Mustafa Eid, Dubai, UAE — October 1, 2025:
Dubai-based fintech startup UPFRONT has raised $10 million in a pre-seed round. The mix of equity and debt will help address one of the toughest problems small and medium-sized businesses (SMBs) face in MENA: cash flow inefficiencies.
Round Led by «Palm Ventures» and «SABAH fund»
The round was led by Palm Ventures and SABAH fund, with support from strategic angel investors. The funding will accelerate product development and hiring across the UAE. Expansion into Saudi Arabia will follow soon.
Founded by Experienced Entrepreneurs
Launched in May 2025, UPFRONT was founded by Anas Qudah, Abdullah Alghadouni, and Mahmoud Abdel-Fattah Moursy. Their backgrounds include Careem, Dubizzle, Property Finder, Nana, and Cartona. Together, they aim to build a “next-generation financial operating system” for underserved SMBs in MENA.
Platform Capabilities and Features
UPFRONT integrates with existing accounting software to:
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Deliver real-time financial analytics.
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Automate receivables and collections.
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Orchestrate payments.
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Provide working capital solutions.
This reduces Days Sales Outstanding (DSO) and helps minimize friction around cash flow.
CEO Perspective
“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 infrastructure that gives businesses real-time visibility, faster access to credit, and tools to operate with confidence.”
Investor Confidence and Strategic Partnerships
In less than six months, UPFRONT attracted top investors and secured a partnership with CredibleX. This collaboration allows access to flexible capital structures, designed to serve SMBs with diverse liquidity needs.
Addressing a $250B Funding Gap
According to UPFRONT, the MENA region’s SMB funding gap is about $250 billion. The shortfall stems from inefficient financial processes and delayed receivables in industries like FMCG, retail, and manufacturing.
Investor Statements
Radwan Abudawood, General Partner at Palm Ventures, highlighted Saudi Arabia’s fintech growth:
“The Kingdom’s fintech ecosystem is hitting an inflection point. UPFRONT is tackling foundational gaps in SMB infrastructure, making them one of the most promising players we’ve seen.”
Abbas Kazmi, Co-Founder of SABAH fund, added:
“UPFRONT’s innovative blend of financing, payment orchestration, and automation directly targets liquidity issues. We believe their team has the right vision to deliver lasting impact.”
Future Expansion Plans
Operating in the UAE and soon Saudi Arabia, UPFRONT will use the new funds to:
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Grow engineering and commercial teams.
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Strengthen its go-to-market strategy.
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Build scalable infrastructure for SMB growth.
The company’s mission is to enable sustainable expansion for SMBs, free from outdated financial workflows.
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