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HXPERTS is a strategic growth partner for organizations navigating change, expansion, and new opportunity. We bring together management consulting, operational expertise, artificial intelligence, digital transformation, marketing, and customer experience to help leadership teams move from ambition to measurable progress.
Our story
HXPERTS was founded in Dubai under the leadership of Lubna Naeem with a commitment to helping organizations make stronger decisions, build dependable operations, and grow responsibly. The firm developed deep expertise in regulated and operationally complex environments, along with a trusted network across the UAE and GCC.
This foundation created a way of working built on preparation, accuracy, accountability, commercial understanding, and respect for the people affected by every business decision.
As artificial intelligence began changing how organizations work, HXPERTS expanded its capabilities under Chief of Digital and AI Farhan Hussain Masudi. AI, digital transformation, marketing, customer experience, automation, and organizational learning became part of an integrated offer designed around measurable business needs.
The result is a strategic growth partner that can help a leadership team define the direction, improve the operation, redesign the workflow, strengthen the customer journey, and build the capability needed to sustain change.
Today, HXPERTS works across Healthcare and Life Sciences, Wellness and Hospitality, Retail and F&B, E-commerce, Technology and Startups, and Education. Each industry practice combines sector understanding with our full range of strategic, operational, commercial, digital, and AI capabilities. Every engagement receives the same commitment to evidence, context, practical execution, and responsible growth.
Purpose
We believe good transformation should improve the strength of the business, the capability of its people, the experience of its customers, and the value it creates for the wider community.
To act as a strategic growth partner to organizations by helping them make clearer decisions, build stronger operating systems, apply intelligence responsibly, and create measurable progress that can be sustained.
To become the trusted strategic growth partner for organizations shaping a more capable, resilient, intelligent, and responsible future across the region.
Values
We say what the evidence supports, surface difficult truths early, and remain accountable for the quality of our advice.
The strongest answers are built with clients, informed by the people who understand the business, the customer, and the work.
We combine human judgement, sector knowledge, data, and technology to improve the quality of decisions and execution.
We build capability inside the organization so that progress can continue beyond the engagement.
We consider the long-term effect of growth on people, operations, communities, and the environment.
We explore new methods and technologies with purpose, selecting them for the value they can create rather than their novelty.
Leadership
Lubna Naeem is a healthcare operator, strategist, and institutional leader whose work spans business setup, regulatory navigation, quality, operations, and ecosystem development across the UAE and GCC.
Before founding HXPERTS, she served as Director of Operations at a major healthcare organization in the UAE. Her professional foundation includes a pharmacy degree from Jamia Hamdard University and advanced training at the All India Institute of Medical Sciences.
Lubna built HXPERTS around a simple conviction: meaningful progress requires commercial strength, operational integrity, and a clear understanding of the human consequence of business decisions.
“We are shaping a future in which organizations strengthen their performance while creating a meaningful impact on the people and communities around them.”
Farhan Hussain Masudi leads HXPERTS capabilities across applied AI, digital transformation, marketing, customer growth, and organizational readiness. His experience spans more than fifteen years across wellness, hospitality, FMCG, real estate, technology, education, media, agency, and startup environments.
His work focuses on turning emerging technology into useful business systems, connecting AI strategy with workflow design, customer experience, commercial growth, leadership understanding, and workforce adoption. His leadership experience includes a 60% revenue increase in one quarter for a premium regenerative wellness brand.
“Human judgement and artificial intelligence are becoming shared infrastructure for growth. Our role is to make that intelligence useful, responsible, and part of how the business works every day.”
Independent associate network
HXPERTS maintains a network of experienced independent professionals who can be brought into an engagement when their expertise is relevant to the outcome. They work with HXPERTS on a project-by-project basis within a defined scope, giving clients access to deeper sector, technical, creative, regulatory, and delivery capability without adding unnecessary layers to every assignment.
Every engagement remains led through HXPERTS. The associate team is selected around the business problem, market, delivery requirements, and level of specialist judgement involved.
Strategic, healthcare, and institutional associates
Strategic Negotiation and Institutional Growth
Expertise in institutional engagement, negotiation, and growth architecture.
Pharma and Healthcare Strategy
Expertise in healthcare market intelligence and pharmaceutical strategy.
Dental Education and Clinical Innovation
Expertise in modern dentistry, professional education, and clinical innovation.
Digital, risk, and creative associates
Risk, Compliance, and Financial Crime
Nabeel brings more than a decade of experience across Amazon Web Services, Amazon Payment Services, Meta, Network International, and independent GRC consulting. His work spans payment risk, fraud prevention, governance, regulatory compliance, financial crime controls, and risk product strategy, including oversight of a USD 20 billion annual payment portfolio across nine MENA markets.
Film, Cinematography, and Visual Storytelling
Faisal is a BAFTA-winning filmmaker and Best Aerial Cinematographer whose work spans documentary, broadcast, institutional, and branded content. An accomplished cinematographer, drone pilot, and editor, his selected client and production associations include National Geographic, BBC, Salesforce, Coca-Cola, Cosmopolitan, Harvard Business School, and Bechtel. He brings cinematic craft to campaigns, corporate narratives, documentaries, and high-value brand storytelling.
Performance Marketing and E-commerce Growth
Abdul is a performance marketing and E-commerce growth specialist whose career began as a Google Ads subject matter expert. He later founded a Google Partner agency managing more than USD 20 million in annual media spend across North America, Europe, Southeast Asia, the Middle East, and Australia. His selected E-commerce work includes Baby Planet, Don't Panic Shoes, Rug International, and E11ement, with growth engagements that have taken brands from monthly online sales in the low thousands to multi-million-dollar monthly revenue.
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