Wuilt’s $2M Raise Isn’t Just a Win, It’s a Rethink of SaaS in MENA

In a bold move to reshape how e-commerce is built and scaled in emerging markets, Egyptian SaaS startup Wuilt has secured $2 million in funding to accelerate its regional expansion and AI capabilities. The round was led by Flat6Labs and MTF VC, with participation from Hub71, JIMCO (Abdul Latif Jameel’s VC arm), Purity Tech, and a network of angel investors.

But this isn't just another funding story.

A Risky Pivot: Betting on Free
Back in April 2025, Wuilt made an unusual and gutsy decision it made its core platform entirely free in Egypt. No subscriptions, no revenue from user signups. For a SaaS company, this is almost unheard of. But the goal was clear: remove all barriers to entry for small businesses and flood the market with adoption. That gamble seems to be paying off. The platform has onboarded over 20,000 merchants since the shift, many of whom are first-time digital sellers.

Why This Matters: Redefining SaaS in MENA
Founded in 2019 by Ahmed Rostom and Mahmoud Metwaly, Wuilt initially followed a typical SaaS model—monthly subscriptions in exchange for website and store-building tools. But the shift in strategy reflects a deeper understanding of the region's needs. Egypt, and MENA at large, is full of merchants and small businesses that lack both technical skills and upfront capital. Wuilt’s new approach removes both challenges. In doing so, it’s not just gaining users it’s building infrastructure for the digital economy. “We didn’t pivot just to grow we pivoted to make growth possible for everyone else,” said CEO Ahmed Rostom.

Follow the Money: Where the $2M Will Go
With fresh capital in hand, Wuilt is preparing for regional rollout, starting with the UAE in Q4 2025, followed by GCC and Turkey in early 2026. It’s also investing in AI-powered tools to help merchants automate and scale everything from logistics to payments.

Its monetization model now revolves around complementary services:

- Wuilt Shipments for logistics
- Wuilt Pay for transactions
- Wuilt Wallet for financial management
This diversified approach is more aligned with the challenges and behaviors of MENA’s merchant class most of whom are mobile-first, informal sellers.

The Bigger Picture: Is This a Pattern?
Wuilt’s pivot is part of a broader trend: SaaS platforms in emerging markets are rethinking their pricing, tech, and service bundles to meet on-the-ground realities. We’re seeing similar moves in fintech, edtech, and healthtech, where growth is unlocked by access first, revenue later. It’s a shift from “build, charge, scale” to “scale, then build monetization layers.”

What’s Next?
If Wuilt’s expansion goes as planned, the company could emerge as the Shopify of the Middle East a foundational tool for digital commerce in markets previously left behind. But more importantly, it could serve as a playbook for other startups:In emerging markets, democratization often beats monetization at least at first.