Businesses across MENA can access the knowledge and technology they need to grow sustainably.
About ReflexionRooted in experience.
Rooted in experience.
Open to what comes next.
Founded in 2014, Reflexion has grown from a consulting practice into a company developing services, technology and ventures across MENA.
Our story
Reflexion of Tomorrow.
With Lebanese roots, a French perspective and deep Saudi market experience, Reflexion brings different ways of thinking together. We work across business advisory, applied research, learning and technology to address practical needs.
We earn trust through integrity, sound judgment and respect for every partnership. We combine expertise and technology to deliver results clients can measure, while empowering our people to innovate and shape the ventures we build.
Our philosophy
What guides the work.
We turn research and innovation into practical services and technology that strengthen businesses.
Integrity · Inclusion · Excellence · Responsible growth
Our aspirationsFour priorities.
Four priorities.
One responsibility to act.
Reflexion was built to connect sound business judgment with opportunity. These priorities shape our advisory work, the technology we develop and the ventures we bring to market.
Strengthen the businesses that move economies.
SMEs create jobs, drive innovation and help economies withstand change. They need access to credible advice, financial discipline and useful technology to compete and grow.
We focus on practical support: strategy, finance, operations and digital tools that help smaller organizations make informed decisions and build lasting capability.
Explore SOSME →Open access to knowledge and opportunity.
Access to financial services and reliable information helps organizations plan, invest and participate in growth. Inclusion also means that people who are often overlooked can use the tools that support a business.
Our community initiatives support women entrepreneurs, future founders and nonprofits, while our finance and technology ventures work to make business capability more accessible.
Explore our community work →Make responsible growth part of the business.
Sustainability and ESG are connected to resilience, resource efficiency and long-term value. We help organizations consider environmental and social effects alongside governance and financial performance.
Our approach brings sustainability into strategy, reporting and the decisions teams make every day, so responsible growth becomes part of how a business operates.
Explore our expertise →Turn useful ideas into working solutions.
Innovation, creativity and greener technology can improve productivity and help organizations adapt as markets change. We start with real needs, then bring research, design and technology together.
That thinking drives our software, AI solutions, learning programs and ventures: ideas are tested through use and developed to create practical value.
Explore our ventures →Leadership
The people behind Reflexion.
Complementary experience in business leadership, education and innovation.
FOUNDER & CEO
Dr. Wissam Younes
Dr. Younes brings more than 24 years of experience in leadership and executive roles across France and MENA. His expertise spans corporate strategy, investment, IPOs, M&A, financial engineering and technology, with a focus on transformation, governance and sustainable growth. Through Reflexion, his work focuses on financial inclusion, sustainability and SME growth, bringing research, advisory and technology together to turn ideas into practical business solutions.
He holds a Doctorate in Finance and Economics from Grenoble École de Management. His research examined bank competition and access to finance for SMEs in Saudi Arabia and Lebanon.
Read Wissam’s full biography →Wissam on LinkedIn ↗
CO-FOUNDER · CHIEF INNOVATION & LEARNING OFFICER
Paula Badaoui
Paula brings more than 20 years of experience in education, public relations, coaching, training and learning-content development. She has spent over a decade with Reflexion Group and MISCT, shaping programs and educational initiatives. Her work focuses on inclusion, particularly for people with special needs in education and business environments, and widening access to learning and opportunity.
She holds a master’s in Education Engineering from Sorbonne University and is the founder of Creative Minds, a robotics institute.
Read Paula’s full biography ↗Paula on LinkedIn ↗Our teamDifferent disciplines.
Different disciplines.
One way of working.
Our work connects specialists across advisory, research, learning and technology around practical client needs.
Advisory & finance
Strategic, financial and operational judgment.
Research & insight
Questions, evidence and ideas that shape better decisions.
Learning & education
Applied programs and content that build capability.
Technology & product
AI solutions and software development.
Innovation & design
New concepts, product experience and visual design.
DevOps & infrastructure
Deployment, hosting and reliable operations.
Meet the people
The team behind the work.
Meet the people who connect our capabilities with client and venture opportunities.
Business development
Richard D. Houeis
Business Development Manager
Richard connects client needs with Reflexion’s advisory and technology capabilities. With more than 20 years of international experience across business development, strategic sourcing, finance and trade, he leads proposals, commercial negotiations and relationships across regional engagements.
LinkedIn profile ↗
Platform engineering
Eng. Shehab Orban
Head of Platform Engineering
Shehab leads Reflexion’s platform engineering, turning business requirements into reliable digital systems. He develops SOSME and TSS, The Shared Services platform, with work spanning enterprise applications, backend architecture and API integrations. His experience also covers AI integration, secure access, testing and deployment.
LinkedIn profile ↗
AI solutions
Eng. Mahmoud Abdelaal
AI Solutions Lead
Mahmoud leads Reflexion’s applied AI solutions, translating business processes into practical tools. He develops YARA, the AI agent within SOSME, with work spanning document intelligence, finance automation and data migration. He also developed Delice Eventos. His experience covers generative AI, computer vision and data engineering.
LinkedIn profile ↗Where we work
Connected across MENA.
BeirutRiyadhKhobarCairoGrenoble