WALEE
Walee Group is a Pakistan-headquartered MarTech and FinTech company operating across MENA, Pakistan, and Turkey, providing an 80,000+-creator influencer marketing platform, the SECP-certified Hakeem Islamic nano-financing app, and exclusive Pakistan Super League media rights and franchise ownership.
- Company typePrivate
- Founded2015
- HeadquartersIslamabad, Pakistan
- Headcount101–250
- GTM typeB2B and B2C
- OfferingSoftware
What WALEE does
Walee Group is a Pakistan-headquartered, Singapore-incorporated (WALEE PTE. LTD.) MarTech and FinTech enterprise operating across the Middle East, North Africa, Pakistan, and Turkey. Founded in 2015 as a data science services firm, the company pivoted into influencer marketing in 2018 and expanded into financial services in 2021. It maintains 500+ professionals across 7 regions and 6 offices, and serves brands, content creators, underbanked consumers, women entrepreneurs, and sports media audiences.
The group operates a platform-plus-modules architecture anchored by three verticals: Media (influencer marketing platform with 80,000+ onboarded creators and 442M+ cumulative audience reach, the Snack Video Pakistan short-form video operation acquired in 2024, and Bigbaat), Finance (Hakeem, an SECP-certified Shariah-compliant Islamic digital nano-financing NBFC built on an unorganised Tawarruq model, plus Walee Financial Services and mobile recharge via Quick TopUps), and Technology (Ask Walee, an AI-powered business assistant). It also holds the exclusive Pakistan Super League domestic and international broadcast and digital streaming rights for 2026-2029 and owns the PSL Pindiz franchise (formerly Multan Sultans), making it a significant sports media operator in Pakistan.
Walee generates revenue through commission-based fees on influencer marketing campaigns, Shariah-compliant nano-financing margins, mobile airtime and top-up transactions, advertising and sub-licensing of PSL broadcast rights, and franchise-related revenue streams. Distribution is multi-channel: self-serve mobile apps (Hakeem on Android/iOS), a web-based influencer platform, B2B2C partnerships (EFU Life for Takaful, Karandaaz for women entrepreneurs, employer partnerships via Jacked Nutrition, ADM Group, Leyjao.pk), and PSL broadcast partnerships with the Pakistan Cricket Board. The company has raised $2.7 million in disclosed venture funding from Z2C Limited (September 2021) and is privately held with no identified parent entity.
WALEE firmographics
Firmographics- Name
- WALEE
- Legal name
- WALEE PTE. LTD.
- Website
- https://walee.pk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Walee Group is a Pakistan-headquartered MarTech and FinTech company operating across MENA, Pakistan, and Turkey, providing an 80,000+-creator influencer marketing platform, the SECP-certified Hakeem Islamic nano-financing app, and exclusive Pakistan Super League media rights and franchise ownership.
- Ownership category
- akta.pro rank
WALEE industry classification
Industry- Product category
- Influencer Marketing Platform
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)
- SIC
- Telegraph & Other Message Communications (4822)
- akta.pro primary industry
- Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA)
- akta.pro secondary industry
- Billing, Payments & Subscription Management (MPAHAJAC)
Keywords
Where WALEE is headquartered
LocationHeadquarters
- HQ city
- Islamabad
- HQ country
- Pakistan
- HQ region
- Asia
Offices8 records
Markets served
WALEE business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Influencer Marketing Platform: Commission-based platform fees from connecting brands with influencers for marketing campaigns. Platform generates unique tracking links for each influencer enabling real-time performance tracking and payment processing.
- Hakeem Nano-Financing: Shariah-compliant nano-financing services generating revenue through financing arrangements. SECP-certified NBFC serving underbanked communities with mobile-first digital finance products.
- PSL Media Rights: Broadcasting and digital live-streaming rights for Pakistan Super League (2026-2029 cycle). Exclusive television and streaming rights within Pakistan with international distribution rights excluding India.
- PSL Franchise Ownership: Ownership of Pindiz franchise (formerly Multan Sultans) in the Pakistan Super League, acquired for record $8.8 million annual fee as part of league's expansion to 8 teams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Influencer marketing platform services |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
WALEE product offering
Product offeringCore offering
Walee operates an AI-driven influencer marketing platform that connects brands with a network of 80,000+ content creators across Pakistan, MENA, and Turkey for paid campaign collaborations with real-time tracking. It also provides Hakeem, a SECP-certified Shariah-compliant Islamic digital nano-financing platform serving underbanked consumers via mobile airtime-based Tawarruq financing, plus PSL cricket broadcast rights and franchise ownership.
Product overview
Walee Group is a multi-vertical enterprise operating a platform-plus-modules architecture across Media, Finance, and Technology. The core Walee platform serves as the main MarTech and FinTech group, with specialized products including Hakeem (Islamic digital nano-financing), Ask Walee (business intelligence), Bigbaat (short-form video content), and Quick Topups (mobile recharge services). Walee Financial Services operates as a SECP-certified NBFC subsidiary providing Shariah-compliant financial products. The company also acquired Mirrorr.com for its influencer marketing platform capabilities. The portfolio collectively serves creators, brands, and individuals across Middle East, North Africa, Pakistan, and Turkey through technology-driven solutions.
Differentiator
Problem solved
Functional benefit
Brands
- Hakeem: Pakistan's first Islamic digital nano-financing platform built on unorganised Tawarruq model, providing Shariah-compliant financing to underserved communities
- Bigbaat
- Quick Topups
- Ask Walee
Products and services
- Walee Influencer Marketing Platform AI-driven influencer marketing technology platform connecting brands and creators through intelligent campaign management, real-time tracking, and measurable performance analytics. Serves brands seeking digital marketing reach and content creators seeking monetization opportunities across Pakistan and the MENA region.
- Hakeem Islamic Nano-Financing App Pakistan's first Islamic digital nano-financing platform built on an innovative unorganised Tawarruq model that trades mobile airtime to make nano-financing fully Shariah-compliant. SECP-certified NBFC product serving underbanked communities with mobile-first digital finance.
- Ask Walee AI-powered business assistant platform that helps brands and businesses with queries and insights, part of Walee's MarTech suite.
- Bigbaat
Quantifiable outcome
- 1.3M+ downloads in first year of Hakeem operations
- +3 more outcomes
Companies that use WALEE
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
WALEE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
WALEE partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- EFU LifecoreStrategic partnership for Takaful distribution through Hakeem app. EFU Life's Shariah-compliant protection products (covering natural/accidental death, hospitalization, disability, critical illness) are offered seamlessly within the Hakeem platform, expanding financial protection access to underbanked populations.
- Karandaaz PakistancoreJoint launch of 'Khudmukhtar Khatoon' - Pakistan's first Shariah-compliant digital asset-financing program for women entrepreneurs in sectors like apparel, food services, and beauty services. Walee Financial Services provides the financing platform while Karandaaz contributes market access and programmatic expertise.
- Jacked NutritionminorPartnership to empower female blue-collar workers through nano-financing solutions, demonstrating Hakeem's reach into women-focused employment sectors.
- National Commission for Human DevelopmentminorPartnership to empower marginalized communities through financial inclusion initiatives, bringing Hakeem's nano-financing services to underserved populations.
- Brainchild Communications PakistanminorStrategic partnership agreement for marketing collaboration, leveraging Brainchild's communications expertise for enhanced brand positioning and campaign execution.
- ADM GroupminorPartnership to support female domestic workers with access to Hakeem's Shariah-compliant financial services and nano-financing products.
- Leyjao.pkminorPartnership to support female employees of Leyjao.pk with nano-financing solutions, expanding Hakeem's B2B2C distribution model.
- Snack Video PakistancoreWalee took over operational management of Snack Video in Pakistan in January 2024, establishing major presence in short-form video content ecosystem alongside its influencer marketing platform.
- Pakistan Cricket Board (PCB)coreDigital broadcasting rights deal for HBL PSL Seasons 9 & 10 (2024), later expanded to include Seasons 11-13 (2026-2029) for record PKR 26.11 billion. Walee secured exclusive domestic and international media rights excluding India.
- Walee-NUST Center of ExcellenceminorPakistan's first Center of Excellence for Social and Digital Media Technologies launched with NUST in June 2022, focusing on research, training, and industry collaboration in digital media.
Scale indicators10 records
Recent moves2 records
Expansion highlights6 records
WALEE competitors and assessment
Company assessmentDirect peers
- Aspire: Aspire (formerly AspireIQ) is a leading influencer marketing platform connecting brands with creators, with global coverage and a marketplace-plus-payments model directly comparable to Walee's core MarTech offering.
- CreatorIQ: CreatorIQ is an enterprise creator marketing platform providing campaign management, analytics, and creator marketplace functionality — closely paralleling Walee's AI-driven influencer platform serving thousands of brands.
- Grin: Grin is a creator management platform with marketplace discovery, payments, and ROI tracking — the same functional stack Walee offers brands and influencers on its platform.
- Upfluence: Upfluence provides influencer search, outreach, and analytics for brands, with a creator marketplace and payment facilitation comparable to Walee's transaction-fee model.
- Traackr: Traackr is an influencer marketing platform focused on campaign measurement and creator analytics — comparable to Walee's real-time campaign tracking and analytics layer for brand-influencer collaborations.
Emerging players
- Billo: Billo is a UGC video marketplace connecting brands with creators for short-form ad content, similar to Walee's Bigbaat vertical and creator monetization flows in Pakistan and emerging markets.
- Branch International: Branch is a mobile lending platform serving underbanked consumers and SMBs across emerging markets with nano and small-ticket financing — directly comparable to Hakeem's Shariah-compliant nano-financing model.
Broad incumbents
- Easypaisa: Easypaisa (Telenor Microfinance Bank) is Pakistan's largest mobile money and nano-financing platform serving the same underbanked segments as Hakeem, providing a comparable digital financial services benchmark.
- JazzCash: JazzCash is one of Pakistan's leading mobile wallets and digital payment platforms, competing for the same unbanked and underbanked customer base targeted by Hakeem's nano-financing product.
- ARY Digital Network: ARY is a major Pakistani media and broadcasting group with cricket and entertainment rights; comparable to Walee's PSL media rights ownership and broadcasting operations in the Pakistani media landscape.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
WALEE social profiles
Digital presenceWALEE compliance and trust
Trust signalCompliance1 record
WALEE financial estimates
Financial estimateRevenue estimate
Valuation estimate
WALEE leadership team
Management profileNumber of profiles
Profiles5 records
WALEE subsidiaries and ownership
Company hierarchySubsidiaries3 records
WALEE funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WALEE M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WALEE
What does WALEE do?
Walee operates an AI-driven influencer marketing platform that connects brands with a network of 80,000+ content creators across Pakistan, MENA, and Turkey for paid campaign collaborations with real-time tracking. It also provides Hakeem, a SECP-certified Shariah-compliant Islamic digital nano-financing platform serving underbanked consumers via mobile airtime-based Tawarruq financing, plus PSL cricket broadcast rights and franchise ownership.
Is WALEE a public or private company?
WALEE is a private company. It is classified as venture growth investor backed and is currently operating.
When was WALEE founded?
WALEE was founded in 2015. It employs 101 to 250 people.
Where is WALEE based?
WALEE is headquartered in Islamabad, Pakistan, in the Asia region.
How does WALEE make money?
Four revenue lines are on record. Influencer Marketing Platform is the primary driver. The others are hakeem Nano-Financing, PSL Media Rights and PSL Franchise Ownership.
Who are WALEE's main competitors?
Direct peers on record are Aspire, CreatorIQ, Grin, Upfluence and Traackr. Emerging players are Billo and Branch International. Broad incumbents are Easypaisa, JazzCash and ARY Digital Network.
Does WALEE have an API?
No public API is recorded for WALEE.
What industry is WALEE in?
WALEE's product category is Influencer Marketing Platform. Its primary akta.pro industry code is FSAMACAA, Merchant Payment Gateways (API/Hosted Checkout), with a secondary code of MPAHAJAC, Billing, Payments & Subscription Management. Its NAICS code is 522320 and its SIC code is 4822.