Related, a UAE-headquartered fintech company specialising in loyalty and rewards platforms, has secured $8 million in funding from Saudi Arabia’s Equivator, an alternative asset management firm focused on technology and fintech ventures.
The deal, announced Wednesday, marks a significant step in scaling Related’s next-generation loyalty solutions across the Middle East.
Related secures $8 million to accelerate loyalty and rewards solutions
CEO Rabih Farhat described the partnership as “more than a transaction, it’s a transformation, a joint mission to reshaping the future of fintech-powered loyalty solutions in line with the Kingdom’s innovation agenda.”
The funding will power Related’s expansion in Saudi Arabia and the wider region, fast-tracking the rollout of next-generation solutions using artificial intelligence and blockchain.
The company’s offerings already span industries from mobile operators to retail and public sectors, but this capital injection is set to boost its reach and product innovation.
Related and Equivator launch Loyalty & Fintech Authority
Related and Equivator are also launching the ‘Related Loyalty & Fintech Authority,’ a regional information and policy forum. The goal is establishing Related as a Middle Eastern loyalty tech and financial integration thought leader. According to Equivator, “it also seeks to aid them in establishing initiatives such as the ‘Related Loyalty & Fintech Authority,’ a new regional knowledge and policy forum.”
Equivator’s track record includes investing in Uplines, a digital points wallet, which Related has now fully acquired and plans to relaunch with advanced AI tools, gamification, and blockchain-enabled rewards.
The move aligns with broader trends in the UAE, where loyalty programs are rapidly digitising and integrating with fintech for seamless, personalised customer experiences.
The loyalty and rewards market in the UAE is projected to reach USD 490.8 million in 2025, driven by digital transformation and the demand for premium, personalised experiences. Related’s new funding and strategic partnerships position it at the forefront of this dynamic sector, ready to deliver innovative solutions that redefine customer engagement.