Egyptian SaaS startup Brite has officially launched its AI-powered HR Business solution, positioning itself as the MENA region’s first people-empowerment platform focused on streamlining human resources and business management. Designed with a “people-first” approach, Brite aims to address the growing demand for digital HR solutions across the region, particularly among small and medium-sized enterprises (SMEs).

The platform brings together a suite of tools designed to automate and enhance various aspects of HR operations—from attendance and payroll to performance evaluation and task management. According to the company, Brite’s solution not only simplifies routine processes but also turns performance data into actionable insights to improve employee engagement and productivity.

“Our mission is to empower people because we believe that empowered teams drive organizational success,” said Mahmoud Abu Sharkh, Managing Director of Brite. “We’ve built an all-in-one system to help teams be more productive, efficient, and engaged.”

The launch comes at a time of rapid digital transformation in the HR sector across MENA. In Egypt alone, the HR SaaS market is currently valued at $34.7 million and is expected to grow at a compound annual growth rate (CAGR) of 10.6% through 2030. The country is also home to approximately 3.6 million SMEs, which collectively account for around 43% of Egypt’s GDP—a key market segment Brite is targeting.

“At Brite, we’re not just building tools—we’re shaping the future of work. We envision a world where every individual feels empowered, aligned, and inspired to reach their highest potential. Brite was born from that vision: to ignite purpose, unlock growth, and create a new standard for how people and companies thrive together. This is more than productivity—it’s a movement toward meaningful progress.”

Suliman Alqhtani, CEO of Brite

Brite’s platform covers a wide range of business operations:

• Attendance & Leave Management: Includes real-time attendance tracking with location data and biometric authentication.
• Payroll Automation: Handles salary calculations, tax deductions, and compliance in a streamlined process.
• Task and Goal Management: Enables managers to assign tasks, monitor progress, and set clear performance targets.
• Performance Evaluation: Offers real-time analytics to identify productivity trends and potential burnout.
• Applicant Tracking System (ATS): Automates hiring tasks including job postings, resume filtering, and scheduling.
• Inventory Management and CRM: Supports resource tracking and customer relationship management within the same platform.

Looking ahead, Brite plans to expand its footprint across the MENA region in the second half of 2026, with the goal of becoming a key player in the digitization of the workforce at scale.