A Tale of Purpose and Innovation: Yara Ghouth's Journey in Saudi Arabia’s Fintech and Creative Industries

In Riyadh’s rapidly evolving business landscape, Yara Ghouth stands out as a force of entrepreneurial energy and innovation, seamlessly blending technology, creativity, and purpose-driven leadership. Yara’s journey began not in fintech or startups, but as an architect—a field where she first cultivated her drive to build, design, and reimagine. This foundation laid the groundwork for a career that would see her shifting across continents, embracing Silicon Valley’s venture capital culture, and ultimately returning to Saudi Arabia to pioneer impactful ventures in fintech and beyond.

From Design to Fintech: Co-founding Nqoodlet

At the heart of Yara’s career is her work at Nqoodlet, a fintech startup she co-founded, focused on managing and optimizing expense processes for Saudi SMEs. Her role as Commercial Director positions her at the forefront of a significant issue facing small and medium-sized enterprises—efficient financial oversight. Nqoodlet’s mission is simple yet transformative: streamline expense management to empower businesses to focus on growth, not financial headaches. With over 400 companies served, Yara’s work at Nqoodlet is a testament to her dedication to problem-solving and enhancing operational efficiency for Saudi businesses.

In the male-dominated sector of finance and tech, Yara’s leadership offers a unique perspective, one that melds an understanding of local challenges with insights she gained abroad. This perspective has been instrumental in positioning Nqoodlet as a trusted partner for SMEs navigating the complexities of financial management.

Pioneering Creativity with Naseej Market

Not limited to fintech, Yara’s entrepreneurial spirit led her to establish Naseej Market in 2020. This online marketplace was born out of a vision to empower local artists, designers, and creative SMEs, offering them not just a platform to sell their work but a holistic ecosystem for development. Naseej Market provides tools, resources, and connections that enable local creatives to thrive and sustain their businesses. It reflects Yara’s belief in the power of creativity as a driver of social and economic development.

Through Naseej, she not only created a marketplace but also cultivated a community, offering local creatives educational resources and partnerships. This multifaceted approach allowed her to address both the supply and demand sides of Saudi’s creative industry, creating sustainable pathways for artisans and small businesses.

Championing Saudi Entrepreneurship at the Ministry of Investment

In addition to her entrepreneurial endeavors, Yara plays a pivotal role in Saudi Arabia’s Ministry of Investment (MISA). Since 2023, she has contributed to MISA’s Entrepreneurship and Innovation sector by developing strategies to attract international startups and venture capitalists, enhancing the country’s entrepreneurial ecosystem. Her work involves creating a supportive infrastructure for foreign investors and startup founders, and her efforts have been instrumental in initiatives like Startup Saudi, which supports the entry of global startups into the Saudi market.

Yara’s representation of MISA at global events like the G20 Startup20 and Vivatech in France further highlights her role as an ambassador for Saudi Arabia’s growing appeal as a global investment hub. She has supported international ventures, such as the establishment of a Korean business center in Riyadh, paving the way for meaningful cross-border collaborations.

A Global Perspective and a Local Mission

Yara’s experiences extend beyond the corporate boardroom to global platforms. As a Global Shaper in Jeddah and Riyadh under the World Economic Forum, she advocates for youth empowerment, action, and change. This role has positioned her as a leader within a global network of young innovators, underscoring her dedication to making a tangible impact in her community. Her efforts culminated in an invitation to the WEF’s Youth Davos50 delegation, a rare honor that allowed her to discuss and address some of the most pressing challenges facing young entrepreneurs today.

Overcoming Challenges and Sharing Hard-Won Lessons

Yara’s journey has not been without challenges. Her entry into the fintech sector involved navigating complex regulatory landscapes, which required a deep understanding of both local and international market dynamics. Through resilience and strategic insight, she successfully built partnerships and streamlined processes that have become cornerstones of her ventures. Her adaptability, honed through her diverse experiences in architecture, investment, and entrepreneurship, serves as a beacon for aspiring founders looking to chart their own paths in Saudi Arabia’s startup ecosystem.

Lessons for Aspiring Founders: Adaptability, Community, and Global Vision

Yara’s story offers powerful lessons for others in the startup world. Her adaptability, showcased by her transitions across industries and roles, highlights the importance of flexibility in an ever-changing business landscape. She also emphasizes the role of community—whether through Naseej’s creative ecosystem or the Global Shapers network—in creating sustainable growth. Her work at MISA reflects a belief that while global perspectives are invaluable, local roots and understanding are key to meaningful, long-lasting impact.

Building a Legacy

From fintech innovation to championing creative talent, Yara’s journey embodies a commitment to both technological advancement and social responsibility. For her, business success goes beyond profit—it’s about creating value, fostering talent, and giving back to her community. As she continues to expand her impact in Saudi Arabia and beyond, Yara Ghouth is crafting a legacy that bridges ambition with purpose, inviting the next generation of founders to do the same. Her path stands as an inspiring blueprint for those who wish to build with both vision and heart in the rapidly evolving landscape of the Middle East.