e& money, the fintech arm of e&, has launched a new digital gold investment service, allowing UAE customers to buy and sell 24-karat gold directly through its app. The new feature, developed in partnership with digital gold platform SafeGold, aims to make gold investment more accessible to a wider audience.
Quick Facts
- Invest in 24K gold from just AED 10.
- Physical gold home delivery option available.
- Holdings stored in secure, insured vaults.
- Partnership with global digital gold provider SafeGold.
Lowering the Barrier to Gold Ownership
The new service allows users to instantly buy and sell 24K gold with 99.99% purity, starting with investments as small as AED 10. All digital gold holdings are stored in secure vaults with institutional-grade security. A key feature of the offering is the option for users to redeem their digital balance for physical gold coins or bars, delivered directly to their doorstep, a first for a fintech-led digital gold product in the UAE.
Melike Kara Tanrikulu, CEO of e& money, commented on the launch: “We’re witnessing a fundamental shift in how people approach wealth. They want digital assets that are secure and accessible. Digital gold is a signal of where financial services are evolving towards investment in products that offer stable returns while delivering the speed and simplicity our users expect. By bringing real-asset investments to e& money with a simple, app-first journey, we’re lowering barriers for anyone who wants to save and invest in gold safely and on their own terms.”
Tapping into a Gold-Hungry Market
The move is a strategic one for e& money, targeting a robust local market. According to the World Gold Council, consumers in the UAE spend an estimated $3.2 billion annually on physical gold and $28.7 billion on gold trading, representing one of the highest per capita gold demands in the world.
The partnership combines SafeGold’s platform, which is backed by the World Gold Council and serves over 67 million users globally, with e& money’s established user base and market understanding in the UAE.
Gaurav Mathur, Managing Director at SafeGold, stated: “Our collaboration goes beyond simple gold purchases – we’re building a comprehensive ecosystem that will soon include innovative features like metal leasing for yield generation and instant redemption at partner jewellers across the UAE. Together with e& money, we’re redefining how people save, invest, and transact in gold.”
About e& money
e& money is the fintech arm of e& and the first digital payment service regulated and licensed by the UAE Central Bank. With over a million users, its financial super-app provides services including money transfers, card payments, and bill payments. The company offers a full range of fintech solutions, including international transfers to over 150 countries, investments, and loans.
Source: Zawya
