{"id":107896,"date":"2023-05-10T05:50:40","date_gmt":"2023-05-10T05:50:40","guid":{"rendered":"https:\/\/alj.com\/?post_type=perspective&p=107896"},"modified":"2023-05-10T09:54:46","modified_gmt":"2023-05-10T09:54:46","slug":"sharing-the-ride-with-careem","status":"publish","type":"perspective","link":"https:\/\/alj.com\/en\/perspective\/sharing-the-ride-with-careem\/","title":{"rendered":"Sharing the ride with Careem"},"content":{"rendered":"

In March 2023, Abdul Latif Jameel Finance Saudi Arabia<\/a> and Careem<\/a>, the region\u2019s leading multi-service platform, announced the launch of a new financing program<\/a> designed specifically to allow Saudi Careem drivers, or \u2018Captains\u2019, to finance their own cars.\u00a0 For many Careem Captains their main source of income comes through the ride-hailing app, and the program provides them with flexible payment plans and installments to obtain any new model from several brands including Toyota, Lexus, KIA, Hyundai, Geely, Suzuki, and MG vehicles.\u00a0<\/em><\/p>\n

We spoke to Dr Khalid Al Karimy<\/a>, CEO, Abdul Latif Jameel Finance Saudi Arabia, and Ahmad Arrabi, General Manager, Careem Saudi Arabia, about the partnership and what it means for each business.<\/em><\/p>\n

Can you provide some background on Abdul Latif Jameel Finance\u2019s operations in Saudi Arabia?<\/h2>\n
\"\"
Dr. Khalid Al Karimy
\nChief Executive Officer
\nAbdul Latif Jameel Finance, Saudi Arabia<\/figcaption><\/figure>\n

KAK:<\/strong>\u00a0 Abdul Latif Jameel Finance started over 40 years ago as one of the first automotive finance companies in Saudi Arabia.\u00a0 Initially, we only financed Toyota vehicles, but we have gradually expanded our services, so we now offer finance for multiple brands.\u00a0 In the last six or seven years, we have also started to finance other areas, such as home appliances, medical devices, and sports equipment.\u00a0<\/p>\n

Most recently, we have started to provide cash finance to individuals and small businesses (SMEs).\u00a0<\/p>\n

From an internal perspective, one of the biggest recent changes for us was the integration of two other Abdul Latif Jameel entities into Abdul Latif Jameel Finance, namely Abdul Latif Jameel United Real Estate Finance Company, which provides different financial solutions for real estate, and Bab Rizq Jameel Microfinance, which provides \u2018productive loans\u2019 for individuals and microbusinesses.\u00a0\u00a0<\/p>\n

 <\/p>\n

Ahmad, can you tell us about Careem\u2019s development in Saudi Arabia?<\/h2>\n

AA:<\/strong>\u00a0 Careem started in Dubai, UAE in 2012 and expanded into Saudi Arabia in 2013.\u00a0 At that time, the majority of our focus was on ride-hailing, moving people within and between cities, and Careem quickly became one of the largest ride-hailing companies in the region.\u00a0 We now cover over 70 cities across the region, from Morocco to Pakistan.\u00a0 In 2019, Careem was acquired by Uber, although it still operates under the Careem brand in the Middle East.<\/p>\n

Ride-hailing continues to be the \u2018big brother\u2019 of all our services.\u00a0 Not only in numbers, but also in terms of the perception of our customers, as it\u2019s something we\u2019ve been doing for 10 years.\u00a0 Since 2017, however, we\u2019ve been developing Careem as a \u2018super app\u2019 through which you can access a whole bunch of services, like food delivery, and fintech services through Careem Pay, all connected by our high-value subscription service Careem Plus. Our super app has taken off in Dubai and several other cities.\u00a0 Our vision is to expand it to more cities in the next couple of years.<\/p>\n

In April 2023 we welcomed a new partner as e&, the regional telecoms provider and technology investment group, announced a $400 million investment in the Careem super app.<\/p>\n

\"Abdul
Ahmad Arrabi, (L) General Manager, Careem Saudi Arabia and Dr Khalid Al Karimy, CEO, Abdul Latif Jameel Finance (R) at the signing of the new financing program for Careem Captains in March 2023<\/figcaption><\/figure>\n

How important are the Captains for achieving Careem\u2019s objectives?<\/h2>\n

AA:<\/strong>\u00a0 Captains are the main pillar of our business, both for ride-hailing and non-ride hailing delivery services.\u00a0 A happy Captain delivers a happy service, whether it\u2019s a ride or delivering groceries.\u00a0 So it\u2019s important we understand their needs to ensure that their experience on the platform is fulfilling and understand what might be limiting new Captains from joining the industry.\u00a0<\/p>\n

Historically, one of the things holding back the supply of new Captains was that the regulations stipulated they needed to own their vehicles directly.\u00a0<\/p>\n

\"CareemRecognizing this was hindering the growth of the industry, however, Saudi Arabia\u2019s Transport General Authority changed the regulations in 2022 so that Captains no longer needed to own their car, as long as they had authorization to drive it.\u00a0<\/p>\n

This was a big change as it opened the door for a lot more Saudis to access more flexible earnings as Careem Captains. But there was still a segment of the market that wanted access to car financing to purchase their own car to become a ride-hailing Captain, many of whom couldn\u2019t actually access the traditional finance products offered by the banks due to tough restrictions around eligibility since they didn\u2019t have full-time employment.\u00a0 So even if you were driving full-time as a Careem Captain and earning a good income, you cannot typically get a traditional bank loan to buy a car.\u00a0<\/p>\n

\"\"<\/p>\n

How has the finance market in Saudi Arabia changed over the past few years and how have these changes affected Abdul Latif Jameel Finance?<\/h2>\n

KAK:<\/strong>\u00a0 Historically, the Saudi finance industry has been dominated by banks, which tended to take a conservative approach to lending.\u00a0 This has changed in the last decade, particularly since the launch of Vision 2030<\/a> in 2016.\u00a0 The Central Bank of Saudi Arabia<\/a> (SAMA) modernized the financial services regulatory framework to make it more suited to the evolving needs of today\u2019s consumers.\u00a0 Among the changes was the creation of a regulatory \u2018sandbox\u2019 that allows fintech businesses, mainly startups, to develop and refine their businesses in a less restrictive environment.\u00a0 Once the proof of concept is perfected, they graduate from the sandbox to the wider market.\u00a0<\/p>\n

\"CashThese changes affected us from two directions.\u00a0 Number one: it opened up new opportunities for us in terms of digitalization.\u00a0 We have created a dedicated unit within the company called Digital Business to drive revenue from digital initiatives.\u00a0 One of these initiatives is Cash Jameel<\/a>, which is a retail cash loan you can access through your cell phone.\u00a0 We also have an automotive e-commerce tool that allows you to apply for a loan, verify your ID, select a car and everything else through the app, without having to come to a physical showroom.\u00a0 And we are launching a digital platform for SMEs that will enable them to apply for a loan, undergo due diligence checks and secure finance, all via the app.\u00a0\u00a0<\/p>\n

We wouldn\u2019t be able to do any of this if it wasn\u2019t for the innovation-friendly fintech ecosystem in Saudi Arabia.<\/p>\n

The second major impact is that the behavior and expectations of people have changed.\u00a0 Consumers in Saudi Arabia are very tech-savvy.\u00a0 I think it has one of the fastest-growing user-bases in the world for social media apps like Twitter, for example.\u00a0 People here are very comfortable in the digital space.\u00a0 They know how to navigate these kinds of services online and, increasingly, they expect to be able to do so.<\/p>\n

\"\"<\/p>\n

How did the partnership with Abdul Latif Jameel Finance come about?<\/h2>\n

AA:<\/strong>\u00a0 During the COVID-19 pandemic, we saw that while demand for ride-hailing services was increasing, we were finding it harder to attract new Captains to increase our supply.\u00a0 We started exploring new ideas to try and encourage more Captains into the industry, one of which was addressing the issue of car financing.\u00a0 There were already a couple of similar initiatives in the region, although not on this scale.\u00a0 We started talking to Abdul Latif Jamel Finance to see if there was something we could do to make it easier for Captains to obtain vehicle finance, and this partnership was born.<\/p>\n

Abdul Latif Jameel Finance has been in the vehicle finance market for over 40 years. What attracted you to this opportunity with Careem?<\/h2>\n

KAK:<\/strong>\u00a0 We saw an exciting business opportunity to expand our business while also meeting the needs of Careem and its Captains.\u00a0 Until now, it has been very hard for Careem Captains to obtain finance for their vehicles.\u00a0 Many of them are not salaried so they can\u2019t pass the credit assessment of the traditional banks.\u00a0 We have been dealing with self-employed people for quite a while, however, so we understand this market well.\u00a0 We saw this as a great opportunity because we are helping young entrepreneurial Saudi nationals to access the financial services market.\u00a0 The loans will be productive as they will be used to purchase a vehicle from us, which in turn will enable them to generate an income.\u00a0 At the same time, it is a way for us to expand our customer reach to this segment of the market \u2013 people who are committed, entrepreneurial, and determined to earn their own living.<\/p>\n

How was Abdul Latif Jameel Finance able to fill a finance gap that banks were not able to address?<\/h2>\n

KAK:<\/strong>\u00a0 We are a car finance company, so we can approach it from a vehicle perspective as well as a loan perspective.\u00a0 Banks just focus on the money.\u00a0 That\u2019s maybe the fundamental difference between us.\u00a0 We knew that Careem Captains are not salaried, so we worked closely with Careem to understand the typical earnings profiles of their drivers.\u00a0 Careem was able to assure us, and demonstrate, that these drivers would earn a certain amount of money per year, on average.\u00a0 Based on this, we were able to create this product together specifically for Careem Captains.\u00a0 It\u2019s still a calculated risk, but it\u2019s one we were prepared to take, given the opportunity, as part of our vision to drive financial inclusivity.\u00a0 Further security is provided by the fact that the car itself remains in the name of Abdul Latif Jameel Finance until the loan is repaid.\u00a0 So, if anything goes wrong, we still own the asset.<\/p>\n

Does the finance arrangement cover hybrid and electric vehicles as well as traditional combustion engine vehicles?<\/h2>\n

KAK:<\/strong>\u00a0 Yes, absolutely so, it covers any type of vehicle transmission.\u00a0 Hybrid vehicles are growing in sales and Toyota has a couple of models that are very successful in the market.\u00a0 The pure electric vehicle market is not yet as strong in Saudi Arabia, due to public perceptions and a lack of infrastructure.\u00a0 But the government is working hard to address this and in the next five to 10 years we expect to see strong growth in electric vehicles, too.<\/p>\n

Is there a target number of Captains you want to reach with this product?<\/h2>\n

AA:<\/strong>\u00a0 The priority is to get started with the first few drivers and use that experience to further refine the program as we go.\u00a0 We don\u2019t want to get distracted by setting arbitrary targets that end up reducing our freedom to innovate and iterate.\u00a0 There has already been a lot of interest since we announced the partnership with Abdul Latif Jameel Finance, so we are confident that it will grow quickly once we perfect the design of the program.<\/p>\n

Is it important for you to work with partners that share the same vision and values?<\/h2>\n

KAK:<\/strong>\u00a0 Absolutely.\u00a0 Abdul Latif Jameel<\/a>, both as an organization and as a family, has a very strong vision and a set of values that run throughout the business.\u00a0 We are committed to philanthropy<\/a>, to social development, to empowering people and communities to lead happy, productive lives.\u00a0 These values are aligned with Careem\u2019s mission to create employment opportunities and enable people to earn a living for themselves and their families.\u00a0<\/p>\n

This philosophy matches our new strapline, which is \u2018tamkin<\/em>\u2019 meaning in English, \u2018we empower you\u2019.\u00a0 We help you find a car; we help you source finance; we help you secure a job and make a living.\u00a0 This is very important to us.<\/p>\n

What are the benefits for Careem in working with a company like Abdul Latif Jameel Finance?<\/h2>\n

AA:<\/strong>\u00a0 We have been in the region for 10 years, and we have learnt that a big factor in the success of any new program is finding the right partner.\u00a0 A partner who shares your mission and your vision will help to grow the program and expand its potentials.\u00a0 Abdul Latif Jameel Finance Saudi Arabia has already made it very clear they share the same ambitions to make this a successful program over the next few years.\u00a0 Our mission is to simplify people\u2019s lives.\u00a0 We cannot do that if we offer a suboptimal experience for Captains trying to register with us.\u00a0 Abdul Latif Jameel has a strong reputation, based on their credibility and reliability.\u00a0 Partnering with them will help us deliver the very best experience for our Captains.<\/p>\n

\"Careem<\/p>\n

For our Captains themselves, the benefits are even clearer – it is a way for them to buy a car, earn a living and support their families and communities.\u00a0 At any one time, around 20% of our potential Captains are stuck in the registration process due to vehicle ownership authorization issues, or vehicles that are not eligible to be used as ride-hailing vehicles.\u00a0 Solving this problem will be a crucial lifeline for them.<\/p>\n

Careem has been in Saudi Arabia for 10 years already and is in multiple countries all over the world. What are your expectations or hopes for Careem over the next decade?<\/h2>\n

AA:<\/strong>\u00a0 We are expecting an exciting journey!\u00a0 Our number one priority is the roll-out of our \u2018super app\u2019 which will enable us to simplify the lives of a lot more people in a lot more ways than just mobility.\u00a0<\/p>\n

\"\"The super app has already proven successful in the UAE, where we offer over a dozen services including food and grocery delivery, micro-mobility, a digital wallet and suite of fintech services, and additional third-party services such as home cleaning, car rental and laundry.<\/p>\n

We\u2019ve expanded these services into Saudi Arabia and Jordan, and we\u2019ll be introducing them into more countries in the years ahead.\u00a0<\/p>\n

We believe that the opportunity for a Super App in our region is huge. There are so many daily frictions that can be solved with digital services, and there are no dominant players in our region offering the convenience and value that a super app can offer. On top of this, the Middle East has among the highest consumer digital engagement in the world. In KSA and the UAE, digital adoption (the average of users in each industry who have interacted with it through digital or remote channels) stands at 78%. And emerging markets have seen the highest growth in app downloads in recent years.<\/p>\n

Careem is incredibly well placed to seize this opportunity. We\u2019ve already simplified life for over 50 million customers and created over 2.5 million earning opportunities for Captains. We now have two powerful partners in Uber and e& to help us build category-leading businesses in our key markets and scale the Super App.<\/p>\n

We want to make Careem the first app people turn to on their phones, because it makes their lives easier and more convenient, from ordering your groceries or paying the bills to taking your kids to school or sending money to your family – you\u2019ll be able to do it all through Careem.\u00a0<\/p>\n

\"\"<\/p>\n

Similarly, what are your plans for Abdul Latif Jameel Finance Saudi Arabia over the next few years and how will the partnership with Careem help you achieve these plans?<\/h2>\n

KAK:<\/strong>\u00a0 Our aim is to continue diversifying our products and customers, something the partnership with Careem will undoubtedly help us achieve.\u00a0<\/p>\n

Our digitalization agenda is also going to be a central part of our growth strategy.\u00a0<\/p>\n

We are continually exploring new ways to leverage digital technology to increase our reach and enable underserved communities to access financial products to improve their lives.\u00a0 We want to make it as easy as possible for people to apply for a wide range of financial products quickly, easily, and securely from the comfort of their own homes.\u00a0 Continuing to invest in digitalization is essential to achieve this, and this is what we\u2019ll be focusing on over the next few years.<\/p>\n

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