Amam Ventures is redefining the Jordanian financial landscape as an impact fund dedicated to supporting gender-inclusive companies. Founded in 2021, the fund addresses critical gaps in the MENA region, specifically focusing on gender inequality, access to finance for SMEs, and the creation of decent employment. By placing women’s empowerment at the core of its DNA, Amam Ventures demonstrates how inclusive practices serve as a strategic advantage for business growth and innovation.
Bridging the Funding Gap for Women-Led Businesses
The fund was established by Tamara Abdel-Jaber, Jenny Atout Ahizen, and Fida Taher, who recognized a significant funding gap for women-owned non-tech businesses in the region. Amam Ventures utilizes innovative financing tools to support a portfolio that includes traditional SMEs as well as tech-enabled startups. To be considered for support, companies must meet specific gender-inclusive criteria, such as being majority owned, managed, or staffed by women. Once an investment is made, the fund works closely with these businesses to develop roadmaps that improve both their commercial growth and gender performance.
Strengthening Leadership and Governance through “Get on Board”
Amam Ventures actively works to improve female representation in corporate governance through its “Get on Board” program. Launched in 2020 after identifying that only 3% of board members in Jordan were women, the initiative has expanded across Jordan, Egypt, and Palestine. The program’s impact is substantial:
- Professional Training: More than 150 individuals have been trained in governance and leadership skills.
- Board Placement: Approximately 70% of program participants have successfully taken up board positions.
- Digital Connectivity: In partnership with UN Women and the Association of Banks in Jordan, a digital platform was created to match qualified women with board opportunities.
Purpose-Driven Work Arrangements and Innovation
Internally, Amam Ventures leads by example with an all-female team and a focus on output-based evaluation rather than hours worked. The company offers a hybrid working environment and flexible hours to support productivity and accommodate diverse schedules. This approach has resulted in a 90% retention rate since 2021, with employees reporting high satisfaction due to the sense of purpose and impact in their work. Research highlighted by the fund suggests that such gender diversity is linked to enhanced innovation, citing studies that show a 10% increase in female board representation can lead to a 7% increase in innovation patents.
Overcoming Challenges through Capacity Building
To address challenges such as low financial literacy and a lack of investment readiness among female founders, Amam Ventures established “Arcan,” its dedicated capacity-building arm. Arcan delivers tailored programs focusing on:
- Technical Proficiency: Training in financial analysis and the development of robust financial projections.
- Soft Skill Cultivation: Modules designed to refine leadership skills and promote the personal well-being of business owners.
- Lifecycle Support: Programs are customized to suit different stages of business maturity, from early-stage startups to established SMEs.
About Amam Ventures
Amam Ventures is a Jordan-based impact investment fund that provides capital and support to gender-smart SMEs and startups in the MENA region. It serves as a hub for the Financing for Gender Equality Platform and screens all investment opportunities against strict environmental, social, and governance (ESG) criteria. The fund is a signatory of the Women’s Empowerment Principles (WEPs), a set of guidelines established by UN Women and the UN Global Compact to advance gender equality in the workplace and marketplace.
Source: GIZ Jordan
