Oliver Ripley, the acclaimed entrepreneur behind the experiential hospitality brand Habitas, has announced the launch of Sekra in the GCC, a new residential concept designed to reimagine how people live. The venture debuts with a formidable $12.5 million seed round and is backed by Uber founder Travis Kalanick, who joins as a board member and founding investor.
A Star-Studded Investor Lineup
The $12.5 million seed round was co-led by Fifth Wall, the largest venture capital firm focused on technology for the built environment, and 8VC, the venture firm founded by Palantir co-founder Joe Lonsdale.
This prominent backing is reinforced by a global cohort of strategic investors, including Jamie Reuben of Reuben Brothers, Mitchell Moinian of The Moinian Group, serial tech entrepreneur Divyank Turakhia, the family office of Prince Khalid Bin Talal Alsaud, Harvey Spevak of Equinox, and Patrick Finnegan of Second Sight Ventures.
Addressing The Loneliness Epidemic
Sekra aims to tackle a growing sense of disconnection in modern society, a problem particularly acute in the region. At a time when nearly 80% of adults under 40 rent their homes, the company is creating a distinct alternative to traditional residential buildings that often prioritize efficiency over experience.
“We live in a time when people feel more disconnected than ever,” said Ripley, who serves as CEO of Sekra. “Nearly 80% of young adults report feeling lonely at home, especially in the GCC where many residents are expats. Our homes should be the place where we feel a sense of belonging, community, and inspiration. With Sekra, we’re building environments that foster meaningful friendships, wellbeing, self-development, and happiness in the places we call home.”
Hospitality Meets Home
Built for the next generation, Sekra blends design-led, move-in-ready homes with hospitality-inspired service, meaningful cultural programming, and seamlessly integrated technology. The model is centered on human connection and everyday wellbeing, offering residents access to on-site experts including building therapists, wellness specialists, nutritionists, and longevity practitioners.
Technology is woven into the experience to enhance comfort and connection, with features like circadian lighting, adaptive climate controls, and unified building systems that respond to residents’ needs.
“Rental living is entering a new era, and Sekra is what the future looks like,” shared Brendan Wallace, CEO and Chief Investment Officer of Fifth Wall. “Sekra is building something category-defining: a global brand rooted in hospitality, design, and real community. It’s a model that transforms the residential experience while creating meaningful value for owners and developers.”
The Business Model
For asset owners and developers, Sekra presents a powerful value proposition. By converting traditional rentals into branded, experience-led communities, the company aims to achieve premium rents and foster lasting loyalty among residents, leading to stronger portfolio metrics and long-term value creation.
“Multifamily real estate is one of the largest asset classes in the world, and we believe it’s ripe for disruption,” stated Jake Medwell, Co-Founder & Partner at 8VC. “We think Sekra has the vision, business model, and team to execute.”
About Sekra
A new residential brand reimagining how people live, Sekra blends hospitality-inspired service, cultural and wellness programming, and integrated technology to create connected, purpose-driven living experiences for the next generation of residents. Sekra delivers design-led, lifestyle-driven communities centered on human connection and everyday wellbeing. The name Sekra draws inspiration from Egyptian mythology, uniting Sekhmet, the goddess of healing, with Ra, the god of the sun, to symbolize balance and wellbeing.
Source: Zawya
