Founded in 2017, Yassir is a multi-sided marketplace offering on-demand services such as ride hailing, food and grocery delivery, banking and payment infrastructure. The company operates in six countries and 45 cities, where it is used by more than 8 million users. Popular in the Maghreb region (Algeria, Morocco and Tunisia) and parts of French speaking Africa, the super app provides three core services – ride hailing, food and grocery delivery, and financial services. An all-in-one ecosystem, the app provides its customers a single point solution for managing all of their day-to-day activities, from traveling to work to ordering groceries and meals.

Noureddine Tayebi, CEO, a Stanford PhD and a native of Algeria, spent more than 15 years in Silicon Valley before returning to his homeland to build Yassir. Yassir has more than 100,000 partners that include drivers, delivery riders, merchants, FMCGs and wholesalers with the ultimate goal to offer payment services to all sides of the marketplace.

While Yassir offers on-demand services such as ride-hailing and last-mile delivery, Inference Partners' investment thesis was centered around Yassir's strategy of building payment infrastructure for every participants of its fast-growing multisided marketplace.

As Noureddine Tayebi explained to Forbes: “We had already started to provide payment services on a limited basis to a limited number of customers and will be rolling it out commercially to everyone in 2022,"  clarifying that Yassir uses on-demand services such as ride-hailing and last-mile delivery as kind of “a trojan horse to get into payments."