A leading player in the Middle East’s ecosystem of successful women entrepreneurs, Ambareen Musa is the CEO and founder of Yabi (formerly Souqalmal.com). Her career spans roles in marketing, financial literacy, customer advocacy, and e-commerce at GE’s financial arm, GE Money. With more than 15 years behind her in banking and finance, Musa also plays a major role in building the region’s financial education. She also helps startup founders navigate the challenges of early-stage business building. In 2021, she launched a financial education program for Middle Eastern corporates, with e-learning modules covering budgeting and saving to managing payments. Under Musa’s leadership, Yabi has grown significantly, making her a prominent female tech leader in the Middle East.