UAE-based ruya Community Islamic Bank LLC has announced a strategic partnership with data intelligence firm Insightter to launch the region’s first Banking-as-a-Service (BaaS) platform with a built-in AI intelligence layer. The new offering, ruya AI-Growth Intelligence for BaaS, combines ruya’s banking infrastructure with Insightter’s AI growth engine to provide fintechs with a data-driven toolkit to launch and scale their operations.
An Intelligence Layer for Fintech Growth
This collaboration aims to equip fintechs on ruya’s BaaS platform with a sophisticated, pre-built intelligence engine from day one. Instead of building their data analytics and AI models from scratch, fintechs can immediately access a proven playbook for customer acquisition and retention.
The integrated solution includes onboarding and activation analytics to reduce user friction, journey diagnostics for mobile and card flows, and persona models to identify high-value customer segments. It also features AI-powered engagement strategies designed to improve customer satisfaction and strengthen unit economics.
Christoph Koster, CEO of ruya, highlighted the practical value of the offering, stating, “Every fintech learns the hard way that customer conversion, activation, and engagement don’t follow theory. They follow patterns. Insightter helped us turn those patterns into ruya’s intelligence engine, and now that same AI engine is available to every fintech on our BaaS platform from day one.”
From Internal Engine to BaaS Offering
The launch is the culmination of an 18-month collaboration between ruya and Insightter, during which the two companies co-designed and industrialized the bank’s internal intelligence fabric. Insightter’s expertise was instrumental in building the AI and machine-learning models that now power ruya’s own customer engagement, activation, and risk management strategies.
This proven internal stack is now being made available in a secure and governed manner to external fintech partners. Each fintech will operate on its own proprietary data within ruya’s secure perimeter, retaining full data ownership while benefiting from the refined AI models.
“ruya had the vision to build a bank designed for modern digital behavior. Our role was to build the intelligence layer that helps it scale with data-backed discipline. Today, that same intelligence is becoming available to fintechs on ruya’s BaaS platform,” said Michel Kilzi, CEO of Insightter.
About ruya
Headquartered in Ajman and launched in 2024, ruya (Ruya Islamic Community Bank LLC) is a fusion of innovative technology and the enduring principles of Islamic banking, designed for individuals and businesses alike. Licensed by the Central Bank of the UAE as a Specialised Bank, ruya delivers a seamless digital banking experience built on robust security and intuitive design. Guided by the pillars of fairness, transparency, and social responsibility, ruya is deeply rooted in the community supporting families, entrepreneurs and small businesses while fostering financial literacy and inclusion through open-door branches that serve as hubs of education and support.
About Insightter
Insightter is a data-asset transformation and growth intelligence firm. Drawing on over 20 years of experience in data, digital, and customer value management, Insightter builds investor-grade data assets and AI-driven intelligence engines that turn raw data into scalable economic value for banks, fintechs, and other high-growth enterprises across the GCC, Levant, Africa, and Europe.
Source: Zawya
