FAST Ventures Launches MATTE to Streamline Marketing for SMBs

Dubai-based FAST Ventures has launched MATTE, an AI-powered marketing technology platform designed to automate operational tasks for small and mid-sized agencies and in-house teams across the MENA region.

The platform uses AI agents, automation workflows and connected data systems to handle functions such as campaign setup, optimisation and reporting. The approach shifts marketing teams away from manual processes like data pulls and periodic monitoring, allowing them to focus on strategy and client management.

“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,” Waseem Afzal, CEO and Founder of FAST Ventures, said.

MATTE is built on an automation engine developed within Platformance, FAST Ventures’ outcome-based marketing platform, which has been tested across live campaigns over the past three years. The company is open-sourcing this engine as part of its rollout.

The platform is designed to be tech-agnostic, integrating with major advertising and data platforms including Google Ads, Meta Ads, TikTok, LinkedIn and Amazon Ads, alongside analytics and business tools such as Google Analytics, Salesforce and HubSpot.

By bringing marketing, data and revenue operations into a single system, MATTE allows teams to build, launch and optimise campaigns from one workspace, with AI agents executing tasks in real time and approval layers embedded at key decision points.

The launch targets a gap in the UAE and Saudi Arabia, where digital advertising markets are expanding but many SMB agencies continue to rely on fragmented and manually intensive tools.

“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,” Luqman Sohail, Head of MATTE, said.

The company positions the platform as a regional-first solution, built with bilingual campaign management and local regulatory considerations, as demand for marketing infrastructure grows alongside digital transformation efforts, particularly in Saudi Arabia under Vision 2030.