• Oman-based IoT school management solution eMushrif has raised $7.5 million in a funding round led by Jasoor Ventures, with participation from Phaze Ventures as a follow-on investor, alongside Annex Investment, Ithca Group, IDO Investment, and other private backers.
• Founded in 2017 by Adnan Alshuaili, Issa Alshuaili and Awadh Al Shukaili, eMushrif provides AI- and IoT-enabled school transportation solutions and currently serves more than 120,000 students across public and private schools in Oman and Kuwait, working with both government entities and private operators.
• The new capital will support regional expansion, with a focus on scaling operations in Saudi Arabia and the UAE, while continuing to invest in product development and operational capabilities in its core markets.
• In 2021, eMushrif acquired Egypt-based transport tracking app Tareeqi after closing a $2.3 million Series A funding round back in December 2020. 

Press release:

Phaze Ventures today announced our participation in eMushrif’s $7.5 million funding round, backing the team again as they accelerate their next phase of growth. The round was led by Jasoor Ventures and also saw participation from Annex Investment, Ithca Group, IDO Investment, and a number of other prominent private investors.

The company currently serves more than 120,000 students across public and private schools in Oman and Kuwait, working with both government entities and private sector operators—strong proof of product-market fit in complex, high-accountability environments. This funding will support eMushrif’s regional expansion, with a primary objective of scaling operations in Saudi and the UAE, alongside continued investment in product development and operational capabilities in Oman and Kuwait.

As an existing investor, this follow-on reflects what we look for in enduring category leaders: mission-critical infrastructure, clear ROI for customers, and a product that compounds in value as it scales. eMushrif is building exactly that – modernising school transportation with a platform that makes operations safer, smarter, and measurably more efficient.

School transportation sits at the intersection of student safety, operational reliability, and regulatory compliance, a space where technology adoption has historically lagged, despite the stakes being incredibly high. eMushrif is changing that with an integrated stack that uses AI, IoT, and real-time data to bring visibility and control to every stakeholder in the ecosystem.

Abdullah Al Shaksy, Co-founder and CEO at Phaze Ventures, added:

“This investment reflects our continued conviction in eMushrif’s category-defining leadership in a highly specialised, mission-critical market. The team has consistently executed across the region, and we believe the company is well positioned to continue scaling and expanding its offerings.”

Adnan Alshuaili, CEO of eMushrif, said:

“Globally, school transportation and related safety technologies represent a multi-billion-dollar market, driven by increasing focus on student safety, regulatory compliance, and digital transformation. Our expansion into Saudi and UAE markets positions eMushrif to capture a meaningful share of this market while delivering measurable impact for students, schools, and families.”