EFFY Launches Riyadh HQ, Betting Big on Saudi Arabia’s AI Boom

EFFY, the Portuguese-born innovator behind AI-driven business efficiency tools, has just cut the ribbon on its new regional headquarters in Riyadh—making a clear statement about where it sees the next wave of digital transformation unfolding. The formal reception was hosted by Dr Nuno Mathias, Portugal’s Ambassador to Saudi Arabia, and, well… it seems EFFY is betting big on the Kingdom’s Vision 2030 momentum.

The company’s planning to pour around SAR 100 million into the Saudi market over the next three years. That’s not pocket change. Most of it will go into tech transfer, nurturing local talent, and building new partnerships. They’re also promising more than 100 specialised jobs, which ought to give the local tech scene another welcome boost.

EFFY’s bread and butter is a platform that pulls together advanced analytics, generative AI, and something they call “hyper-automation.” In plain English, it’s software designed to make big, slow-moving organisations leaner and sharper. The company claims it can push process efficiency up by as much as 30 per cent and productivity by 40 per cent, while cutting operational errors almost entirely. I reckon if those figures hold water, plenty of firms will be queueing up.

In Saudi Arabia, EFFY isn’t exactly the new kid on the block. It’s already working with the National Water Company and Specialized Najran Hospital—two distinctly different but data-heavy organisations. Those partnerships, according to the company’s CEO José Xavier, are proof that “business efficiency intelligence” can deliver tangible improvements, especially when organisations commit to getting the digital core right from the start.

“Our mission in Saudi Arabia,” Xavier explained, “is to help organisations operate smarter and stronger, fully aligned with Vision 2030’s push for innovation, transparency, and sustainability.” Sounds spot on, really—at least on paper. On the flip side, scaling fast while keeping quality steady is always a bit of a faff, especially in competitive tech markets like the GCC.

Hythem Elrakaybi, EFFY’s Vice President for the Middle East, took it further, calling the Riyadh headquarters “more than regional expansion.” From his point of view, it’s a long-term pledge to work hand-in-hand with Saudi businesses to shape what he sees as the Kingdom’s innovation-led growth chapter.

What’s rather interesting is how EFFY’s focus crosses industries—healthcare, utilities, logistics, energy and retail all stand to gain from its AI-led approach. It feels like the company’s positioning itself for local co-creation rather than flying in ready-made Western models. Having spent time chatting with founders in similar spaces for Arageek, I’ve seen how crucial that cultural alignment can be. Get it right, and things fly. Get it wrong, and even the smartest tech trips over its own code.

EFFY, founded back in 2017, started with healthcare tech and has since branched out to cover a range of industries. It now runs operations out of Portugal, the US, Egypt, and Saudi Arabia. Frankly, I’m quite chuffed to bits that more European AI firms are placing faith in the Middle East’s digital drive—it’s a sign that the region’s not just buying innovation anymore; it’s helping build it.

So yes, EFFY’s move to Riyadh isn’t just another pin on the corporate map. It’s part of a broader pattern—one where Saudi Arabia transforms from tech consumer to co-creator. And if they pull it off, we might be seeing a genuinely new model of regional AI leadership taking shape right before our eyes.

(And incase you’re wondering, no, this isn’t just another PR puff—the ambitions here are genuinely intriguing.)

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