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Revolutionizing Financial Services and Market Dynamics in the UAE

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By: Roberto d’Ambrosio, Director & CEO, Axiory Global

This article serves as a compass for this issue of the Financial Integrator magazine, delving into the United Arab Emirates’ dynamic financial transformation journey. Through digitalization, fintech integration, inclusive policies, regulatory reforms, global competitiveness, and strategic data analytics, we unravel the multifaceted approach reshaping the UAE’s financial landscape.

In the ever-evolving landscape of global finance, the United Arab Emirates (UAE) stands at the forefront of innovation and progress, redefining market dynamics through innovation, inclusivity, and global competitiveness.

As a hub of economic activity in the Middle East, the UAE recognizes the imperative need to revolutionize its financial services and market dynamics to remain competitive in an increasingly digital world. Central to this transformation are several key pillars: digital transformation, the development of a vibrant fintech ecosystem, promotion of financial inclusion, regulatory reforms, emphasis on global competitiveness, and the utilization of data analytics. Through a concerted effort to address these elements, the UAE is constantly reshaping its financial sector, fostering efficiency, accessibility, and unparalleled customer experiences, ensuring more and more the UAE’s prominence in the global financial arena.

The UAE’s journey towards revolutionizing financial services begins with embracing digital transformation. It serves as the foundation on which the modernization of financial services is built, enabling unparalleled efficiency, enhanced accessibility, and an improved customer experience. Institutions are increasingly leveraging innovative solutions to streamline operations, enhance accessibility, and elevate customer experiences. By digitizing processes such as payments, transactions, and customer interactions, financial institutions are unlocking new levels of efficiency and agility.

The digital era demands that financial institutions adopt technology-driven solutions such as mobile banking, blockchain, and artificial intelligence (AI) to streamline operations and provide secure, instant, and user-friendly services, further enhancing the security and transparency of financial transactions.

In essence, embracing digital transformation is not merely an option but an unavoidable necessity for financial institutions in the UAE to remain relevant and competitive in the digital age. A bright example: in the UAE, the push towards digital transformation has led to the emergence of digital banks and payment platforms, setting a new standard for banking across the region and beyond.

The development of a vibrant, integrated, complete fintech ecosystem in the UAE is crucial for sustaining innovation and growth in the financial sector. Such an ecosystem thrives on a supportive regulatory framework, investment incentives, and collaborations between established financial institutions and startups.

The UAE has made several significant steps in this direction by establishing fintech hubs such as the Dubai International Financial Centre (DIFC) and Abu Dhabi Global Market (ADGM), which offer conducive environments for fintech innovation. These hubs provide startups with the regulatory guidance, financial backing, and networking opportunities needed to flourish.

Encouraging this growth requires continuous effort to attract investment, streamline regulatory processes, and facilitate partnerships that leverage the strengths of traditional banks and fintech innovations.

Being the Country characterized by an extremely diverse population and positioning itself as a social lighthouse in its region and beyond, financial inclusion remains a cornerstone of the UAE’s vision to create an inclusive economy. Ensuring that all segments of society have access to affordable and convenient financial services is not just a moral imperative but also a strategic one, as it leads to a more resilient and diverse economic landscape.

Addressing disparity requires concerted efforts to promote financial literacy, expand access to banking services, and develop tailored products for underserved populations. Digital platforms and fintech solutions play a critical role in reaching such populations, offering them financial services such as savings, loans, and insurance. By prioritizing financial inclusion, the UAE can enhance social welfare, stimulate economic growth, reduce inequalities, and enhance social cohesion, ensuring that prosperity is shared across all levels of society.

While innovation drives the future of financial services, it must be balanced with robust regulatory reforms that ensure consumer protection and financial stability. The UAE recognizes the importance of creating a regulatory environment that fosters innovation while mitigating risks associated with new technologies and business models.

Regulatory sandboxes, such as those operated by the DIFC and ADGM, allow startups to test their innovations in a controlled environment under regulatory supervision. This approach enables regulators to understand emerging technologies and develop appropriate frameworks that protect consumers and ensure the integrity of the financial system.

By fostering a regulatory environment that encourages innovation while safeguarding the interests of stakeholders, the UAE can unlock the full potential of its financial sector and increase even more its attractiveness to FDIs and startups, which will find an ideal, stable predictable environment to establish their business, adequately fund it and scale it up.

Furthermore, the country’s strategic location, state-of-the-art infrastructure, and business-friendly environment have already established it as a preferred destination for financial institutions and investors alike.

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MultiBank Group and Khabib Nurmagomedov Launch an Exclusive Worldwide Multi-Billion-Dollar Joint Venture to Build the World’s First Regulated Tokenized Sports Ecosystem

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Multibank Group, the financial derivatives institution, has entered into an exclusive worldwide multi-billion-dollar joint venture with global sports icon and undefeated UFC champion Khabib Nurmagomedov (29-0) to create a first-of-its-kind regulated ecosystem connecting global finance, sports and technology.

The partnership will culminate in the creation of a multi-billion-dollar joint venture, MultiBank Khabib LLC, uniting two global powerhouses: MultiBank Group, a leader in regulated financial excellence, and Khabib Nurmagomedov, undefeated in the octagon and whose influence extends far beyond sport. The company will operate from MultiBank Group’s headquarters in Dubai, building a worldwide network of high-end sports ventures and real-world digital assets. This structure fulfills the vision of MultiBank Group Founder and Chairman, Naser Taher, for an exclusive global joint venture, granting MultiBank exclusive rights to develop and promote projects under the Khabib Nurmagomedov brand name, including the development of 30 state of the art Khabib gyms, Gameplan and Eagle FC brands.

The entire venture is backed by MultiBank Group’s regulated digital ecosystem and powered by its cornerstone $MBG Token being the driving force behind its expanding portfolio of real-world-asset (RWA) technologies and initiatives.

 Naser Taher, Founder and Chairman of MultiBank Group, stated: “From the UAE, we are shaping a new blueprint for the business of sport through the regulated tokenization of real-world sports assets (RWSA). Together with Khabib Nurmagomedov, and powered by our ecosystem token, $MBG, we are uniting finance and athletics into a single transparent, technology-driven ecosystem — one built on trust, innovation, and the strength of the MultiBank framework. This initiative proudly aligns with the UAE’s vision of becoming a global hub for digital asset innovation and world-class sports.

Khabib Nurmagomedov added: “This partnership with MultiBank Group is built on shared values of strength, respect, and discipline. Together with Multibank, we are building real global opportunities that go beyond sport, empowering athletes, and fans through a regulated and innovative digital ecosystem. This is only the beginning.”

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Edenred UAE strengthens market leadership with financially inclusive payroll solutions, C3Pay serving 2.5 million users

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Edenred, a leading digital platform for services and specific purpose payments and the undisputed market leader in salary processing and financial inclusion for the underbanked in the UAE, continues to reinforce its leading position in payroll card solutions, value-added financial services, and compliance-first innovation under the leadership of newly appointed Managing Director Claudio Di Zanni.

As the first company authorised by the Central Bank of the UAE to process WPS salaries, Edenred UAE has long positioned financial inclusion as the foundation of its offer in UAE — ensuring that access to financial services isn’t an added benefit, but a guaranteed outcome of getting paid. 

Trusted by both large enterprises and a growing base of SMEs, the backbone of the UAE economy, Edenred UAE now serves more than 15,000 corporate clients, 2.5 million cardholders, and partners with over 10 banks and 20 financial institutions. Demand has been strong in sectors such as manufacturing, construction, and facility management—where reliability and seamless execution are critical.

Edenred UAE salary cards, C3Pay, powered by RAKBANK and part of the Mastercard network, can be used globally. A key driver of Edenred’s adoption success is its unmatched expertise in on-site training at worker accommodations, which helps large enterprises efficiently onboard thousands of employees. This ensures that workers understand how to activate their cards, utilise app features, and engage with key financial tools.

Claudio Di Zanni, Managing Director, Edenred Middle East, said: “Edenred UAE has set the benchmark for payroll and financial access in the region with digital innovative solutions, great ambitions and internationally committed teams. Our ambition now is to extend that lead by deepening trust with our clients, scaling services that matter to end users, and ensuring full compliance in a fast-evolving regulatory landscape. With unmatched reach, an expanding client base, and a proven model for financial inclusion, we are ready to shape the next phase of the region’s salary card ecosystem — developing its full potential and contributing to giving workers who were previously excluded from the financial system a secure, transparent, and dignified way to manage their money.

Edenred UAE remains the reference in payroll solutions, as it continues to scale high-impact services, deepen banking partnerships, and reinforce its role as the benchmark for secure, compliant, and ethical financial access in the UAE and beyond. With a sharpened focus on innovation and strengthened leadership, it is entering a new chapter of platform excellence as the backbone of financial access for the UAE’s workforce.

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Dhruva urges UAE firms to focus on data sovereignty in e-Invoicing transition

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The 2026 mandate is an opportunity for businesses to align compliance with stronger data governance standards

With the UAE’s mandatory eInvoicing framework set to launch in 2026, Dhruva urges taxpayers to move beyond data residency considerations and focus on the critical issue of data sovereignty when selecting accredited service providers (ASPs). When adopting any cloud solution, it’s crucial to take the UAE National Cloud Security Policy into consideration, which provides a comprehensive checklist for cloud customers. This policy details necessary arrangements with cloud service providers, outlines contract requirements and sets cloud security requirements and enforcement measures.Dhruva is a leading tax advisory firm specializing in VAT, corporate tax, transfer pricing, and international taxation in the Middle East.

The eInvoicing rollout, based on the OpenPeppol five-corner model, will route all business-to-business (B2B) and business-to-government (B2G) invoices through ASPs that validate, exchange, and report tax-relevant data directly to the Federal Tax Authority (FTA). This shift makes the question of where data lives and who ultimately controls it – a matter of legal, operational, and financial consequence.

Commenting on the development, Nimish Goel, Partner and Head of GCC, Dhruva Consultants, said: “Businesses cannot afford to mix data residency with sovereignty. Hosting tax data within UAE data centres is necessary, but it does not, by itself, guarantee compliance or protection. True sovereignty means that encryption keys, administrative controls, and audit logs remain fully under UAE jurisdiction and cannot be accessed by foreign authorities. For taxpayers, this distinction is not technical—it is a fundamental risk-management decision.”

Dhruva highlights that this distinction is becoming urgent for three reasons. First, the UAE has enacted a robust Federal Data Protection Law (PDPL) and sector-specific rules that demand explicit safeguards on cross-border data flows. Second, with eInvoicing deadlines approaching, taxpayers must evaluate how each provider’s hosting model aligns with UAE data hosting requirements, sovereignty and National Cloud Security Policy laws. Finally, the operational reality is that migrating data and applications between clouds is not seamless. Factors such as data gravity, proprietary platforms, and audit trail integrity make switching providers slow, risky, and expensive.

“E-invoicing will not only redefine how businesses transact with government authorities, but also how they safeguard their most sensitive tax and financial records,” Goel added. “Companies need to recognise that the choice of ASP is a long-term strategic decision. The location of the cloud operator, the jurisdiction under which they fall, and the location of their control plane and encryption keys all impact compliance and data security far more than the physical location of the server rack.”

Dhruva advises taxpayers to approach ASP selection with a structured due-diligence process aligned with the policy for cloud customers in the UAE. This policy covers key domains such as governance, data location and sovereignty, interoperability, security incident and access management, data confidentiality, architecture and infrastructure companies should ensure that all storage, backups, and logs are held within UAE borders, that operational control and key management remain in UAE jurisdiction, and that providers comply with the UAE’s Peppol interoperability standard. Audit logs should be immutable, recovery sites must be located in the country, and exit strategies need to be documented and tested, with transparency on egress costs.

“Taxpayers cannot treat this as a simple IT procurement,” Goel emphasized. “It is a compliance and sovereignty choice that will determine their risk exposure for years to come. The time to ask these questions is now—before companies find themselves locked into providers that may not meet their future regulatory and operational needs.”

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