WSWalid Sidani
Founder
Managing Director, Kay International AMEA (Reinsurance Broker & MGA).
Creating Innovation · Building Success
Strategy, Process Re-engineering, Digitalization & AI for the Insurance Industry.
SIMS is a specialist consulting and technology partner built inside the insurance industry — combining business strategy, operational efficiency, product innovation and technology enablement to bridge strategy with execution.
2015Founded in Dubai, DIFC
UAE/MECore operating region
8Integrated capabilities
150+Years combined expertise
Trusted by insurers and carriers across the UAE and Middle East · references available on request
MENAIR Award Winner 2023
MENAIR Award Winner 2025
DIFC, Dubai
Al Rajhi Takaful
Al Wathba (AWNIC)
Zurich Insurance
RAK Insurance
Al Rajhi Takaful
Al Wathba (AWNIC)
Zurich Insurance
RAK Insurance
Who We Are
Built inside the insurance industry, not around it — bridging strategy with execution to deliver real impact.
Walid SidaniFounder, SIMS
A specialist consulting and solutions firm serving the insurance industry.
Founded in 2015 in Dubai (DIFC) by Walid Sidani — one of Arabian Business's Top 50 CEOs — SIMS serves insurers across the UAE and Middle East.
We combine business strategy, operational efficiency, product innovation and technology enablement. With deep market expertise, SIMS helps insurers streamline operations, adopt the right solutions, and achieve sustainable growth — bridging strategy with execution to deliver real impact.
We are a team of passionate experts who understand the industry from the inside out. Our approach is simple: deliver tailored, practical solutions that enable organizations to perform better, grow smarter, and serve their customers more effectively.
2015
Founded in Dubai, DIFC
UAE/ME
Core operating region
8
Integrated capabilities
1
Strategy + delivery partner
Why SIMS
Practical solutions, not just recommendations.
We are a team of passionate experts who understand the industry from the inside out — delivering tailored, practical solutions that enable organizations to perform better, grow smarter, and serve customers more effectively.
01
Trusted Advisor
A trusted advisor to the insurance sector — engaged for impact, not just deliverables, with references available on request.
02
Proprietary IP
Scalable solutions backed by proprietary platforms — InsureFlow, AssureFlow and SmartEmail.ai — built from real insurance operations.
03
Regional Expertise
Deep regional expertise across the UAE and Middle East, with a team built from insurance and reinsurance-market practitioners.
Our Team
Leadership built on insurance & delivery experience.
A team combining insurance and reinsurance-market experience with hands-on technology and delivery leadership.
WS
SSSai Subramanian
Vice President
Innovation & Technology
HAHaitham Abu El Fadel
Vice President
Operational Excellence
NMNariman Maalouf
AVP
Strategic Accounts & Partnerships
BRPortrait photo
Barath Ramachandran
AVP
Innovation & Technology
EAEmad Alawneh
Sr. Project Manager
PMO
What We Offer
Diverse capabilities, one practice.
Eight integrated capabilities spanning strategy through delivery — all services can be combined or customized to a client's specific needs.
- Business Process & Reengineering
- Strategic Consulting
- BRD & Insurtech Solutions
- M&A Advisory
- B2C / B2B Portals · Aggregators · CRM
- Chat Bot · GenAI Conversational Platform
- API Integration
- ML-based Pricing and Rating Engine
- Automation & Straight-Through Processing (STP)
- AI-Accelerated Policy Administration
- Agentic AI — cross-functional automation across the lifecycle
- End-to-End Motor Claims Solution
- AI-Powered Claims — from Photos to Payout
- Advanced AI for Document Understanding
- Document Ingestion & OCR
- Open Finance · E-Invoicing
- ISO & ADHICS Certification
- VAPT
- Placement of Industry Experts
- Quality Assurance
- Corporate Training
Solutions We've Built
Proprietary solutions, engineered to run what we design.
Purpose-built solutions, engineered from real insurance operations — designed to run what our consulting teams recommend.
Digital Insurance Distribution
InsureFlow
Digital Insurance Distribution Platform
A unified B2B, B2C & B2B2C ecosystem — advanced document processing, live rating, and omni-channel connectivity for brokers, partners, and direct customers alike.
<3 minBindable Quotations
85%Friction Eliminated
Low-codeProduct Launch
InsureFlow — product screenshot16:10 · 1600 × 1000 px
01Zero-touch document ingestion (IDP)
02Broker & underwriting CRM sync
03API-first aggregator & partner integration
Agentic AI
AssureFlow
Retail Broker Digitalization
Helping retail brokers modernize operations and remove the friction of connecting to insurer systems — replacing manual, email-driven workflows with a single connected workspace.
- Self-service broker portals, replacing email-based quoting
- API-first connectivity that abstracts each insurer's integration
- CRM-synced pipeline — one workspace across every carrier
- Automated quote and renewal workflows, less manual chasing
AssureFlow — product screenshot16:10 · 1600 × 1000 px
✕One-off, custom API effort per insurer
✕No single view of quotes, policies or renewals
✕Slow quote turnaround hurting conversion
AI Email & Task Management
SmartEmail.ai
AI-Powered Email & Task Management
Converts every inbound email into a tracked, categorized, and assigned task — built for insurance operations teams managing submissions, endorsements, claims, and broker correspondence at scale.
- LLM email classification that mirrors handler judgment
- Sub-tasks grouped automatically by email chain
- Role-based dashboards: User, Leader, Manager
- Continuous learning from user corrections
SmartEmail.ai — product screenshot16:10 · 1600 × 1000 px
→Inbound email
→Classified & grouped automatically
→Tracked task, assigned & routed
Document Intelligence
Intelligent OCR
AI/ML-Powered Document Recognition
AI/ML-powered recognition of text and characters from scanned documents and images — a simple OCR API integration that cuts manual data entry and boosts speed and accuracy across insurance operations.
10Document Types
2Languages (EN/AR)
7File Formats Supported
- Processes PDFs & images — JPEG, PNG, GIF, BMP, TIFF, RAW
- Reads documents in English and Arabic
- Recognizes Emirates ID, passports, visas, trade licenses, cheques, POAs & bank slips
- Simple OCR API integration — cuts manual data entry, boosts speed & accuracy
Intelligent OCR — product screenshot16:10 · 1600 × 1000 px
IDEmirates ID · Passport · Visa
DOCTrade License · Cheques · POAs · Bank Slips
FMTPDF · JPEG · PNG · GIF · BMP · TIFF · RAW
Proof, Not Just Promises
Selected engagements and measurable impact.
Across the UAE and Middle East insurance market — from enterprise BPR to AI-powered distribution.
Al Rajhi Takaful — WhatsApp Quote-to-Bind
A frictionless purchase journey — no app, no branch, no manual forms — powered by conversational AI. Every step orchestrated by SIMS's AI stack, with document intelligence and a live rating engine working end to end.
01 Chat initiated
02 Identity check (OCR)
03 Vehicle ID (Mulkiya)
04 Premium calc
05 Quote presented
06 Underwriting Qs
07 Proposal confirmed
08 Secure payment
09 Policy issued
10 Docs delivered
<2 minQuote Generation
<5 minPolicy Issuance
80–90%STP Automation
+25–40%Quote-to-Bind
>90%Customer Satisfaction
24×7Channel Availability
Al Rajhi Takaful — WhatsApp journey screensPortrait or 4:5 · 1200 × 1500 px
Al Wathba (AWNIC) — engagement visual16:10 · 1600 × 1000 px
Al Wathba (AWNIC) — BPR Engagement
Enterprise-wide Business Process Re-engineering across 5 lines and shared services — targeting efficiency, satisfaction, and revenue growth through automated renewals, touchless endorsements, OCR and real-time risk pricing.
25%Process Complexity Cut
AED 15MProjected Growth
59→44Processes Rationalized
Zurich Insurance — portal screenshot16:10 · 1600 × 1000 px
Zurich Insurance — Digital Transformation
A secure, scalable digital servicing platform across eight integrated workstreams — plus SEO, customer portal, corporate website rebuild and QA & testing delivered alongside Zurich's own teams.
8Workstreams
24/7Self-Service
360°Strategy → Deployment
RAK Insurance — product screenshot16:10 · 1600 × 1000 px
RAK Insurance — New Product Line Launch
A ready-to-use prototype in under a week, then five new digital product lines live in five months — via a configuration-based, low-code platform with no custom code.
<1 weekWorking Prototype
5New Products Launched
5 moConcept to Scale
Intelligent OCR & ISO — visual16:10 · 1600 × 1000 px
Intelligent OCR & ISO Certification
AI/ML-powered document automation across ten document types in English and Arabic, alongside AWNIC's multi-standard ISO certification journey — from gap analysis to full certification.
4ISO Standards Certified
10Document Types Automated
2Languages (EN/AR)
From ten minutes of paperwork to a two-minute WhatsApp chat.
The compounding effect of SIMS's AI stack across a single, representative customer journey.
95%Manual Data Entry Reduced
30–50%Operational Cost Reduced
80–90%STP Automation
24×7Channel Availability
Now Underway
UAE-Based Takaful Company — Life Department BPR
A new Business Process Re-engineering engagement covering the Life Department end to end — delivered with the same model proven at RAK Insurance and Zurich: consulting-led scoping, embedded delivery, and structured testing from BRD through go-live.
Complete Process Review & BRD
Data Migration Strategy
End-to-End Testing
Recognized by the Industry
Award-winning innovation, recognized two years running.
150+ years of combined domain and technical expertise across the team — honored at the MENAIR Awards in back-to-back years for sustained innovation and delivery in the insurance sector.
2023
MENAIR 2023
Technology Firm of the Year — recognized for sustained innovation and delivery across the UAE and Middle East insurance market.
2025
MENAIR 2025
Technology / Software Solution of the Year — SIMS's second consecutive industry recognition.
150+
150+ Years Combined Expertise
Across the SIMS leadership and delivery team — deep domain and technical expertise built inside the insurance industry, not around it.
Client Voices
Trusted by the insurers we serve.
In their own words — leaders from insurance, reinsurance, healthcare and financial services across the UAE, MENA and Africa.
I just wanted to say that SIMS has been one of the niche IT suppliers in the region and have been working with Zurich for past two years handling variety of engagements ranging from website development and testing.
SIMS are highly engaged in their consulting services and we've had many great brain-storming sessions on how to further develop the UAE insurance industry.
We have selected SIMS to be our preferred partner in the MEA region particularly due to their extensive relationships and expertise in re(insurance) in this emerging market. We certainly made the right choice.
SIMS has worked effectively with our team to implement state of the art solutions across our hospital helping us continuously improve our patient experience.
I am delighted with our affiliation with SIMS. The team has worked effectively to leverage UAE insurance market relationships to promote our analytical tools that lead to improved claims management.
SIMS responded to our needs immediately and very effectively. The whole engagement has been great and we are very pleased with the end result – a state-of-the-art insurance e-commerce portal.
The team was empathetic in listening to me and walking me through a focused process that helped me assess, prioritize, and fulfill my business requirement to develop a premium luxury brand in this fiercely competitive market.
The SIMS team was swift in reacting to our need to develop and deploy a multi-tiered distribution strategy to better serve our SME client base. Pleased to be associated.
GlobeMed is impressed with the creative and dynamic approach of the SIMS team. Their understanding of the opportunities for cutting-edge service offerings and innovative product ideas are helping our financial services and healthcare partners differentiate themselves in the market.
Mi-Fone engaged with SIMS in 2015 with a view to helping us create a winning strategy for the introduction of various Insurance schemes via the Mobile Device. We found SIMS to be thoroughly engaged with the brief and we were pleasantly surprised with the plethora of knowledge that Mr Sidani and his team brought to the table. Their participation has led to us formulating a focused vision for the next few years across Africa.
SIMS was instrumental in helping us formulate our MENA market entry and strategy formulation to offer our emergency evacuation and medical repatriation services to the financial services sector in the most cost effective and efficient manner. Today our brand is associated with many key entities in the GCC.
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Let's Talk
Let's chat further.
We're ready to hear your business story, identify the real pain points, and help turn your challenges into opportunities.
Nariman Maalouf
AVP, Strategic Accounts & Partnerships
BR
Barath Ramachandran
AVP, Innovation & Technology
Head Office
Sidani Innovative Management Services LimitedDIFC, Emirates Financial Towers, South Tower, Suite 2502
Dubai, United Arab Emirates +971 4 553 9692
www.simsco.ae