space.”
Abbas Kazmi, Co-Founder and Managing Partner at SABAH.fund, added: “Their innovative blend of revenue-based financing, payment orchestration, and accounts receivable automation directly targets the critical liquidity issues choking business growth. We are truly excited by UPFRONT’s vision and believe that they have the right team in place to deliver on this huge promise and create lasting impact.”
With operations in the UAE and upcoming expansion into Saudi Arabia, UPFRONT plans to use the fresh capital to grow its engineering and go-to-market teams while doubling down on building infrastructure to help SMBs scale sustainably.
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