What Basserah does

Basserah was a Saudi private company and subsidiary of NOMD Holding, founded in 2018 and headquartered in Riyadh, that provided data services, robotic process automation (RPA), and AI solutions to enterprise and government clients. Its offering was structured as a platform-plus-services stack: ANJZLY.AI, a proprietary AI/ML-powered RPA product for automating repetitive, rule-based and unstructured processes, was the flagship, complemented by three data service modules — Data Integration (warehousing, migration, EAI, master data management), Data Visualization, and Data Analytics — designed to work together so that clients could consolidate data, automate workflows, and surface insights from a unified pipeline.

The business model combined project-based professional services for data work with an emerging subscription/recurring angle around ANJZLY.AI licensing, sold through a direct sales-led, event-driven go-to-market targeting Telecommunications, Oil and Gas, and Government/Semi-government buyers in Saudi Arabia. Pricing was entirely quote-based with no publicly disclosed tiers. The company was small (11–50 employees) and operated exclusively domestically.

On February 21, 2024, Basserah merged with nybl, a science-based AI pioneer, with Basserah's people, products, systems, IP, and expertise fully absorbed into nybl (whose brand remained unchanged). CEO Abdulaziz Almalki became nybl's Chief Revenue Officer and NOMD Holding Chairman Mohammed AlKhushail became nybl's Chairman. Following the transaction, Basserah no longer operates as an independent entity, and any standalone investment assessment must be framed in the context of its role within the combined nybl platform.

Name

Basserah

Legal name

BASSERAH

Website

https://basserah.com

Company type

Private

Founded year

2018

Operating status

Acquired

Headcount range

11–50 employees

Short description

Basserah was a Riyadh-based, NOMD Holding subsidiary that delivered data integration, analytics, and AI-powered RPA (via its ANJZLY.AI product) to telecom, oil and gas, and government clients in Saudi Arabia. It merged into nybl in February 2024 and no longer operates independently.

Ownership category

akta.pro rank

Product category

Enterprise Data and Robotic Process Automation Services

NAICS

Custom Computer Programming Services (541511), Software Publishers (513210), Computer Systems Design and Related Services (54151)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371), Services-Prepackaged Software (7372)

akta.pro primary industry

Robotic Process Automation (RPA) Platforms (HDAEAHAB)

akta.pro secondary industries

Digital Process Automation (DPA) & Orchestration Suites (HDAEAHAF), Business Process-Aligned IT Outsourcing (ITO + BPO Integrated) (BPAEAMAJ), AI/ML Solution Integration & MLOps Enablement (BPAEAAAJ)

Keywords

• Data integration services
• Robotic process automation
• Intelligent process automation
• Data analytics solutions
• Enterprise AI services

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Data Services: Basserah provides data integration, data visualization, and data analytics services to businesses and government entities, likely billed as professional services or project-based engagements.
2. RPA Products and Services: Basserah offers RPA solutions including their flagship ANJZLY.AI product, likely licensed or sold as subscriptions to enterprise clients for process automation.
3. AI Services and Products: AI solutions tailored to meet the unique needs of Saudi businesses, delivered through a team of AI experts collaborating with clients to design customized solutions.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Basserah provides data and automation services and software to enterprise and government clients in Saudi Arabia, organized around three lines: Data Services (Data Integration, Data Visualization, and Data Analytics), RPA products and services built on its flagship ANJZLY.AI intelligent automation platform, and AI services and products. The offerings are designed to help clients capitalize on their data assets and automate repetitive processes to increase ROI and achieve strategic objectives.

Product overview

Basserah operates as a platform-plus-services provider offering ANJZLY.AI as its flagship RPA product, complemented by three data services modules: Data Integration, Data Visualization, and Data Analytics. The product architecture is designed to work together—a client first integrates and consolidates their data through the data services, then leverages ANJZLY.AI for process automation while using analytics and visualization to derive actionable insights.

Differentiator

Problem solved

Functional benefit

Brands

• ANJZLY.AI: Basserah's flagship RPA product designed to streamline business processes and drive automation excellence. ANJZLY.AI leverages artificial intelligence and machine learning to automate complex workflows, handle data extraction, document processing, and decision-making.

Products and services

• ANJZLY.AI Flagship intelligent RPA product that automates complex, unstructured business processes using AI and machine learning, handling data extraction, document processing, and decision-making, and integrating with existing enterprise systems, applications, databases, and APIs to provide end-to-end process automation with real-time dashboards and customizable reporting. Targeted at enterprise and government clients seeking to automate repetitive tasks and gain process performance insights.
• Data Integration Services Service offering that consolidates data from multiple sources into a unified repository, including data warehousing, data migration between storage types and architectures, enterprise application integration for cross-system interoperability, and master data management to ensure a single authoritative source of master data. Targeted at enterprise and government clients needing unified, reliable data foundations.
• Data Visualization Services Service offering that transforms complex data into interactive charts, graphs, and dashboards for clear communication, actionable insights, and enhanced decision-making. Targeted at enterprise and government stakeholders who need accessible views of integrated data.
• Data Analytics Services Service offering that uncovers patterns, trends, and correlations in client data to support forecasting, informed business decisions, enhanced customer experiences, risk mitigation, and financial optimization. Targeted at enterprise and government clients seeking data-driven decision-making.
• AI Services and Products Comprehensive suite of AI solutions tailored to meet the unique needs of Saudi businesses, delivered through a team of AI experts who collaborate with clients to understand their challenges and design customized solutions that drive tangible results. Includes AI image generation capabilities delivered through a dedicated AI image creation website.

Quantifiable outcome

• Significant return on investment through cost savings from increased productivity, reduced operational costs, and improved resource allocation
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature7 records

Partnerships

One partnership is on record.

• nyblcoreStrategic or Co-development Partner · 21 February 2024In February 2024, nybl (a science-based AI pioneer) and Basserah finalized a merger creating a vertically integrated data-AI pipeline. Basserah's people, products, systems, intellectual property, and expertise were fully integrated into nybl's operations. The merger aims to accelerate regional and global growth, with nybl's brand remaining unchanged. Basserah's CEO (Abdulaziz Almalki) became nybl's Chief Revenue Officer, and NOMD Holding's Chairman (Mohammed AlKhushail) became nybl's Chairman. The combined entity aspires to compete at a global level and drive the Saudi AI industry internationally.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Automation Anywhere: Major cloud-native RPA and intelligent automation vendor offering Automation 360. Closely comparable to ANJZLY.AI on RPA + AI capabilities, serving enterprise customers across multiple verticals including telco, BFSI, and government.
• UiPath: Global leader in RPA software (UiPath Platform), offering attended/unattended automation, process mining, and AI integration. Directly comparable to ANJZLY.AI as an RPA platform targeting enterprise process automation, though at vastly greater scale and geographic reach.
• Pegasystems: Low-code platform for workflow automation, CRM, and AI-driven decisioning (Pega Infinity). Comparable to ANJZLY.AI on enterprise process automation and decision-making, with stronger case management and BPM heritage.
• SS&C Blue Prism: Enterprise RPA platform now under SS&C, focused on large-scale, governed automation for regulated industries. Comparable to ANJZLY.AI on intelligent automation with strong references in financial services and government-adjacent sectors.
• Kofax (Tungsten Automation): Provider of intelligent automation software spanning RPA, document capture, and process orchestration. Comparable to Basserah's combined data-integration + ANJZLY.AI automation stack, with deeper enterprise installed base.
• Microsoft Power Automate: Microsoft's low-code RPA and workflow automation platform tightly integrated with the Microsoft 365, Dynamics, and Azure stack. Competes head-to-head with ANJZLY.AI on enterprise process automation, especially for organizations already standardized on Microsoft.

Emerging players

• nybl: Science-based AI pioneer that merged with Basserah in February 2024. Now the parent platform absorbing Basserah's ANJZLY.AI and data services, making it the most directly comparable entity post-merger.

Regional players

• Mozn: Saudi-based AI and data analytics company serving government and enterprise clients in the Kingdom. Comparable to Basserah as a regional Saudi AI/data peer targeting similar government, financial, and telco customers.
• Quant (Saudi AI/Analytics): Saudi data and AI services firm operating in Riyadh with a focus on enterprise analytics and digital transformation. Comparable to Basserah's data integration, visualization, and analytics services for Saudi enterprise and government.

Direct peers

• WorkFusion: AI-native RPA and document-processing vendor combining ML with process automation. Closely comparable to ANJZLY.AI on AI-powered document processing, data extraction, and decision automation for banking, insurance, and government use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/basserahit
• LinkedInlinkedin.com/company/basserahit

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Basserah