Digital Business continues to explore the unique startup ecosystem of Saudi Arabia. As part of the Kazakhstan Global project, we’ve already spoken with Aslan Sultanov, founder of White Hill Capital, Igor Ovcharenko, CEO of Al-Farabi Innovation Hub, and Adil Gasimov, founder of the Azerbaijani startup Push30. Our next guest is Aidana Aituarova, CEO and founder of Porte Tech, who has been growing her startup in the MENA region for a year now.
In an interview with Digital Business, Aidana shared how long it took to secure venture capital from investors in Saudi Arabia and how local funds and business angels view startup founders from Kazakhstan. We also talked about whether it’s tough for women entrepreneurs to promote their products in such a conservative region, why Porte Tech delayed its entry into the UAE market, and why Aidana seems to always be living in hotels.
About the project
Porte Tech is a SaaS concierge platform, available as a mobile and web app, that replaces traditional magnetic room keys with digital ones. It lets guests unlock their rooms with their phones, check out seamlessly, and order food, appliances, and other hotel services. The project has been thriving in Kazakhstan and expanded into the Saudi Arabian market a year ago.
Breaking Into the Market, the Perks of an Accelerator, and Attracting Investment
«It Took Us Just 10 Days to Secure Investment from Business Angels»
– Porte Tech has been in the Saudi Arabian market since 2024. But what’s the best way to break into this market?
– We entered the market through the 500 Global accelerator, and I believe this is the best way to scale in any market. For example, if you complete Y Combinator, it becomes much easier to grow your project in the U.S. The same approach works perfectly in Saudi Arabia.
Every accelerator has local mentors who introduce you to their networks and help you navigate the country’s business culture. For example, in Saudi Arabia, it’s completely normal for people to arrive 20–30 minutes late to a meeting.
There are far more accelerators and programs for startups here than in Kazakhstan. For example, there’s the 500 Sanabil Accelerator (a part of the 500 Global network) and Taqadam, a program we recently completed with Porte Tech. As a prize, we received a $140,000 grant — completely non-dilutive, with no need to pay it back.
Another major benefit of these programs is direct access to investors. In the final stage of Taqadam, representatives from 40 venture funds—both local and international — were invited, including Nuwa Capital, Beco capital, Jasoor VC, Hala VC, Sadu VC, White Hill Capital and others. Our project caught the interest of 17 institutional investors.
«There Were Investors Specifically Looking for Startups from Kazakhstan»
– Our previous guests mentioned that securing investment in Saudi Arabia isn’t easy for foreign startups. Can you share your experience? Where is it easier to raise a funding round — here or in Kazakhstan?
– Arabian investors use the same KPIs as those in Kazakhstan when evaluating startups. They assess the founder, check traction, and review the industry the project operates in. However, local funds have a much wider selection of startups to choose from and a larger client base, so the financial metrics need to be stronger.
The size of funding rounds varies greatly. When it comes to business angels, a single investor typically provides anywhere from $10,000 to $100,000. For funds, it also depends — at pre-seed and seed levels, some offer $100,000, while others may invest $500,000 or even up to $2M.
– How interested are investors in startups from Central Asia? And generally, how familiar are Saudi investors with our region?
– They know exactly where Kazakhstan is. In fact, at the Taqadam program finals, some investors were specifically looking for startups from our country.
Of course, if they have to choose between two equally strong products — one from Saudi Arabia and one from Kazakhstan — the investment will likely go to the local project. That’s completely understandable. Kazakhstani funds would probably do the same.
– How long does it usually take to finalize a deal?
– On January 26 this year, we opened our $1M seed round. One of our potential investors is White Hill Capital. Aslan Sultanov, the fund’s CEO, first learned about our project during Demo Day and was impressed that we independently entered the Saudi market and achieved strong traction.
Within a month of announcing the round, we received soft commitments totaling $1.3M — exceeding our expectations — and we are now undergoing due diligence. However, for some startups, just securing a preliminary agreement can take up to six months.
Launching a Startup, Handling Polite Rejections, and Scaling Up
«ARR from Signed Contracts Approaches $700,000»
– What does it take to launch a startup in Saudi Arabia?
– The key requirement is obtaining a local business license issued by the Ministry of Investment of Saudi Arabia (MISA). Before we had ours, no one was willing to sign contracts, even if they were interested in the platform.
To get the license, you need to complete an accelerator program and submit your business plan to MISA. Since we’re part of 500 Sanabil, a company within PIF (Public Investment Fund of Saudi Arabia), we weren’t required to provide a development plan, which sped up the process significantly—we got our license in just a month. That said, I’ve heard of startups that spent over a year at this stage.
At the same time, opening a bank account took quite a while — about six months. First, we had to get a residence card, which required a medical check-up and comprehensive insurance. Initially, I applied for a one-year residency, but then an option for a five-year permit became available. We decided to go for it and had to resubmit all our documents. The requirements kept changing, and sometimes even the employees weren’t sure which documents were needed, so we ended up spending a lot of time dealing with bureaucracy.
But it was worth it. Having these documents not only allows us to work but also to buy property in Saudi Arabia and travel freely across all Gulf countries.
– How hard is it to sell your solution in Saudi Arabia?
– We work exclusively with hotels, which makes the process much simpler—you sign one contract, and the entire chain is onboarded. This reduces the workload for our team since we don’t have to manage multiple clients at once.
From other founders, I’ve heard that working in B2C, and especially B2G, is much more challenging. To collaborate with the government, at least one of the founders must be a Saudi national.
– How many clients does Porte Tech currently have in Saudi Arabia?
– Our ARR from signed contracts is approximately $700,000. Currently, Porte Tech has three clients, but each operates 10-15 hotels within their chain. We don’t work with major brands like Hilton or Marriott since they have their own proprietary solutions. For example, Hilton invested $100M just to develop its digital keys and app, plus another $500M to replace physical keys.
Initially, our product was designed solely for guests—allowing them to unlock their room, check in and out, and order food through our app. Now, we’re expanding to serve hotel employees as well. Many small hotels lack internal management systems, so staff currently receive update notifications on their personal phones. Our new product will streamline this process and solve that issue.
– What are your plans for growth and expansion?
– Earlier, we considered expanding into the UAE, but we ultimately decided that Qatar would be our next step after Saudi Arabia. The main reason is that our distributor, a hotel lock manufacturer, has a strong presence in Qatar, making it a logical move for us.
We’ll likely start entering the Qatari market toward the end of the year, but for now, our main focus remains Saudi Arabia—it’s our top priority.
«You’ll Rarely Hear a Direct «No» Here»
– Some say that Saudis make big promises in meetings but don’t always follow through. Have you experienced anything like that?
– You’ll rarely hear a direct “no” here. Instead, you might get responses like “Yes, of course, very interesting. Let’s keep discussing.” In these cases, it’s not always clear whether there’s genuine interest or if it’s just a polite way of saying no.
How should you handle situations like this? There’s no universal answer, but we simply keep the conversation going. If there’s no outright rejection, the door is still open. It doesn’t take much effort — you can send a follow-up email, make a call, or meet at events. Sometimes, they just need more time to feel confident that we’re trustworthy and here to stay.
– What advice would you give to Kazakhstani startups looking to enter the Saudi market?
– From the very start, it’s crucial to build strong connections and actively participate in events and networking. Without this, securing contracts will be much harder. If you have a unique product tailored to the Arabian market, clients may be willing to work with you—but attracting investors requires solid relationships.
Kazakhstani founders should take advantage of various accelerator programs. We have strong technical teams, which gives us a great edge when entering new markets. The region is full of angel investors with successful exits who appreciate deep expertise, and our startups meet their expectations.
Saudi Arabia is often overlooked when it comes to its startup ecosystem. Right now, there’s less competition, especially compared to the UAE, where everyone is trying to break in. This makes it a great time to catch the wave and establish a presence.
Women in the Startup Industry and Everyday Life in Saudi Arabia
«Many Women Wear Heels and Don’t Cover Up»
– Let’s talk about gender. Just a few years ago, women in Saudi Arabia couldn’t drive or travel independently. But in recent years, things have improved. How are female founders treated today?
– There are many women in the business world here. The primary partner of 500 Global in Saudi Arabia is a woman. The president of the tourism union? Also a woman. The leading training center for hotels of all classes was founded by two women. And in any venture fund’s top management, you’ll definitely find women—many of whom confidently wear heels and don’t cover up.
People here are used to seeing women in business, expressing their opinions, and making their voices heard.
– Does being a woman give you any advantage in business?
– For me, securing a meeting is easier because it’s harder for the other party to say no. However, my gender doesn’t influence the outcome of the deal —that all comes down to sales skills. But one thing is certain: they will take the meeting.
– Is it the same in personal life?
– When I first arrived in Riyadh, I hesitated for a long time about whether to wear a wrap. Just a few years ago, the vice police enforced strict dress codes, and there were even cafés where only men were allowed. But things have changed — now, women have a place everywhere.
On my first day in Saudi Arabia in November 2023, I had an interesting experience. I wanted to try kabsa—a local dish made with rice and various meats—so I found a café on Google Maps and headed there.
When I reached the counter to place my order, the cashier, who didn’t speak English very well, packed my food to go. A local man nearby noticed the confusion and explained to the staff that I wanted to dine in. At first, the waiters hesitated, but eventually, they agreed. They led me to a table in the farthest corner and put up a screen around it.
At first, it felt like my presence made others uncomfortable. But every few minutes, the staff would check in to make sure I was okay. Later, my Arab friends explained that this was actually a sign of respect. If I had stayed in the main dining area, I would have attracted a lot of attention and curious looks, so the staff wanted to make sure I felt at ease.
– You now split your time between two countries. What has surprised you most about everyday life here?
– This January, Riyadh finally opened its subway. Before that, there was no public transport at all. I can drive, but I didn’t dare to rent a car — the traffic here feels like something out of The Fast and the Furious. There are plenty of wide highways, but the driving is incredibly aggressive.
So, I relied on taxis instead — but they’re not cheap. Even a short ride costs around $20, and traveling across the city can set you back $70–100. Plus, the traffic is even worse than in Almaty. You can easily spend several hours just getting to your destination.
I live in hotels because it helps me build connections—that’s actually how I landed my first contract. I stayed at different hotels within the same chain for a few days at a time. I started by reaching out to managers through the front desk, then worked my way up to directors, and eventually to the owners. Sometimes, this process can take months.
«Foreign Women Are Viewed the Same as Locals»
Rinata Ilyubayeva, COO of White Hill Capital and Al-Farabi Hub, also shared her insights on doing business in Saudi Arabia.
– In recent years, Saudi Arabia has made significant progress in supporting women entrepreneurs. As part of Saudi Vision 2030—a strategic program aimed at diversifying the economy, reducing reliance on oil, and developing sectors like healthcare, education, and tourism—there is a specific KPI focused on supporting startups founded by women. Additionally, for Saudi women who work and send their children to nursery, the National Technology Development Program (NTDP) offers a special support initiative that partially reimburses childcare costs.
Women founders from other countries are treated the same as local entrepreneurs. For example, in my meetings with Saudi representatives, they have always been extremely professional and respectful. The only thing to keep in mind is the dress code—but that applies to both men and women. Wearing overly revealing or casual clothing is not acceptable. Another key aspect of Saudi business culture is that meetings tend to be brief, and it may take multiple encounters with the same person before serious business discussions begin. That’s why I recommend that women in Saudi Arabia connect with local women’s business communities to build valuable relationships and expand their network.
Rinata Ilyubayeva
Fortunately, there are many women in Saudi Arabia’s IT sector, and a significant number hold positions in government organizations like the Ministry of Communications and Information Technology (MCIT) and the Center of Digital Entrepreneurship (CODE). Women are also heavily involved in organizing major tech events like LEAP. I’ve had the privilege of meeting incredible women like Dr. Basma AlBuhairan, Managing Director of the Centre for the Fourth Industrial Revolution (C4IR) in Saudi Arabia, and Maya Ayoub, Chapter Director of Women in Tech Saudi. These strong, determined leaders are not only making an impact but also inspiring countless women to pursue careers in tech.