Start-up wrap: Saudi Arabian delivery startup completes cross-border merger with Egyptian counterpart

NOMU is currently present in Saudi Arabia, Egypt, Tunisia, and Morocco (Supplied)
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Updated 23 December 2022
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Start-up wrap: Saudi Arabian delivery startup completes cross-border merger with Egyptian counterpart

CAIRO: Saudi Arabia-based grocery delivery startup Jumlaty has announced a cross-border merger with Egyptian counterpart Appetito to form a new company NOMU that will be headquartered in Riyadh.

Founded in 2020 by Salman Attieh, Jumlaty provides a grocery delivery platform for consumers and businesses. Appetito was founded in the same year and recently signed a partnership with Saudi-based IT company Purity Information Technology to expand into the Kingdom.

“Appetito and Jumlaty have been, separately but similarly, working hard to reinvent the grocery supply chain. Both have focused on reliability, speed, and affordability, building a solid reputation and a loyal customer base of families and F&B businesses,” CEO of Appetito, Sheham Mokhtar, said in a statement.

Mokhtar will be the CEO of NOMU as he stated that the merger is set to put the company on course to reach $25 million in revenue and achieve a positive earning income by 2023.

Aiming to become the leading foodtech platform in the Middle East and North Africa region, NOMU is currently present in Saudi Arabia, Egypt, Tunisia, and Morocco.

“Together we capture the entire value chain, from monthly shopping to weekly refills and outdoor dining. Most importantly our journey now as one company will be accelerated thanks to an incredible team of international talents and supportive investors,” Attieh, now chairman of NOMU, said in a statement.

The new company will have a holding structure in Abu Dhabi’s International Financial Centre as it plans to expand into Pakistan and sub-Saharan countries in the near future.

Saudi Arabia’s Nama Ventures crafts Muqbis’ pre-seed round

Saudi Arabia-based venture capital firm Nama Ventures has invested in Egypt-based online handicrafts marketplace Muqbis for an undisclosed amount.

Launched in 2021 by Iman El Wasifi, Mohamed Nasser, and Kareem Hussein, Muqbis positions itself as the Etsy of the MENA region providing a platform for local artisans to sell their products online.

“We are super excited to be one of Nama’s Portfolio companies in our first round. Nama is an extraordinary VC that showed a strong belief in what we do and aim to deliver, even before we signed the final agreement for the investment, they bridged all possible ways to support our business growth through recommendations and business matchmaking,” El-Wasifi said in a statement.

Nama Ventures has been one of the most active venture capitals in the region supporting startups in their earliest stages with a focus on investing in pre-seed rounds.

We’ve always wanted to make a bet on ‘the Etsy of Mena’ for a while now, the opportunities are massive and our region enjoys a great deal of artists and talented craftsmen that need the right medium to monetise their craft. Yet we were always challenged in finding the right complementary team to go after the opportunity,” said Mohammed Alzubi, Founder of Nama Ventures.

The funding will support Muqbis in providing the right facilities for their artisans to reach more customers.

Uniting the food and beverage industry

Saudi Arabia’s venture builder Revival Lab signed an investment agreement worth $13.6 million with the Kingdom’s United Investments company to support startups in the food and beverage sector.

Founded in 2022, United Investments supports scalable brands to find market opportunities and seeks to acquire more than 30 F&B companies in Saudi Arabia.

“We seek to strengthen local brands in the food and beverage sector and help build their plans for growth and expansion inside and outside the Kingdom by improving expenditure efficiency and developing operational excellence plans,” Mohammed bin Abdulhadi Al-Qahtani, CEO of United, said in a statement.

Al-Qahtani co-founded Shawarma Hilayel and led its expansion to reach more than 26 branches in addition to 20 other brands with almost 100 branches in total.

“The agreement will provide unique opportunities to support male and female entrepreneurs as the industry shifts to cloud kitchens. It also seeks to develop startups in this field by building an integrated system that supports financial sustainability and good return on investment for investors,” CEO of Revival Lab, Mohammed Al-Maghlouth, stated.

The partnership will aim to encourage the growth of new ventures in the F&B sector in the Kingdom while promoting the shift towards cloud Kitchens.

Supplies simplified by Suplyd

Egypt-based restaurant logistics startup Suplyd secured $1.6 million in a pre-seed funding round led by Endure Capital, Seedstars, Camel Ventures, and Falak Startups.

Established in 2022, the company provides a platform to digitise the procurement supply chain process for hotels, restaurants, and cafes to buy stock directly from suppliers.

“Suplyd offers a smooth purchasing experience, clarity of product availability, guaranteed delivery dates as well as transparent pricing. Coupling that with its useful analytics, reporting, and digital records enables suppliers to handle their complex internal logistics and optimize their assets,” Ahmed El-Mahdy, COO of Suplyd, said in a statement.

The company will utilize its acquired funding to support its tech stack, grow its team, and scale its operations.


AI’s shift toward proactive healthcare

Updated 05 February 2026
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AI’s shift toward proactive healthcare

  • Experts reveal how AI is reducing burnout and streamlining workflows

JEDDAH: Artificial intelligence is increasingly moving from the margins of healthcare innovation into its operational core. Rather than replacing clinicians, AI is being deployed to address persistent challenges across health systems, from administrative overload and staff burnout to fragmented data and inefficient patient flow.

Speaking to Arab News, Abbes Seqqat, chief executive officer of Rain Stella Technologies, and Eric Turkington, chief product officer, discussed how AI is already transforming healthcare delivery — and why its impact is most meaningful when embedded directly into clinical workflows rather than treated as a standalone tool.

Seqqat describes AI’s role as accelerating a structural shift in healthcare delivery. “AI is accelerating the shift in healthcare from reactive to proactive care, because AI fundamentally helps detect, analyze and predict,” he said, noting that many health systems lack the resources to perform these tasks at scale.

Abbes Seqqat, chief executive officer of Rain Stella Technologies. (RST photo)

While AI use cases in healthcare are broad, Seqqat emphasized that the most effective applications today focus on operational and clinical fundamentals, including reducing administrative burden, identifying patient risks earlier, and capturing clinical data more reliably and in real time.

RST’s portfolio reflects this approach, spanning surgical data capture and workflow automation, cloud-based electronic medical records, and health information exchange. Across these systems, the common goal is improving data quality and usability so clinicians can spend less time managing information and more time delivering care.

According to Turkington, RST’s systems rely on a mix of established and emerging AI technologies.

RST's Equinox offers a streamlined workflow, minimizing redundant data entry, and also allows for seamless integration with other systems. (RST images)

“Across the portfolio, we are using a wide range of AI and predictive technologies, from voice technology to reliably capture clinician inputs, to large language models that analyze and act on collected data,” he said.

A key focus has been adapting AI to regional and clinical realities. Voice models, for example, have been trained on UAE and GCC accents and grounded in medical terminology to improve accuracy in real-world settings. RST also uses retrieval-augmented generation and multi-agent AI architectures, allowing different AI components to perform specialized tasks such as classifying surgical notes, identifying unusual events, or assisting with billing and coding, Turkington explained.

DID YOU KNOW?

• AI can detect, analyze, and predict patient risks faster than traditional methods.

• Systems like Equinox use voice input and predictive analytics to actively support clinical decisions.

• AI assistants provide real-time updates, automate documentation, and improve coordination in operating theaters.

One of the central concerns around AI adoption is whether it adds complexity to already demanding clinical roles. Seqqat argues the opposite should be the goal.
“For nurses and frontline staff, AI’s greatest contribution is removing the invisible administrative friction that leads to burnout,” Seqqat said.

In operating theaters, AI systems can replace manual coordination methods such as phone calls and whiteboards by providing real-time situational awareness. By automating updates, anticipating delays, and serving as an on-demand clinical notepad, AI reduces cognitive load and allows staff to remain focused on patient care, he explained.

RST’s voice-enabled assistant, Orva, is designed specifically for perioperative environments.

Orva captures live updates through voice input, enabling it to surface delays, flag bottlenecks, and prompt coordination between departments. (RST photo)

Turkington said it enables hands-free documentation and coordination, helping surgical teams manage schedules and resources more effectively.

By capturing live updates through voice input, Orva can surface delays, flag bottlenecks, and prompt coordination between departments. It also assists with documentation and coding, reducing errors and supporting more accurate reimbursement— an area where incomplete records often create downstream challenges.

Electronic medical records remain central to healthcare delivery, but Turkington noted that AI can move them beyond passive data repositories.

Eric Turkington, chief product officer of Rain Stella Technologies. (RST photo)

“We designed Equinox as an EMR that enables you to spend less time with the software and more time with patients,” Turkington said.

Through voice input, automated documentation from visual annotations, and AI-generated pre-visit summaries, the system can actively support clinicians rather than slow them down. Predictive analytics, such as identifying no-show risks or highlighting care gaps, further shift EMRs toward decision-support tools rather than administrative obligations.

Both executives stressed that AI’s effectiveness depends heavily on data access and quality. Seqqat pointed to interoperability as a prerequisite rather than an afterthought.
“AI is only as powerful as the data it can access,” he said, adding that fragmented records limit both clinical insight and system-wide learning.

Health information exchanges, such as RST’s Constellation platform, enable patient data to be viewed longitudinally across providers. AI can then assist with patient identity matching and population-level analysis, allowing trends and risks to be identified across large datasets.

Turkington shared an example from an operating theatre where AI helped prevent cascading delays. When a surgical case ran late, a nurse verbally updated Orva that the patient was ready to exit. The system alerted the recovery unit, analyzed schedule conflicts, and prompted management to reassign staff before delays affected subsequent procedures.

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By tagging the cause of the delay and feeding that data into predictive models, the system helped prevent similar issues in the future — without additional manual coordination.

According to Seqqat, the primary returns from AI adoption come from combining efficiency with financial accuracy. Streamlined workflows allow providers to treat more patients without compromising care, while improved documentation reduces revenue leakage.

Looking ahead, Seqqat sees AI becoming central to Saudi Arabia’s healthcare transformation. He described its role as advancing smart hospitals, predictive patient flow, and precision medicine aligned with Vision 2030 goals.
“The role of AI in Saudi Arabia’s healthcare sector is evolving from a supporting technology to a foundational pillar of the Kingdom’s Vision 2030 transformation. Over the next few years, we expect to see AI move into the realm of smart hospitals, where predictive analytics optimize patient flow and AI-driven precision medicine leverages the Saudi Genome Program to provide hyper-personalized care. By unifying national health data and automating complex administrative workflows, AI will enable a more proactive, value-based healthcare model that improves patient outcomes and operational efficiency across the country.”