In the GCC’s rapidly evolving financial and regulatory landscape, growth depends on more than the right product or service. It requires trusted partnerships, a deep understanding of regulatory pressures and the ability to help clients navigate complexity with confidence.

Few people bring this dual perspective more clearly than Zohaib Awan, Group Director of Business Development across j. awan & partners and azakaw. With more than a decade of experience across procurement, fintech, compliance technology and advisory services, Zohaib has shaped commercial strategies in both Canada and the GCC.

In this interview, he reflects on the realities of selling into regulated industries, what clients expect in high-pressure environments and how JAP and azakaw together deliver value that goes beyond conventional business development.

From Canada to Compliance Technology

Q: Zohaib, you have worked in business development for over a decade across industries from corporate procurement to fintech. What drew you to the fintech and compliance advisory space?

A: I started in a completely different sector such as corporate procurement and worked on advertising, corporate procurement and technology. Where relationships are key, but given the nature of that procurement cycle and onboarding timelines being so lengthy, sometimes the sales cycles are long but they are always consistent. Whereas in the role that I work in today I get to work with different industries and new people at all times which allows you to continuously grow and broaden your network. It is this dynamic nature that pulled me to the compliance and fintech sector.

Positioning Value in Highly Regulated Markets

Q: We often hear “simplify compliance”. How do you communicate real value to clients?

A: The difference with clients we work with is they are not just digital processes, we ensure that a digital transformation initiative leads to protecting institutions from adverse outcomes that are always being updated and regulated. It is about how we as consultants come in to provide that expertise that most entry-level teams do not have. It is also about assisting the client through regulatory changes and enabling a way for them to carry out their business while ensuring full compliance. What I find is that even though compliance departments can be seen as the blockers for business teams, in reality, we are the internal advisors that ensure smooth implementation and the viability of new business cases.

Turning Conversations into Long-Term Partnerships

Q: Business development in fintech is often more relationship-led than purely transactional. How do you balance immediate sales goals with building long-term partnerships?

A: You have to approach it with a long-term view. If you are pushing for a quick win, you might close a deal but not for long. Because understanding the client operational challenges, their regulatory pressures and their objectives and strategies guides forming more robust partnerships with them over the long run. This also means being transparent, honest and delivering when you say. This promotes ease for clients because they are usually dealing with third-party vendors, this way, we’re not just closing deals, we’re building partnerships that last.

Adapting to Diverse Clients

Q: You work with fintech startups, corporate service providers, law firms and established financial institutions. How do you adapt your approach for each different customer?

A: Startups can typically forecast and expect to market continuously, so we talk about implementing the correct team or technically advanced technology which can streamline their operations or automate internal controls. Whereas established financial institutions have set processes and teams. The common thread is that what they want is a partner that can operational model that suits the sector that they are in.

The idea is: different sectors, different needs, but consistent reliability.

The Role of Client Patterns

Q: How does observing client patterns fit into your business development strategy?

A: Patterns are everything, especially in compliance. Understanding the client base and how different clients who are either emerging or operationalised behave differently. Market changes and readiness can vary depending on each business leader. One trend that we are noticing now is that clients are taking their time to adapt which means we need to be patient. This allows us to convey value to clients such as advising on other potential risks or upcoming changes within the firm or jurisdiction.

Market Signals and Growth

Q: How do you know when azakaw is really gaining traction in a market?

A: When we hear the feedback from clients and partners relating to azakaw’s performance. At this stage, regulatory frameworks influence our capabilities. When industry players begin to speak more about transformation or competition within the Regtech space then it is a sign we are pushing the narrative and actively delivering. That in itself is a strong driver in our path and growth in the region.

Looking Ahead in RegTech

Q: Where do you see the biggest opportunities for RegTech in the GCC over the next three years?

A: Fintech institutions and corporate compliance will become standard right now, but implementation and the readiness for new companies from other jurisdictions expanding into the GCC and therefore not too unfamiliar with their internal onboarding streamlining. That has been the biggest pain point. Whether clients establish their own internal compliance team or outsource due diligence, especially as jurisdictions are adapting new frameworks.

Leadership and Culture

Q: You have led teams across different cultures and geographies. What leadership principles guide you?

A: Empathy, clarity and accountability. Whether you are in Toronto, Dubai or Riyadh, people want to know you understand their challenges and that you can give them a clear path forward, and that you own the results with them. That is as true for clients as it is for teams.

Final Word

Q: If you had to sum up azakaw’s role for regulated businesses in one sentence, what would it be?

A: azakaw transforms compliance from a cost centre into a true growth driver: faster, smarter and always ahead of regulatory change, becoming the command centre that empowers regulated businesses to scale with confidence and shape the future.