Beyond the License: What It Really Takes to Succeed in Saudi Arabia

May 3, 2025

Jeddah skyline with modern skyscrapers and Red Sea coastline, representing Saudi Arabia’s economic growth and the importance of cultural insight for startups entering the market.

Jeddah’s skyline reflects Saudi Arabia’s rapid growth—and the need for startups to build trust and local relevance. (Source: Shutterstock)

Everyone’s talking about Saudi Arabia these days—for good reason. Saudi Arabia is opening its doors wider than ever, inviting foreign investment and new ideas under the banner of Vision 2030. But while the paperwork may be faster, the pace of trust is not. Doing business in Saudi Arabia isn’t about landing hard and scaling fast—it’s about reading the room, earning your place, and understanding that the market doesn’t move without the society behind it. And society here moves to its own rhythm—quiet, steady, and deeply rooted.

Saudi Arabia isn’t a plug-and-play market. I’ve seen too many foreign startups arrive brimming with confidence, only to be humbled by a landscape that doesn’t reward speed, but sincerity. This is a place where trust isn’t transactional—it’s built over time, through presence, relationships, and genuine commitment.

It’s no surprise that this question—what it really takes to succeed in the Saudi market—keeps surfacing in business podcasts and investor circles. The Majlis podcast, for example, has featured several thoughtful episodes on the topic, including including conversations with Sultan Ghaznawi a Saudi investor and Chairman of Scene Holding with a focus on tech and hospitality ventures, and Ari Matityahud a New York-based entrepreneur and strategic advisor who works closely with Gulf governments on sovereign investment and innovation. Each offers firsthand insight into navigating local dynamics and building long-term credibility.

What works in Dubai or London won’t necessarily land in Riyadh. Yes, the economy is opening at an astonishing pace. But society? It moves to a deeper rhythm—one shaped by history, identity, and a generation coming of age with new expectations. Understanding that tension is not optional; it’s foundational.

The regulatory environment is only the beginning. Success here isn’t just about licenses, market entry points, or capital injections. It’s about earning credibility on the ground. That means building local leadership, listening deeply, and showing a real sensitivity to cultural and emotional nuance. Relevance here doesn’t come from replication—it comes from resonance.

The opportunities are real—and growing. But so are the expectations. Vision 2030 didn’t just open markets; it opened minds. Today, Saudis see their future not as something to wait for, but something to shape. And they are shaping it—with ambition, resilience, and on their own terms.

Across sectors—from fintech to entertainment—the message is clear: growth in Saudi Arabia belongs to those who show up, stay in, and learn to listen.