About us
Our Story
From Insight to Impact
Rubikonn began in 2009 as Financial Labs a financial advisory focused firm.
Over the years, we partnered with founders, boards, and investors across markets — not just diagnosing issues, but stepping in to solve them. From distressed assets to expansion plays, we’ve operated inside the problem, not just around it.
As our mandate grew beyond finance into transformation, technology, and strategic investment, so did our identity. The shift to Rubikonn reflects more than a name change — it’s a mindset built around something different — a firm designed for execution. Like crossing the Rubicon, it represents irreversible commitment. When we step in, we go all in.
16+ years later, we remain what we set out to be:
A partner that delivers — from insight to impact.
Our Approach
What makes Rubikonn different
Achieving real transformation — whether through growth, turnaround, or reinvention — requires more than advice. It demands a partner who understands the stakes, gets inside the business, and stays to deliver results.
At Rubikonn, we don’t consult from the sidelines. We embed, lead, and execute — treating your challenges as our own.
At Rubikonn, our promise is simple:
You get senior experts. You get real execution. And you get a partner who’s as invested in the outcome as you are – an extension of your team.
Enduring Partnerships
We don’t drop in with a playbook and walk away. We become an extension of your leadership team, aligning with your goals and staying accountable to outcomes — not presentations.
Implementation Obsessed
Strategy is only as good as its execution. We dig into the operations, challenge assumptions, and co-create real solutions with your team — then help implement them with precision.
Value Creation First
Everything we do is measured by one lens: are we increasing enterprise value? Whether it’s improving margins, preparing for exit, or unlocking growth, we focus on efficiency, impact, and ROI.
Global Reach, Cultural Awareness
Our experience across the Levant, GCC, Southeast Asia, and the UK means we understand the operational and cultural nuances of doing business across diverse markets and regulatory environments.
Entrepreneurial Mindset
We think like founders, not functionaries. Having built, scaled, and invested in businesses ourselves, we bring urgency, creativity, and accountability to every engagement.
Future-Proofing Through Innovation
We guide companies through transformation using forward-looking tools — from blockchain-powered models to data systems that unlock new forms of value. Innovation isn’t optional. It’s survival.
Industry-Agnostic, Impact-Oriented
Our track record spans traditional industries (luxury retail, mining, construction, manufacturing, banking, media), fast-growing sectors (blockchain, fintech, IT), and critical services (telecom, universities, security). We adapt quickly, ask the right questions, and drive results — no matter the sector.
AI-Enhanced Decision Making
We layer deep board-level experience with advanced AI tools — from diagnostics to performance tracking — allowing us to move faster, dig deeper, and deliver smarter, data-backed strategies at scale.
Our Team
Walid Zayed
Co-Founder & CEO, Rubikonn
I build, fix, and scale real businesses.
For 20+ years, I’ve worked with boards, founders, and investors across the Middle East—leading turnarounds, unlocking growth, and guiding companies through complex transitions. From distressed assets to expansion-stage ventures, I operate where execution matters and outcomes aren’t optional.
Today, I lead Rubikonn—a strategic advisory firm focused on:
- Board-level transformation – growth & special situations
- M&A and capital strategy
- Fractional CFO services for growth-stage firms
- Tokenization and digital asset strategy for real businesses
Earlier in my career, I built a strong foundation in finance and strategy at HSBC and Deloitte Consulting—advising institutions across industries and markets.
My edge? I’ve been the banker, the consultant, the CEO, the entrepreneur, and the investor. I don’t just advise—I’ve lived it.
I bridge traditional finance with the future of value creation—bringing clarity, precision, and impact to every mandate.
I’m fluent in English, French, and Arabic.
Rami Hawi
Co-Founder & COO, Rubikonn
I specialize in the mechanics of value creation.
For over two decades, I’ve worked at the technical core of complex deals—modeling risk, structuring transactions, and guiding CEOs, boards, and investors through high-stakes financial decisions.
As a Partner at Rubikonn, I lead the technical execution behind our advisory mandates—whether it’s a cross-border M&A transaction, a business turnaround, or tokenizing a real-world asset. My background spans traditional banking, restructuring, valuation, and digital assets.
I’ve advised clients across EMEA, drawing on my experience at HSBC, SHUAA Capital, and various entrepreneurial ventures to bring precision and depth to every engagement.
While others see strategy, I see structure.
While others talk value, I quantify it.
Fluent in English, French, and Arabic.