At Horae Group, we believe technology serves people — not the other way around. We combine deep human expertise in sales, strategy, and coaching with AI-powered tools to help businesses across MENA and Africa build stronger teams, smarter processes, and sustainable growth.
Human expertise at the core, enhanced by technology. We provide end-to-end consulting across sales, marketing, real estate, and events — tailored for MENA and Africa.
We roll up our sleeves and work alongside your team to deliver real results. Starting with a thorough sales team assessment, we identify performance gaps, process inefficiencies, and missed opportunities — then restructure your entire operation for growth.
We redesign your sales process, set actionable KPIs, implement CRM systems, and build accountability frameworks. We also specialize in customer experience and journey optimization — mapping every touchpoint to uncover where prospects drop off and convert more effectively. Our consultants bring field experience across retail, FMCG, real estate, fintech, and agriculture, combining practical execution with AI-powered analytics.
No one-size-fits-all here. We start with a comprehensive assessment of your team — identifying skills gaps, understanding your culture, and diagnosing what's really holding performance back. Then we design a customized solution that fits your people.
Our programs blend hands-on exercises with essential skills: communication, negotiation, objection handling, CRM proficiency, and AI tool adoption. We favor realistic scenarios over theory — roleplay, live coaching, field shadowing, and post-training follow-ups. Whether it's a focused workshop or multi-week executive coaching, every session is built for lasting, measurable improvement.
We're not here to make things look pretty — we're here to increase your sales. Every strategy, campaign, and piece of content is designed with a sales-first methodology aimed at driving revenue.
We build your entire digital presence in the direction of your sales funnel — attracting the right prospects, nurturing them, and converting them into paying customers. Covering SEO, social media, content creation, paid advertising, and email marketing, we continuously optimize with AI-enhanced analytics to maximize your ROI across every channel.
The MENA real estate market demands deep local knowledge and strong relationships. We provide end-to-end consulting — from market analysis and feasibility studies to sales strategy, team training, and project launch execution.
Whether you're a developer launching a project, a brokerage scaling operations, or an investor entering a new market, we position your property, reach the right buyers, and close deals efficiently. Our digital tools including virtual tours and AI-powered lead matching complement the human touch that seals the deal.
From corporate conferences to product launches and networking events, we craft memorable experiences that drive real business outcomes. Our team handles everything — concept to execution.
We manage venue sourcing, vendor coordination, branding, logistics, and on-the-day execution. Events create human connections no digital channel can replace. We also leverage digital tools for registration, attendee engagement, live analytics, and post-event follow-up to ensure measurable impact beyond the day itself.
For businesses ready to take the next step, we layer AI and automation on top of solid sales foundations. Predictive lead scoring, intelligent pipeline forecasting, and real-time performance dashboards.
We implement automated follow-up sequences and give your managers instant visibility into performance. We don't replace people with technology — we give your people superpowers. Every AI implementation is designed to free your team from repetitive tasks so they can focus on building relationships and closing deals.
Horae Group was founded in 2019 in Beirut, Lebanon — just weeks before the country plunged into its worst financial crisis in modern history. When the world around us was collapsing, many said building a business was impossible. But we refused to accept that.
Against all odds, we didn't just survive — we thrived. With unwavering determination and the relentless effort of our team, we grew from a small Beirut office into a regional force. We founded Horae Egypt in partnership with GICG Group, and expanded our reach into the GCC and Africa. Every setback became fuel. Every challenge became a lesson. And every person who believed in us became part of our story.
Our philosophy remains simple: it's about people. People buy from people. Teams succeed because of people. And technology should empower people — not replace them. That's why we blend hands-on human expertise with AI-enhanced tools to deliver solutions that are practical, culturally grounded, and results-driven.
Through our partnership with GICG and a growing network of corporate alliances across the MENA region, we deliver scalable solutions backed by local execution power.
We believe businesses are built by people, for people. Every strategy we design starts with understanding your team, your customers, and the human dynamics that drive success.
We're not outsiders looking in. Our team brings in-depth knowledge of the region's unique business environment — local customs, culture, and market dynamics are at the heart of our approach.
From consultancy to training, sales management to digital marketing and events — we offer a 360-degree perspective to address all your business needs under one roof.
Our commitment is to deliver tangible, measurable results. Every engagement is KPI-driven with clear benchmarks, regular reporting, and continuous optimization to ensure real business impact.
Results speak louder than promises. Here's what our clients have to say about working with Horae Group. See all reviews on Google →
I can wholeheartedly recommend Horae Group as a brilliant operator and strategist. Mayssa's leadership qualities and experience make her suitable to train and coach various teams. She is practical and thrives to deliver significantly efficient results.
Horae Group's professionals come under the category of "exceptional" talent. They balance entrepreneurial risk with able pragmatic business leadership. They demonstrated uncanny aptitude at grasping market dynamics and brilliant tact at team building.
I am sincerely grateful for the professionalism and commitment demonstrated by Horae Group. It has been a pleasure working with you, and I highly recommend your services to any organization seeking excellence.
Horae Group is an enabler for your sales department! They work side by side with your commercial team to ensure development on both organizational and personal level, whether you're entering a new market or need to fill a gap.
I worked with Horae Group for restructuring and development of our sales and marketing team. Their passion for sales is reflected in their attention to detail and extensive efforts to deliver goals at the highest standard.
Horae's industry and market knowledge helped us increase our sales and change our whole perception about sales. They showed us vast new techniques and brought the best out of each and every one of us.
Strategies, frameworks, and insights from the intersection of people, sales, and technology.

AI is reshaping sales — but not how you think. Here's what's actually changing on the ground, what's working, and what's just noise.

Inbound marketing is the most effective technique to grow your organization — learn the strategies that pull interested customers into your sales funnel.

In today's fast-paced sales environment, winning clients requires meaningful connections, understanding needs, and delivering tailored value.
With deep roots in MENA sales management and business strategy, Mayssa Obeid founded Horae Group on a simple belief: business success starts with people. Her hands-on approach — working directly with teams on the ground, understanding their challenges, and building practical solutions — has helped companies across multiple industries transform their sales operations and achieve measurable growth. By combining this human-centered expertise with modern AI tools, Horae Group delivers the best of both worlds.
Let's talk about how the right people, strategy, and tools can accelerate your growth across MENA and Africa.