PAYFORT, an Amazon company, has announced a new initiative to support struggling startups and small-to-medium sized businesses (SMBs) in the UAE, Saudi Arabia and Egypt, helping boost cash flow in what has proven an increasingly difficult time for many.

With the #StartUpStayUp initiative, the FinTech company and e-commerce enabler will fund a three-month digital marketing campaign for more than 100 startups. By investing in campaigns across multiple media channels, including organic, paid and influencer social campaigns, video content production, email marketing campaigns and internal marketing promotions, the initiative aims to boost revenues through increased brand exposure.

“The PAYFORT team understands that this is a critical time for many startups and SMBs,” says Omar Soudodi, Managing Director of PAYFORT. “With #StartUpStayUp, we aim to help as many businesses as we can to accept payments online quickly and improve cash flow.”

The initiative targets startups from more than ten categories including grocery, food and beverage, home services, fashion, beauty, entertainment, health & fitness, automotive and e-learning. The campaign has been launched in the UAE and will roll out in Egypt and Saudi Arabia.