How Yasmina Is Redefining Embedded Insurance in Saudi Arabia

Meet Masoud, co-founder and CEO of Yasmina, the first embedded insurance provider in KSA. With a background in global tech and startups, he’s building products that simplify insurance—at scale.

Can you share a brief note about yourself?

I’m Masoud, a tech product leader turned founder, passionate about building products that solve real-world problems in elegant ways. I’m currently the CEO and co-founder of Yasmina, the first embedded insurance provider in Saudi Arabia. My background spans 15+ years across startups and global companies like Maersk, Microsoft, and Expedia. I've always been drawn to the intersection of technology, customer experience, and business — and Yasmina is exactly that.

Why did you choose to start a business?

I didn’t just want to build great products — I wanted to build a great company. Starting a business gave me the freedom to tackle big, broken problems without the limitations of existing systems or politics. It also gave me a chance to create opportunities for others while doing work that matters.

How did you start your business?

It began with a frustration: why is it so hard for businesses to offer simple, personalized insurance to their customers? We started small — validating the idea, working with regulators, and building the infrastructure ourselves. The early days were filled with uncertainty, but also magic: every conversation, every demo, every ‘yes’ helped push us forward. We’ve sold over 100,000 insurance policies now — and we’re just getting started.

What do you wish you’d known before you started your business?

That not every partnership will move at your speed — and that’s okay. I’ve learned the importance of patience when dealing with legacy systems and regulated industries. I also wish I’d embraced experiments even earlier — small, fast wins build momentum faster than perfect plans.

Did you have any support in your journey?

Yes — mentors and accelerators have played a huge role. Being part of the 500 Global by Sanabil Accelerator gave us practical tools and an incredible network. I’ve also leaned heavily on fellow founders, advisors, and our early believers. No founder builds alone.

What is your greatest challenge as a business owner?

Balancing vision with execution. As a founder, you're constantly thinking 12 months ahead while solving today's fire. Staying focused, keeping the team aligned, and moving fast — that’s the daily challenge.

What advice would you give to your past self before opening your own business?

Don’t wait for everything to be ready. Start before you feel ready. Clarity comes through action. You’ll figure it out as you go.

Reflecting on your path to entrepreneurship, what key piece of advice would you offer to aspiring founders?

Start with a problem that truly bothers you — one you can’t stop thinking about. Build around that. And don’t be afraid to talk to users early and often. The world doesn't need more features; it needs better solutions.