Keep Converting Raises $2M Pre-Seed Led by Nuwa Capital, COTU

What happened

UAE-based startup Keep Converting has exited stealth with a $2 million pre-seed round led by Nuwa Capital and COTU Ventures. Founded in 2025 by Mohammad El Mougi and Manuel Prinz, the company has built an AI-native conversion optimisation platform that generates personalised product-page experiences for individual online shoppers, tailoring what they see based on signals such as how they arrived at the site and what they appear to be looking for.

Alongside the funding announcement, Keep Converting disclosed an average 64% conversion-rate lift across active client deployments spanning the United States, Europe and the Gulf. The company says it will use the new capital to onboard more merchants and grow its engineering team, with particular focus on strengthening its AI-driven conversion engine and cross-client intelligence — the ability to learn patterns across its merchant base rather than optimising each storefront in isolation.

Why it matters

This is a technology story about what real-time personalisation can now do at the product-page level, a part of the e-commerce funnel that has historically been treated as largely static. By dynamically reshaping page content per visitor rather than per segment, Keep Converting's approach points to a broader shift in e-commerce tooling: from rules-based A/B testing toward continuous, AI-driven adaptation of the customer journey.

For merchants, the pitch is straightforward — lift conversion without redesigning the storefront. For the wider MENA tech ecosystem, the deal is a further data point in regional investors backing AI-native commerce infrastructure rather than consumer-facing e-commerce brands themselves, reflecting growing confidence in the region's software and AI tooling layer.

By the numbers

• $2 million raised in the pre-seed round, led by Nuwa Capital and COTU Ventures
• 64% average conversion-rate lift reported across active client deployments
• 2025 founding year, by Mohammad El Mougi and Manuel Prinz
• Three regions cited for client deployments: the United States, Europe and the Gulf

The Renascence take

The headline number here is the conversion lift, but the more interesting signal is where Keep Converting has chosen to intervene: the product page itself, the point where intent is highest and friction is most costly. Most personalisation efforts in e-commerce still stop at recommendations or marketing emails; treating the page a shopper lands on as a variable to be optimised in real time is a more direct application of behavioural economics to the moment of decision.

What's easy to miss is that a 64% lift figure, however it was measured, is less important than the mechanism behind it: removing mismatch between what a shopper expects and what they're shown. That's a classic cognitive-friction problem, not a marketing problem. Merchants chasing this kind of gain should resist bolting AI personalisation onto a page that's already cluttered or poorly structured — the uplift comes from coherence between intent and content, not from the algorithm alone. Operators evaluating tools like this should ask vendors for lift data segmented by traffic source and product category, not just a single blended average, before assuming the result will transfer to their own funnel.