Morni began in 2015 with a clear mission: to make roadside emergencies in Saudi Arabia safer, faster, and simpler. What started as an on-demand towing service quickly grew into a driver of change in a fragmented industry. As customer needs evolved, so did we, Morni transformed into a full automotive ecosystem — growing alongside the people we serve.
Since 2015, we have been on a mission to make roadside emergencies safer, faster, and simpler. What began as an on-demand towing service has grown into Morni Holding—a technology-powered automotive platform serving the full vehicle lifecycle, from breakdown to resale. Through our core verticals—Roadside Assistance, Vehicle Auctions, Auto Care, and Claims Solutions—we support millions of users and thousands of partners across Saudi Arabia. Powered by predictive data, strategic investors, and a vision aligned with Saudi Arabia’s Vision 2030, Morni is driving the future of mobility—smart, sustainable, and scalable.
To transform the automotive service experience through reliable, technology-driven solutions that keep our customers moving safely and efficiently
To be the leading comprehensive automotive service platform in the MENA region by 2030, delivering seamless and trusted solutions across every mile.
Morni is led by a seasoned team driving innovation, growth, and operational excellence across the automotive and tech sectors. Their vision powers our journey toward smarter, more seamless mobility.
Salman Al-suhaibaney serves as Morni’s Chief Executive Officer, driving the company’s vision, strategy, and expansion as it scales into a category-defining mobility platform. A seasoned executive with nearly two decades of experience across Saudi Arabia’s automotive and insurance sectors, Salman brings a distinctive blend of entrepreneurial vision and institutional expertise. Prior to founding Morni in 2015, he held key roles at Lazard Saudi Arabia, Al Rajhi Takaful Insurance, and Weqaya Insurance, serving in functions spanning compliance, internal audit, and anti-fraud. Whilst leading Morni, Salman has concurrently served on the boards of leading organizations in Saudi Arabia, including ALDREES Petroleum & Transport Services Company, Saleh Al-Bazai Co. (Toyota), and the Saudi Industrial Export Company, where he chaired the Audit Committee. Salman holds a Bachelor’s degree in Finance and an MBA from Prince Sultan University.
Alaa Alomari serves as Morni’s Chief Product and Technology Officer, leading the company’s product innovation, technology strategy, and digital architecture. Alaa is a pioneering technology leader with a track record of building scalable platforms and proprietary solutions that redefine industry standards. Known for his ability to translate complex challenges into transformative products, he has built high-performing tech organizations and helped startups achieve product-market leadership in competitive sectors. At Morni, Alaa is shaping the company’s technological future, architecting agile, future-ready ecosystems that power its evolution as a category-defining mobility platform. Alaa holds a Master’s degree in Computer Science and a PhD in Machine Learning and AI.
Legion Richardson serves as Morni’s Chief Operations Officer, overseeing the company’s operations, talent, and overall growth strategy. With over 20 years of global experience across four continents, Legion has led large-scale transformation efforts across industries and geographies. Prior to joining Morni, he held senior roles at Alshaya Group, Kitopi, and McDonald’s Corporation, where he built high-performing teams and led business-critical transformation programmes across both mature and hypergrowth environments. At Morni, Legion plays a central role in translating strategic ambition into scalable execution - ensuring the company’s operating model, people, and processes are primed for long-term growth. Legion holds a Bachelor’s degree in Tourism, an MBA from Globis University in Japan, and an AI certification from the University of Oxford.
Muhannad Al-Nefaie serves as Morni’s Chief Financial Officer, leading the company’s financial strategy, capital planning, and financial governance. With over a decade of experience in corporate finance, mergers and acquisitions, investor relations, and strategic portfolio management, Muhannad brings a proven track record of driving growth and financial transformation across both public and private sectors. Prior to joining Morni, Muhannad held senior roles at several of Saudi Arabia’s most prominent institutions, including Saudi Aramco, the Saudi Industrial Development Fund (SIDF), and Tawuniya. Muhannad holds a degree in Finance from the University of Texas at San Antonio and is a Certified Management Accountant (CMA).
Khaled Alwehaiby heads business development at Morni, leading the company’s growth across new partnerships, markets, and revenue streams. Having built his career at Morni, Khaled brings deep institutional insight and operational expertise to the role. At Morni, he plays a critical role in identifying strategic opportunities and positioning the company for sustainable, region-wide growth. Khaled holds a Bachelor’s degree in Finance from King Saud University.
Faisal Sabbagh leads Morni Claims, the specialized third-party administrator (TPA) focused on managing and settling insurance claims, with the mission of transforming the vehicle insurance claims experience in the Kingdom of Saudi Arabia. Faisal brings nearly two decades of experience across the automotive and insurance sectors in Saudi Arabia. He oversees the development and strengthening of the core capabilities of the Morni Claims platform, including the digital claims infrastructure, certified repair networks, and integrated service operations, supporting Morni’s broader vision of delivering technology-driven insurance solutions in the Kingdom. Faisal holds a Bachelor’s degree in Applied Engine and Vehicle Engineering from the Technical College.
Peter Daher leads operations at Morni, overseeing multi-vertical business units to drive efficiency, scalability, and operational excellence. With over two decades of experience managing complex functions with full P&L accountability, Peter plays a central role in strengthening the company’s operating model. In his role, Peter leads the design and optimization of the core infrastructure across Morni’s verticals to drive optimal efficiency, service reliability, and long-term growth. Peter holds a Bachelor's degree in Hospitality from Notre Dame University-Louaize.
Wael Qenawy leads customer experience at Morni, overseeing the CX strategy across all business lines and customer touchpoints. With a customer-first mindset and strong operational insight, Wael focuses on driving satisfaction, engagement, and long-term loyalty. He plays a key role in ensuring that every interaction reflects Morni’s service promise and commitment to excellence. Beyond Morni, Wael serves on the board of CXEGA, mentors through ADPList and Mentors CX, and judges international CX awards. He holds a Bachelor’s degree in Accounting from Helwan University in Cairo and is both a member of the Customer Experience Professionals Association and a Bain & Company-certified CCX professional.