An official of a global investment group has urged small and medium-sized enterprises (SMEs) in Qatar to sharpen their go-to-market strategies if they are to benefit from fintech innovation and expand internationally.
According to Mal Filipowska, head of portfolio and platforms at Seedstars, many SMEs remain hesitant to adopt new solutions, preferring traditional practices even when more efficient tools are available.
"The go-to-market is also extremely important. If you are building solutions for SMEs, and this is again a challenge that I see across all of the markets where we invest, a lot of SMEs are used to operating in a very traditional way.
"Adapting innovative solutions can be quite challenging, particularly in traditional or generational businesses where people tend to stick to familiar practices,” Filipowska pointed out during a previously held panel discussion in Doha.
She also said, "SMEs are used to operating in certain ways, such as they don’t want to retrain staff. They are scared of new solutions because maybe they are not big enough or they don’t have the knowledge of how it works.
"It’s natural for businesses to be hesitant about solutions they don’t fully understand, which makes the go-to-market component for convincing SMEs to embrace innovative solutions crucial.”
To overcome this barrier, Filipowska said Seedstarts often deploys executive advisors to help portfolio companies engage directly with SME clients. Citing a car-financing startup in the Philippines, where dealerships were wary of new lending models, Filipowska said, "The solution was strong, regulated and showing traction, but credibility was lacking. Without trusted advisers, convincing SMEs to adopt novel financing tools is extremely difficult.”
Beyond market entry, Filipowska highlighted the importance of early engagement with regulators. She recalled a case in India where a promising fintech startup stalled for months awaiting licenses, ultimately losing investment opportunities.
Filipowska said, "We would love to have invested in them, but the expectation of what this company can build from the founder's perspective versus what is possible from the regulator's perspective to do it completely are two different things.”
She also warned against ecosystem fragmentation, observing that SMEs and startups operate frequently in silos, disconnected from banks and regulators. Filipowska noted that cultural differences and entrenched practices compound the challenge: "When designing innovative products, collaboration with regulators and financial institutions is essential.”