Preserve, Grow and Transition Wealth Across Generations.
Empowering families to preserve, grow, and transition wealth across generations. We guide families through the complexities of governance, legacy, and global wealth with clarity and confidence.
Through independent advice and tailored structures, we align values, strategy, and opportunity to ensure enduring continuity.
Our Core Approach:
The Three Pillars
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We develop a holistic understanding of each family's vision, values, and objectives, serving as the first line of defense in aligning strategic, financial, and behavioral dimensions. Our frameworks institutionalize governance, ensuring the smooth transition of leadership, wealth, and responsibility across generations.
Key Deliverables:
• Multi-generational wealth and strategy planning
• Governance frameworks and family charters
• Risk oversight and control reviews
• Next-generation education and engagement
• Philanthropy and purpose-driven legacy planning -
We lead and supervise the structuring process, engaging with top-tier law firms, tax advisors, and fiduciary specialists to design compliant, efficient, and resilient frameworks. Our role extends from concept to execution, ensuring the family’s objectives are embedded in every structure and relationship.
Key Deliverables:
• Supervision of cross-border legal and tax structuring
• Coordination with legal and fiduciary advisors
• Valuation and transaction support, including business sales
• Oversight of implementation and ongoing compliance
• Long-term liquidity planning through Universal Life and foundations -
We offer independent and conflict-free access to leading financial institutions and asset managers. Our goal is to realign and institutionalize relationships—achieving fee transparency, operational efficiency, and direct access to institutional-grade investment opportunities.
Key Deliverables:
• Consolidation and coordination of banking relationships
• Investment oversight and performance monitoring
• Access to direct and co-investments in real assets
• Recent mandates include PBSA co-investment with a leading European asset manager, single-asset acquisitions in the US and UK, and refinancing of a USD 100 million multifamily portfolio in the United States.
• Transparent reporting and relationship management
Every family's journey is unique. We honor this by crafting tailored solutions that align with your family's values, vision, and legacy goals.
Take the First Step
About Us
HISTORY
Established in Dubai, Proforia brings together accomplished professionals with diverse expertise. Founded by experienced specialists and guided by a distinguished board from legal and banking backgrounds, we combine deep market knowledge with robust governance to serve prestigious families across the region and beyond.
VALUES & PHILOSOPHY
Our foundation rests on absolute transparency and integrity. Acting as strategic partners and frontline advocates, we bridge the gap between families and institutions. Through our collaborative approach and global reach, we translate our clients' objectives into actionable, protected realities.
Meet the Team
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Chief Executive Officer & Founder
Firas Kais is a seasoned financial services executive with over 15 years of experience in wealth management, family office services, and investment advisory. Throughout his career, he has held senior positions including Executive Director and Head of Levant & GCC at Credit Agricole Indosuez, Executive Director at Bank of Singapore, and Director at Barclays Bank PLC Dubai. As the founder and CEO of Proforia, he leads the firm's mission to provide comprehensive family office solutions with a focus on preserving and growing multi-generational wealth. He holds an MSc in Finance from the University of Warwick and a BBA in Accounting with distinction from the American University of Beirut.
Firas' philosophy believes in serving as the first line of defense for his clients' interests, anchored in unwavering integrity and transparency. His approach emphasizes flexibility in meeting clients' evolving needs while fostering collaborative relationships. He advocates for strategic delegation and team empowerment to ensure comprehensive service delivery and sustainable growth.
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Executive Board Member
Dr. Mattar has a more than 20 years of experience in investment management and advisory for clients ranging from family offices, financial institutions and banks, and regional sovereign wealth funds, with focus on regional and international private equity investments. He recently was the CEO of one of the leading education investment firms that invests and operates premium schools in the region. He also held several CEO positions of licensed financial institutions in the UAE, both regulated by the onshore as well as the offshore regulators.
He has a vast experience of managing financial institutions across the various verticals of brokerage, investment banking, and private equity. Dr. Mattar started his career as an economist and was recognized as one of the top economists covering the various GCC countries and their key industries. He holds a Doctorate in Risk Management from the Sloan School of Management at MIT.
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Executive Board Member
Vishal Visani's career and leadership journey exemplify a blend of entrepreneurial spirit, strategic innovation, and commitment to operational excellence. With over 17 years of experience in managing businesses across Africa, he has developed a robust understanding of the complexities and opportunities that come with operating in emerging markets, particularly in family-owned enterprises within the manufacturing, distribution, and service sectors.
Since 2017, Vishal has also been an active member of the Young Presidents’ Organization (YPO), a global community of young business leaders. He has served in various leadership roles, including Chairing his chapter. His involvement with YPO reflects his passion for leadership development and his commitment to learning from and contributing to a network of like-minded peers.
Vishal holds a Bachelor’s degree from the University of Toronto (UofT), with a concentration in Economics, Political Science, and Sociology. His academic background provides a solid foundation for his approach to business, helping him understand the broader economic and social dynamics that impact business operations.
Vishal is guided by the credo: "Innovate, Invest, Inspire." These principles have been the foundation of his success. He believes in fostering an environment that encourages continuous innovation, making strategic investments in people, processes, and technology, and inspiring those around him to reach their highest potential.
At the heart of his approach are the values of Transparency, Integrity, and Accountability—values that he holds dear in both personal and professional settings. His commitment to these principles has been a cornerstone of his success.
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Head of Investments
Michael brings over 10 years of experience in investment advisory, portfolio management, and alternative investments, having worked with Arab Finance Corporation, Plurimi Wealth, and CHF Capital. He co-founded ZEAKAPITAL Global Macro Fund and holds dual Master’s degrees in Finance and Strategic Marketing from Cass Business School and Imperial College London.
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Independent Board Member
Elias is the founder and managing partner of IAA Law Firm with over 30 years of legal experience. His practice focuses on private equity, M&A and joint ventures in the financial services, F&B, telecoms, media and real estate sectors. His clients are typically regional and international financial investors and corporates doing business throughout MENA region. He also advises sovereign wealth funds and government investment vehicles on transactions integral to their strategic investment.
Elias also advises listed companies and multinational corporations on complex corporate law matters such as private equity transactions, joint ventures, compliance and corporate governance and assists clients on matters involving shareholder’s relations and disputes such as business judgment rule opinions and board liability.
Elias is also recognized for his successful track record and expertise in litigation and dispute resolution in the field of civil, commercial and criminal law. He skillfully handles complex disputes in various industries including construction, finance, commerce and telecommunications. He is known for his ability to respond swiftly to conflict inquiries, efficiently respond to the problem at hand, and to exemplify a result-oriented approach to tackle every matter.
Notwithstanding his litigation expertise, He also offers his legal advice on real estate dealings and development projects. He delivers a unique combination of highly efficient assistance, commercial acumen, and a natural gift for negotiation allowing him to successfully seal numerous agreements involving acquisitions of real estate properties, leasing transactions and corporate equity transfers.
With this exceptional and hands-on experience, he is able to assist clients on their most challenging global projects where he combines his extensive knowledge and proficiency in different law fields into an integrated advice which enables his clients to manage and mitigate the legal risks of their projects.
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Executive Board Member
Mahmoud El Madhoun is a distinguished insurance and reinsurance leader with over 17 years of executive experience driving sector advancement across Saudi Arabia and the UAE. As Founder of Kingdom Brokerage, he has guided the firm’s rise into a leading regional brokerage recognized for strategic clarity, disciplined execution, and trusted corporate and institutional partnerships.
He brings deep industry insight complemented by an engineering background from the American University of Beirut. Mahmoud is also an active investor in technology and venture capital, backing high-growth ventures across the region.
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Senior UAE Real Estate Consultant
Ayman Helal is a seasoned real estate expert and business development professional with over 20 years of experience in the UAE market. A graduate of the American University of Beirut with a degree in Business Administration, he began his career in banking in the UK and UAE before transitioning to real estate in 2002 as a Business Development Manager at Dubai Properties. Leveraging his extensive market knowledge and client-focused approach, Ayman later founded his own real estate business specializing in property buying and selling, earning a strong reputation in Dubai’s real estate sector.
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Family Office Advisor
Sarah has over a decade of experience in Swiss private banking, having advised clients on investment solutions, property financing, and long-term wealth planning. Formerly a Private Banker at Vontobel Zurich, she works closely with Proforia’s leadership to support clients across financial and governance matters.
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Executive Assistant & Office Manager
Mae ensures seamless coordination between clients, partners, and the Proforia team, managing operational and administrative priorities with precision and discretion.
Why Choose Proforia?
Our Differentiators
Confidentiality
Commitment
Global Network
Independence
& Objectivity
Tailored Solutions
Experience with Complex
Family Situations