e& money has launched a new digital gold investment offering in partnership with SafeGold in the UAE. The service enables customers to buy and sell 24-karat (24K) gold with 99.99 per cent purity directly through the app.

Customers can start investing with as little as AED 10. They can also build their investments over time with instant in-app buying and selling. In addition, their holdings are stored in secure vaults and protected with institutional-grade security.

Moreover, the platform allows users to redeem digital balances for physical gold with home delivery. This marks a first for a fintech-led digital gold offering in the UAE.

Melike Kara Tanrikulu, CEO of e& money, said the market is seeing a shift in how people approach wealth. She added that users want digital assets that are secure and accessible. According to her, digital gold reflects the future of financial services, offering stable returns with speed and simplicity. She noted that the app-first journey lowers barriers for users who want to save and invest in gold safely.

Meanwhile, Gaurav Mathur, Managing Director at SafeGold, said the partnership aims to deliver a world-class digital gold experience to UAE customers. He added that the collaboration is a milestone in making gold investment accessible, secure, and convenient. He also highlighted plans to introduce features such as metal leasing for yield generation and instant redemption at partner jewellers.

Furthermore, the UAE is one of the most promising markets for digital gold innovation. Consumers spend around US$3.2 billion annually on physical gold and US$28.7 billion on gold trading, according to the World Gold Council. This places the UAE among the highest per capita gold demand markets globally, even surpassing Switzerland in recent years.

e& money has partnered with SafeGold, which serves over 67 million users worldwide and is backed by the World Gold Council. The company also holds a non-manufactured precious metal trading license in the UAE. This collaboration combines SafeGold’s platform with e& money’s local market expertise and customer insights.

Finally, the digital gold feature is fully integrated into the app for both Android and iOS users, strengthening e& money’s position in the UAE fintech space.

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