UAE-based financial services company Deem Finance has signed a partnership agreement with Kazakhstani fintech Yusr to launch embedded financial services in the UAE, starting with a Buy Now, Pay Later (BNPL) solution for the automotive sector.
Quick Facts
- Deem Finance provides regulated financial infrastructure.
- Yusr brings the technology and customer interface.
- The partnership’s first product targets the UAE automotive market.
A Regulated-First Approach to Embedded Finance
The collaboration positions Yusr, a regulated fintech from Kazakhstan, to scale its embedded finance products in the UAE while maintaining strict compliance and customer protection standards.
Under the agreement, Deem Finance will supply the essential regulated financial infrastructure and governance framework required for market operation. Yusr will provide the technology platform and customer-facing interface for the new BNPL offerings. This model allows Yusr to expand its embedded finance products into other sectors of the UAE economy over time.
Combining Institutional Trust with Fintech Agility
The partnership aligns with Deem’s strategy to work with technology players to widen financial access for market segments historically underserved by traditional banks, covering lending, card programmes, and embedded finance.
“This partnership reflects our belief that innovation and regulation are strongest when they work together,” said Chris Taylor, Chief Executive Officer of Deem Finance.
“Fintechs bring speed, creativity and new customer experiences, while institutions like Deem bring the governance, infrastructure and regulatory discipline needed to scale responsibly,” Taylor added.
Azamat Seitbekov, Founder and CEO of Yusr, highlighted the UAE’s supportive environment for financial innovation.
“The UAE represents a natural next step: a market that rewards innovation and shares our belief in the power of accessible, embedded financial solutions,” Seitbekov said. “Partnering with Deem gives us the regulatory foundation and market credibility to grow responsibly.”
About Deem Finance
Deem is a digitally-led financial services company based in the UAE. It provides a range of products including credit cards, loans, and corporate deposits, focusing on creating financial solutions that are simple, transparent, and customer-centric.
About Yusr
Originally from Kazakhstan, Yusr is a regulated financial technology company that provides technology and customer interface solutions for embedded finance products. It partners with financial institutions to launch accessible financial services across various economic sectors.
Source: Fintech News Middle East
