Ridaa Shah is a dynamic leader with a deep-rooted passion for fintech and a strong background in risk management. She began her career in the corporate world, working in risk management at one of the largest regional Islamic banks. After three years in this role, Ridaa decided to venture into the start-up and fintech space, joining Tarabut, MENA’s leading open banking platform.
Ridaa Shah | Co-founder & COO | Daleel
During her time at Tarabut, she played a pivotal role in scaling the company across the region, expanding operations, and growing the team from 8 to 80 members across Bahrain, UAE, KSA, and the UK. Her experience in building strong partnerships with financial ecosystem members and regulators, along with her dedication to fostering a thriving company culture, laid the foundation for her next venture. At EliteX, we are proud to have Daleel as part of the 10 Best Companies in Middle East, 2024.
In 2022, Ridaa co-founded Daleel, where she now serves as the Chief Operating Officer. Daleel is an innovative financial marketplace that aims to make finance more accessible and understandable for everyone. The platform helps users find the best financial products while offering valuable insights to financial partners.
“Daleel is ready to embark on a transformative journey, committed to leading in financial technology and shaping the future of finance.”
Daleel is on a mission to transform how individuals navigate the world of finance by creating a connected journey between financial institutions and everyday people. As the first financial marketplace in MENA, Daleel empowers users to search, compare, and find the best financial products tailored to their needs. Whether it’s discovering the ideal credit card, securing a car loan, or exploring cryptocurrency options, Daleel’s platform offers a seamless experience. Additionally, the company provides banking partners with access to a web application that allows them to curate and launch new products and offers using deep market insights.
Daleel’s core values are what truly set it apart. The company emphasizes Empowered Ownership, where each team member is accountable for their work and has the room to innovate. Collective Brilliance is at the heart of Daleel’s operations, with a strong emphasis on collaboration and shared knowledge. The company also prides itself on Proactive Trailblazing, always looking ahead and finding new ways to stay ahead in the financial world. Lastly, Customer-Driven Excellence is a key focus, with Daleel continually striving to enhance the financial journeys of its users.
What distinguishes Daleel from other companies in the Middle East region is its pioneering approach to transforming the financial landscape. As the region’s first financial marketplace, Daleel is not just meeting new standards but creating them with its innovative platform, renowned for its cutting-edge technology and user-centric design. Personalization is at the core of Daleel’s offering, with advanced analytics providing hyper-personalized recommendations tailored to each user’s financial needs. Beyond offering an innovative platform, Daleel is committed to enhancing financial well-being and fostering meaningful connections within the community through collaboration with partners and users.
Daleel also places a strong emphasis on employee satisfaction and well-being. The company offers a flexible working environment, including hybrid working options that allow individuals to work from home or remotely. Daleel encourages its team members to take initiative and ownership of their work by providing a supportive company culture where they can thrive. The company recognizes and rewards outstanding performance and offers unlimited Paid Time Off. For those looking to build on their skills, Daleel provides professional development opportunities through courses and mentorship from industry experts. Teamwork is considered the cornerstone of Daleel’s success, with regular team bonding exercises organized to strengthen collaboration and camaraderie.
Diversity and inclusion are at the heart of Daleel’s corporate culture. The company’s recruitment process is meticulously designed to attract a broad range of perspectives, resulting in a vibrant team that spans five different nationalities across five countries. Daleel’s commitment to gender equality is evident, with nearly 70% of the team being women, showcasing the company’s dedication to empowering women in the tech sector. This multicultural and gender-diverse mix is a key driver of innovation and creativity at Daleel, fostering a dynamic and inclusive workplace where every voice is valued. By embracing diverse viewpoints, the company pushes the boundaries of what’s possible and drives collective success.
“By embracing diverse viewpoints, we drive our collective success and push the boundaries of what’s possible.”
Daleel’s ability to adapt to changing market trends and challenges in the Middle East is rooted in its understanding of the region’s demographics. With 65% of the population under 35 years of age, Daleel is uniquely positioned to address the needs of this young, tech-savvy audience. However, despite the demographic’s embrace of technology, financial literacy remains a significant challenge. Daleel bridges this gap by offering user-friendly financial solutions designed for ease of use. As regulators in the region introduce advancements like open banking and data protection, Daleel remains ahead of these changes, ensuring its platform is both compliant and cutting-edge. By continuously monitoring market trends and integrating the latest technology, Daleel ensures that its platform evolves with its customers’ needs, staying relevant and responsive in a rapidly changing landscape.
Corporate social responsibility is a core component of Daleel’s mission. The company is dedicated to breaking down financial taboos and making financial discussions a normal part of everyday conversation. Through proactive outreach, Daleel elevates financial awareness and inclusion, leading the charge with free workshops tailored for a variety of stakeholders, including universities, telecommunications firms, and corporate entities. These sessions are designed to boost financial literacy and foster inclusion, ensuring that crucial financial knowledge reaches all corners of society.
Maintaining strong relationships with clients and customers in the Middle East is a top priority for Daleel. In a region where trust is paramount, Daleel forges strong, lasting relationships with banks and financial institutions through deep collaboration. The company’s design thinking workshops serve as a platform for innovation, allowing Daleel to co-create tailored solutions with its partners. Additionally, Daleel hosts joint events and workshops that elevate financial awareness and well-being, creating a vibrant community of shared goals. By focusing on delivering exceptional service while optimizing costs, Daleel ensures that its clients receive both outstanding value and efficiency, reinforcing the company’s commitment to excellence and trust.
“Diversity is more than a policy for us—it defines our culture.”
Daleel’s transformative journey has been marked by several notable achievements and recognitions. The company has secured significant regional and international investments from Hambro Perks (Spring Studios), Flat 6 Labs, and key angel investors, fueling its growth and innovation. A major highlight was Daleel’s first-place win at Startup Bahrain’s Scale-Up Pitch powered by Tamkeen, which showcased the company’s scalability and solidified its position in the financial sector. Additionally, Daleel’s first-place wins at the Visa Everywhere Initiative and Standard Chartered’s Women in Tech initiative underscore its leadership in financial technology and its commitment to diversity.
Looking ahead, Daleel is poised to redefine the financial landscape with its ambitious plans. Over the next 3-4 years, the company aims to become the leading platform in key MENAP markets, expanding its reach to 80% of the region and introducing its innovative solutions to a broader audience. At the same time, Daleel is preparing for a significant milestone—going public with an IPO within 4-5 years, which will enhance its market presence and open new growth opportunities. To achieve these objectives, Daleel is focusing on three key priorities: expanding its skilled team, accelerating user growth, and increasing revenue. With these priorities in place, Daleel is ready to embark on a transformative journey, committed to leading in financial technology and shaping the future of finance through sustained innovation and success.
