Procapita Group

What Procapita Group does

Procapita Group is a Kuwait-headquartered management consulting firm founded in 2013 that delivers HR advisory, talent solutions, and corporate governance and audit services to enterprises and government entities across the MENA region. The group operates through three service divisions (Advisory, Talent, Audit) and three wholly-owned subsidiaries: Zenithr, an HR intelligence SaaS platform providing employee experience, engagement, 360°/180° feedback, and competency-based assessments; Thomas, which distributes Thomas International's psychometric assessments exclusively in MENA; and Sanad Business Solutions, which provides HR outsourcing, government affairs, and Employer of Record services to SMEs. Its proprietary technology stack includes the Zenithr Employee Experience Suite, Zenithr Assessments (with Thomas and DevSkiller integrations), and the more recent ZenithrAI layer, which applies generative AI to job profiling, competency assessments, and personalized development planning, alongside predictive analytics for skills-gap forecasting. Procapita also operates Procapita Hub, a workforce intelligence platform selling custom HR and compensation benchmarks, and publishes the annual GCC HR Trends & Practices Report covering more than 3,000 organizations.

The firm employs 120+ professionals across offices in Kuwait City, Riyadh, Dubai, and Amman, with channel partners in Egypt. Procapita serves approximately 1,500 clients and cites 600+ completed projects, with named logos spanning banking (NBK, Gulf Bank, CBK, Al Rajhi Takaful), telecommunications (Zain, STC, Ooredoo), energy (SABIC), retail and consumer (IKEA, Almarai, Agthia, Hassad Food), and government (Ashghal, MOMRA, CBO). Revenue is generated through professional services engagements (project-based and retainer consulting, executive search, RPO), subscription SaaS licensing for Zenithr, assessment licensing through the Thomas partnership, and SME-focused HR outsourcing via Sanad. Pricing is quote-based with multi-year enterprise contracts, and the go-to-market is sales-led direct enterprise engagement supported by content marketing through the Procapita Insights blog, GCC HR Trends reports, and active LinkedIn and YouTube presence.

Name

Procapita Group

Legal name

Procapita Group

Website

https://pro-capita.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Procapita Group is a Kuwait-founded management consulting firm that delivers HR advisory, talent, and audit services to enterprises and governments across MENA, supported by the Zenithr HR technology platform, exclusive Thomas International assessment distribution, and the Sanad SME solutions subsidiary.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Human Resources Consulting Services (541612), Software Publishers (51321), Professional Employer Organizations (561330)

SIC

Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700), Services-Prepackaged Software (7372)

akta.pro primary industry

Culture, Engagement & Employee Experience (EX) Consulting (BPAHAGAI)

akta.pro secondary industries

HR Technology (HRIS/HCM) Advisory & Implementation (BPAHAGAG), Learning, Training & Corporate Education Consulting (BPAHAGAE), Succession Planning & High-Potential (HiPo) Leadership Programs (EDABAAAL)

Keywords

• Management consulting services
• HR advisory
• Talent solutions
• Workforce analytics
• Corporate governance audit

Headquarters

HQ city

Kuwait

HQ country

Kuwait

HQ region

Middle East

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Advisory Services: Management consulting services providing strategic guidance, organizational design, governance frameworks, and HR transformation. Revenue generated through project-based consulting engagements and retainer arrangements with enterprise clients.
2. Talent Solutions: Executive search, recruitment process outsourcing, and competency-based interviewing services. Revenue generated through placement fees and ongoing RPO contracts.
3. Audit Services: Corporate governance, family governance, policies and procedures development, delegation of authority matrices, and internal audit services.
4. Zenithr SaaS Platform: HR technology platform subscription for employee experience, assessments, and analytics. Software-as-a-service model with enterprise licensing.
5. Thomas Assessments Licensing: Psychometric and aptitude assessment tools licensed through Zenithr partnership for hiring and talent evaluation.
6. Sanad SME Solutions: HR consulting, outsourcing, and sponsorship services for SMEs in Kuwait and GCC, including government affairs and EOR services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core offering

Procapita Group is a management consulting firm that delivers HR advisory, talent, and audit services to enterprises and public-sector organizations across the MENA region. Its offering is built around three service divisions (Advisory, Talent, Audit) and reinforced by technology products including the Zenithr HR intelligence platform, Thomas International psychometric assessments, the Procapita Hub workforce data platform, ZenithrAI, and Sanad SME solutions. The firm sells consulting engagements, SaaS subscriptions, assessment licensing, and HR outsourcing as integrated offerings.

Product overview

Procapita Group operates as a management consulting firm with three core service divisions (Advisory, Talent, and Audit) supported by a portfolio of technology products. Zenithr serves as the primary HR intelligence platform providing employee experience and assessment tools; Thomas Assessments offers psychometric testing capabilities; and Sanad provides SME-focused HR and administrative solutions. Procapita Hub delivers workforce intelligence and custom reporting. The ZenithrAI layer adds AI capabilities including automated job profiling, competency assessments, and personalized development planning. The company also publishes annual GCC HR Trends & Practices Reports as part of its research offering.

Differentiator

Problem solved

Functional benefit

Brands

• Procapita Hub: A platform providing custom HR metrics by country, industry-specific insights, data on talent, compensation, BOD remuneration, and ESG for organizations across the GCC.
• ZenithrAI

Products and services

• Procapita Advisory Strategic management consulting service division providing HR advisory, organizational design, rewards and performance transformation, sustainability and ESG reporting, and transformation management for large enterprises and government entities in the MENA region.
• Procapita Talent Talent services division offering C-suite and executive advisory, competency-based interviews, professional talent search, and recruitment process outsourcing for enterprises across the MENA region.
• Procapita Audit Audit services division providing corporate and family governance, policies and procedures manuals, delegation of authority matrices, and internal audit services for enterprises and family-owned businesses in the MENA region.
• Zenithr HR Intelligence Platform SaaS HR intelligence platform that organizes workforce data, analyzes employee experience, and produces real-time insights through advanced analytics for enterprise HR decision-making. Includes employee experience management, engagement surveys, onboarding, 360°/180° feedback, and competency-based assessment modules.
• Thomas Assessments Psychometric and aptitude assessment tools (PPA, GIA, HPTI, TEIQue) licensed by Procapita Group as the exclusive MENA distributor for Thomas International, used for hiring, development, and talent evaluation by enterprises.
• ZenithrAI AI-powered talent intelligence layer for the Zenithr platform that uses generative AI and predictive analytics to automate job profiling, generate competency-based assessments, convert survey data into action plans, build personalized development plans, and forecast skills gaps.
• Sanad Business Solutions HR, administration, sponsorship, and government affairs outsourcing for SMEs operating in Kuwait and the GCC, including Employer of Record (EOR) services, recruitment, HR consulting, and government affairs navigation.
• Procapita Hub Workforce intelligence data platform that delivers custom HR metrics by country, industry-specific insights, and benchmarking data on talent, compensation, BOD remuneration, and ESG, allowing organizations across the GCC to build customized reports.

Quantifiable outcome

• 18% higher revenue per employee for organizations with mature HR analytics capabilities
• +4 more outcomes

Named customers24 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature5 records

Partnerships

Five partnerships are on record, tiered regional, strategic and core.

• REDROCKregionalChannel Partner/ Reseller/ Distributor · 2 May 2023Procapita appointed REDROCK as an official approved reseller in Egypt. REDROCK distributes Thomas International and Zenithr products in the Egyptian market.
• HPAregionalChannel Partner/ Reseller/ Distributor · 20 April 2023Procapita appointed HPA (Human Potential Agency) as an official approved reseller in Egypt. HPA distributes Thomas International and Zenithr products in the Egyptian market.
• Target HRregionalChannel Partner/ Reseller/ Distributor · 7 February 2023Strategic partnership with Target Recruitment & HR Solutions in Egypt as part of ongoing MENA region expansion plans.
• FragomenstrategicStrategic or Co-development PartnerFragomen is listed as a Strategic Ally of Procapita Group. Fragomen is a global immigration law firm, suggesting a partnership to support clients with international workforce mobility and immigration compliance needs across the GCC region.
• Thomas InternationalcoreTechnology or IntegrationThomas is a global leader in people assessment tools and a key partner of Zenithr. Procapita Group is the exclusive distributor of Thomas International in the MENA region. Thomas provides psychometric assessments including PPA, GIA, HPTI, and TEIQue.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mercer: Global HR consulting leader with deep practices in rewards, talent strategy, HR transformation and workforce analytics. Mercer is the closest direct comparable to Procapita Advisory given its heavy focus on HR advisory plus people-analytics benchmarking, and is increasingly active across MENA.
• Aon: Global professional services firm with a large Human Capital practice covering rewards, talent, assessment, and workforce analytics. Overlaps directly with Procapita's advisory, talent and audit services for enterprise clients.
• Korn Ferry: Global organizational consulting firm with executive search, talent acquisition and people analytics offerings. Comparable to Procapita Talent's executive search and competency-based assessment practice.

Broad incumbents

• Deloitte (Middle East): Big Four consultancy with a large Human Capital practice across the GCC, competing for the same enterprise and government HR transformation mandates as Procapita Advisory but with materially broader service portfolio and bench.
• PwC Middle East: Big Four with established People & Organization practice in MENA, covering HR transformation, rewards, governance and workforce analytics; competes for enterprise and government HR advisory engagements.
• EY (MENA): Big Four with People Advisory Services across the GCC, including HR transformation, talent, and rewards consulting. Frequently competes with Procapita on large enterprise and government mandates.
• Workday: Global HR SaaS platform (HCM, talent, people analytics). Comparable to the Zenithr platform as a software-led alternative for enterprise HR analytics, though Workday is a pure-play global incumbent.

Emerging players

• Visier: Specialized people-analytics SaaS platform competing in the same HR intelligence category as Zenithr, with a heavier analytics and AI focus. Relevant peer for assessing Zenithr's standalone software trajectory.

Regional players

• Hays (MENA): Global recruitment and workforce solutions firm with strong presence in the Middle East; comparable to Procapita Talent's executive search and recruitment process outsourcing offerings.
• Talentera (Bayt.com): MENA-based talent acquisition and ATS platform serving regional employers; partially comparable to Zenithr's talent acquisition module and to Procapita's recruitment services in the GCC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/procapita_mena

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Procapita Group