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Optimizing In-App Payments Opportunities And Challenges

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Integrator Media had an interview with Remo Giovanni Abbondandolo, General Manager-MENA, Checkout.com

Could you provide a brief overview of the entire ecosystem surrounding in-app payments?

The in-app payments ecosystem encompasses a network of various components, including payment gateways, digital wallets, and payment processors, that work to streamline payment transactions within mobile applications. Within this, the payment gateways act as intermediaries, securely transmitting payment information between the app and the payment processor. The payment processors validate and process transactions, ensuring they comply with regulations and security standards, while the digital wallets store users’ payment details for quick and secure payments. Successful integration of these services requires careful planning and implementation to ensure a smooth user experience and adherence to regulatory requirements, ultimately enabling businesses to deliver seamless payment experiences to their customers.

What are some factors driving the growing trust in digital payment ecosystems among consumers?

In the past few years’ ecommerce has grown faster in the MENA region than anywhere else in the world, with an estimated 209 million consumers transitioning to online shopping during the height of the pandemic. And with the pandemic’s lockdowns now behind us, the number of ecommerce shoppers in MENA only continues to grow. Latest estimates from Redseer have forecasted the total MENA ecommerce market size to be worth $100 billion by 2023. This has had a huge impact on how consumers in the region view digital payments, and on their willingness to use them. Furthermore, the increasing trust in digital payment ecosystems can be attributed to several key factors.

Firstly, the ecosystem is becoming significantly more secure due to rapid advancements in security and fraud prevention. Between 2021 and 2023, the fraud rates for online transactions during Ramadan in the region reduced by a whopping two-thirds, based on Checkout. com processing data. This improved security has instilled confidence in consumers, encouraging them to utilize digital payment methods more frequently. Secondly, the convenience offered by digital payments aligns with the heightened activity in app browsing and mobile shopping during this period. In 2023, for instance, Checkout.com saw processing volumes of online transactions during Ramadan swell in the region year-on-year by 69%, furthermore, we saw a significant uptick in funds sent by expatriates to their families and friends, both in anticipation of the Eid holidays and during the holy month, translated in a 17% increase in the UAE, and 28% in Saudi.

Can you elaborate on how the ecosystem is experiencing enhanced security due to rapid advancements in security and fraud prevention?

The digital payment ecosystem is becoming increasingly secure, thanks to advancements like robust encryption methods that protect payment information during transmission and storage, advanced authentication techniques such as biometrics and tokenization, and real-time transaction monitoring systems. Additionally, machine learning and artificial intelligence algorithms are being increasingly utilized to detect and prevent fraudulent activities. These technologies work together to create a multi-layered security approach, significantly reducing the risk of fraud and ensuring the security of digital transactions. Consequently, businesses can provide consumers with a more secure and reliable payment experience, fostering trust and loyalty.

How do in-app payments offer various opportunities for monetization to businesses operating through mobile applications?

In-app payment processing enables merchants to accept payments for goods and services directly within a mobile app, streamlining the checkout process for users to enter their payment details without leaving the app. This opens all sorts of monetization possibilities for app-based businesses, from setting up subscription payments to unlocking exclusive content. Enhancing in-app payment processing presents an untapped opportunity for merchants in the region to gain significant advantage, with benefits that encompass higher conversion rates, increased revenue, enhanced customer retention, and quicker settlement times. Simplifying the checkout process within the app reduces the likelihood of cart abandonment, leading to a smoother customer journey and ultimately boosting conversions. This not only drives revenue growth but also encourages customers to spend more time within the app, thereby improving retention rates. Additionally, offering direct account[1]to-account payment methods through in-app payments can significantly reduce settlement times compared to traditional card payments.

What are some potential drawbacks that merchants should consider when considering the implementation of in-app payments?

When considering the implementation of in-app payments, merchants should be mindful of two key drawbacks. Firstly, high commission fees can significantly impact profitability, particularly for businesses earning over $1 million in annual net app revenue on both the Apple App Store and Google Play Store, where fees can reach 30% of revenue. However, for businesses making less than $1 million, or in the case of a subscription[1]based app that’s been in service for over 12 months, the corresponding fee is 15% of the revenue, which will apply to most app developers. Secondly, the lack of flexibility in direct integration with Payment Service Providers (PSPs) may limit merchants’ ability to offer alternative payment methods beyond Apple Pay or Google Pay. Despite these challenges, the benefits of in-app payments, especially during busy seasons like Ramadan, often outweigh these drawbacks. Merchants should strive to implement in-app payment processing in a way that optimizes user experience, minimizes commission impact, and complies with app store guidelines.

Do you believe payment service companies are reshaping the landscape of financial services in the region?

Yes, I believe they are indeed reshaping the landscape of financial services in the region. The innovative approaches and technology-driven solutions being offered are revolutionizing how businesses and individuals manage transactions. With the rise of mobile payments, digital wallets, and contactless payments, payment service companies are making transactions more convenient, secure, and efficient. Looking ahead, as technology continues to advance, we can expect to see even more seamless and integrated payment solutions. This includes increased personalization, improved security measures, and further integration with emerging technologies like blockchain and AI. These developments are expected to offer new opportunities for growth and innovation, while expanding the range of services offered. As consumers increasingly embrace digital payment options, payment service companies that can adapt and evolve to meet changing needs are likely to thrive in the growing financial services landscape.

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UAE MOVES TOWARDS A MORE COMPLIANCE-FOCUSED TAX LANDSCAPE WITH RECENT VAT REFORMS: DHRUVA

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Dhruva, a premier tax advisory firm with deep expertise across the Middle East, India, and Asia, stated that the UAE’s latest amendments to the VAT Law and the Tax Procedures Law, issued by the Federal Tax Authority (FTA) which are effective from 1 January 2026, represent a significant shift toward a more structured, and risk-focused tax environment. These amendments are expected to reinforce responsible compliance behaviors and reduce administrative friction for UAE businesses.

Dhruva noted that one of the most practical and welcoming changes is that it eliminates the requirement for taxpayers to self-issue tax invoices for imports subject to the reverse charge mechanism, which provides a lot of ease to businesses. Post series of amendments and clarifications issued by the FTA in 2025 in relation to self-issuance of tax invoices for imports, while a general exception was granted for such requirement for import of services, the same were required in case of import of goods for record-keeping purposes.  This often-added administrative complexity without impacting the actual tax liability or input tax entitlement. Under the updated rules, taxable businesses have removed the obligation entirely, and hence, businesses will only need to maintain standard supporting documentation, such as invoices, contracts, and transaction records.

However, the firm highlighted that while some administrative burdens are being eased, compliance expectations are tightening elsewhere.  One of the amendments gives the FTA authority to deny input tax recovery in cases linked to tax evasion – where a taxpayer knew or, critically, should have known, that a supply or its broader supply chain was connected to tax evasion.  The law clarifies that taxpayers will be deemed to have been aware if they fail to verify the validity and integrity of the supply in accordance with procedures to be issued by the FTA.

Dhruva explained that historically, the responsibility to account for VAT rested primarily with the supplier, and recipients focused mainly on validating the tax invoice and meeting standard input-tax recovery conditions. In practice, however, the FTA has often linked a recipient’s input-tax eligibility to the supplier’s discharge of output VAT, denying recovery where gaps existed. The latest amendment now formally embeds this position in law, imposing additional due-diligence obligations on the recipient.

Ujjwal Pawra, Partner at Dhruva Consultants, commented, “This is a significant change. It is a clear message that the right to input tax recovery comes with the responsibility to validate the integrity of one’s suppliers and supply chain. Businesses must now demonstrate that they exercised practical, documented, and consistent due diligence. Clean invoices alone are no longer enough; what matters is a clean process.”

While the procedures and conditions are awaited, Dhruva advised that companies reassess onboarding procedures, supplier-vetting protocols, and documentation trails to ensure they align with the FTA’s expected standards. 

Another material operational change is the introduction of a defined timeframe to act on credit balances. Under the amended framework, businesses will generally have up to five years from the end of the relevant tax period to request a refund of a credit balance or use that balance to settle tax liabilities, with targeted flexibility in specified cases where credits arise late in the cycle.

Transitional relief is also available for certain older credits around the changeover, which can help businesses address legacy positions in an orderly way. Dhruva said these changes reduce the risk of credits remaining unresolved on the balance sheet, improve cash flow planning, and encourage clearer internal ownership of refund positions.

Ujjwal further added, “The UAE has introduced a more robust operating framework for credit balances and refunds in line with international best practices. The message is simple: know your credits, map the deadlines, and file claims that are clear, complete, consistent, and easy to validate.”

Dhruva advised UAE businesses to act now with a finance-led approach. This starts with building a central credit-balance register by tax type and tax period, assigning an accountable owner, and tracking action dates so credits are either utilised or claimed in time. Businesses should also treat refund submissions as audit-ready files by preparing reconciliations, supporting documents, and a concise explanation of how the credit arose and why the amount is correct before submitting, rather than rebuilding the file after queries begin. In parallel, companies should prioritise older credit positions to assess whether they fall within the transitional relief window and avoid last-minute filings.

The firm also advised businesses to monitor any binding directions issued by the FTA and align their tax positions, documentation, and system settings accordingly to minimize interpretational differences and strengthen consistency over time.

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The StashAway Story and the Future of Digital Investing

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By Srijith KN, Senior Editor

Financial Integrator

Michele Ferrario, Co-Founder and CEO

StashAway’s journey began when Co-founder and CEO Michele Ferrario found himself frustrated and dissatisfied with the investment landscape marked by y high fees and a lack of transparency. By age 35, his corporate career had provided him with substantial savings — yet when he approached his banks to invest in a portfolio of ETFs, he was sold expensive products that didn’t fit his needs.

This frustration inspired him to create a platform that would simplify investing while providing access to sophisticated financial products. In July 2016, he, along with the other two co-founders, came together, and by July 2017, after navigating regulatory requirements, StashAway was launched in Singapore.

“Stash,” as the word suggests—meaning to store something safely for future use—perfectly reflected what he wanted to achieve for himself. Over the past nine years, that personal need has grown into a company of more than 200 professionals, operating across five regions through a single, centralized technology platform.

Today, StashAway stands out as a pioneer in digital wealth management. The company leverages technology and deep investment expertise to offer accessible, low-cost alternatives to traditional wealth management, with a particular focus on private markets. Its approach has resonated with clients and positions the firm to benefit from regional economic growth and an increasingly digitally savvy population.

In the UAE, StashAway operates from the DIFC and has extended its presence to Malaysia, Thailand, and Hong Kong, with a chief investment officer based in Hong Kong overseeing investment strategies.

Democratizing Access to Investments

The company’s core strategy revolves around democratizing access to sophisticated investments. Private markets, which historically deliver higher returns at lower volatility, are central to this approach. By making private market products for a fraction of traditional minimums, StashAway removes the barriers that have long prevented high-net-worth individuals from participating in this fast-growing asset class. The platform also emphasizes transparency, with fees typically 50–75% lower than competitors, avoiding the hidden charges common in conventional wealth management products.

In public markets, StashAway offers an ETF-based, globally diversified portfolio called General Investing. The General Investing portfolio uses a proprietary investment strategy called ERAA (Economic Regime Asset Allocation). They have recently launched Sharia Global Portfolios, offering the same approach in a Sharia-compliant format. These Flexible Portfolios allow customers full control to create their own allocations using ETFs—either by using an existing template or building a portfolio entirely from scratch.

Capitalizing on the UAE Market

The UAE market presents a unique opportunity for StashAway. The region is home to a digitally engaged population with significant underinvested wealth. While 81% of financial wealth in the UAE is investable, nearly half remains in cash, losing value to inflation. StashAway’s platform appeals to a diverse range of clients, from seasoned executives to younger retail investors, aligning perfectly with regional growth initiatives like Dubai 2033, which targets strong GDP growth and population expansion.

Nino Ulsamer-Co-Founder and CTO

A Comprehensive, Client-Focused Approach

What sets StashAway apart is its comprehensive, client-focused approach. Its offerings include globally diversified portfolios, flexible build-your-own options, Sharia-compliant solutions, thematic strategies, and access to private equity, infrastructure, and private credit for accredited investors. The platform’s investment philosophy is long-term, balancing risk and reward according to individual goals, while its high service standards ensure responsive client engagement. And thus far I have been having a frictionless digital experience and went through a quick onboarding process. Client acquisition is primarily driven online, with dedicated advisors for high-net-worth clients under StashAway Reserve. Other users can engage through the app and are supported by StashAway’s responsive client experience team through email, phone call, or WhatsApp.

Shaping the Future of Digital Investing

As the UAE continues to attract global wealth, its wealth management landscape is becoming increasingly digital, with affluent investors seeking alternative investment opportunities. In an industry often criticized for opacity and complexity, StashAway is redefining investing by making it more transparent, accessible, and tailored to the modern investor. By combining advanced technology, strategic insight, and personalized solutions, the company is not just managing wealth—it is shaping the future of digital investing in the UAE and across the region.

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The Brief:

StashAway is a digital investment platform that was launched in 2017 to empower people to build and protect wealth in the long term. Offering simple, intelligent, and cost-effective investment and cash management solutions, StashAway has led the way in transforming the way people invest and grow wealth. Today, StashAway operates in five markets, Singapore, Malaysia, Hong Kong, the UAE, and Thailand, with billions of dollars in assets under management. The company was recognised by The World Economic Forum as a Technology Pioneer in 2020 and ranked among CNBC’s World’s Top Fintech Companies in 2023, 2024, and 2025.

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5 SMART WAYS UAE TRAVELERS CAN PROTECT THEIR FINANCES THIS FESTIVE SEASON

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By Hennie du Plessis, Senior Vice President, Payment Services, Middle East and Africa at IDEMIA Secure Transactions (IST)

The festive season is one of the busiest periods of the year for UAE travelers. From year end getaways and family visits, to overseas shopping and digital gifting, consumers increasingly rely on contactless cards and mobile wallets to make payments quickly and conveniently.

Beyond higher spending, the festive season also acts as a real stress test for digital payment ecosystems. Transaction volumes peak, payment environments become less familiar, and consumers move rapidly across borders. This combination of factors increases exposure to fraud if the right safeguards are not in place. As digital payments scale, security becomes a critical enabler of trust.

According to IDEMIA Secure Transactions’ latest Global Consumer Payment Survey, which included UAE respondents aged 18 to 71, more than 8 in ten consumers have already adopted digital cards with biometric features, while 92 percent express interest in numberless cards. These figures reflect a growing expectation for payment experiences that combine speed, simplicity, and security.

With contactless payments now accounting for 84 percent of face-to-face transactions in the UAE and mobile wallet usage surpassing 50 percent, the festive season is a critical moment for travelers to reassess how they protect their finances while on the move.

1. Avoid Public Wi-Fi for Payment Activity

Festive travel often means relying on airport or hotel Wi-Fi, but unsecured networks remain a common entry point for cybercriminals. Accessing banking apps or making purchases over public Wi-Fi can expose sensitive information at interception. Travelers should use mobile data or a trusted VPN when handling financial transactions. A few moments of convenience are never worth the risk of compromised financial data, especially during peak travel periods.

2. Use Secure Digital Payment Solutions

Not all payment tools offer the same level of protection. Today, tokenization has become a global industry standard for securing digital transactions, replacing sensitive card details with unique digital tokens that are useless if intercepted. Mobile wallets such as Apple Pay, Google Pay, and Samsung Pay already rely on this technology.

Beyond protecting data in transit, tokenization also limits exposure in the event of merchant-side data breaches, as real card numbers are never stored or shared. Tokens are typically device-specific and transaction-bound, adding an additional layer of protection even if credentials are compromised elsewhere.

IDEMIA Secure Transactions plays a key role in enabling tokenized payments at scale, supporting secure transactions across in-store, online and in-app environments through its EMVCo-certified Token Platform. Digital co-badged cards offer global compatibility without sacrificing local functionality. By ensuring that real card numbers are never shared, tokenization significantly reduces fraud risk while preserving a smooth user experience. In addition, digital wallets can be remotely suspended if a device is lost or stolen, offering travelers greater control and peace of mind while abroad.

3. Decline Dynamic Currency Conversion

While shopping abroad during the festive season, merchants often offer travelers the option to pay in AED. This practice, known as dynamic currency conversion, typically includes hidden markups and unfavorable exchange rates. Paying in the local currency allows banks to apply more transparent conversion rates, helping consumers avoid unnecessary costs. This simple choice can make a meaningful difference for frequent travelers and international shoppers alike.

Another possibility for travelers is to use the Tap to Phone technology provided by some banks and supported by IST. Instead of having to switch cards across borders, it enables the travelers to modify their card features, such as credit/debit options and the currency used for transactions, with a simple tap on a smartphone via their banking app. This simple habit can save money and ensure better financial clarity while greatly facilitating international card usage.

4. Enable Real Time Alerts and Card Controls

With spending increasing during the festive period, real time monitoring is essential. Many UAE banks and fintech platforms offer instant transaction alerts, spending limits and location-based restrictions that allow consumers to monitor activity as it happens.

Crucially, modern security no longer has to come at the expense of convenience. These tools enhance protection while maintaining the fast, frictionless payment experiences that consumers expect, particularly in a market where one-click and contactless payments are widely adopted. This aligns with consumer expectations, as 96 percent of UAE users prefer simplified one click payment experiences. Real time controls enhance security without adding friction.

5. Secure Devices Before You Travel

Smartphones now function as wallets, boarding passes and identity tools. Before travelling, users should update device software, enable biometric authentication and avoid storing sensitive information in unsecured apps. Travelers should also activate remote lock and wipe functionality, ensure cloud backups are enabled, and avoid carrying all payment methods on a single device. Keeping at least one physical card separate from the phone provides an important fallback. While digital wallets rely on encrypted token technology, 29 percent of surveyed users still express concerns about digital card security, and 43 percent do not fully understand how these tools work. Basic preparation can significantly reduce risk and soothe concerns.

As UAE card payments are expected to reach USD 150 billion this year, the festive season highlights the need for secure and user-friendly payment infrastructure. By adopting the right tools and habits, travelers can focus on celebrating rather than dealing with fraud.

For the payments industry, the challenge is clear: security must be built into every transaction in a way that protects users without disrupting their experience. When trust is embedded seamlessly, travelers are free to enjoy the moments that matter most, wherever their journey takes them.

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