We don’t just coordinate healthcare. We humanize it.

At Serefin, we coordinate care that actually works for you. That means fewer hurdles, faster resolutions, and freedom to choose your own path to wellness.

Healthcare that’s built around you

Your team deserves care that’s as thoughtful and tailored as the culture you have built.

Let’s design a wellness experience around what matters most — you.

Guided by purpose. Delivered with heart.

Our mission is to make enhanced, personalized healthcare the norm — not the exception. We bring concierge-style service, cultural intelligence, and seamless support to every care journey.

Our vision is to lead a new era of wellness and wellbeing in the MEA region — where every individual feels prioritized, understood, and empowered.

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Leadership Team

"My journey has always been about driving transformation and creating value. Whether in healthcare, e-commerce, or travel, my passion lies in building high-performing teams and innovative solutions that meet and exceed client expectations."

Omar Ahmad

Chief Executive Officer

Omar Ahmad

Chief Executive Officer

"I have always been in the 'caring' business as a health building and system designer or operator. My goal has always been to see how being thoughtful and innovative could improve our collective abilities to care for one another."

Skip Schwartz

President, Serefin Health

Skip Schwartz

President, Serefin Health

"I believe that life should be lived fully, felt deeply and connected meaningfully to people and purpose. I am, therefore, so inspired each day by the stories of people's lives that I am invited to share”

Latifa Soobedar, M.Sc.

President, Serefin Middle East and Africa

Latifa Soobedar, M.Sc.

President, Serefin Middle East and Africa

"I feel immense joy and wonder every day at work, where I have the honour and privilege of caring for people. It's not just about treating their ailments but also about improving their overall health and wellbeing, which makes practicing medicine so fulfilling."

Vera Kohut

Medical Director, MD, CCFP, FCFP

Vera Kohut

Medical Director, MD, CCFP, FCFP

History/Global Journey

2010

Created HealthCare 365, the first healthcare management organization in Canada

2020

Launched the first virtual health concierge service.

2022

Rebranded as Serefin with Health and Experience Divisions

2024

Launched SerefinMEA in the Middle East

Ready to make
care feel different?

Bring your expertise to a team redefining mental wellbeing in the region — where every mind matters.

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