Women Of Influence 2025: Sanadak's Faiza Al Awadhi

Established under the Central Bank of the UAE, Sanadak is not only the country’s first independent financial and insurance ombudsman unit, but also the first entity of its kind in the Middle East, and at its helm today is CEO and Managing Director Faiza Al Awadhi, who has more than 25 years of leadership experience across the public and private sectors. Under her leadership, Sanadak specializes in impartially and transparently resolving disputes between consumers and licensed financial institutions, aligning with the UAE’s vision to create a fair, trusted, and sustainable financial environment.

“From the outset, I have championed innovations designed to put people first,” Al Awadhi reveals. “One of the most impactful initiatives has been reducing complaint resolution time from 30 days to just 15, driven by empathy for consumers, and the understanding that timely resolutions are essential to restoring trust and easing their financial journey,” she tells Inc. Arabia.

Al Awadhi’s eye toward consumers is not just a feature of her work at Sanadak— it is the culmination of a career shaped by the same ethos, which included a stint as a regulator at the Central Bank of the UAE. “After 18 years of building expertise across both the private and government sectors, I realized that my greatest fulfillment came from serving people directly and ensuring their needs were met,” Al Awadhi shares. “Throughout my journey, I wore many hats and engaged with the diverse changes; yet, the true joy I found was in translating people’s concerns into real solutions. This experience led me to pursue the government path, where I could amplify impact by driving systemic change that benefits people on a large scale. The most decisive moment in my career was choosing to focus on consumer protections, a field where I could combine my expertise with my passion for fairness and empowerment. This decision shaped my path forward in government, allowing me to strengthen trust between institutions and society.”

It is this commitment to fairness and empowerment that underpins Al Awadhi’s reflections on the role of women in leadership in the financial landscape.

“From my journey as a regulator at the Central Bank to being the chief ombudsman at Sanadak, I’ve witnessed first-hand how women in leadership can transform not just policies, but entire mindsets,” Al Awadhi says. “My role has allowed me to bridge consumer protection with regulatory integrity, ensuring fairness and transparency across the financial sector. The growing role of women of influence is reshaping the industry’s approach, bringing empathy in decision-making, building trust with stakeholders, and empowering consumers through education and advocacy. Additionally, when women lead, they create space for collaboration, diversity of thought, and long-term impact, inspiring other women to step into roles where they can influence change from within.”

Lessons Learned: Q&A with Faiza Al Awadhi 

Looking back on your journey, if there is one piece of advice you’d give yourself before you embarked on your career, what would that be? Additionally, if you could go back in time and tell yourself something that you should avoid or simply not do, what would that be?  

It would mainly be to avoid becoming disconnected from the people you serve. In leadership, especially in a role like mine that stands between the consumer and institutions, it is easy to get lost in procedures and policies. But always remember: at the heart of every complaint is a human being. 

To all women, no matter your title, is to stay grounded, stay accessible, and never let power create distance between you and your people. True leadership listens before it speaks, and its strength lies in empathy, humility, and the ability to remain connected to those you are here to serve. 

Pictured in the lead image is Faiza Al Awadhi, CEO and Managing Director of Sanadak. Courtesy of Sanadak.

Faiza Al Awadhi was one of Inc. Arabia's Women of Influence 2025, a showcase of 30 women rewriting the rules of business in the MENA region. For the full list, please click here.