{"id":684669,"date":"2026-02-01T00:00:00","date_gmt":"2026-02-01T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2026\/02\/01\/inside-soknas-push-to-bring-tech-to-egypts-funeral-services-sector\/"},"modified":"2026-02-01T00:00:00","modified_gmt":"2026-02-01T00:00:00","slug":"inside-soknas-push-to-bring-tech-to-egypts-funeral-services-sector","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/02\/01\/inside-soknas-push-to-bring-tech-to-egypts-funeral-services-sector\/","title":{"rendered":"Inside Sokna\u2019s push to bring tech to Egypt\u2019s funeral services sector"},"content":{"rendered":"

Coffee with Ahmed Gaballah, founder and CEO of Sokna: <\/strong>When Ahmed Gaballah left Silicon Valley to build Egypt\u2019s first funeral services startup, many couldn\u2019t quite wrap their heads around what the former Google and Facebook guy was thinking, especially at a time when tech startups in Egypt were taking off. Seven years on, Sokna has become part of what happens instinctively when loss strikes \u2014 operating across the country, partnering with hospitals, embassies, and syndicates, and quietly applying data and technology to one of the most traditional sectors in the world. We sat with Gaballah to talk about Sokna\u2019s upcoming cemetery project, the technology push planned for 2026, and how the company is preparing for global expansion.<\/p>\n

EnterpriseAM: <\/strong>When we first met in 2021, people used to call you the crazy guy who left Silicon Valley to become an undertaker in Egypt. Do they still see you that way?<\/p>\n

Ahmed Gaballah:<\/strong> Today it\u2019s very different. When a funeral happens, people say, \u201cHow did you not call Sokna?\u201d It\u2019s become part of what people instinctively do when death occurs. Growth came from people seeing the team on the ground and valuing the service. About three years ago, we hit a tipping point \u2014 awareness snowballed and growth became organic. That\u2019s net promoter score in action. Traditional marketing doesn\u2019t work in a space this sensitive.<\/p>\n

EnterpriseAM: <\/strong>Let\u2019s go back to the beginning. You started around seven years ago?<\/p>\n

Gaballah: <\/strong>March 2019 exactly. We were three people and handled 19 funerals that year. I was the funeral director; the other two focused on research. We worked in Egypt, then traveled to seven countries \u2014 Singapore, Malaysia, Indonesia, and others \u2014 to study how funerals operate. We attended funerals, ran surveys, spoke to families, and shadowed undertakers. By the end of 2019, we had built a 14-step professional funeral process. In January 2020, we hired our first team \u2014 six people \u2014 and officially launched Sokna.<\/p>\n

EnterpriseAM: <\/strong>Did you start with friends and family?<\/p>\n

Gaballah: <\/strong>Of course not. You can\u2019t ask friends to call you when someone dies. We tried everything. We spoke to doormen in Zamalek, handed out cards \u2014 it didn\u2019t work. Condolence halls were too late. Health offices didn\u2019t work. <\/p>\n

E<\/strong>ventually, we realized hospitals were the real entry point. <\/strong>So we went to hospitals and spoke to security. 99% rejected us. Three kids with notebooks \u2014 one just back from the US \u2014 saying we\u2019d organize funerals. Until one person gave us a chance and made a call. That was our first case. We were working out of my house. When the call came, we rushed \u2014 the fastest drive of my life.<\/p>\n

EnterpriseAM: <\/strong>Coming from Silicon Valley, you chose a business that isn\u2019t inherently tech-driven. How does it scale?<\/p>\n

Gaballah: <\/strong>In the beginning I was thinking of making the classic mistake: app first. After coordinating the first 19 funerals myself, I realized people in grief will not download an app. You can\u2019t build technology for its own sake and force it onto people.<\/p>\n

At Sokna, technology works in the background<\/strong> \u2014 dispatching, prediction, data tracking, decision-making. Internally, it\u2019s everywhere. Externally, the only question is what genuinely helps the customer.<\/p>\n

This year, we\u2019ll launch technology-driven products that make the experience easier and <\/strong>allow us to scale beyond Egypt. <\/strong>Death is universal. The challenge is finding where technology is relevant across cultures without physical presence, we believe that can be built from Egypt.<\/p>\n

EnterpriseAM:<\/strong> Did demand ever exceed your capacity?<\/p>\n

Gaballah: <\/strong>Always, even now. The difference is how we manage it. At the core is a supply\u2013demand equation. We know our historical data precisely \u2014 how many services we delivered and how organic growth evolves.<\/p>\n

We also model future demand.<\/strong> When we enter a partnership, we study historical death rates at that hospital. Geographically, it\u2019s the same logic. If we expand into a new area, we can predict demand using seven years of data \u2014 population size, hospitals, death rates.<\/p>\n

The models tell us when to hire. <\/strong>If the signal is 100 people, we hire 100 \u2014 not 200. Demand here is inelastic, so efficiency matters. If we expect 100 cases and get 110, we activate trained on-call teams. They handle low-risk tasks, like permits, while the funeral director retains ownership. When that contingency pool gets used frequently, that\u2019s the signal to hire full-time staff.<\/p>\n

EnterpriseAM: <\/strong>Have you become profitable?<\/p>\n

Gaballah:<\/strong> We\u2019ve been profitable for years now. From 2019 to 2021, I self-funded the company. I was working in Silicon Valley and wasn\u2019t worried about money. When we made a fund round in 2022, capital wasn\u2019t the goal. I wanted two things: external validation from strategic investors who understand execution, and if we later enter cemeteries, I want real estate investors who can help execute.<\/p>\n

I initially wanted to raise USD 300k. Demand reached USD 1.5 mn. <\/strong>The entire raise took 10 days. I ran it on a strict schedule: 20-minute pitch, four to five days of due diligence, a hard deadline, and one week to sign and fund.<\/p>\n

We brought in top US and regional VCs<\/strong>, including Mentors Fund, ACE & Company, KV Ventures \u2014 plus long-term real estate figures, and top technology leaders who led design across Facebook, Instagram, and WhatsApp.<\/p>\n

EnterpriseAM: <\/strong>You operate across all governorates. Is Egypt really multicultural when it comes to funeral rituals?<\/p>\n

Gaballah:<\/strong> Extremely. This space is hyper-local \u2014 between governorates, neighborhoods, even families. We initially thought we could standardize the service. That was wrong.<\/p>\n

People experience death very differently. <\/strong>Some want speed, others wait for family. Some want precise rituals; others want minimal intervention. The bigger difference is emotional response \u2014 anger, denial, confusion, peace. The challenge is understanding what someone needs, often without them saying it, and very quickly. This isn\u2019t a product problem. It\u2019s a human one.<\/p>\n

Globally, three variables define every market: religion, culture, and legal framework. <\/strong>Markets differ sharply, but there are proxy markets with shared traits.<\/p>\n

EnterpriseAM: Does this feed into global expansion?<\/strong><\/p>\n

Gaballah: <\/strong>Yes, and even to operate properly in Egypt we had to understand this deeply. It\u2019s one of the most fascinating research areas I\u2019ve worked on \u2014 the intersection of religion, culture, and death.<\/p>\n

From the start, Sokna has attended the world\u2019s largest funeral directors\u2019 gathering \u2014 the NFDA conference in the US.<\/strong> Every time we go, major global players approach us. They follow our work and are impressed by our data-driven model and clear technology roadmap.<\/p>\n

Technology has barely entered this space \u2014 even in the US.<\/strong> These multi-bn companies remain highly traditional. That\u2019s the opportunity: to enter, reshape the sector, and get incumbents to adopt what we\u2019re building by proving that our technology delivers real value.<\/p>\n

EnterpriseAM:<\/strong> But no one has come with a direct deal.<\/p>\n

Gaballah:<\/strong> No, and we don\u2019t want that. We want to grow globally.<\/p>\n

** Want more? <\/strong>Part two of our conversation with Gaballah will be published in tomorrow\u2019s issue of EnterpriseAM \u2014 stay tuned. <\/p>\n","protected":false},"excerpt":{"rendered":"

Technology has barely entered this space \u2014 even in the US<\/p>\n","protected":false},"author":1,"featured_media":684670,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8231],"tags":[4106,335,72,868],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-684669","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agreements-and-mous-totalling-eur-67-7-bn-inked-at-egypt-eu-investment-conference","tag-ahmed-gaballah","tag-coffee-with","tag-enterpriseam","tag-sokna","wpautop","entry"],"acf":{"mongo_id":"80bfa7c0-2de5-4797-8936-8c672120356a","order":"7","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/2\/8.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Inside Sokna\u2019s push to bring tech to Egypt\u2019s funeral services sector","related_issue":[684657],"teaser":"Technology has barely entered this space \u2014 even in the US"},"yoast_head":"\nInside Sokna\u2019s push to bring tech to Egypt\u2019s funeral services sector - 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