Rita Betinjaneh, Managing Director of RISERHUB and Co-founder of Vie Strategic Consulting UK
“I yield to principle and not to pressure” — Rita Betinjaneh
This powerful mantra enlightened her vision and illuminated her path forward, becoming a source of strength as she navigated Lebanon’s deepening economic crisis. While the boutique remained a cherished part of her journey, the changing realities around her inspired her to channel her energy into a greater cause—rebuilding lives with hope and dignity, across communities.
As the Managing Director of RISERHUB and Co-founder of VIE Strategic Consulting UK, a Lebanon-based firm driving innovative transformations across educational and business ecosystems, Rita Betinjaneh’s compass is calibrated not just to profit, but to the purpose that serves the underserved.
From war-affected communities to high-level institutional collaborations, Rita weaves business intelligence with a deeper human thread. As a leader, her canvas is broad. It is not controlled by the blunt strokes of power but ruled by the vibrant colors of servant leadership — a philosophy rooted in empathy, empowerment, and a fierce commitment to uplifting communities.
The Seeds of Legacy: Rooted in Values, Raised Through Vision
Rita’s journey began where many great stories do: in the echo of childhood values. Raised in a family that placed profound importance on integrity, education, and service, she was no stranger to the rhythms of business that championed a soulful synergy of hard work and compassion.
Her journey is not one of sudden stardom but of intentional evolution—fueled by culture, education, and courage. “Real success,” she says, “isn’t just about achieving goals; it’s about lifting others as you rise.”
From representing global consumer brands in the family enterprise to managing the high-end multi-brand store at just 21, the early chapters of her career were already filled with bold moves. However, her multi-brand store, stocked with labels like Baby Dior and Moschino catering to Beirut’s elite class, failed to gratify her deep longing for creating values that would make a real difference. So, she chose a lens—that prioritized courage over comfort; and established leadership not as hierarchy, but as stewardship.
“I felt a strong pull to create something meaningful rooted in the same values,” Rita recalls. It wasn’t ambition that drove her forward—it was alignment. This calling would later crystallize into RISERHUB and VIE Strategic Consultancy, a mission-driven enterprise devoted to empowering emerging leaders with the tools to transform their lives and those around them.
Education, a Catalyst, not a Commodity
For Rita, education isn’t just a sector—it’s the heartbeat of transformation.
“It’s not only what we learn but how we evolve through learning,” she explains. At VIE, education is seen as a lifelong process, one that must be inclusive, adaptive, and human-centered. Her initiatives enlist capacity-building programs that enable refugees, youth, and women in post-crisis regions to build entrepreneurial ventures—not through theory alone, but through tailor-made, real-world training.
“Education must teach us how to think, not what to think,” she says. In a rapidly shifting world, education must evolve beyond rote knowledge and foster adaptability, critical thinking, and values-based action.
Her approach to educational leadership is grounded in the principles of servant leadership. “True leaders exist to elevate others,” she explains. Whether engaging with institutions or individual learners, Rita ensures that the environments are equitable, collaborative, and growth-oriented. “We are not just shaping minds; we are nurturing future leaders.”
VIE Strategic Consultancy: A Vehicle for Transformative Change
At the helm of RISERHUB and VIE Strategic Consultancy’s branch, Rita Betinjaneh leads with intent. Having worked in environments marked by both promise and adversity, she became attuned to the struggles of youth in Lebanon and Syria, and in Dubai. “These young individuals are full of talent and resilience,” she notes, “yet they are too often denied access to quality leadership training.”
Her mission became clear: to use innovation in higher education as a tool of empowerment. From Lebanon to Syria, and in Dubai, she has been instrumental in bridging the gap between ambition and access, especially for those whose talents have long gone unrecognized. Through both VIE and RISERHUB, she is building pathways for young people to become changemakers in their own right. “Leadership should not only manage systems but uplift lives,” she says. And so, VIE became more than a consultancy; it became a movement.
Leading Through Service: The Challenges and Breakthroughs
Leadership, Rita emphasizes, is often about guiding others to believe in themselves. “So many talents have been buried under the fear of failure. Risk has silenced more dreams than failure ever could.”
RISERHUB’s work with displaced individuals—aspiring entrepreneurs facing immense socio-economic barriers—is one of Rita’s proudest yet most challenging initiatives. Tailoring a program that addressed gaps in financial literacy, marketing, and leadership, her team delivered more than training: they delivered belief. This is where her true power lies—not just in leading from the front, but in building frameworks where others can rise.
“Despite planning and developing alternatives, there are always surprises. Experience and flexibility help us overcome,” she notes. This commitment to people-first leadership is what defines her approach.
Expanding Thoughtfully, Scaling Globally
VIE isn’t a traditional consulting firm. It’s a change architecture studio—advising governments, NGOs, educational institutions, and corporate organizations while always remaining human-centered in approach. With a professional background in international business and educational consulting, Rita designs strategies, that are both globally scalable and locally relevant.
In a world that often prizes rapid growth over sustainable impact, she maintains a countercurrent view: “Every culture has its own rhythm. We approach each one with humility and respect.” This mindset has allowed both VIE and RISERHUB to work seamlessly across borders with many international partners, adapting their consulting frameworks to different cultural and economic realities while staying anchored in core values. Tailored strategies, collaboration, and deep market understanding are the keys to global success. But, staying true to their core values helps each VIE and RISERHUB thrive in the long run.
As her companies grow, so does her responsibility. Rita aims to undertake initiatives that are inclusive, adaptable, and reflective of local realities. Her vision integrates international business strategy with ethical leadership—an approach that balances agility with authenticity.
The Feminine Edge of Leadership
Rita’s leadership style doesn’t seek to replicate established models—it seeks to reimagine them. As a mentor to emerging leaders, especially women, she often speaks of leading with both strength and softness.
“You don’t have to wear armor to lead,” she says. “Leadership doesn’t have to be loud. It can look like intuition, collaboration, and stillness.”
In a business culture that often rewards aggression, Rita offers a powerful counter-narrative: that wholeness is the new strength. Her leadership is as strategic as it is spiritual—a balance of intellect and empathy, structure and spontaneity.
Looking Ahead: Building Beyond Borders
VIE’s next chapter is as ambitious as it is rooted. From launching a Leadership Hub for changemakers to expanding its consulting work across new geographies, the focus remains the same: developing ethical, emotionally intelligent leaders who can navigate complexity with clarity.
The firm is also exploring deeper integrations of technology and human-centered design in educational systems—always with the intent to scale impact without diluting values.
As Rita looks to the future, she remains focused, not just on growth but on meaning.
A Letter to the Next Generation
To young entrepreneurs in Lebanon, Syria, and the broader MENA region, Rita offers more than advice—she offers encouragement:
“Your voice matters. Your idea matters. Start where you are and trust that your story matters.”
For future aspirants, she leaves a toolkit of principles: trust yourself, take action, face fears, understand your customers, surround yourself with good people, and learn from failure. But above all, she urges them to lead with heart—to rise not just for themselves but for the communities they serve.
As we step out of her world, Rita Betinjaneh’s organization unfolds itself not just as a consulting firm but as a center for catalyzing human potential. It’s about asking better questions, nurturing deeper trust, and designing with both rigor and reverence.
She doesn’t lead with noise. She leads with clarity, conviction, and care and in doing so, offers a glimpse into the kind of future the world quietly hopes for—use smarter solutions, but do it wisely.