Ones to Watch: 25+ Startups (and Scale ups) You Need to Know in the Middle East and Africa11 min read

top saas companies middle east africa

Next month SaaStock is bringing you SaaStock EMEA: our first ever online conference specifically for SaaS founders and leaders in Europe, Middle East and Africa.

The eyes of the SaaS world normally focus on the big names in the United States and Europe, so we wanted to shine a light on some of the SaaS and tech companies that are flourishing in less familiar geographies. We found tech hotspots across the Middle East and Africa – in cities including Tel Aviv, Dubai, Cape Town, Cairo and Lagos.

We’ve put together a list of the most exciting SaaS startups and tech companies in these regions: the big names and rising stars of the tech world, that should definitely be on your radar.

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Approve.com

Approve.com is the modern procurement platform, helping companies streamline purchasing, manage vendors & control company spend. They’re on a mission to make procurement simpler, smarter, and more efficient by providing a platform that streamlines approval workflows, invoice management and vendor interactions.

CEO: Bar Winkler
Founded: 2019
Based in: Israel
Latest funding round: $5M Seed

Any.do

Any.do is building a task completion platform. It is an all-in-one app to manage your life including calendar, tasks, lists, reminders and a smart assistant that can take care of your tasks for you. Any.do is always in-sync across all your devices. Over 20 million people currently rely on Any.do to keep life under control and get more done.

CEO: Omer Perchik
Founded: 2011
Based in: Israel

BasharSoft

BasharSoft is a technology firm specialized in developing innovative web-based online employment marketplaces and platforms. It provides the business community with the next generation of talent management and recruitment software systems using the best people, tools and technologies. It achieves this through technology-enabled platforms and services, partnerships, investors and thought leadership.

CEO: Ameer Sherif
Founded: 2009
Based in: Egypt
Latest funding round: $6M Series B

Bizzabo

Bizzabo is the only event success software for virtual, in-person, and hybrid events. Their event success platform unleashes the power of events to create rewarding and impactful experiences for organizers, attendees, sponsors, and speakers and is trusted by brands like HubSpot, Forbes, Uber, Electronic Arts, Siemens, and The Wall Street Journal.

CEO: Eran Ben-Shushan
Founded: 2011
Based in: Israel, United States
Latest funding round: $27M Series D

BrandsEye

BrandsEye is a global data technology business that helps you find and prioritise the most valuable customer interactions. Using a unique blend of AI and human intelligence, it filters the noise of unstructured feedback for the conversation that’s high risk, high value or urgent. Its proprietary prioritisation method enables real-time mitigation of risk, improved retention and acquisition rates, and superior customer experience. 

CEO: Nic Ray
Founded: 2007
Based in: South Africa, UK

Cognitev

Cognition is what drives human progress. Understanding the meaning of the data our minds process every second is one of our brain’s most powerful functions. Cognitev is trying to bring this to machines using the power of Artificial Intelligence. The application of this science is limitless and can transform industries such as advertising, ecommerce, and more.

CEO: Moustafa Mahmoud
Founded: 2013
Based in: United Arab Emirates, United States
Latest funding round: $750K Seed

Crowd Analyzer

Crowd Analyzer is the first Arabic media monitoring platform, enabling companies to monitor and analyse millions of conversations happening on Twitter, Instagram, Facebook, Youtube and more. It’s used by some of the world’s best-known brands, such as Huawei, Land Rover, Danone, and Abu Dhabi Media. 

CEO: Ahmed Saad
Founded: 2013
Based in: Egypt, United Arab Emirates, Saudi Arabia
Latest funding round: $3.5M Series A

Eventtus

Eventtus builds attendee-centric event apps to ignite more connections during events, we believe in face to face connections and the importance of serendipity at events. They build event technologies to maximize the value for all stakeholders and help them enjoy and benefit the most from events. Since 2012 Eventtus has grown to 50+ team members serving 10,000 events around the world.

CEO: Mai Medhat
Founded: 2012
Based in: United Arab Emirates, Egypt
Latest funding round: $2M Series A

ExpandCart

ExpandCart is a comprehensive true cloud ecommerce platform with native Arabic support. It enables individuals and businesses to create a stunning professional online shop in minutes, without the need for any technical experience or assistance. ExpandCart is available in many languages including English, Arabic, and French, enabling business owners to manage and run their stores in a unique multilingual platform

CEO: Amr Shawqy
Founded: 2013
Based in: Egypt, Saudi Arabia
Latest funding round: $150K Seed

Flowgear

Flowgear is an enterprise-grade platform that enables companies of any size to boost productivity & profitability through pre-built, reusable integrations and APIs. Flowgear’s internationally renowned platform enables companies of all sizes to overcome data silos by creating powerful Application, Data and API integration on-premise and in the Cloud from a single interface – no coding required.

Co-founders: Daniel Chilcott, JJ Milner
Founded: 2007
Based in: South Africa

Gradely

Gradely is Nigeria’s first truly personalized learning platform that empowers educators and parents to make a difference in children’s learning outcomes and produce more globally-competitive learners. It provides the tools, content and people that can support the learning process of every student. The team believes that with more real-time data and feedback on the learning process, it is possible for teachers and schools to notice each individual’s learning gaps and fill those gaps in more efficient ways.

CEO: Boye Oshinaga
Founded: 2019
Based in: Nigeria
Latest funding round: $35K Seed

IConduct

iConduct is a cloud integration platform. It supports evolving business needs by simplifying integration between hybrid cross-platform processes. IT enables companies to bypass frustrating incompatibility issues through full code-free automation, reducing costs and streamlining activities at every level.

CEO: Alex Protas
Founded: 2009
Based in: Israel

Insider 

Insider is a growth management platform that helps digital marketers drive growth from acquisition to activation, retention, and revenue. It simplifies the life of digital marketers and helps them drive growth for their brands, with zero marketing waste. The Insider team is more than 500 people across 20 countries and 4 different continents.

CEO: Hande Cilingir
Founded: 2012
Based in: 20 countries including United Arab Emirates, UK, Russia and Turkey
Latest funding round: $32M Series C

Instabug 

Instabug delivers real-time contextual insights; empowering mobile teams to accelerate their workflow and release with confidence. With best-in-class bug and feedback reporting, secure crash reporting, intuitive in-app surveys, and powerful infrastructure that supports over two billion devices and counting, Instabug is the most intuitive way of collecting Real-Time Contextual Insights throughout the entire mobile app development life-cycle.

CEO: Omar Gabr
Founded: 2012
Based in: Egypt
Latest funding round: $5M Series A

Kenshoo

Kenshoo is a technology company that equips marketers with self-service applications to build their brands and generate demand by executing digital advertising across the world’s leading mobile and desktop publishers. With 27 international locations and backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures, Kenshoo generates over $350 billion in annualized revenue for the world’s top brands.

CEO: Yoav Izhar-Prato
Founded: 2006
Based in: 27 locations with global headquarters in Israel
Latest funding round: $30M Series F

Libryo

Libryo offers innovative regulatory software and compliance management. From EHS to data protection; factory to mine, their regulatory compliance management software filters all law and delivers only the regulations that matter to your business. The Libryo platform helps multi-nationals and large corporations in over 75 countries to make sense of regulatory complexity. 

CEO: Peter Flynn
Founded: 2016
Based in: South Africa, UK
Latest funding round: $1.5M Seed

MarketForce360

Marketforce360 connects Africa’s informal retail outlets and consumers directly to suppliers of consumer goods and financial services by digitizing orders, delivery, and payments with the aim of solving the last mile distribution challenge. It enables consumer brands to manage their field sales activities and grow their distribution channels in Africa. It provides a mobile app where sales agents record all their sales activities including orders, visits, deliveries, payments and feedback as they happen, giving companies real-time market visibility into the performance of their agents and products in the market.

CEO: Tesh Mbaabu
Founded: 2017
Based in: Kenya
Latest funding round: $150K Seed

monday.com

monday.com is a cloud-based Work OS, where teams create workflow apps in minutes to run their processes, projects, and everyday work. The platform’s features include: customizable workflow templates to manage anything your way, time tracking to meet important deadlines, automations to eliminate manual work, dashboards to gain valuable insights and know where things stand at a glance, and integrations with popular tools and apps to streamline processes. It’s used by more than 100,000 companies around the world.

CEO: Roy Mann
Founded: 2012
Based in: Israel, United States, UK, Australia
Latest funding round: $150M Series D

Oktopost

Oktopost is a simple and beautiful social media management platform architected for B2B enterprise companies. With Oktopost, B2B marketers can schedule large volumes of social content across multiple networks, track valuable business performance metrics, and integrate social data with their entire marketing ecosystem.

CEO: Daniel Kushner
Founded: 2013
Based in: Israel, UK, United States
Latest funding round: $800K Seed

Paystack

Paystack is a technology company solving payments problems for ambitious businesses. It builds technology to help Africa’s best businesses grow – from new startups, to market leaders launching new business models. Paystack makes it easy for businesses to accept secure payments from multiple local and global payment channels, and then provides tools to help you retain existing customers, and acquire new ones.

CEO: Shola Akinlade
Founded: 2015
Based in: Nigeria, Ghana, United States
Latest funding round: $8M Series A

Promo / Slidely

Promo is the #1 video creation platform for businesses and agencies. They  help their users create loads of visual content and unlimited videos to promote anything they want effectively. Promo started as a slideshow company (Slidely) that helped over 200M people create, discover, and share slideshows and visuals.  Then in 2016 they launched Promo in order to disrupt the way businesses create videos. Promo is a Facebook and Instagram Marketing Partner, and YouTube Video Creative Partner.

CEO: Tom More
Founded: 2012
Based in: Israel, United States
Latest funding round: $5M Series A

Segmentify

Segmentify is an e-commerce personalisation platform that helps online retailers to optimize their conversion rates by enabling them to deliver a unique shopping experience for each visitor. Their vision is to create a better online shopping experience personalised for each visitor and increase the conversion rates for online retailers. In 2018 Segmentify was named as one of the top machine learning companies by Forbes.

Co-founders: Ergin Eroglu, Murat Soysal
Founded: 2015
Based in: Turkey, United Arab Emirates, France, Germany, UK

Signific

Signific helps businesses save time and costs by automating delivery planning. Companies that use Signific sees an average of 95% shorter time in planning routes and 30% saving on travelling costs for the delivery fleets. It hides the complexity of route planning to help you focus on what matters most, growing your business. In 2019 it launched its software-as-a-service (SaaS) logistics solution for small businesses, which makes delivery management simple.

CEO: Yusuf Hoosen
Founded: 2019
Based in: South Africa

Skynamo

Skynamo is a cloud-based field sales management software. It is the all-in-one Field Sales platform used by manufacturers, distributors and wholesalers with sales teams engaging with and selling to customers on a regular basis. Its mobile field sales app eliminates admin for field sales teams, and its field sales management software gives managers and business owners an accurate view of sales activity in real-time and delivers valuable insights that drive better sales decisions.

CEO: Sam Clarke
Founded: 2012
Based in: South Africa, United States, UK
Latest funding round: $30M Series A

Webydo

Webydo is a professional web design platform for designers and agencies to create, manage and host websites while scaling their business. Made by designers, for designers, Webydo seeks to transform the website creation process by providing it’s 225K designer community with total freedom of web design.

CEO: Shmulik Grizim
Founded: 2010
Based in: Israel
Latest funding round: $5M Series C

WiseStamp

WiseStamp is the leading email signature solution for professionals. It helps over 850,000 users promote their business daily with every email they send. Their users immediately strengthen their brand; get more leads; engage recipients on social; highlight their portfolio and get their brand out there. It was acquired by vCita in 2019.

CEO: Itzik Levy
Founded: 2009
Based in: Israel

Zappi

Zappi is the ad and innovation testing platform built by brands for brands. Their platform helps brands run consumer testing through all stages of advertising and innovation development. Their technology gives you easy access to better research methodologies so you can test more, learn more, and ultimately make better decisions about the ads and innovation you take to market.

CEO: Steve Phillips
Founded: 2013
Based in: South Africa, United States, UK
Latest funding round: $8M, series unknown

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