This book chapter delves into the uncharted territory of intangible assets within the MENA region, exploring their vast potential and implications within the case of fintech industry. As traditional business paradigms evolve, the chapter investigates the diverse forms of intangible assets, such as intellectual property, brand equity, and human capital, and their impact on economic development and corporate strategies in the MENA context. It examines the challenges and opportunities associated with recognizing and leveraging intangible assets, shedding light on the evolving business landscape in the region. Through comprehensive analysis, the chapter aims to analyze the complexity of intangible assets evaluation and their potential for the fintech industry in the MENA region.