Ziina, the UAE-based consumer and business payments platform, has announced a significant expansion of its services with the launch of Ziina Violet. The new lifestyle membership marks the company’s strategic evolution from a pure payments provider into a unified daily lifestyle companion for the UAE’s digitally native population.
A Unified Lifestyle Companion
Designed to integrate seamlessly into the daily routines of UAE residents, Ziina Violet provides a curated selection of recurring benefits from a host of popular local and international brands. The membership aims to consolidate value by offering practical perks across dining, shopping, fitness, and transport.
Initial partners for the program include SALT, Ounass, ClassPass, Deliveroo, CAFU, Yango Group, Bateel El’an, Washmen, Letswork, Bake My Day, and NordVPN. For a monthly fee of 100 AED, Ziina states that members can access over 850 AED in monthly value through these combined benefits and savings.
Tackling Global Spending and Local Loyalty
A key feature of the Violet membership is the elimination of currency fees on all global spending with the Ziina Card. This directly addresses a common pain point for UAE residents who face foreign exchange markups on international online purchases and travel expenses. The feature allows members to transact globally at the true exchange rate.
The launch comes as the UAE’s loyalty market, valued at USD 490.8 million in 2025, continues to grow. Ziina aims to cut through a fragmented landscape of generic loyalty programs by offering a single, high-value membership that provides tangible, everyday relevance to its young, digitally-savvy user base.
A Strategic Evolution
Faisal Toukan, Co-Founder and CEO of Ziina, positioned the launch as the next chapter in the company’s vision. “Ziina Violet brings together the UAE’s most beloved brands into one beautifully simple experience. For the first time, your everyday life—how you move, shop, eat, and travel—feels effortless,” he stated. “Our vision at Ziina has always been to remove friction from money and give people magic in return. Violet is the next chapter of that vision: one membership, one card, and one unified ecosystem that elevates daily life across the UAE.”
The partnership is seen as mutually beneficial for the brands involved. Cate Donovan, VP of ClassPass Corporate-UK, commented, “Ziina Violet complements that mission by offering a beautifully simple way to access daily benefits in one place. By pairing our network of studios, spas, and wellness spaces with Violet’s unified membership, we’re helping members stay active while unlocking meaningful value in the moments that matter most.”
About Ziina
Founded in 2020 by Faisal Toukan, Sarah Toukan, and Talal Toukan, Ziina is a UAE-based fintech platform licensed by the Central Bank of the UAE. Serving over 260,000 consumers and businesses, the platform offers a suite of products including instant transfers, QR code payments, Tap to Pay, and the Ziina Card. The company’s mission is to enable financial freedom for every person in the Arab World through a secure and user-friendly financial ecosystem.
Source: Wamda
