Maharat Ushers In A New Era of Online Learning For Arabs

In a region rich with talent and ambition, Maharat, which could be described as the Arab world’s answer to MasterClass, is carving out a transformative space in the world of education and personal development.

Co-founded by Bassem Jamaleddine and Arman Khederlarian in 2022, Maharat is an edutainment platform that delivers masterclasses led by industry experts that are designed to inspire, educate, and empower the Arab world’s next generation of creators, entrepreneurs, and leaders. 

Khederlarian, who is the CEO of Maharat, tells Inc. Arabia that the vision for the platform was born out of his cross-continental experience. After several years in the UAE’s management consulting space, he moved to the United States—an experience that opened his eyes to the abundance of educational tools available in mature markets.

“I saw how inspired people were, with access to all the tools they needed to pursue their dreams—elite education, online courses focused on practical skills, and a clear roadmap to success,” he recalls. Recognizing the stark contrast with the Arab world’s fragmented personal development landscape, he and his co-founder set out to create a platform that would bridge this gap—a destination for accessible, inspiring, and localized learning content. 

A scene from a Maharat masterclass by Syrian actor Kosai Khauli.

What sets Maharat apart is its sharp focus on quality, exclusivity, and relatability. Unlike generic e-learning platforms, Maharat offers premium masterclasses taught by top celebrities and experts, delivered in high-production, story-driven formats.

“Our content is very exclusive, since it is derived from our instructors’ personal experiences and the lessons they have learnt throughout their distinguished careers,” Khederlarian emphasizes. To date, Maharat has partnered with well-known figures such as Bassam Fattouh, Kosai Khauli, Ragheb Alama, Salam Dakkak, Rahma Riad, and Toufic Kreidieh, to name a few—each bringing their personal stories and lessons to life on screen. 

For Khederlarian, Maharat is more than just a learning hub—it’s a stage for Arab industry leaders to share their legacy. The platform is structured to ensure these voices are preserved and presented at the highest standard. “We collaborate closely to ensure their insights are delivered in a compelling, professional format that creates meaningful impact.” Khederlarian continues, “In return, they gain visibility, credibility, and the opportunity to engage with a wider audience eager to learn from their experiences.” 

From business and culinary arts to fashion, beauty, music, and acting, Maharat's growing library covers a diverse array of sectors. One topic that the company is looking to explore is entrepreneurship, with Khederlarian telling us that demand for education in this domain is soaring across the region. “There is a growing demand for entrepreneurship education in the MENA region, driven by a young, ambitious generation eager to capture market opportunities in an evolving economic landscape,” he says. “Industry leaders play a crucial role in shaping the future of entrepreneurship by sharing their experiences, insights, and strategies for success.”

Khederlarian adds that industry leaders can play a pivotal role in shaping this future through these masterclasses—not just by sharing their triumphs, but also the challenges they faced and how they overcame them. “They not only equip learners with essential skills but also foster a mindset of resilience, adaptability, and creativity—key traits for building sustainable businesses in today's competitive market,” he tells Inc. Arabia. 

A scene from a Maharat masterclass by Lebanese singer Ragheb Alama.

And Khederlarian tells us that feedback from users has been overwhelmingly positive so far. “Participants appreciate the engaging, insightful, and high-quality content delivered by industry leaders,” he says. More importantly, Maharat gives learners something often missing from conventional education, which is real, lived experience. “By featuring authentic voices and firsthand experiences from experts in the region, we provide learners with practical knowledge, real-world strategies, and an inspiring roadmap to success, making the learning experience more relevant and impactful,” he adds. 

Khederlarian reveals that the next phase of Maharat shall involve expanding content and deepening partnerships. The team is working on new verticals as well as building out existing ones with additional classes to ensure that it has a robust, well-rounded library. “We will continue expanding our content library into new industries as well as start adding more classes within our existing verticals to provide our users with the most diverse and enriching content possible,” Khederlarian says. 

A scene from a Maharat masterclass by Iraqi singer Rahma Riad.

On the partnerships front, Maharat is in discussions with companies across media, education, fintech, and tech infrastructure to enhance user experience and broaden distribution. Geographic expansion is also a top priority, especially in Saudi Arabia and the broader GCC. “Although we already have users from over 100 countries, we will continue prioritizing our focus and growing our market share in the GCC and other markets in the Levant where we have seen major demand,” Khederlarian shares. 

For entrepreneurs looking to build digital platforms in the Arab world, Khederlarian stresses the importance of cultural awareness and data-driven decisions. “My advice to anyone launching a digital platform in the Arab world would be to make sure that they have a very deep understanding of the local market preferences, cultural nuances, and even specific vocabulary used in the markets they are prioritizing,” he advises.  

He cautions against assuming you know what your customers want—something he’s seen trip up many founders. “Trusting your gut can be the right choice sometimes, but supporting any decision you make with data and research is always a positive,” he concludes. 

Pictured in the lead image is Arman Khederlarian, co-founder of Maharat. All images are courtesy of Maharat.