Dubai-based fintech startup UPFRONT has raised $10 million in a pre-seed round of equity and debt to address cash flow inefficiencies faced by small and medium-sized businesses (SMBs) across the MENA region. The round was led by Palm Ventures and SABAH.fund, with participation from angel investors.
Founded in May 2025 by Anas Qudah, Abdullah Alghadouni, and Mahmoud Abdel-Fattah Moursy, UPFRONT offers a B2B platform that integrates with accounting software to automate receivables, orchestrate payments, and provide real-time financial analytics. The company says its system helps SMBs reduce Days Sales Outstanding (DSO) and unlock working capital.
“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 Qudah, co-founder and CEO.
UPFRONT plans to use the funding to grow its engineering and go-to-market teams, expand into Saudi Arabia, and continue product development.
The company cites a $250 billion funding gap for SMBs in MENA, driven by inefficient operations and delayed receivables across sectors such as F&B, FMCG, retail, and manufacturing.
By targeting this gap, UPFRONT aims to build infrastructure that enables SMBs to scale sustainably, without relying on outdated financial workflows.
