Samaraï
Samaraï is an advisory and investment company built around a simple idea: work with interesting companies and ambitious people where we believe we can make a meaningful difference.
We combine strategic thinking, commercial experience, organisational development, talent, brand and narrative, relationships and an owner's perspective.
That can take different forms. Sometimes we advise. Sometimes we help build. Sometimes we invest. And sometimes a relationship develops across all three.
The role is rarely just to advise from the outside. Samaraï works alongside the people building the company and, when useful, becomes part of the work itself.
Samaraï is intentionally small and selective. We work with a limited number of companies at a time, usually over several years.
We believe depth creates better understanding, better decisions and ultimately better companies. The aim is not to do more. It is to contribute where we can make a meaningful difference.
How we work
Ongoing strategic relationships with founders, leadership teams and boards.
We bring perspective, structure and clear opinions to questions around strategy, commercial development, positioning, organisation, leadership and ownership.
The purpose is not to create more strategy. It is to make the important decisions clearer.
How we think
We work with a limited number of companies because context matters.
The better we understand the business, the people and the history behind the decisions, the more useful we can be.
Founder
Samaraï was founded by Arif Samaletdin, an entrepreneur, investor, advisor and board member with a background across digital commerce, technology, marketing and creative industries.
His experience spans building companies, commercial leadership, entrepreneurship, investing, hiring and governance. That experience across different roles and stages of a company shapes how Samaraï works today.