Etihad Salam Telecom Company (Salam), a Saudi provider of telecommunications services and digital infrastructure, has announced partnerships with fintech company HALA and e-commerce platform Zid to launch SOHO, an integrated digital ecosystem designed to support freelancers and independent professionals across the Kingdom.
The initiative was announced at LEAP 2026, where Salam is participating as a strategic sponsor under the theme “Powering what’s next.” The company is also collaborating with Future Work, a national organisation supporting Saudi Arabia’s freelance ecosystem through freelance licence validation, flexible work models and labour-market innovation.
The agreements with HALA and Zid represent the first partnerships within the SOHO ecosystem, with Salam planning to add further partners as the platform expands.
A Digital Ecosystem for Freelancers
SOHO represents Salam’s move beyond traditional connectivity services towards a broader digital experience tailored to the operational needs of freelancers and independent professionals.
The ecosystem is designed to bring together essential infrastructure and business services, allowing freelancers to access connectivity, financial services and digital commerce tools through an integrated offering rather than sourcing each service separately.
According to Salam, more than two million individuals are registered on official freelance platforms in Saudi Arabia, highlighting the growing importance of independent professionals within the Kingdom’s economy.
Amr El Dessouky, Chief Commercial Officer at Salam, said the freelance segment has traditionally been served by tools designed either for large enterprises or individual consumers. The company aims to address this gap by bringing together the infrastructure and services that independent businesses need from the beginning of their operations.
HALA Partnership Adds Financial Services
Through its partnership with HALA, freelancers will have access to business-focused financial services, including a dedicated IBAN account, debit cards and payment acceptance capabilities for both in-person and online transactions.
The offering is intended to provide freelancers with greater visibility over their transactions and improve the management of business cash flow.
Yasser Al Mussirii, CEO of HALA Payments, said the partnership combines HALA’s payment capabilities with Salam’s telecommunications solutions to create a more connected experience for independent professionals.
The collaboration is designed to help freelancers work, receive payments and grow their businesses using services aligned with their day-to-day operations.
Zid Provides E-commerce Capabilities
The partnership with Zid adds digital commerce tools to the SOHO ecosystem. Freelancers will be able to create online stores and manage their sales through the platform, helping them establish a digital presence and reach customers without having to manage multiple technical systems.
Together, the HALA and Zid partnerships are intended to provide freelancers with key business capabilities from the beginning of their operations, covering connectivity, payments and online commerce.
FutureWork Supports Freelancer Verification
Salam is also working with FutureWork to enable Freelance Work Certificate verification as part of the ecosystem. This collaboration supports the company's objective of creating a unified digital experience tailored specifically to the needs of Saudi freelancers.
By bringing together specialised partners across telecommunications, financial services and e-commerce, Salam aims to create a more seamless customer journey for independent professionals.
The launch of SOHO marks the first stage of Salam’s broader freelancer ecosystem strategy, with the company expected to expand its network of partners and services as the segment continues to grow.
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