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Leading in the Gulf: What this moment asks of leaders 

A moment of uncertainty in the Gulf region is putting leadership instincts to the test, revealing the kind of grounded judgement this region demands from those at the helm

Nicolas Manset
Nicolas Manset

15 May, 2026

Leading in the Gulf: What this moment asks of leaders 
Image: Getty Images/ For illustrative purposes

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Leading an organisation in the Gulf region right now requires a particular kind of clarity, not drawn from a crisis playbook but from something more fundamental: judgement built from proximity, relationships and a deep understanding of the region.

Leading through complexity

The UAE’s foundational institutions remain stable. Offices are open, and business continues across many sectors. Organisations are adapting, and their leaders are doing so while managing a complexity that is not always fully grasped from a distance. 

For those leading within international institutions, there is an additional dimension. Global headquarters are seeking clarity and reassurance, and the task of conveying the full texture of the situation across time zones rests with the leader on the ground. One recent conversation illustrates this well. I spoke with the regional head of an international bank, a senior leader managing a substantial operation while fielding calls from headquarters around the clock. She told me she was exhausted, not because of the situation itself, but because of the gap between what she was experiencing and what was visible from afar.

At the same time, every client conversation required its own careful judgement — the context of the relationship, the cultural moment, and the particular demands of the day all had to be weighed.

Her description of her organisation’s posture has stayed with me. “We are trying to conduct business as normally as possible. But we are doing so with restraint.” That is not a retreat; it is deliberate leadership.

What this moment demands of leaders

The first is presence. In uncertain times, employees do not need leaders who have all the answers; they need leaders who are visibly there. It is a quality that has been demonstrated from the top — the region’s leaders have remained visible and present among their communities throughout this period, setting an example that resonates across organisations of every kind. 

The executives navigating this environment most effectively are doing the same, physically present with their teams, accessible and engaged, asking the question that costs nothing and means everything: how are you?

Experienced leaders in this region have navigated uncertainty before, but the demands of this moment are immediate and close, and in these conditions, physical presence becomes a form of stability that no written update or virtual announcement can replace.

The second requirement is communication, and its absence is one of the most common failures. When employees begin to feel their organisation is out of touch with what they are experiencing, trust erodes quickly and does not return easily. Leaders do not need certainty to communicate, they need to acknowledge the reality their people are living, be clear about what the organisation stands for and be honest about what they do not yet know. Silence, however well intentioned, leaves employees feeling their organisation is either uninformed or disengaged.

The third requirement is restraint, and this is the quality most easily underestimated. Operating with restraint is not the same as withdrawing; it is a form of respect for the moment, for clients and for the communities in which these organisations operate. One executive described it to me as treating every business opportunity like gold dust, valuable but handled thoughtfully. That discipline is not fear; it is judgment.  It is something that can only come from leaders who understand their environment deeply enough to act on that understanding with confidence.

These three qualities only work in combination. Without presence, restraint looks like withdrawal. Without communication, presence looks like performance. But when all three work together, they create something more substantial than crisis management — they create leadership.

Why the region’s leadership culture matters

The qualities this moment demands are not new to leaders who have established their careers here. The UAE was founded on long-term conviction, on the willingness to maintain a forward view when conditions were difficult, to invest when others paused and to treat volatility as a condition to navigate rather than a reason to stop. That instinct is cultural and institutional, and it runs through the organisations that have shaped this region and through the leaders who have led them.

What I observe in the most effective leaders today is that instinct is reasserting itself. Not loudly, not with bravado, but with the quiet confidence of people who understand that how you lead through a difficult period defines what your organisation becomes when it is over.

The region, as one executive said to me simply last week, is still open for business. That is not optimism; it is an accurate description of a place whose leaders understand the difference between a moment that demands care and a moment that demands retreat. The executives demonstrating that understanding, staying present, communicating honestly and exercising restraint without withdrawing, are not waiting for conditions to improve before they lead — they are leading now.

The writer is the head of the Middle East at Russell Reynolds Associates.

From strategy to scale: DEDC’s Mohamad Sharaf on Dubai’s industrial decade

Dubai Economic Development Corporation’s (DEDC) COO on how the D33 agenda, integrated industrial zones, and global trde access are being converted into bankable investment.

Neesha Salian
Neesha Salian

15 May, 2026

From strategy to scale: DEDC’s Mohamad Sharaf on Dubai’s industrial decade
Image: Supplied

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Article Summary
Dubai is promoting itself as a reliable industrial hub amidst global uncertainty, targeting manufacturers with its focus on certainty, speed, and access to over 130 export markets. The D33 agenda aims to double manufacturing output by 2033 through integrated industrial zones and advanced systems.

Dubai’s pitch to global manufacturers has shifted. The conversation is no longer about cost, or even location — it is about certainty, speed and access in a global environment where all three are increasingly scarce. Against a backdrop of contested supply chains, fragmenting trade flows and rising geopolitical pressure, the emirate is positioning itself as a stable, export-led industrial hub for the next decade.

The numbers point to a market backing the ambition. Dubai’s GDP reached Dhs937bn in 2025, with growth of 5.4 per cent across the year and 6.4 per cent in the fourth quarter. The Dubai Economic Agenda, D33, aims to more than double manufacturing value-added output by 2033 — a target underpinned by integrated industrial zones, advanced customs systems, and access to more than 130 export destinations through Dubai’s trade agreement network. Industrial clusters like Dubai Industrial City and National Industries Park are being repositioned from real estate offerings into fully integrated production and innovation ecosystems.

On the sidelines of the recent Make it the Emirates event, Mohamad Sharaf, chief operating officer at Dubai Economic Development Corporation (DEDC) — the economic development arm of the Dubai Department of Economy and Tourism — shared how that strategic intent is being converted into investment decisions on the ground, where the structural gaps still lie, and what role the private sector will play in delivering D33’s industrial ambitions.

Dubai is positioning itself as a stable, export-led industrial hub. How do you translate that narrative into concrete investment decisions from global manufacturers on the ground?

Investment decisions are ultimately driven by certainty, speed, and market access, and Dubai delivers consistently across all three.

One of Dubai’s strongest advantages is the confidence it gives investors through a robust, proven legal system, transparent government processes, and a business environment built on clarity and long-term predictability. For global manufacturers making capital-intensive decisions, this matters. They need to know that the operating environment is stable, regulations are clear, and government entities are accessible and responsive.

This is supported by Dubai’s wider economic performance. The emirate’s GDP reached Dhs937bn in 2025, with sustained growth of 5.4 per cent across the year, culminating in 6.4 per cent growth in Q4, signalling a stable environment for long-term industrial investment.

At Make it in the Emirates, the priority is converting strategic intent into bankable opportunities. Under the Dubai Economic Agenda, D33, manufacturers are not only presented with a vision, but with a fully operational platform that includes investment facilitation, integrated logistics and immediate access to more than 130 export markets, supported by trade agreements and advanced customs systems.

What differentiates Dubai is execution at scale. Industrial zones such as Dubai Industrial City and National Industries Park are pre-integrated with ports, airports, and supply chains, enabling investors to move from site selection to production within a clear and efficient framework. In a global environment where predictability matters, Dubai’s ability to maintain seamless operations across trade and logistics continues to translate directly into investment confidence.

The D33 agenda aims to more than double manufacturing value-added output by 2033. What are the biggest structural gaps you still need to close to make that target achievable?

The pathway to achieving D33 targets is well defined, and the focus now is on scaling depth, capability, and access. The first priority is advancing into higher-value manufacturing segments such as precision engineering and advanced materials, supported by stronger integration between industry, research and technology partners.

Equally important is the development of specialised talent. As manufacturing becomes more technology-led, capabilities in automation, robotics, and digital production systems are critical. Dubai is addressing this through targeted partnerships with academic institutions and industry-led training programmes that align directly with future production needs.

Access to growth capital remains a key enabler, particularly for mid-sized manufacturers scaling internationally. While large firms can self-fund, scaling industrial SMEs requires more tailored financial solutions. Dubai is tackling this through export-focused support such as the Export Assistance Programme, buyer connection platforms like the Elite Buyer Programme, and partnerships with financial institutions to improve access to structured industrial financing.

These are not structural constraints, but areas of active acceleration, supported by strong public-private collaboration that is central to Dubai’s industrial strategy. This alignment ensures that manufacturing growth is both sustained and globally competitive.

You highlight access to over 130 export destinations and multiple trade agreements. In practice, what is still holding manufacturers back from scaling in Dubai compared to competing hubs?

Market access is only valuable when companies can use it efficiently. Dubai’s role is to help manufacturers convert connectivity into commercial growth by reducing friction across the full manufacturing and export journey.

This starts with infrastructure. Dubai’s ports, airports, logistics zones, and customs systems are designed to support fast and reliable movement of goods. For manufacturers, this means they can serve regional and international markets from one highly connected base.

The second area is competitiveness. Dubai’s focus is not on competing as a low-cost manufacturing destination, but on enabling high-productivity, high-value manufacturing. This includes support for technology adoption, automation, digital integration, and more efficient production models that allow companies to scale sustainably.

The third is market confidence. For new entrants, direct engagement with buyers, regulators, financial institutions, logistics providers, and industrial ecosystem partners can significantly accelerate decision-making. Platforms such as Make it in the Emirates play an important role in this regard, bringing together the stakeholders manufacturers need to move from interest to implementation.

The overall direction is clear: to remove friction at every stage of the manufacturing lifecycle, from entry and production to export and international expansion, within a globally connected system.

Industrial zones like Dubai Industrial City and National Industries Park are central to your pitch. How are you ensuring these ecosystems move beyond real estate to becoming fully integrated production and innovation clusters?

Industrial zones in Dubai are evolving into integrated ecosystems rather than standalone real estate offerings. Dubai Industrial City and National Industries Park are central to this evolution because they bring together infrastructure, logistics connectivity, specialised facilities, and proximity to suppliers, buyers, and export channels.

A key part of this approach is building clusters around manufacturing sub-sectors where Dubai has a competitive advantage. We are working closely with Dubai Industrial City and National Industries Park to support the development of these clusters, enabling manufacturers to benefit from a wider and more robust ecosystem. This gives companies access not only to land and facilities, but to the surrounding capabilities that help them scale, innovate, and compete internationally.

This clustering model supports stronger supply chain integration, faster time to market, and greater opportunities for collaboration between manufacturers, technology providers, logistics partners, and other ecosystem players.

Technology plays a central role in this transition. The integration of Industry 4.0 solutions across these zones is enabling smarter production, data-driven decision-making, and higher-value output.

The objective is to create environments where companies can design, produce, and export within a single, connected platform, reinforcing Dubai’s position as a hub for advanced manufacturing.

With new partnerships expected in logistics and banking at the forum, what role do you see the private sector playing in accelerating industrial growth, versus government-led enablement?

Industrial growth is driven by a combination of government enablement and private sector execution. Government creates the conditions through infrastructure, regulation, and trade connectivity that reduce risk and support investment. The private sector brings capital, operational expertise, and speed of execution, translating these conditions into tangible industrial output and export growth.

The partnerships being developed at Make it in the Emirates, particularly in logistics and financial services, reflect how this model functions in practice. Financial institutions support industrial financing, while logistics providers enable efficient global trade.

Under the Dubai Economic Agenda, D33, the focus is on strengthening this collaboration, ensuring that policy direction is matched by private sector investment to deliver long-term industrial growth.

In a period where global supply chains are under pressure, Dubai’s framework of close public-private alignment and operational continuity continues to reinforce its position as a stable and trusted industrial hub. Looking ahead, this partnership-driven approach will remain central to delivering the ambitions of the Dubai Economic Agenda, D33.

From transshipment to resilience: PwC’s Dominik Baumeister on the GCC’s next trade chapter

PwC Middle East senior partner Dominik Baumeister tells us why current trade disruptions are structural, not temporary — and how the UAE and the wider region can come out stronger

Neesha Salian
Neesha Salian

15 May, 2026

From transshipment to resilience: PwC’s Dominik Baumeister on the GCC’s next trade chapter
Image: Supplied

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Article Summary
PwC's analysis suggests global trade faces structural, not temporary, changes. Choke points and congestion expose supply chain fragility. Globalisation is fragmenting into regional corridors, demanding businesses rethink strategies. The UAE's role evolves from transshipment hub to resilience-oriented orchestrator, emphasizing integrated networks and digital systems. Companies must prioritise optionality, visibility and control to navigate this fragmented, contested trade landscape.

The shocks reshaping global trade in 2026 are not a passing turbulence to ride out. According to PwC Middle East’s latest analysis, they mark a structural shift in how goods, energy and capital move across the world — one that is gradually redrawing the competitive map the GCC has spent decades building.

Choke points like the Strait of Hormuz have exposed the fragility of energy supply chains. Container flows have been redirected, congestion has built across regional hubs, and air cargo capacity has tightened in parallel, removing the usual fallback options for time-sensitive industries. At the same time, globalisation itself is fragmenting into regional corridors, near-shoring strategies, and trade alignments shaped as much by geopolitics as by economics.

Dominik Baumeister, senior partner and global transport and logistics lead at PwC Middle East, speaks to Gulf Business about what has fundamentally changed, where the UAE and the wider GCC are positioned, and what governments and businesses need to do to navigate a more fragmented, more contested trade system.

Your latest analysis suggests current trade disruptions are structural rather than temporary. What has fundamentally changed in global trade flows compared to previous shocks?

Our analysis highlights that the risk of structural changes has increased. The challenge that the incumbent model faces is that the longer the crisis persists, the more shippers and logistics companies will look for alternatives, and those alternatives might at some point get locked in more permanently, eroding the competitive advantage that the Middle East has established over the past few decades.

This effect will obviously not be black and white and largely depend on the commodity or freight shipped.

In Oil & Gas, the current impact on many countries around the world is severe, and governments may be forced to enter entirely new trade deals to ensure economic prosperity. We are also starting to see an increase of debate around alternative energy sources.

In containers, this is a different situation; while cost clearly have risen for the global movement of containerised goods, the impact is less dramatic, and the impact is more around less optimal operational efficiency considerations rather than entirely new alternatives. As it takes time — decades — to establish a well-functioning transshipment and re-export hub like Jebel Ali, it is unlikely that for example Dubai’s relevance will erode quickly. The UAE is also not staying still and actively working on increasing resilience. However, the risk of structural changes clearly remains.

With critical chokepoints like the Strait of Hormuz under pressure, how exposed are global energy and supply chains today, and are we underestimating that risk?

As we can see across the world right now, the exposure is very high in particular for energy, simply because so much of it moves through a single choke point. Any disruption here is felt quickly, and in fact less in the Middle East, than globally. So yes — the world has clearly underestimated this risk.

Oil markets have some room to adjust, and some limited alternative routes exist. Containers can be redirected, even if it adds time and cost. However, gas is far less flexible. LNG depends on fixed infrastructure and specific routes, so alternatives are limited in the short term. That’s where the real pressure builds.

The report highlights significant congestion across the GCC, with containers stranded and rerouted. How is this reshaping the role of regional hubs like the UAE in global trade?

The UAE’s advantage increasingly depends not just on location, but on integrated multimodal networks, corridor-based connectivity and digital trade systems — its role is expanding from moving cargo efficiently in normal conditions to keeping trade flowing under stress by linking ports, airports, inland corridors and digital systems into one coordinated platform. This matters because the crisis has made trade flows more “contestable”: cargo has been redirected, alternative routes have been tested as a result, regional hubs like the UAE are becoming not just gateways, but strategic nodes in a more fragmented global trade system, with competitiveness increasingly defined by reliability, connectivity and cross-border coordination.

The GCC countries are not standing still. For example, the UAE and Saudi Arabia are building an integrated sea-land corridor linking Khorfakkan Commercial Terminal, Sajaa Dry Port and Dammam to keep cargo moving while bypassing the Strait. That directly supports the point that the UAE’s role is expanding from a traditional transshipment hub into a resilience-oriented trade orchestrator built around inland logistics, multimodal connectivity and operational continuity under stress.

The GCC and Saudi Arabia rail networks will also add further flexibility, and the various ports that are not in the Persian gulf, such as Jeddah, Oxagon or Salala, are gaining relevance. So, if the GCC countries collaborate, they have a lot of opportunity to come out of this crisis ever stronger.

Air cargo capacity has also taken a hit. How do these constraints across both sea and air freight compound the disruption, and what does that mean for time-sensitive industries?

The simultaneous disruption across both maritime and air freight represents a significant escalation in supply chain complexity. Normally, if one is disrupted, you can, at least to a degree, lean on the other. That flexibility has been further limited today. The compounding effect comes from three structural dynamics:

First, the loss of fallback options. When ocean freight becomes unreliable, the inability to pivot to air removes the primary pressure valve for time-sensitive goods. This forces companies into suboptimal choices: accepting delays, paying extreme premiums, or redesigning supply chains on the fly.

Second, inventory strategies are undermined. Over the past decade, many industries have optimized toward leaner inventories, supported by reliable logistics and the availability of expedited shipping when needed. Dual-mode disruption exposes the fragility of this model. Safety stock assumptions become invalid when both replenishment speed and predictability deteriorate simultaneously.

Third, network effects amplify delays. Congestion, whether at ports or airports, is not linear. As capacity tightens, queues build, handling times increase, and knock-on effects cascade across networks. A delay in one node — say, a diverted vessel or a congested cargo hub — propagates across multiple supply chains, often in unpredictable ways.

Are we now seeing a decisive shift towards regionalisation and localisation of supply chains, or is globalisation simply evolving into a more fragmented model?

What is emerging is a reconfiguration of globalisation. Global trade is becoming more regionalised, more selective, and increasingly aligned with geopolitical and economic considerations.

We expect a further acceleration of strategies such as near-shoring and friend-shoring, as companies seek to reduce exposure to disruption and align with more stable or strategically aligned markets. This reflects a broader shift towards continuity and risk management as defining features of trade competitiveness.

As a result, globalisation is evolving into a more fragmented system, structured around regional corridors rather than a single, highly integrated global network.

From a business strategy standpoint, what does “resilience” actually look like today, and how are leading companies rethinking sourcing, inventory, and logistics networks?

Leading companies that rely on global logistics networks consider optionality, buffers, visibility and control.

They build structural optionality: Supply chains with ready-to-activate alternatives — multi-sourcing across regions, pre-arranged routes, and modal flexibility. Options must be executable within days, not theoretical.

They use inventory as a targeted buffer: Reintroduce inventory selectively: protect critical items, position stock closer to demand, and use semi-finished goods to absorb disruption where it matters most.

They enable real-time decisions: Move beyond basic tracking to integrated, forward-looking visibility with a control tower that can act quickly. Speed of decision-making is a key advantage in disruption.

They secure capacity: Shift from transactional buying to strategic access — diversified providers, long-term partnerships, and reserved capacity on critical lanes ensure availability under stress.

They prepare playbooks: Regularly simulate disruptions and define clear response plans. Alignment across teams enables fast, coordinated action when scenarios materialise.

They rebalance cost and resilience: Accept targeted cost and complexity increases as a strategic investment. A risk-adjusted approach protects continuity and drives outperformance in volatile conditions.

How should governments in the GCC respond to these shifts, particularly in terms of infrastructure, trade policy, and economic diversification?

The response should be a shift from isolated infrastructure development to fully integrated trade systems. While continued investment in ports, airports, and logistics assets remains essential, the priority is increasingly on interoperability across modes, borders, and stakeholders.

Trade policy also plays a critical role. The evolution towards “smart trade diplomacy” as described in our recent report reflects the need to align trade agreements, infrastructure, and digital systems into cohesive trade corridors that support both efficiency and resilience.

At a broader level, economic diversification will be central. Strengthening value-added logistics, industrial capacity, and regional supply chains will reduce reliance on transit trade alone and enhance the region’s competitiveness in a more fragmented global system.

What are the long-term economic and geopolitical implications if these disruptions persist, and which sectors are most exposed versus best positioned to adapt?

Sustained disruption is likely to accelerate the fragmentation of global trade, with long-term implications for economic growth, cost structures, and geopolitical alignment. In such a scenario, there will be greater emphasis on trusted corridors and aligned partnerships.

Sectors with high exposure to physical supply chains and limited flexibility, including energy, bulk commodities, and complex manufacturing, are likely to experience the most pronounced impact. Industries reliant on tightly synchronised supply chains are also vulnerable to prolonged disruption.

Conversely, sectors that are more adaptable, digitally enabled, or less dependent on linear supply chains are better positioned to respond. Logistics providers capable of offering integrated, multimodal solutions, alongside industries aligned with digital and sustainability-driven trade trends, are likely to gain a competitive advantage.

For the Middle East, the implications remain both a risk and an opportunity. If the current disruption translates into coordinated investment and enhanced integration, the region is well positioned to strengthen its role as a central and reliable node within the evolving global trade system.

Read: What the Hormuz crisis means for GCC markets in Q2 2026

UAE condemns attack on Indian-flagged vessel off Oman

The UAE has condemned an attack targeting an Indian-flagged vessel off the coast of Oman, warning that escalating maritime tensions in the Gulf threaten regional stability

Gareth van Zyl
Gareth van Zyl

15 May, 2026

UAE condemns attack on Indian-flagged vessel off Oman
A photo illustration taken in Nicosia on May 4, 2026, shows a person in front of a large screen displaying vessel movements in the Strait of Hormuz on a ship-tracking website. (Getty)

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The UAE has strongly condemned what it described as a terrorist attack targeting an Indian-flagged vessel off the coast of the Sultanate of Oman, warning that the incident poses a serious threat to international maritime navigation and regional stability.

In a statement carried by Emirates News Agency (WAM), the UAE Ministry of Foreign Affairs said the attack represented a “grave threat” to the security of international shipping lanes and marked a “dangerous escalation” aimed at undermining the stability of critical waterways.

The ministry reaffirmed the UAE’s solidarity with India and expressed full support for measures aimed at protecting Indian vessels and safeguarding maritime trade routes.

The attack constitutes a flagrant violation of UN Security Council Resolution 2817, which affirmed the importance of freedom of navigation and rejected the targeting of commercial vessels or the obstruction of international maritime routes, the ministry said.

The UAE further warned that targeting commercial shipping and using the Strait of Hormuz as a tool of economic coercion or blackmail amounted to acts of piracy and posed a direct threat to regional stability and global energy security.

The comments come amid heightened tensions across Gulf shipping corridors following a series of maritime security incidents linked to the ongoing regional conflict that escalated after US and Israeli strikes on Iran on February 28.

According to a report by Reuters, a separate maritime incident took place on Thursday involving a vessel northeast of the UAE port of Port of Fujairah. The United Kingdom Maritime Trade Operations (UKMTO) said unauthorised personnel boarded a vessel while it was at anchor approximately 38 nautical miles northeast of Fujairah.

Two maritime security sources cited by Reuters said the vessel was believed to be the Honduras-flagged Hui Chuan fishery research vessel.

British maritime risk management company Vanguard reportedly said the ship had been “taken by Iranian personnel” and was believed to be heading towards Iranian territorial waters after communications and AIS tracking were lost.

Reuters added that at least two other vessels have reportedly been seized by Iran since the conflict began earlier this year.

Embedded finance races toward $588bn future as GCC bets on seamless customer experiences

As embedded finance rapidly moves financial services into everyday digital platforms,  TP’s Bassel Wagdy tells us why customer experience, not just technology, will determine who wins in the GCC’s next fintech growth wave

Neesha Salian
Neesha Salian

15 May, 2026

Embedded finance races toward $588bn future as GCC bets on seamless customer experiences
Image: Supplied

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Article Summary
Embedded finance is reshaping financial services, integrating them seamlessly into digital experiences. The MENA market is projected to reach $37.7bn by 2029. Success hinges on customer experience, driven by technology like open banking. Scaling presents operational challenges, requiring unified operations for seamless service.

The global embedded finance market is projected to reach $588.49bn by 2030, underscoring the rapid transformation of financial services worldwide.

As embedded finance continues to reshape how financial products are delivered and experienced, Gulf Business spoke to Bassel Wagdy, CFO, GCC Region at TP (formerly Telepeformance), a global digital business services company specialising in customer experience management, in an exclusive interview on the growing role of customer experience in driving adoption and trust across the GCC.

How is embedded finance reshaping the financial services landscape today?

Embedded finance is reshaping financial services by moving them beyond traditional institutions and standalone channels. Whether it is shopping through an e-commerce portal, booking a trip, or engaging with a digital service, customers are increasingly encountering financial products as part of the overall journey rather than as a separate step. Think of how Careem or Noon now offer wallet and payment features natively within their apps, users never need to leave the platform to complete a financial transaction.

The rapid rise of BNPL schemes further illustrates this shift and its success has been driven by simple, transparent instalments, interest-free options, and instant approval at checkout, all embedded seamlessly into the purchase experience.

As e-commerce continues to grow across platforms like Noon and Amazon MENA, BNPL providers are also evolving beyond four-installment models to offer more flexible payment plans, reinforcing embedded finance as a core part of the digital economy. This evolution is fundamentally reshaping how value is delivered and experienced.

Beyond technology, what is driving the success of embedded finance?

Beyond technology, the success of embedded finance is ultimately driven by customer experience. The success of embedded finance rests not only on innovation but on how seamlessly these services are experienced by users. For example, Wio Bank in the UAE has embedded banking directly into accounting platforms like Zoho Books Fiskl, and Wafeq, allowing SMEs to automate reconciliation and manage cash flow in real time without switching systems, turning what was once a fragmented process into a seamless experience. That kind of integration is not a feature, it is foundational to how an entire segment of the economy operates day to day.

Experience now determines whether an embedded financial offering becomes a core enabler of trust and loyalty, or fades into the background as a disregarded feature. Across the GCC region, where high digital adoption meets evolving consumer expectations, this reality is coming into sharp focus.

How significant is the embedded finance opportunity in the GCC and globally?

The embedded finance opportunity is both significant and rapidly expanding, particularly in the GCC. According to Research and Markets, the MENA embedded finance market is expected to grow from $11.2bn in 2024 to $37.7bn by 2029. This growth is already materialising in the region. For instance, Tabby’s expansion into a full-service financial app in the UAE reflects how embedded finance players are scaling from single-use cases into multi-product platforms, capturing a larger share of the customer relationship. Look at what just happened with Tabby.

The Central Bank granted them a stored value facilities licence, which means they can now hold customer funds and offer spending accounts, cards, and money management on top of BNPL. That is not a small step. It tells you the regulator is comfortable letting fintechs evolve into full financial platforms, as long as the consumer protection piece is in place.

These figures reflect a fundamental reconfiguration of how people engage with money, and they reinforce the role of customer experience as the central lever in scaling these models effectively.

What has enabled the rapid evolution of embedded finance in recent years?

While embedded finance is not a new concept, its recent evolution has been driven by technological advancements. Financial services integrated into broader experiences have existed for decades in the form of co-branded credit cards, consumer financing plans, and bundled insurance offers.

What is new is the ability to embed these offerings into everyday digital journeys with ease, speed, and precision. This capability is made possible by advances in open banking, real-time APIs, and cloud-native platforms.

Today, a small retailer or startup can offer payment solutions, lending options, or micro-insurance within their digital interface with the same sophistication that was once exclusive to large financial institutions.

What operational challenges come with scaling embedded finance?

Scaling embedded finance introduces a new set of operational challenges for operational leaders. The biggest of these is ensuring consistency and simplicity across every customer touchpoint. In fragmented operating models, where front-end engagement is disconnected from back-end fulfilment, it becomes increasingly difficult to meet the expectations of users who demand real-time responsiveness, personalised interactions, and reliable service.

As a result, financial institutions and fintech platforms are increasingly moving toward unified operating models that integrate front and back-office capabilities into a single intelligent framework.

Why are unified operations critical to delivering a seamless customer experience?

Unified operations are critical because customer experience depends on seamless coordination across all touchpoints. It is a strategic response to the elevated expectations of digitally native consumers.

When a user signs up for a financing product, for instance, their experience is shaped not just by the user interface, but by what happens behind the scenes. Identity verification, document processing, compliance checks, and onboarding support all contribute to how the service is perceived.

When these functions are coordinated through a shared system that eliminates duplication and latency, the result is a smooth, confidence-building journey that reinforces trust.

What are the implications for financial leadership, particularly in the GCC context?

For financial leaders in the GCC, embedded finance has both operational and strategic implications. Customers do not distinguish between the platform and the financial provider, they expect fast, seamless, and contextual resolution. Delivering this requires tightly integrated service models that combine automation, AI-driven support, and human expertise. Fragmentation not only slows resolution but risks customer satisfaction and brand equity.

At the same time, financial operations must evolve. Processes such as collections, reconciliation, compliance, and risk management need to be fully aligned with customer journeys. When managed in silos, they create inefficiencies, duplication, and potential regulatory gaps. When integrated, they improve agility, resilience, and control.

For CFOs, this shift is significant. Embedded finance opens new revenue streams but also increases pressure on cost structures and risk frameworks. The focus moves from standalone products to seamlessly integrating financial capabilities into digital ecosystems, balancing growth with cost discipline, risk oversight, and end-to-end financial visibility. In my experience, this is exactly where things tend to break. Embedded partnerships look attractive on the surface — new customers, new revenue, low marginal cost. But once you go a layer deeper, the picture is more complex: acquisition cost through the host platform, revenue share economics, fraud and credit losses, the real cost-to-serve once automation and assisted channels are blended together — all of it has to sit on the CFO’s desk. Otherwise you end up celebrating revenue growth while margin quietly walks out the door.

What gives the GCC a competitive edge in embedded finance, and what will define success?

The GCC has a strong competitive edge in embedded finance, driven by its digital infrastructure and regulatory environment. With advanced digital infrastructure, a forward-looking regulatory environment, and a population eager to embrace innovation, the region is well-positioned to become a global reference point for embedded financial ecosystems. Yet, the true differentiator will not be the number of integrations or partnerships. It will be the consistency, clarity, and intelligence with which those integrations are experienced by end users. Embedded finance is not just a story about convenience or access. It is a story about trust. And trust is built not through features, but through experience. For institutions that aim to lead in this evolving landscape, the mandate is clear.

Customer experience is not a final layer to be added. It must be the foundation on which every operational decision is made, and every financial service is delivered.

Sharjah secures Dhs7.74bn in FDI in 2025 as project numbers jump 45%

Sharjah recorded a total of 331 domestic and foreign investment projects in 2025, representing combined investments of Dhs12.8bn and creating 11,898 jobs

Neesha Salian
Neesha Salian

15 May, 2026

Sharjah secures Dhs7.74bn in FDI in 2025 as project numbers jump 45%
Image: Getty Images/ For illustrative purposes

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Article Summary
Sharjah attracted Dhs7.74bn in foreign direct investment in 2025, an 8.8% increase year-on-year, with projects rising by 45%. These 142 projects created 5,673 jobs. Total investment, including domestic, reached Dhs12.8bn, creating 11,898 jobs. Food and beverage saw the largest investment share. Investors showed confidence in Sharjah’s regulatory framework and economic sectors.
Sharjah attracted Dhs7.74bn ($2.11bn) in foreign direct investment in 2025, marking an 8.8 per cent increase from a year earlier, while the number of projects rose 45 per cent, according to data released on Thursday by the emirate’s investment promotion agency, Invest in Sharjah.
The emirate recorded 142 foreign direct investment projects in 2025, up from 98 in 2024, according to Invest in Sharjah, citing data from fDi Markets.
The projects created 5,673 jobs during the year, a 25.7 per cent increase from 4,514 jobs in 2024, the agency said.
The figures come as Gulf economies continue efforts to diversify away from hydrocarbons by attracting foreign capital into sectors such as manufacturing, logistics, technology and consumer industries.
Sheikha Bodour bint Sultan Al Qasimi, chairperson of Sharjah Investment and Development Authority (Shurooq), said the emirate’s investment growth reflected a development strategy focused on balancing economic expansion with social impact.
“Economic development in Sharjah is directly linked to quality of life, the advancement of services, and the creation of a stable environment that supports people, society, and the economy alike,” she said in a statement.
Sharjah recorded a total of 331 domestic and foreign investment projects in 2025, representing combined investments of Dhs12.8bn and creating 11,898 jobs.
Investor confidence in Sharjah’s regulatory framework
Mohamed Juma Al Musharrkh said the latest figures reflected investor confidence in Sharjah’s regulatory framework, infrastructure and economic sectors.
Of the total projects announced in 2025, 188 were domestic investments, while 47 were greenfield projects.
The agency also said 96 projects fell under what it described as new forms of investment, though it did not provide further breakdowns.
Food and beverages accounted for 28 per cent of total projects, making it the largest sector for investment, followed by consumer products at 20 per cent, highlighting continued demand-driven growth.
Investment also flowed into business services, industrial equipment, logistics, technology and manufacturing sectors.
Around 75 per cent of the investment projects are already operational, suggesting a relatively high conversion rate from announced deals to active business activity.
India, Italy, the UK and the US were among the largest source markets for investment into the emirate, alongside regional investors.

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