If you build something exceptional, scale will follow. Or at least, that’s what we all wish was the case; but the latest evidence suggests that a great product does not equal market success. 

Across high-growth markets, the fintechs gaining traction are the ones embedding themselves in ecosystems that give them access to regulators, investors, banks and industry networks. That proximity is proving to be a powerful accelerant.

Growth happens inside ecosystems

A 2025 update from McKinsey on MENA fintech highlights just how quickly the sector is expanding – with more than 1,000 fintech companies in the region, $1.9 billion raised across 237 deals in 2023-2024, and projected annual revenue growth of around 35% up to 2028.

It’s worth noting that this growth isn’t happening in isolation. It’s being enabled by a range of forces – including:

• Improving regulatory frameworks
• Increasing investor participation
• Stronger collaboration between financial institutions and startups 

The UAE offers a clear example of how this plays out in practice. According to a report by Emirates NBD and PwC, fintech startups in the country raised around $265 million in 2024 (roughly one-third of total startup funding), supported by progressive regulation, public-private partnerships and active bank participation. 

The same report highlights the role of ecosystem infrastructure: DIFC now hosts more than 800 fintech and innovation firms, while platforms like FinTech Hive actively connect startups with banks and investors.

The job for founders is to embed themselves in a network. Entering a market is one thing, but actually becoming part of it is something else. 

The 2025 Fintech Compass MENA report from Enterprise Ireland and Findexable lays this out: expanding into markets like the UAE or Saudi Arabia “isn’t just about having a great product – it’s about executing the right strategy”. 

That strategy consistently includes:

• Engaging early with regulators (such as ADGM, DIFC and SAMA) 
• Building partnerships with banks and financial institutions
• Participating in government-backed accelerators
• Securing funding from regional investors

It’s a recalibration – from ‘go to market’ to ‘grow into market’.

Because in financial services, to gain access you need relationships with the right regulatory bodies and institutions to smooth your way. 

Connection is becoming part of the growth strategy

The strongest fintech ecosystems create repeated points of connection.

• Sandboxes allow companies to test products with regulatory oversight
• Accelerators bring founders into direct contact with institutions
• Industry bodies create environments where investors, policymakers and operators can engage

The Fintech Compass report points to organisations like the MENA Fintech Association as key connectors, bringing together startups, investors and policymakers – and notes that plugging into these networks is “not just an option – it’s a necessity”. 

Far more than just reducing friction, these structures increase visibility, credibility, and speed. 

Being a founder of the future 

For fintech founders, the implication is that while product is still (of course) important, growth is increasingly driven by how well you connect.

The most successful fintechs are scaling as part of ecosystems that amplify their reach and accelerate their trajectory.

Because in fintech today, you don’t scale alone.