MTestHub Targets Gulf Expansion as Middle East Embraces AI-Driven Hiring

MTestHub is setting its sights on Dubai and the wider Middle East, marking a notable shift for a company that has built its name around assessment‑first hiring. The move feels very much in tune with what’s happening across the region, where countries like the UAE and Saudi Arabia keep doubling down on digital transformation and AI in ways that, frankly, put many Western markets to shame. I’ve seen this appetite first-hand in different startup gatherings Arageek has attended—there’s a real sense that the Gulf wants to build, not just talk about the future of work.

According to the company, the decision comes as hiring conditions in places like the United States remain a bit of a faff, with employers juggling regulatory pressure and unpredictable job markets. Meanwhile, the Gulf continues to push ahead with ambitions tied to Saudi Vision 2030 and the UAE’s long-term AI strategy. MTestHub’s CEO, Daniel Passariello, described the region as a place where organisations are “investing in growth, talent, and long-term capability,” noting that Dubai and its neighbours are shaping the future of work with intention and—believe it or not—momentum that feels hard to match elsewhere.

At its core, MTestHub’s platform tries to fix one of the biggest headaches in hiring: companies often don’t really know who they’re interviewing until after they’ve wasted time on CV screenings. The platform flips that around by running candidates through role-specific assessments before the interview stage, scoring them with AI tools and automating chunks of the workflow. It’s the type of approach that can be spot on for fast-growing firms in the Middle East, where recruitment often needs to keep pace with rapid scaling.

The expansion isn’t just a case of opening an office and calling it a day. MTestHub is partnering with go‑to‑market firms across the UAE, Saudi Arabia and beyond, and is also linking up with HR outsourcing and consulting outfits so their system can slot into wider workforce transformation programmes. That said, they’re keeping things flexible—companies can adopt the platform by itself or fold it into bigger HR upgrades. Passariello said the team is “building with partners” and listening carefully to what local organisations actually need, which I reckon is a smart move in a region where business culture varies more than outsiders assume.

For now, the focus is on pilot customers and strategic partnerships in Dubai, the UAE and Saudi Arabia, with plans to widen the footprint from 2025 onwards. It’s early days, but you can see why the company feels chuffed to bits about the opportunity. And well… I mean, if the region keeps up this pace, AI-driven hiring tools won’t just be a nice-to-have—they’ll be essential.

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