RASHAD AL MUSAFIR, Founder and Managing Partner of FinScape
The corridors of power are often a final destination for most leaders. But for Rashad Al Musafir, they were merely a vantage point. After decades spent at the pinnacle of Oman’s Banking & Financial Sector, he made a rare and profound choice: to trade the certainty of the C-suite for the unwritten blueprint of entrepreneurship.
His leap was a response to a pivotal moment in history. Born from the economic headwinds of a global crisis, FinScape is more than just a firm; it is the manifestation of a visionary’s belief that a new kind of value can be forged through trust, expertise, and a fierce commitment to building from the ground up. As Musafir puts it, “In a world that is drowning in information, people, partners, and investors will always trust results more than promises.” This is the narrative of a leader who is not just making a business, but building an enduring legacy in the region.
The Corporate Shift
Before founding FinScape, Rashad Al Musafir built a distinguished corporate career across the financial sectors. He held multiple C-suite positions, including Chief Financial Officer (CFO), Chief Operating Officer (COO), and Chief Executive Officer (CEO), in addition to serving on numerous Boards. His boardroom leadership extended across critical functions, having served as Chairman of the Board, Chairman of the Audit Committee, Chairman of the Executive Committee, and Chairman of the Nomination Committee in banking, industrial, and education entities.
Rashad was also a key leader in the establishment of Al Madina Gulf Insurance Company (now Al Madina Takaful) and Bank Sohar (now Sohar International). His expertise in capital markets and fundraising has been instrumental in advancing the Omani banking sector. Among his notable achievements was successfully raising funds through private placements from both local and international investors, as well as leading the issuance of USD 250 million AT1 Perpetual Bonds in May 2021, listed on the International Securities Market (ISM) of the London Stock Exchange—the first such issuance by a local Omani bank. That same year, Rashad also spearheaded the landmark acquisition of Alizz Islamic Bank by Oman Arab Bank, the first acquisition of an Islamic bank by a commercial bank in Oman.
The years leading up to FinScape’s creation were marked by falling oil prices, liquidity pressures, and the COVID-19 pandemic. While many companies struggled to survive, Rashad found purpose in helping businesses restructure and pivot strategically. This experience, coupled with his decades of banking and financial expertise, provided the motivation to establish FinScape, where he now serves as Founder and Managing Partner.
Recognizing a critical gap in the Omani market—where large international consultancies focus primarily on bigger GCC economies—Rashad envisioned a firm that would provide world-class, client-focused advisory services rooted in Omani values and trust. This unique blend of passion, expertise, and timing is what ultimately inspired him to transition from corporate leadership to building a homegrown consultancy dedicated to empowering businesses in Oman and beyond.
Building from the Ground Up
Building FinScape was an uphill battle that tested Al Musafir’s patience and resilience. The firm, founded in 2021, faced particularly challenging initial years, as he faced hurdles with corporate registrations and licenses, some taking more than a year to secure. Winning clients was another major challenge. As a new company without a track record, FinScape had to leverage Al Musafir’s personal credibility from his banking career to win business. The firm adopted a penetration pricing strategy, accepting assignments at lower fees to build references and prove their quality, often just barely covering costs.
Al Musafir reflects on this period, stating, “I discovered that entrepreneurship demands far more resilience than corporate life. You will face rejection, setbacks, and uncertainty. Don’t see these as failures, but as part of the process that shapes you. The key is persistence — keep showing up, keep delivering, and over time, credibility and opportunities will follow.”
To compete with larger consultancies that have significant overheads, Al Musafir created a unique business model based on an associate network. Instead of hiring a large number of senior consultants, FinScape engages highly experienced professionals as associates, combining their expertise with a smaller, in-house team. This model keeps costs lean, incentivizes performance, and ensures every assignment is “lead partner-led,” providing clients with top-quality, senior-level guidance. These early struggles became the foundation of FinScape’s identity: lean, resilient, and deeply committed to building trust, a commitment formally recognized by their prestigious ISO9001 certification.
A New Kind of Leadership
Leading FinScape required a complete transformation of Al Musafir’s leadership style. In his corporate career, he could delegate tasks to large, experienced teams. At FinScape, however, he had to be hands-on in every aspect of the business, from chasing licenses to business development. He had to lead from the front, guiding and coaching a smaller, relatively less experienced team to help them grow.
Al Musafir also relied heavily on technology to overcome resource limitations, leveraging AI and other technologies to compete with much larger firms. The biggest personal shift was in sales and business development. As a banker, customers came to him for loans. As a consultant, he had to actively pursue clients, which taught him humility and persistence. He notes, “True leadership isn’t about hierarchy; it’s about adaptability, accountability, and the courage to hustle alongside your team.” This journey reshaped his leadership style, making him more agile, entrepreneurial, and people-focused.
A Legacy for Oman
Al Musafir’s long-term vision for FinScape is to establish it as Oman’s premier professional service firm, offering financial advisory and assurance services, trusted both locally and regionally. FinScape aims to contribute to Oman’s financial ecosystem by strengthening corporate governance, improving transparency, and helping businesses access the capital they need to grow. This aligns with Oman Vision 2040, which focuses on diversification and private sector growth.
Beyond individual client work, a key part of FinScape’s vision is to build people and skills. With a 66.7% Omanization achievement, the firm is committed to developing local talent by offering traineeships and real-world experience to shape the next generation of professionals who will contribute to the private sector. Al Musafir also envisions FinScape as a bridge between Oman and the wider GCC, helping local clients expand regionally and attracting international investors to the Omani market. He concludes, “If you can combine knowledge, humility, and persistence, you won’t just build a career — you’ll leave a legacy.” Ultimately, FinScape aims to be a catalyst for growth, empowering businesses and strengthening financial discipline to shape the next chapter of Oman’s economic story.