Key Takeaways
- Ugecy charges brands only upon successful content delivery, a direct reversal of how influencer marketing has always worked.
- Its machine learning scoring system prices creators on performance data, not follower counts or agency negotiations.
- The global influencer marketing industry is projected to reach $48 billion by 2027, and Ugecy is positioning itself at the transactional center of that growth.
Overview
Ugecy is a Lebanese-founded influencer marketing platform incorporated in 2025 and headquartered in Dubai. The company matches brands with content creators through a performance-based marketplace that charges clients only when content is successfully delivered. It launched commercially in the first week of April 2025.
The company was co-founded by Roy Hleis, who serves as CEO, Tim Boustany as CTO, Farid Boulos as Head of AI, and Georges Tufenkji. Souheil Diba serves as Head of Sales.
Background
The founding team did not come from marketing. They came from technology, with backgrounds at companies like Uber and Netflix, and a history of building solutions to problems they ran into themselves.
Before Ugecy, the founders were operating other ventures including a restaurant and e-commerce brands. Both led them to the same dead end: influencer marketing was opaque, expensive, and impossible to hold accountable. Creators demanded upfront payment with no guarantees. Identifying the right ones meant weeks of manual research and significant financial exposure.
Their response was a spreadsheet. They built a scoring system from scratch, mapped thousands of creators, spent $3,000 on ten videos, and got strong returns within three weeks. The question that followed was straightforward: if they solved this under pressure with no dedicated tools, how much time and money were other businesses burning through without a system?
Mission and Approach
Ugecy positions itself as the first platform globally to consolidate influencer selection, pricing, and performance delivery into a single end-to-end solution. Its core argument is that the market has been partially addressed from every direction except the one that matters most to clients: upfront pricing tied to guaranteed results.
The platform runs on a parameter-based machine learning system that scores creators against industry averages and statistical benchmarks, producing prices built on performance data rather than follower counts or negotiated rates. Brands know what they are paying, and they pay it only when the content delivers.
The global influencer marketing industry was valued at over $21 billion in 2023 and is projected to exceed $48 billion by 2027. Ugecy’s founding logic sits inside that growth: as AI becomes more capable, human credibility becomes more valuable. Influencers are not being replaced. They are becoming more commercially important, and the infrastructure around them has not kept pace.
Product and Offering
Ugecy operates through two interfaces. Brands access a client portal where they submit campaign details and brand guidelines. Creators receive matched collaboration opportunities and submit their content directly through the app. Matching is algorithm-driven, pricing is performance-based, and the charge is triggered only upon successful content delivery.
The product has been live since April 2025.
Business Model
Ugecy operates on a B2B2C model, serving SMEs and agencies as its primary clients while connecting them to a network of scored and priced creators. Some clients operate on monthly budgets with recurring creator volume. Others engage on a per-campaign basis. The platform is built to handle both without additional friction or headcount.
Market and Reach
Ugecy currently operates in Dubai and Saudi Arabia, with GCC-wide and European expansion planned in the near term. The US market is a longer-term target dependent on securing the right investment. Sub-Saharan Africa has also been identified as a future opportunity.
The sector it operates in has structural tailwinds. As trust in traditional advertising continues to erode, brands are shifting budgets toward creator content at an accelerating pace. The demand for a transparent, performance-tied solution is not a trend call. It reflects where marketing spend is already going.
Funding and Support
Ugecy is bootstrapped, with initial capital from friends and family. No institutional funding has been announced. The team operates out of In5 Tech, one of Dubai’s primary startup infrastructure hubs.
Traction and Growth
Ugecy considers itself already in a growth and scale phase, a position grounded in its AI-powered infrastructure rather than headcount. The team is intentionally capped at ten, built on the conviction that technology can absorb the operational load that would otherwise require a company several times its size.
Its two core metrics are average creator earnings per month, which measures real platform impact, and market share, which tracks whether the technology is scaling as designed. Meta approval, secured in the platform’s earliest weeks, is its most significant external validation to date.
Misconception
Ugecy is not a tool for connecting brands with creators. That description exists already and it is not what Ugecy is building. It is, in the company’s own terms, the easiest way to buy performing influencer content at scale.
Outlook
The next 6 to 12 months are focused on revenue and geographic expansion across the GCC and into Europe. The US enters the picture if the right investment relationship materializes. For a six-person team operating in one of the most competitive corners of digital marketing, the pace of the first few months will define the ceiling for everything that follows.
