When Asma AlQaseer speaks about entrepreneurship, she does so with a fire born of lived experience, hard-won wisdom, and an unwavering belief that innovation should serve people – not the other way round. As the Founder of FirmFox, the UAE’s first fully digital business setup platform, she’s reimagining how founders, freelancers, and investors enter one of the world’s most dynamic economies. But her story begins long before FirmFox, with a young Emirati woman determined to understand business from the inside out.
“I started my journey in corporate banking, working in credit and risk analysis,” she recalls. “From there, I moved into venture capital with the Abu Dhabi Government, reviewing hundreds of startups annually and gaining deep insight into the challenges they face.”
One issue rose above the rest: setting up a business in the UAE – while full of opportunity – was often overwhelming. Unclear procedures. Hidden costs. Fragmented information. Entrepreneurs, she noticed, were spending more time figuring out how to start than actually starting.
“That was my turning point,” Asma says. “I decided to build the solution I wished had existed for the founders I once supported.”
FirmFox was born from that realisation: a platform designed to simplify, digitise, and democratise business formation so anyone with ambition – not just those with insider knowledge – could build their future here.
FirmFox aims to remove friction from a process that’s long been complex and opaque. “We help entrepreneurs and SMEs navigate the complexities of launching a business in the UAE, providing instant access to licensing options, jurisdiction comparisons, and pricing – all in one place,” she explains. “Our goal is to simplify, accelerate, and democratise entrepreneurship in the region.”
Her mission is deeply inclusive. She is especially committed to supporting women, youth, and first-time founders – groups who often feel the weight of uncertainty when entering the entrepreneurial ecosystem. “We’re focused on making the business setup process faster, more affordable, and easier to understand, regardless of background or experience.”
For Asma, entrepreneurship isn’t simply an economic lever – it’s a path to agency and long-term societal progress. “I believe access and opportunity are key to shaping our future,” she says. “When more people are empowered to build, they help shape a stronger, more diverse economy for generations to come.”
Asma’s leadership philosophy is deceptively simple. “Build with purpose, scale with integrity,” she says – words that have become her north star. “Business should solve real problems, not just chase trends. Transparency and accountability aren’t just good practices; they’re competitive advantages.”
This belief guides every decision she makes. Her clarity of purpose has shaped FirmFox into more than a platform; it’s becoming a symbol of the UAE’s next entrepreneurial chapter – transparent, inclusive, and digitally fluid.
No entrepreneurial journey is linear, and Asma speaks candidly about her own setbacks. “One significant challenge I faced was launching a business with partners where we lacked alignment on key operational decisions,” she recalls. “I had to make a tough call, to step away early rather than force something that was destined to fail.” It taught her the power of failing fast, learning quickly, and moving forward with clarity.
Another challenge came in finding the right team and investors – people who believed in both the product and the mission. “Building something from scratch requires a team that shares the belief in what you’re creating,” she says. “Equally challenging was finding strategic investors who could see the potential in FirmFox when it was still just an idea.”
Over time, her persistence began to show results. She built her first team, secured key government contracts, and was later recognised by H.E. Abdulla Bin Touq, UAE Minister of Economy and Tourism, for FirmFox’s contribution to simplifying business setup. “These milestones have been incredibly affirming,” she says. “I’m proud of how far we have come.”
Her identity isn’t a footnote – it’s a force. “Being an Emirati woman has shaped my career in powerful ways,” she shares. “I carry a deep sense of responsibility to represent not only myself, but also the potential of what women from this region can achieve.” The industries she’s worked in – banking, venture capital, tech – aren’t known for female representation in senior roles. “I’ve had to work twice as hard to be taken seriously,” she says. Her strategy? “Lead with excellence and let results speak louder than assumptions.”
She credits the UAE’s leadership for creating an ecosystem where women can thrive. “The UAE continues to champion women in business and national development. That has created space for women like me to lead, innovate, and contribute meaningfully.”
She believes the next decade will be transformational. “We’ll see a major shift toward fully digital, borderless business services. Company formation, licensing, compliance, and banking will become faster, smarter, and more integrated through technology and AI.”
FirmFox intends to help shape that future. “Our goal is to build a platform that not only simplifies the process but also becomes a launchpad for the next generation of global entrepreneurs.”
What excites her most is the idea of entrepreneurship becoming accessible to anyone with ambition. “Launching a business should no longer be intimidating or exclusive, but intuitive, fast, and accessible.”
Her advice to women is grounded in conviction and experience: “Trust your instincts, and don’t wait for the ‘right time’. Your perspective is powerful and needed. Surround yourself with people who challenge and support you, and never underestimate the value of resilience.” She adds: “Believe that you belong in every room you enter.” And if she had a billboard to speak to the world? “Life is what you make it!” she says with a smile.
