iMENA Group
iMENA Holding is a Riyadh-based operator-investor and company builder that owns and runs MENA digital marketplaces — including OpenSooq, SellAnyCar, Jeeny, and payment-licensor Telr — generating transaction- and take-rate revenues concentrated in Saudi Arabia and the UAE.
- Company typePrivate
- Founded2012
- HeadquartersDubai, United Arab Emirates
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What iMENA Group does
iMENA Group, restructured in April 2025 as iMENA Holding CJSC and headquartered in Riyadh, is a hybrid operator-investor and company-builder focused on building and scaling digital marketplace platforms across the Middle East and North Africa. Founded in 2012, the group functions as a holding company that both owns and actively operates a portfolio of consumer-internet and fintech businesses rather than acting as a passive financial investor, and employs between 251 and 500 people.
The portfolio spans classifieds (OpenSooq, with 2.5B+ monthly pageviews and 15M+ app downloads), used-car trading (SellAnyCar), ride-hailing (Jeeny), and regulated payments infrastructure (Telr, which holds a UAE Central Bank Retail Payment Services license from March 2025). Earlier-generation assets such as JRD Group and HelloFood have been exited (to Property Finder in 2019 and to Delivery Hero respectively), and the group also runs Rua Growth Fund as a regional venture allocation.
The business model is transaction- and take-rate driven: revenues are generated from listing fees, advertising, and lead-generation in classifieds; commissions and spread in used-car transactions; ride commissions in mobility; and payment-processing and value-added service fees in fintech. The group is currently pre-IPO, having closed a $135 million pre-IPO round in April 2025 led by Sanabil Investments (PIF-owned) with FJ Labs and SellAnyCar CEO Saygin Yalcin. Approximately 80% of portfolio revenue is generated in Saudi Arabia (~40%) and the UAE (~40%), and management cites a 55%+ average annual portfolio growth rate.
iMENA Group firmographics
Firmographics- Name
- iMENA Group
- Legal name
- iMENA Holding CJSC
- Website
- https://imena.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- iMENA Holding is a Riyadh-based operator-investor and company builder that owns and runs MENA digital marketplaces — including OpenSooq, SellAnyCar, Jeeny, and payment-licensor Telr — generating transaction- and take-rate revenues concentrated in Saudi Arabia and the UAE.
- Ownership category
- akta.pro rank
Where iMENA Group is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices3 records
Markets served
iMENA Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Investment Returns and Portfolio Exit Gains: iMENA generates returns through building, scaling, and exiting portfolio companies. The company invests in online platforms, provides operational support, and realizes returns through strategic exits and IPO preparation.
- Portfolio Company Operations: iMENA's portfolio companies generate revenue through various models including classifieds fees, transaction commissions, payment processing fees, and marketplace commissions. The portfolio includes profitable and rapidly growing businesses with average annual growth rate exceeding 55%.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
iMENA Group product offering
Product offeringCore offering
iMENA Group is a digital investment and operating company that builds, scales, and invests in high-growth online marketplace platforms across the MENA region. It provides capital, operational expertise, and strategic guidance to founders of online platforms, while wholly owning and operating portfolio companies such as OpenSooq (classifieds), SellAnyCar (online car trading), Jeeny (ride-hailing), Telr (payment gateway), and managing the Rua Growth Fund venture capital vehicle.
Product overview
iMENA Group (now iMENA Holding) is a digital investment and operating company that builds and scales high-growth internet businesses across the MENA region. The company's portfolio consists of three core platforms: OpenSooq (a leading classifieds marketplace), SellAnyCar (an online car trading marketplace), and Jeeny (a ride-hailing and logistics service). Additionally, Telr operates as a payment gateway subsidiary. The company also manages Rua Growth Fund as a venture capital vehicle. iMENA acts as a hybrid operator and investor, providing capital, expertise, and operational support to help portfolio companies scale from concept to profitability.
Differentiator
Problem solved
Functional benefit
Products and services
- iMENA Group / iMENA Holding A regional digital investment and operating company that builds and scales high-growth internet businesses across the MENA region. Acts as a hybrid operator and investor, providing capital, operational expertise, and strategic guidance to founders building online platforms, in order to scale them into regional champions.
- OpenSooq MENA's leading mobile-first classifieds platform connecting millions of buyers and sellers online without intermediaries. Covers automotive, real estate, electronics, fashion, and employment categories. Achieves 2.5+ billion monthly pageviews and 15+ million app downloads.
- SellAnyCar The Middle East's first online car trading marketplace, enabling users to sell their car in 30 minutes or less through automated inspection and guaranteed offers.
- Jeeny Ride-hailing service and comprehensive on-demand logistics marketplace offering transportation solutions through private cars and taxi cabs in Jordan and Saudi Arabia. Includes transportation, food delivery, groceries, and business correspondence.
- Telr Multi-currency, multi-lingual payment gateway helping SMEs accept and manage online payments. Provides customized payment solutions, an API for merchant integration, and an integrated e-commerce platform (TelrShops). Holds a Retail Payment Services License from the Central Bank of the UAE and PCI DSS compliance for over 10 years.
- TelrShops The first UAE-based fully integrated e-commerce platform launched by Telr, enabling merchants to set up complete online stores with integrated payment processing.
- Rua Growth Fund Growth-stage venture capital fund investing in Fintech, Online Marketplaces, and Enterprise Solutions (SaaS) startups with significant operations in Saudi Arabia. Established in partnership between iMENA Group and Osool & Bakheet Investment Company.
Quantifiable outcome
- 55%+ average annual growth rate across portfolio companies
- +2 more outcomes
Companies that use iMENA Group
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles4 records
iMENA Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature1 record
iMENA Group partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- GeideacoreStrategic partnership between Telr (iMENA portfolio company) and Geidea to advance merchant performance at scale across the region. The collaboration combines Telr's expertise in payment technology with Geidea's strong regional capabilities to deliver seamless payment experiences and enhanced operational efficiency for merchants.
- Imam Mohammad Ibn Saud Islamic University (TEDxImamu)minorJeeny served as strategic partner of TEDxImamu hosted by Imam Mohammad Ibn Saud Islamic University, supporting platforms that foster creativity and bring together inspiring minds.
- Al Rajhi BankcoreStrategic partnership with Jeeny (iMENA portfolio company) under the #Mokafaa loyalty program. Through this partnership, Mokafaa members can seamlessly earn and redeem points directly via the Jeeny app, enhancing customer experience and offering added value through everyday mobility services.
- Madinah Region Development Authority and Madinah BusescoreJeeny's strategic partnership with Madinah Region Development Authority and Madinah Buses enabled the launch of First and Last Mile service through integration between Jeeny and the Madinah Bus application.
- Tibah Airports OperationcoreStrategic partnership with Tibah Airports Operation to enhance transportation services at Prince Mohammad Bin Abdulaziz International Airport in Madinah, improving passenger mobility experience.
- Saudi Arabia's Ride-Hailing EcosystemcoreSaudi ride-hailing sector expected to grow fourfold over next five years, with Jeeny positioned as a leading platform in the market.
- Jedco KSAminorJeeny announced partnership with Jedco KSA to provide users with exceptional services at King Abdulaziz International Airport.
- Saudi Tourism AuthoritycoreJeeny signed MOU with Saudi Tourism Authority to enhance transportation experiences for tourists across the Kingdom of Saudi Arabia, marking a significant step in supporting Vision 2030 tourism objectives.
- AC MilanminorMulti-year partnership making Jeeny (iMENA portfolio company) the official On-Demand Transportation Partner of AC Milan's Men's and Women's First Team in Jordan, UAE, and Saudi Arabia.
- Osool & Bakheet Investment CompanycorePartnership between iMENA Group and Osool & Bakheet (the first CMA licensed Asset Management Company in KSA) to launch Rua Growth Fund in 2020. The fund focuses on Fintech, Online Marketplaces, and Enterprise Solutions (SaaS) startups at Growth Stage in Saudi Arabia.
- Etisalat GroupminorPartnership with Etisalat Group to support development of online consumer businesses in the MENA region, leveraging telecom infrastructure and distribution capabilities.
Scale indicators10 records
Recent moves8 records
Expansion highlights6 records
iMENA Group competitors and assessment
Company assessmentBroad incumbents
- Naspers / Prosus: Global internet holding company that builds and acquires stakes in emerging-market digital platforms (classifieds, payments, edtech, food delivery). Closest large-scale analog to iMENA's company-builder/operator-investor model, including classifieds investments (OLX, Avito) that compete directly with OpenSooq.
- Souq.com (Amazon): Pioneering MENA e-commerce platform acquired by Amazon in 2017 (Saygin Yalcin, now iMENA board member, was formerly VP at Souq). Demonstrates both the MENA digital marketplace exit pathway and the global incumbent threat iMENA's portfolio assets must navigate.
- Delivery Hero: Global food delivery and quick-commerce operator that acquired iMENA's former HelloFood portfolio asset. Comparable as both acquirer of MENA digital assets and as a global mobility/delivery competitor relevant to Jeeny's broader logistics ambitions.
- Sea Limited: NYSE-listed Southeast Asian digital platform spanning e-commerce (Shopee), fintech, and digital entertainment — analogous investment thesis of capturing rising digital economy penetration in an emerging market region. Useful as a comparable for potential Tadawul valuation dynamics.
Direct peers
- Rocket Internet: Berlin-based company builder that incubated and operated internet platforms across emerging markets, including the original Hellofood joint venture with iMENA. Closest direct peer on company-builder model and operational playbook for marketplace creation.
- OLX Group: Operator of leading classifieds marketplaces across 30+ countries including strong MENA footprint (OLX Egypt, OLX Pakistan, Dubizzle in UAE). Direct horizontal competitor to OpenSooq with vastly greater capital backing from Naspers/Prosus.
- Careem: MENA's leading ride-hailing and super-app platform, now owned by Uber. Directly competes with Jeeny in Jordan and Saudi Arabia and represents the dominant mobility player iMENA must displace to scale Jeeny further.
- Property Finder: Leading MENA real estate classifieds platform and acquirer of iMENA's former portfolio asset JRD Group in 2019. Comparable in regional digital marketplace category and demonstrates the exit dynamics iMENA targets for its other portfolio companies.
- Noon: Saudi/UAE-headquartered e-commerce and delivery platform backed by PIF and Mohamed Alabbar. Operates in overlapping digital marketplace verticals in iMENA's core KSA/UAE markets and represents both a competitor and a potential strategic acquirer profile.
Regional players
- Jumia Technologies: NYSE-listed pan-African e-commerce and digital services marketplace. Comparable horizontal marketplace platform operating across emerging markets, useful reference for public-market valuation dynamics of regional digital platforms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
iMENA Group social profiles
Digital presenceiMENA Group compliance and trust
Trust signalCompliance2 records
iMENA Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
iMENA Group leadership team
Management profileNumber of profiles
Profiles12 records
iMENA Group subsidiaries and ownership
Company hierarchySubsidiaries7 records
iMENA Group funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iMENA Group M&A and investment
M&A and investmentM&A
Investments13 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about iMENA Group
What does iMENA Group do?
iMENA Group is a digital investment and operating company that builds, scales, and invests in high-growth online marketplace platforms across the MENA region. It provides capital, operational expertise, and strategic guidance to founders of online platforms, while wholly owning and operating portfolio companies such as OpenSooq (classifieds), SellAnyCar (online car trading), Jeeny (ride-hailing), Telr (payment gateway), and managing the Rua Growth Fund venture capital vehicle.
Is iMENA Group a public or private company?
iMENA Group is a private company. It is classified as venture growth investor backed and is currently operating.
When was iMENA Group founded?
iMENA Group was founded in 2012. It employs 251 to 500 people.
Where is iMENA Group based?
iMENA Group is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does iMENA Group make money?
Two revenue lines are on record. Investment Returns and Portfolio Exit Gains are the primary driver. The others are portfolio Company Operations.
Who are iMENA Group's main competitors?
Broad incumbents on record are Naspers / Prosus, Souq.com (Amazon), Delivery Hero and Sea Limited. Direct peers are Rocket Internet, OLX Group, Careem, Property Finder and Noon. Jumia Technologies is listed as a regional player.
Does iMENA Group have an API?
Yes. Telr, a payment gateway under iMENA's portfolio, offers businesses a set of application programming interfaces and tools to enable them to accept and manage online payments. The API allows merchants to integrate payment processing into their e-commerce platforms. Developer documentation is at telr.com.