Fast Company Middle East unveils the Brands That Matter 2025 list, celebrating 20 winners across 13 categories. These brands are making a real difference, combining purpose with performance to create lasting impact. From sustainability and finance to retail and technology, they’re reshaping industries and championing values that matter most today.

Financial services stand at the crossroads of trust, innovation, and economic influence. As the sector undergoes rapid transformation driven by digital disruption and shifting regulatory landscapes, brands are balancing risk management with agile responsiveness, delivering seamless, personalized experiences while navigating complex global markets and evolving customer expectations. 

Beehive

For bridging finance with transparency and trust

Beehive Fintech, part of the e& enterprise family, is transforming small and medium businesses (SMBs) lending across the UAE, Saudi Arabia, and Oman by focusing on financial inclusion and economic growth. Targeting underserved SMBs, Beehive connects them with global investors through a transparent, technology-driven platform. AI is key in streamlining credit assessments, making access to capital faster and more efficient than traditional methods. Beyond financing, Beehive cultivates a culture of innovation and supports entrepreneurs who are often overlooked by banks. Its commitment to sustainability extends through digital operations, positioning the platform as a driver of fintech innovation and responsible growth in the region.

Binance

For securing finance with clarity and care

Binance plays a key role in developing the UAE’s digital economy by prioritizing compliance with regulated crypto services. After securing its 2024 VASP license from VARA, the platform now offers extensive regulated digital asset portfolios in the region, driving notable institutional growth. Beyond trading, Binance is embedding crypto into everyday transactions with tools like Binance Pay, focusing heavily on fraud prevention, user education, and protection. By balancing regulation, accessibility, and community engagement, Binance is shaping how digital finance evolves across the Middle East.

Shorooq

For empowering growth beyond borders

Shorooq Partners goes beyond traditional venture capital by actively shaping the MENA startup ecosystem. Backed by over 10 sovereign and institutional investors, including Mubadala and ADQ, the firm’s founder-focused approach has helped create more than 18,500 jobs while nurturing emerging technologies across multiple sectors. Initiatives like the region’s first Gametech Accelerator and access to ADGM’s private credit fund demonstrate Shorooq’s commitment to unlocking new funding avenues and supporting innovative startups. Strategic partnerships, such as with Nvidia, and targeted roadshows equip its portfolio companies to compete globally. Emphasizing economic inclusion, gender equity, and sustainable technology, Shorooq combines capital with long-term conviction to drive measurable impact across the region.