Tell us about yourself and your background
My name is Sara Rana. I was born and raised in Oslo, Norway, to parents who immigrated from Pakistan in the 1970s. I hold a Master’s degree in Computer Science from the University of Oslo. After graduation, I spent eight years working for Kripos (the Norwegian National Criminal Investigation Service) at the Cybercrime Centre.
I’ve always had a passion for creating and building. Transitioning from the IT sector to property development came as a natural progression for me. Over the past 15 years, I’ve been actively involved in shaping Oslo’s landscape through various property development projects. Then, I found myself transitioning once again, this time from property development into venture building. It has been a shift that felt just as natural. I am still just building things in a logical way.
What is it that you currently do?
I am the co-founder and Chief Marketing Officer of Aprikos Venture, a venture studio and investment firm I run alongside my husband, Jamil Rehman. From Scandinavia to South Asia, we blend technology and cross-border execution to build ventures that make a real-world impact.
Tell us more about Aprikos Venture.
Aprikos Venture is a Nordic-based venture studio dedicated to building thoughtful, design driven companies from the ground up. With a deep belief in value-aligned entrepreneurship, we are reimagining what it means to create businesses that are not only scalable but deeply human.
What makes your approach as a Venture Studio unique?
Unlike traditional investors, we don’t just fund ideas; we originate them. Aprikos Venture works at the intersection of strategy, product, brand, and culture, building ventures in collaboration with a handpicked network of founders, designers, and operators. At the core of our approach is a sharp eye for potential, an intuitive sense for timing, and an unwavering focus on meaningful execution.
What is your methodology?
Execution, execution and execution!
What interesting projects are you currently involved in?
It’s an exciting period as we move from traditional investments toward building the next generation of businesses.
Our most interesting projects right now are in AI, health-tech, and blockchain leveraged fin-tech. Mashwara AI is on the quest to fully automate the patient journey in emerging countries, starting with Pakistan.
Why are Venture Studios important to start-ups?
Many founders need some security in the initial phase. Venture studios provide a strong foundation from day one. They offer access to capital, experienced mentors, and support that would be difficult for a new startup to secure on its own. Startups can focus on product development and growth while leveraging shared services like legal, finance, and marketing. Studios also help validate ideas quickly, reducing risk and speeding up the path to market. Additionally, being part of a venture studio creates a network of complementary startups, fostering collaboration and innovation. Overall, venture studios increase the likelihood of early-stage success and help transform ideas into scalable businesses efficiently.
What are investors currently looking for in start-ups and why?
Investors are currently looking for startups with a strong product-market fit, a capable team, and clear potential to scale. They want solutions that solve real problems, preferably using innovative technology, and a clear path to growth and revenue. Simply put, they invest in startups that can execute well and achieve sustainable success.
As a female founder, how are you redefining the industry?
As a female founder in an industry still shaped by male-led capital and hypergrowth culture, I don’t claim to be doing anything fundamentally different from my male peers. What I do bring is a leadership style rooted in empathy, aesthetic intelligence, and long-term vision. These values guide the way we build ventures ensuring our projects are not only innovative, but also deeply human-centered and designed for lasting impact.
How did your parents’ backgrounds and professions influence your values and career path?
From a young age, I had the privilege of traveling around the world with my parents. My father, Jamshed Masroor, a renowned poet, often took us to various countries to attend poetry festivals, immersing us in diverse cultures. My mother, Rubina Rana, on the other hand, went into politics in the early 1990s. I enjoyed accompanying her to different events. These experiences allowed me to be surrounded by a variety of perspectives, fostering my curiosity and learning.
My mother’s legacy is memorated in Oslo, where a street was named “Rubina Ranas gate” in 2006, honouring her role as a trailblazer for immigrants and women in Norwegian politics. This recognition reflects her enduring impact on the city’s multicultural identity and her efforts to foster inclusivity and representation.
My parents kept me close, guiding me through life with their unwavering support and wisdom. Their actions taught me resilience, empathy, and the importance of staying grounded. Observing their approach to life, I learned how to navigate complexities with confidence and determination.
All these experiences have shaped who I am today. A founder with a profound understanding of the world, a passion for innovation, and a commitment to creating ventures that make a meaningful difference.
Where can readers find out more?
