UAE-Based Financial Media Platform Moniify Taps Lana Sawiris as CEO
May 20, 2025
Moniify, the financial media startup founded by Egyptian businessman Naguib Sawiris, has appointed Lana Sawiris as its new Chief Executive Officer. The announcement follows an internal restructuring and signals a new strategic direction for the company.
Founded in November 2024 and headquartered in the UAE, Moniify launched with a mission to provide financial news and content tailored to younger users in emerging markets. The platform raised around $50 million in initial investment, with significant operational costs projected annually.
Now under Lana Sawiris's leadership, Moniify is pivoting to short-form video content, with a focus on financial literacy and digital storytelling. The new approach is designed to engage Gen Z and millennial audiences through mobile-first, accessible media formats.
Sawiris brings experience from consumer-facing brands including Christian Louboutin and Kith, and is expected to lead the platform's transition away from traditional publishing toward a model driven by social-first video and educational tools.
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