Dubai-based fintech startup UPFRONT has raised $10 million in pre-seed funding, combining equity and debt, to address one of the region’s most pressing challenges: liquidity inefficiencies for small and medium-sized businesses (SMBs).
The round was led by Palm Ventures and SABAH.fund, with contributions from a network of strategic angel investors. The funds will drive product development, expand hiring across the UAE, and support the company’s entry into Saudi Arabia.
Founders and Vision
UPFRONT was launched in May 2025 by serial entrepreneurs Anas Qudah, Abdullah Alghadouni, and Mahmoud Abdel-Fattah Moursy, veterans of companies such as Careem, Dubizzle, Property Finder, Nana, and Cartona.
Their goal is to build a next-generation financial operating system for SMBs across MENA. The platform aims to:
- Integrate with existing accounting tools
- Provide real-time financial analytics
- Automate receivables and orchestrate payments
- Unlock working capital and reduce Days Sales Outstanding (DSO)
“Cash flow inefficiencies are one of the biggest growth bottlenecks for SMBs in MENA,” said Qudah, UPFRONT’s co-founder and CEO. “We are building financial infrastructure that gives businesses visibility, faster access to credit, and tools to reduce manual work.”
Market Opportunity
The funding gap for SMBs in MENA is estimated at $250 billion. This shortfall stems from inefficient financial operations, delayed receivables, and outdated processes in industries such as:
- Food and Beverage
- Fast-Moving Consumer Goods
- Retail
- Manufacturing
By tackling these inefficiencies, UPFRONT aims to position itself as a critical enabler of sustainable SMB growth in the region.
Strategic Partnerships
In less than six months, UPFRONT has attracted strong backing from regional and international investors. It also secured a strategic partnership with CredibleX, a leading embedded finance platform. This partnership provides access to more flexible capital structures, allowing UPFRONT to serve businesses with varying liquidity needs.
Investor Confidence
Investors see UPFRONT’s early execution as a strong signal of its potential.
- Radwan Abudawood, General Partner at Palm Ventures, highlighted Saudi Arabia’s rapidly maturing fintech sector and called UPFRONT “one of the most promising players” in addressing SMB financial gaps.
- Abbas Kazmi, Co-Founder and Managing Partner at SABAH.fund, described the company’s model as tackling the “invisible tax” on SMBs, noting its mix of revenue-based financing, payment orchestration, and receivables automation as game-changing for the region.
Next Steps
With operations active in the UAE and a launch in Saudi Arabia underway, UPFRONT will use the new capital to:
- Scale its engineering team
- Expand go-to-market efforts
- Build scalable financial infrastructure for SMBs
The company’s mission is to help small businesses grow confidently, without the constraints of outdated financial workflows.