About Us.
At The Human Factor, we believe that people and strategy drive success.
Our team of seasoned professionals brings specialized expertise across multiple industries, delivering customized solutions that create measurable value.
We partner with businesses to address complex challenges, optimize growth, and ensure long-term resilience in a
fast-changing world. We integrate a hands-on approach, working closely with clients to navigate regulatory landscapes, operational hurdles, and strategic transformations. Whether you’re an entrepreneur, a high-growth company, or a global enterprise,
The Human Factor is your trusted partner in business advisory.
Our Team
George Janssen
Managing Partner Legal
Experienced General Counsel and DPO with expertise across Digital Banking, Fintech, Software, Export Compliance, AI Governance, and Data Privacy.
Led successful legal functions across multiple businesses in the UAE, KSA, and APAC, focusing on Legal Operations, IT procurement, and Export Compliance frameworks.
Skilled in managing high-level corporate legal matters, M&A, and complex regulatory environments and
cross-border Legal Teams.
Ashok Balasubramanian
Managing Partner, Strategy & Capital
With over 18 years of experience supporting SMEs, Ashok brings deep expertise in business growth, funding, and strategy.
With a background in Commercial Banking, he subsequently co-founded, scaled and successfully exited a lending focused fintech in the UAE. As the head of business development and strategy, he drove expansion and market positioning.
Following this, Ashok built and led the lending division of a major UAE digital bank, developing a cutting-edge platform for invoice-based financing. His expertise lies in connecting businesses to opportunities, crafting revenue strategies, and driving scalable growth.
Peter Maerevoet
Partner Finance and Governance
Peter is a seasoned CFO and CEO with expertise across FMCG (P&G), Apparel & Retail (Levi’s), Construction, and Finance/FinTech. Having led global and local teams across five countries, he has successfully driven business transformations, financial strategy, and operational excellence.
Most recently, he served as CEO of a finance company in the DIFC. With a proven track record of advising top global brands – from startups to IPO-ready companies – Peter specializes in sustainable, profitable growth.
His leadership in financial strategy, business optimization, and market expansion makes him a trusted partner for businesses looking to scale and thrive.
