FAST Ventures has unveiled MATTE, a new company aimed at redefining how marketing teams operate across the Middle East and North Africa, with a particular focus on small and mid-sized businesses (SMBs) often overlooked by enterprise-grade technology.

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Positioned within FAST Ventures’ broader growth operating system, MATTE addresses a long-standing imbalance in the MarTech landscape. While large organisations benefit from complex platforms and dedicated operations teams, SMB agencies and in-house marketers have largely been left navigating fragmented tools and labour-intensive workflows. MATTE enters this gap with a model designed to automate the operational backbone of performance marketing.

At its core, the platform deploys AI agents, automation workflows, and connected data systems to handle time-consuming processes such as campaign setup, monitoring, and reporting. Instead of rebuilding campaigns repeatedly, teams can rely on predefined workflows, while AI agents track performance continuously. Reporting, often a major drain on resources, is fully automated—freeing marketers to focus on strategy and decision-making.

This shift reflects a broader industry trend. Much like how FAST Ventures streamlined its own internal operations through Platformance, MATTE extends that same infrastructure externally. In both cases, the underlying issue is identical: skilled marketing professionals spending disproportionate time on repetitive, low-impact tasks rather than growth-driving activities.

The technology behind MATTE is not theoretical. It has been tested across more than 10,000 live campaigns over three years, forming the backbone of FAST Ventures’ own marketing operations. By open-sourcing this system, the company is making a strategic move to democratise access to advanced marketing automation—removing the need for significant upfront investment or specialised engineering teams.

"We looked at how our own teams were spending their time and the answer was uncomfortable. The majority of the day was going on work that should not require a person. Reporting. Data pulls. Manual optimisations. Campaign setups that took days when they should take hours. We set our builders the task of solving it. What came out of that is MATTE - a company built to give marketing teams back the time and capacity to do work that matters," said Waseem Afzal, CEO and Founder, FAST Ventures

MATTE’s integration capabilities further strengthen its proposition. Designed to be platform-agnostic, it connects with major advertising networks, CRM systems, data warehouses, and financial tools—bringing marketing, sales, and revenue operations into a single unified workflow.

Its launch comes at a time when markets such as the UAE and Saudi Arabia are experiencing rapid digital expansion, yet still lack scalable solutions tailored to SMBs. In Saudi Arabia, in particular, Vision 2030 continues to accelerate demand for locally adaptable marketing infrastructure.

"Every brief we gave ourselves came back to the same question: does this free up a person to do something only they can do? That is the standard we hold every piece of work to. The result is a company shaped entirely by the reality of running marketing in this region, on these platforms, for these clients. MATTE was built from inside live marketing operations."