MENA Fintech
Association

Najla Al Midfa

CEO SHERAA
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Najla Al-Midfa is a prominent Emirati business leader, renowned for her significant contributions to entrepreneurship and economic development in the United Arab Emirates (UAE). She currently serves as the Chief Executive Officer (CEO) of the Sharjah Entrepreneurship Center (Sheraa), a government-supported entity established in 2016 with the mandate to foster a vibrant entrepreneurial ecosystem in Sharjah and support the growth of innovative startups that positively impact the regional economy. 

Under Al-Midfa’s leadership, Sheraa has built a portfolio of over 150 startups, which have collectively raised approximately $161 million in investment, generated over $247 million in cumulative revenue, and created more than 1,600 jobs. Additionally, Sheraa hosts the annual Sharjah Entrepreneurship Festival (SEF), attracting participation from over 300 high-level speakers and more than 13,000 attendees worldwide, further cementing Sharjah’s position as a hub for entrepreneurial activity.

Before her tenure at Sheraa, Al-Midfa held a senior position at the Khalifa Fund for Enterprise Development, focusing on small and medium-sized enterprise (SME) financing. She also served as a consultant at McKinsey and Company’s New York office, primarily advising clients in the financial institutions sector. Her diverse professional experience includes roles at PricewaterhouseCoopers and Shell, reflecting a strong foundation in both consultancy and corporate environments.

Beyond her executive role at Sheraa, Al-Midfa contributes to the broader business community through various board memberships. She serves on the boards of United Arab Bank, Emirates Development Bank, Dana Gas, and the Emirates Schools Establishment. Her leadership extends to international collaborations, as evidenced by her role as Co-Chair of the 4th Industrial Revolution Working Group within the UK-UAE Business Council.

Al-Midfa’s commitment to nurturing young talent and fostering leadership is evident in her position as Vice-Chairperson of Young Arab Leaders and as a board member of Endeavor UAE, an organization dedicated to supporting high-impact entrepreneurs. She is also the founder of Khayarat, a platform that enables young Emiratis to make informed career choices and succeed in the private sector.

Her educational background includes a Bachelor of Science (Honors) from the University of Bath in the United Kingdom and a Master of Business Administration (MBA) from Stanford University in the United States, equipping her with a global perspective and a robust academic foundation.

Through her strategic vision and dedication, Najla Al-Midfa continues to play a pivotal role in shaping the entrepreneurial landscape of the UAE, driving economic diversification, and empowering the next generation of business leaders.

Federica Piazza

Lead – MFTA Italy Chapter
Director of Government Affairs,

EMEA – American Express
Top 10 Lobbyist 2023 – Forbes Italy
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Federica Piazza is a leading regulatory and government affairs expert, widely recognized for her impactful work across Europe, the UK, and the Middle East in shaping financial policy and regulatory landscapes. Named one of Forbes Italy’s Top 10 Lobbyists in 2023, she brings a rare blend of political acumen, global perspective, and strategic clarity to her work with multinational financial institutions. 

As Director of Government Affairs for EMEA at American Express, Federica leads high-level regulatory engagement across a complex geopolitical landscape, advocating for policies that balance innovation, consumer protection, and financial inclusion. Her work bridges regulatory affairs with strategic communication, making her a trusted advisor to both senior leadership and public authorities.

Previously, she served as Regional Head of Regulatory Affairs at American Express Middle East, based in Bahrain, and held key roles at Santander UK, Prudential, and Barclaycard, where she built a strong foundation in risk, policy alignment, and regulatory compliance across global markets.

Federica’s academic background in language mediation and cultural diplomacy informs her ability to connect with diverse stakeholders—from central banks to industry associations—crafting persuasive policy narratives that align with both business goals and societal needs. She is an active member of multiple think tanks and financial services advocacy groups, where she contributes to shaping the future of digital finance and cross-border payments regulation.

Known for her sharp strategic insight and authentic leadership style, Federica is deeply committed to enabling collaborative policymaking and fostering resilient, future-ready financial ecosystems. Her work continues to influence the regulatory discourse in Europe and beyond, setting new benchmarks for integrity, inclusion, and innovation in public affairs.