UPFRONT Secures $10M Pre-Seed to Fix SMB Cash Flow in MENA

Dubai-based fintech startup UPFRONT has secured a USD 10 million pre-seed round in a mix of equity and debt allocation. The round was led by Palm Ventures and SABAH.fund, with participation from a network of angel investors. 

Up next with the funding, it aims to fuel product development. Furthermore, it aims to tackle a major challenge for SMBs in the MENA region, which is cash flow inefficiencies.

With operations in both the UAE and soon Saudi Arabia, UPFRONT aims to grow its engineering and go-to-market teams. It also seeks to build infrastructure that empowers SMBs to grow sustainably, without the constraints of outdated financial workflows.

“Cash flow inefficiencies are one of the biggest growth bottlenecks for SMBs in MENA. We’re building financial infrastructure that gives these businesses real-time visibility, faster access to credit, and tools that enable them to operate with more confidence and less manual overhead,” said Anas Qudah, UPFRONT’s co-founder and CEO.

Cash Flow

Launched in May 2025 by Anas Qudah, Abdullah Alghadouni, and Mahmoud Abdel-Fattah Moursy, UPFRONT is a B2B fintech platform. It optimizes cash flow for small and medium-sized businesses (SMBs) across MENA. 

Its platform integrates with existing accounting software to deliver real-time financial analytics. It also automates receivables, orchestrates payments, and unlocks working capital. This is while reducing Days Sales Outstanding (DSO) and friction around cash flow.

According to the startup, the funding gap for SMBs in MENA is approximately USD 250 billion. It explains that this gap is driven by inefficient financial operations and delayed receivables across industries like F&B, FMCG, retail, and manufacturing.

Source: Waya Media