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 the right financial structure, the right visibility, or the right technology at the right time.

Ruwwad (رُوّاد) means Entrepreneurs in Arabic, and it was founded to change that. We bring together four disciplines that rarely work as one: Strategic Finance, Media & Visibility, Legal Advisory, and, with our partner Mercator, AI & Software Solutions. All under one roof, for one business: yours.

We advise, then we implement. We design, then we build. Every service 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, 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

For over 22 years, Reine has stepped into the engine rooms of startups, scaling mid-market companies, and complex corporate structures as a senior internal controls consultant and corporate advisor, replacing operational chaos with rigid institutional control.

As Co-Founder and CEO of Ruwwad Group, her focus is clear: move business owners past reactive, day-late accounting and into proactive strategic forecasting through premium fractional CFO services. She holds an International MBA from the University of Paris Dauphine and the Sorbonne, and rather than quick accounting patches, she designs permanent corporate governance frameworks.

Reine also draws on 16 years as a university instructor and senior corporate trainer, hosting high-impact financial literacy masterclasses for executives and coaching internal teams to run daily operations with technical precision and zero compliance friction.

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 and podcast development to content systems and media mentorship. Her signature programs have helped introverted founders and seasoned executives alike unlock their public presence.

Talk to Paula

Built by founders, for founders.