Despite the presence of over 1,500 edtech companies in the Middle East and North Africa (MENA) region, according to HolonIQ, there are still many gaps in the sector, particularly in linking students with the job market. This gap is exactly what entrepreneur Omar El-Barbary aims to bridge through OBM Education and its Taleb app, the first Super App that provides students with everything they need while connecting them to the job market. The app has already surpassed 153,000 downloads in just a few days, and El-Barbary is now aiming to reach one million students and expand further across the Arab region.

In this interview, Omar El-Barbary, Founder and CEO of OBM Education and Taleb, shares insights on the company's contributions to the edtech industry in Egypt, what the Taleb app offers, and its future goals.

What is your educational background and work experience before launching "Taleb"?
He studied Mass Communication, majoring in Public Relations and Advertising. Before launching Taleb, the journey began with an initiative called OBM, which later evolved into a company in 2020. The core aim has always been to bridge the gap between students’ knowledge about universities, majors, and careers and the actual job market demands. The focus is on addressing this gap early, before students graduate and face employment challenges. OBM has been doing this through awareness events, partnerships with schools and universities, and now, through the launch of Taleb.

Why did you choose the edtech sector?
Coming from a family with a background in engineering and business, El-Barbary chose to pursue mass communication, believing strongly in the importance of education and the potential of edtech to make a real impact.

What has OBM Education achieved so far?
In just three years, OBM executed projects with IBM, EgBank, and others, directly impacting over one million students, partnering with 76 organizations and 112 schools.

How did the idea for "Taleb" come about?
Instead of organizing scattered events across governorates, the team wanted to bring students together on one digital platform. The idea was supported by OBM’s strong student ambassador network of 732 pre-university students who provided ground-level insight into student needs.

What is the main goal of the "Taleb" app?
The app’s mission is to close the knowledge-to-employment gap by preparing students early through exposure to real-world career information, helping them plan their academic paths with job readiness in mind.

What makes "Taleb" unique?
Taleb is the first Super App for students in the MENA region. It lets users compare universities and majors, explore career paths (including job prospects, salaries, and required skills), and connect with institutions. The app includes features like Taleb Watch for video content, Taleb Capsules for bite-sized learning, a career personality test, a podcast series, and even lifestyle perks like buying/selling, booking events, cinema access, and discounts.

The high number of downloads in a short period—does it indicate a real demand for this service?
Yes, the response has been overwhelming. The app reached 153,000 downloads within a few days of its release, indicating strong demand and validation of its concept.

Does the app target a specific education level?
No, Taleb targets students from grade 8 and up—not just high school—offering guidance from an early stage to help them plan their future paths more effectively.

Is there potential to expand the idea beyond Egypt?
Yes. OBM and Taleb have already launched in Saudi Arabia, with expansion plans underway across the Arab region.

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