Led by founder Jay Kossifos, Pay Close Attention has made a name through collaborations with iconic brands and founders—such as Sir Richard Branson and Elon Musk—while creating some of the most culturally resonant brands, including The Giving Movement and Born Outside Italy, Esquire Magazine named the coolest brand in UAE. With a new regional office set to open in the UAE in mid-2025, Pay Close Attention is now actively seeking investment partners and early-stage ventures to scale brands tailored to the GCC’s distinctive, multicultural market alongside Vision 2030.

A New Era for GCC Startups: Government Support and a Thriving Innovation Landscape

Driven by ambitious government initiatives, the GCC is witnessing a surge in startups and SMEs, with sectors like healthcare, real estate, and technology poised for rapid growth. The region’s startup ecosystem is expected to flourish, with 45 unicorns worth an estimated USD 100 billion projected to emerge by 2030. The success of companies like Careem, Noon, Jahez, and Hunger Station has cemented the GCC as an ideal environment for startups, setting the stage for venture capital (VC) and technology investment to play an increasingly significant role in the future.

In recent years, venture capital investments in the GCC have seen significant growth, (PWC) expanding at a 24% compound annual growth rate (CAGR) over the past five years. Investment levels reached USD 2.1 trillion in 2023, with the bulk of this capital supporting startups headquartered in KSA and the UAE.

Jay Kossifos, founder of Pay Close Attention, believes the region’s unique challenges present an opportunity for startups to build brand-driven resilience. “In a diverse market like the GCC, companies can achieve exponential growth by building authentic, culturally relevant brands. Our venture studio model empowers startups to meet these regional challenges with a foundation of brand authenticity and adaptable positioning,” says Kossifos.

Positioning for Success in a Diverse and Dynamic Market

Pay Close Attention’s venture studio model addresses a growing need for strong brand and positioning strategies, particularly in a region as culturally diverse as the GCC. In a market where customer acquisition costs are high and customer loyalty is crucial, brands that foster genuine connections with consumers are the ones that thrive. Through collaborations with industry-leading brands like Virgin and culturally resonant ventures like The Giving Movement, Pay Close Attention has demonstrated how culturally attuned branding can enhance resilience and relevance.

“Consumer expectations in the GCC are evolving—they are looking for brands that not only offer quality but also resonate on a personal level,” says Kossifos. “In a multicultural market, we’ve seen the value of creating brand narratives that speak to the audience’s unique cultural dynamics. Brands that build these connections are able to sidestep high acquisition costs and avoid customer churn, creating lasting loyalty that fuels sustainable growth.”

Building the GCC’s Next Generation of Unicorns with a Proven Model for Success

The region’s VC landscape may have faced challenges in 2023, yet startups with strategic positioning and strong branding are more resilient to economic shifts. Pay Close Attention’s venture studio model accelerates the time it takes for startups to achieve Series A funding—up to 3.3 times faster than the industry average—and has a 72% success rate for ventures advancing from seed to Series A, compared to industry norms. Ventures under Pay Close Attention’s guidance also see a 34% exit rate, nearly double that of traditional accelerators.

Brands created and scaled by Pay Close Attention’s model have demonstrated success both globally and in the region, as evidenced by The Giving Movement, which has grown a dedicated following across the UAE’s fashion and social impact sectors. Born Outside Italy, another standout, has quickly gained popularity among Dubai’s fashion-forward youth, combining global design influences with UAE cultural nuances.

Kossifos brings a wealth of experience in building iconic brands, including helping Virgin establish its ethos of “Everyone can take on the world,” a brand paradox that resonates globally yet connects deeply with local values. “Our brand strategies work because they bridge regional and global perspectives, giving each venture a unique voice that resonates with a diverse audience,” explains Kossifos.

Seeking Investment Partners to Fuel the GCC’s Next Wave of Innovation

As Pay Close Attention sets up its regional headquarters in the UAE, the venture studio is calling on investment partners who are excited to shape the future of branding and innovation in the GCC. With economic challenges encouraging a more strategic approach to funding, Pay Close Attention is poised to guide GCC startups in a way that aligns with investor expectations for sustainable, brand-centric growth.

“Our goal is to partner with founders and investors to build brands that are not only successful but truly reflective of the market they serve,” says Kossifos. “We see incredible potential in the GCC, and we’re eager to foster brands that define the region’s future and contribute to its growing legacy of successful, culturally resonant ventures.”

With its upcoming UAE office, Pay Close Attention will further its commitment to the GCC, supporting the next wave of brand-focused, resilient startups in the region.

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