Startup Works appoints Asif Ali as brand ambassador, unveils new growth plans in Dubai

Dubai-based business setup and entrepreneurship support company Startup Works has appointed popular Indian actor Asif Ali as its official brand ambassador and unveiled a suite of growth initiatives at a signing ceremony and press conference held at Aspin Commercial Tower on Sheikh Zayed Road. The event marked the launch of My Team, a new entrepreneur support platform, and the unveiling of a refreshed corporate identity for parent company Emirates First Group as it begins celebrations for its 10th anniversary after supporting more than 35,000 entrepreneurs, investors, startups and business owners in the UAE.

"Entrepreneurship creates opportunities for people to build their own future. I am happy to be associated with Startup Works and look forward to supporting initiatives that help entrepreneurs and business owners achieve their goals," Asif Ali said after formally joining Startup Works as brand ambassador.

Event highlights and new offerings

The signing ceremony brought together entrepreneurs, business leaders, media representatives and industry professionals. Asif Ali joined Startup Works in his ambassadorial role to support the company's mission of encouraging entrepreneurship and helping aspiring business owners convert ideas into viable ventures. The announcement was followed by the introduction of My Team — a consolidated entrepreneur support platform designed to manage critical operational functions from a single source.

• My Team will offer Human Resources (HR) support, accounting services, finance and budgeting assistance, compliance management, business support solutions, strategic business consultancy and marketing services.
• The platform aims to simplify operations for startups and small businesses by providing an integrated alternative to engaging multiple service providers after company formation.
• Company leaders said My Team will complement Startup Works’ existing business setup services by supporting entrepreneurs beyond the registration stage throughout their growth journey.

Rebranding and decade milestone

Another significant moment at the event was the unveiling of a new corporate identity and logo for Emirates First Group, revealed by Asif Ali alongside businessman and philanthropist Faisal Malabar. Company representatives described the rebrand as a signal of the group's evolution from a consultancy focused on business setup to a broader business ecosystem supporting startups, SMEs, investors and entrepreneurs across the UAE.

Jamad Usman, Founder and CEO of Emirates First Group, reflected on the company's first decade: "For the last 10 years, we have been committed to helping entrepreneurs build and grow successful businesses in the UAE. Supporting more than 35,000 customers has been a remarkable journey. The launch of our new identity, along with Startup Works and My Team, reflects our vision to provide greater value and stronger support for entrepreneurs in the years ahead."

Leadership and future focus

Attendees included Jamad Usman; Sajeer, Executive Director; Hijab Abdulla, Director of Operations at Startup Works; Asif Ali; and Faisal Malabar. Company leaders signalled that upcoming initiatives will prioritise entrepreneur education, enhanced business growth support and integrated business solutions tailored to the changing needs of modern entrepreneurs, aiming to move beyond company formation into sustained operational and strategic support.

The combined launch of a high-profile brand ambassador, a one-stop operational platform and a refreshed corporate identity positions Startup Works and Emirates First Group to deepen their role in the UAE startup ecosystem as they enter their second decade of operations.