When Hal Smith Stevens founded Rilla in early 2024, he wasn’t aiming to build just another streaming company. The Abu Dhabi-based startup is tackling the infrastructure behind live video itself, using AI-powered peer-to-peer networks to reduce content delivery costs by as much as 90%.
Backed by $3.5 million in pre-seed capital and anchored at Hub71, Rilla is positioning itself as a key enabler of the next generation of real-time, interactive video. In this interview, Stevens shares why he chose the Middle East, what it takes to raise funding at the earliest stage, and how his team is solving one of the internet’s biggest bandwidth problems.
What drove you to join the startup world?
There’s a great quote that says, ‘The best way to predict the future is to build it.’ Startups are where visionaries and disruptors gather to build the future. Throughout my career, I’ve worked at the bleeding edge of technology to build products that empower people and add value to the world. Startups are the best place to do that.
Why did you choose the Middle East as the place to start/expand the business?
We were fortunate to be selected to join Hub71 Abu Dhabi’s global tech ecosystem, which has provided invaluable support, played a key role in helping us establish our headquarters in the UAE and connected us to exceptional opportunities, including connecting with the visionary, people-centric Minister of Economy, HE Abdulla Bin Touq Al Marri during a recent delegation visit to France.
Coming from New Zealand, we were building far from major markets. The Middle East offers unparalleled access, combining geographical reach with a future-focused investment mindset. It’s exactly the kind of environment where Rilla can thrive.
How would you describe the region’s startup scene in three words?
- Visionary
- Fast-growing
- Diverse
The region is thinking long-term, with leadership that isn’t afraid to back ambitious ideas. Growth is happening at a great pace, supported by infrastructure, capital, and government alignment. What makes it even more exciting is the diversity of people, industries, and ideas all converging to build for the future.
Is there something that has surprised you in your journey?
The biggest surprise has been the speed at which you can take on and overcome extraordinary challenges with a tight-knit team of experts. As an engineering-led company, we’ve been fortunate to attract top talent who could work anywhere in the world but choose to work at Rilla because of our culture and our focus on enabling engineers to do what they do best: solve problems. It has paid dividends for us, as we are already piloting with a top-tier global broadcaster.
What are (in your view) the keys to approaching investors successfully?
There’s plenty of capital out there, but not all of it is right for your company. The key is finding investors who believe in your long-term vision and want to build it alongside you. For us, that meant seeking partners who offered more than funding. Our early backers, like Aly Madhavji have been instrumental in our growth, providing strategic insight, networks and a shared belief in what we’re creating.
Successful fundraising is about alignment on values, ambition, and commitment. The right investors become an extension of your team.
What was the most challenging part of raising funding and how did you overcome it?
The most challenging part was the effort that goes into each investor conversation, especially when you go deep into due diligence, only for the deal to not move forward. During our pre-seed raise, we pulled an all-nighter for a Tier 1 VC to deliver our first-ever live demonstration just for them, putting our hearts and souls into it. We put everything into it, but in the end, it didn’t lead to an investment. It was tough, but we took it as a moment to reflect and improve.
You learn quickly that some things are outside your control. What matters is staying focused on what you can control; your product, your progress, and your resilience. Funnily enough, we’re now re-engaging with that same VC for our next round.
What is the best piece of financial advice you have received?
Lead with your values, find your people – they are out there. Not all capital is created equal. The best investors aren’t just chasing trends but are aligned with your mission and committed to the long-term journey. That alignment creates stronger partnerships, better outcomes, and a more resilient company. Â
What has been your biggest success and your biggest failure?
Before Rilla, I launched a game studio. While raising our second round, 80% of the funding fell through just before Christmas. I had to let my team go. It was the worst possible timing in a tough market.
Out of that failure came my biggest success. What has stood out throughout that process has been the people and the strong, trust-based relationships we’ve built. My co-founder, Paul Bandara, and I have been working together for the last ten years. My other co-founder, Justin Tomlinson, who has over two decades of C-level experience in FTSE 30 companies, was a long-time advisor for my other ventures. These relationships are the real foundation of success. With the right people, you can recover, rebuild, and ultimately reach success. Â
What is the best quality a leader can have?
The ability to clearly articulate the vision and strategy in a way that empowers the team and drives alignment.
When people understand where they’re going and why it matters, they move with purpose. A great leader brings that through transparency, focus, and consistency. It builds trust, sharpens execution, and gives the team the confidence to move fast and overcome challenges together.
Where would you like to be in 5 years?
Within five years, Rilla will have redefined how fans engage with live sports streaming and transformed the economics of video delivery. Beyond the product, what matters most to me is the team. I want to continue building with the same people I work with today, pushing boundaries, solving problems, and staying focused on what comes next.
