About Ruwwad — Our Story, Mission & Team

Why Ruwwad

Closing the gap between expertise and access.

Too many promising businesses in Lebanon and the region struggle not because their idea is weak — but because they lack access to the right financial structure, the right visibility, or the right technology at the right time.

Ruwwad (رُوّاد) — meaning "Pioneers" in Arabic — was founded to change that. We bring together three fields that rarely work together: Strategic Finance, Media & Visibility, and AI & Software — all under one roof, for one business: yours.

We don't just advise. We implement. We don't just design. We build. Every service we offer is led by practitioners who have done the work themselves.

Futuristic founder workspace at night with a glowing dashboard

What Drives Us

Our values in action.

Multidisciplinary Depth

Finance, media, and technology rarely speak the same language. We bridge that gap inside every project we take on.

Practitioner-Led

Every service is delivered by people who have lived the challenges of business — not just studied them.

Results Over Rhetoric

We measure success by your growth metrics — not by how many decks we delivered or hours we billed.

Lebanese by Heart, Global in Vision

Deeply rooted in the Lebanese business reality, yet built with the standards and ambition of global enterprises.

The People Behind Ruwwad

Meet our founders.

Two specialists. Two complementary worlds. One unified platform for your growth.

Strategic Finance & Corporate Advisory

Reine Nassif Daher

Co-Founder · Strategic Financial Consultant & Corporate Governance Advisor

22+ Years Experience MBA · Univ. Paris Dauphine & Sorbonne Corporate Governance University Lecturer

Reine brings over 22 years of hands-on financial and corporate expertise across Lebanon and the region. She has guided companies of all sizes — from lean startups to established enterprises — through financial restructuring, system optimization, tax compliance, and strategic growth.

Holding an MBA from the University of Paris Dauphine and Sorbonne, and a certified corporate governance professional, Reine combines international academic rigor with deep knowledge of Lebanon's regulatory and business landscape. She also serves as a university lecturer, sharing her expertise with the next generation of business leaders.

Her work at Ruwwad covers: startup legal establishment, financial process optimization, fractional CFO mandates, feasibility studies, and tax compliance — each delivered with the precision of a board advisor and the empathy of a true partner.

Talk to Reine

Media & Visibility

Paula Youssef Nassif

Co-Founder & CEO · Media & Communication Professional

10+ Years in Media Broadcasting & Podcasting Personal Branding Content Production

Paula is a media and communications expert with over a decade of experience in broadcasting, podcasting, content production, and personal branding. She has helped executives, founders, and public figures transform their expertise into compelling public narratives.

As a practitioner who built her own media presence from the ground up, Paula knows the challenges of showing up on camera, finding your voice, and building an audience that trusts you. Her approach is empathetic, practical, and deeply results-oriented.

At Ruwwad, she leads the Media & Visibility pillar — covering everything from personal branding strategy and podcast development to content creation systems and media mentorship programs. Her signature programs have helped introverted founders and seasoned executives alike unlock their public presence.

Talk to Paula

Built by founders, for founders.