Ptway co-founder wins $50,000 from Visa’s ‘She’s Next’ program

Aliyah Alghubayn, co-founder of PTway, won a $50,000 grant and one year of business coaching from ITC as well as $3,000 of AWS credits and a 1:1 deep dive consultation.
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Updated 13 September 2023
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Ptway co-founder wins $50,000 from Visa’s ‘She’s Next’ program

Visa, a leader in digital payments, together with the Ministry of Communications and Information Technology, Small and Medium Enterprises General Authority or Monsha’at, and the Arab National Bank announced Aliyah Alghubayn, the co-founder of Ptway, a Riyadh-based platform that connects companies and part-time job seekers, as the winner of
its second “She’s Next” grant program for Saudi Arabia. The winner was selected at an award ceremony held at Princess Noura bint Abdulrahman University. 

Handpicked from a pool of more than 880 applicants from the GCC, the winning woman-owned small business received a $50,000 grant along with a year of business coaching from International Trade Center, a joint agency of the UN and World Trade Organization, and $3,000 in Amazon Web Services credits. The business coaching will be provided by the ITC SheTrades Initiative, ITC’s flagship women and trade program. The winner was selected from a pool of applicants representing a range of sectors including but not limited to textiles, education, food and beverage, professional services, beauty and wellness.

The She’s Next finals event in Saudi Arabia was also open to shortlisted applicants from Bahrain and Oman where the program is running for the first time. Aida Almudaifa, founder of Early Riser, won the Bahrain edition of She’s Next and $50,000, while Yasmeen Al-Alawi, founder of Sprout, won the Oman edition and $50,000. 

A jury evaluated entries based on the following criteria: the progression of applicant’s entrepreneurial journey, robustness of their business metrics, digital presence, and a demonstrated ability to problem-solve confidently. The members of the jury in Saudi Arabia included: Ali Bailoun, Visa’s regional general manager for Saudi Arabia, Bahrain and Oman; Abdullah A. Alshamrani, general manager at The Center of Digital Entrepreneurship, under MCIT; Afnan Ababtain, director of women entrepreneurship at Monsha’at; and Khalid Alrashed, head of retail banking group, anb.

For the first time, She’s Next included a People’s Favorite award with a cash prize of $10,000 for one winner from each of the three countries, voted for online by members of the public. This award went to Saria Alderhali, founder of Bondai, Saudi Arabia’s largest marketplace for tours and experiences; Esraa Al-Janahi, founder of EJS Dynamic Fitness, a boutique fitness facility in Bahrain; and Shamsa Al-Salami, founder of Zumr, an Oman-based platform that bridges the gap between the financially excluded and formal financial services.

“In a world where women-owned small businesses consistently demonstrate their resilience and future-forward optimism, Visa is proud to acknowledge and support these trailblazing female entrepreneurs in Saudi Arabia. We extend our heartfelt congratulations once again to the winners of She’s Next in the Kingdom and look forward to supporting them in their business journey,” said Bailoun. He also said that since the Kingdom’s launching of the Vision 2030 and it having women’s empowerment as one of its pillars toward achieving a “dynamic society,” Visa itself has seen a huge influx of women among its own workforce and an even greater influx in the number of women entrepreneurs in the region.


More crop per drop: NADEC and EF Polymer deploy breakthrough technology to cut agricultural water use by 40%

Updated 14 January 2026
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More crop per drop: NADEC and EF Polymer deploy breakthrough technology to cut agricultural water use by 40%

Following a strategic technology-scouting framework led by Universal Materials Incubator, the National Agricultural Development Company has entered into a partnership to launch large-scale field trials of EF Polymer, marking a significant step in deploying deep-technology solutions to strengthen the Kingdom’s food and water security.

The collaboration initiates field trials of EF Polymer’s proprietary solution — a 100 percent organic, biodegradable powder that performs like a “soil battery” upcycled from food waste. Engineered to address water scarcity in arid and semi-arid regions, the material can absorb up to 50 times its own weight in water and gradually release moisture directly to plant roots. This mechanism has the potential to reduce irrigation water use by up to 40 percent, while enhancing crop yield and long-term agricultural productivity.

Beyond water efficiency, EF Polymer improves nutrient retention by minimizing fertilizer leaching, thereby reducing overall fertilizer requirements. After approximately one year in the soil, the material fully biodegrades into organic carbon, organic matter, and trace nutrients such as magnesium, calcium, and nitrogen — contributing directly to improved soil health and long-term fertility.

The solution is affordable, easy to apply, and suitable for a wide range of crops, making it viable both for individual farmers and for industrial-scale agricultural operations such as NADEC’s. 

EF Polymer has already achieved significant commercial adoption across multiple global markets, including Japan, the US, India and Turkiye, where it is actively used by farmers and agribusiness operators to improve water efficiency, soil health, and crop resilience under varying climatic conditions.

Its organic credentials are certified by OMRI and Ecocert, reinforcing its alignment with sustainable and regenerative agricultural practices.

The stakes for this alliance are high. By 2030, global freshwater demand is projected to exceed supply by 40 percent. In Saudi Arabia, the challenge is localized but intense: the agricultural sector alone consumes approximately 11.4 billion cubic meters of water annually. This partnership underscores NADEC’s commitment to adopting innovative, scalable technologies that conserve natural resources while supporting resilient food systems across the Kingdom.

Mohamed Al-Rajhi, VP of supply chain sector at NADEC, said: “Strategic agriculture today requires a long-term commitment to soil health and resource circularity. NADEC is leading the shift toward regenerative practices that restore our natural capital rather than merely consuming it. By diversifying our crop portfolio and investing in closed-loop nutrient management, we are insulating our operations against global price volatility and environmental shifts.”

“We are aggressively deploying AI-driven irrigation systems and satellite-based crop monitoring to optimize every drop of water and every hectare of land. This strategic pivot toward agri-digitization allows us to mitigate climate risks in real-time while significantly reducing our carbon footprint. Our commitment to sustainability is our greatest competitive advantage, ensuring that NADEC remains the cornerstone of the Middle East’s agri-food sector for decades to come. These trials focus on strategic scalable crops like wheat and olive trees to ensure the future of the Kingdom’s food security is both sustainable and locally rooted,” he added.

Strategic trial milestones:

  • Wheat: Trials have commenced to demonstrate water retention in this water-intensive crop.
  • Olive and blueberry: Specialized testing is scheduled for March to evaluate yield improvements and nutrient efficiency.

This collaboration supports Saudi Vision 2030 goals of reducing non-renewable groundwater use by 90 percent.