Financial
How Ruya Is Redefining Faith-Aligned Financial Services in the UAE

In an interview with Christoph Koster, CEO ruya we dive deep into how Ruya is blending technology, transparency, and Islamic principles to shape the future of finance in the UAE.
Could you take us through the journey of Ruya and what sets Ruya’s digital infrastructure apart from other digital or neo banks in the region?
In 2024, ruya emerges as the UAE’s digital-first Islamic community bank, aiming to integrate modern financial technology with the principles of Islamic banking. The bank’s mission is to provide ethical, transparent, and inclusive financial services tailored to the diverse needs of its community.
A significant milestone in ruya’s journey is becoming the first Islamic bank globally to offer customers direct access to virtual asset investments, including Bitcoin, through its mobile app. This service is made possible through a strategic partnership with Fuze, a VARA-licensed leader in virtual asset service provider (VASP). Together, ruya and Fuze aim to provide a secure and ethical entry point into the digital economy for all Muslims, ensuring that the services are fully Shari’ah-compliant and aligned with the principles of Islamic finance.
Could you walk us through the customer journey—what does buying or selling crypto through ruya’s app actually look like?
The customer experience is designed to be straightforward and user-friendly. Customers can log into the ruya mobile app using secure authentication methods, navigate to the ‘Investments’ section, and select ‘Virtual Assets.’ First-time users complete a streamlined onboarding process, including understanding the terms and conditions and confirming their agreement to the terms and conditions. Subsequently, customers can buy or sell approved virtual assets, such as Bitcoin, with transactions executed in real-time. Users can monitor their virtual asset holdings, view transaction history. All transactions are conducted within a closed-loop system, ensuring security and compliance with Islamic banking principles.
Unlike many crypto platforms that encourage short-term trading, ruya promotes long-term wealth building—how is this being achieved in practice?
ruya’s approach to virtual asset investment focuses on promoting long-term wealth accumulation. Each virtual asset offered is vetted and approved by the bank’s Internal Shari’ah Supervisory Committee, ensuring alignment with Islamic ethical standards. The platform discourages speculative trading by focusing on assets with long-term growth potential and provides tools to support goal-oriented investment strategies. Through community centers and customer support channels, ruya offers personalized guidance to help customers align their investments with their financial goals.
What metrics or indicators does Ruya use to evaluate financial resilience and long-term value for customers investing in virtual assets?
To assess and enhance financial resilience, ruya monitors several key indicators, including customer engagement, investment behavior patterns, portfolio performance over time, and customer feedback gathered through surveys and support interactions. These metrics help the bank continuously improve its services and support mechanisms.
Ruya emphasizes a “customer-first” approach. How are you ensuring that customers feel informed, supported, and in control of their virtual asset investments?
The bank’s customer-first philosophy is implemented through transparent communication about investment options and associated risks, educational initiatives such as webinars and tutorials, personalized support via in-app chat, call centers, and community centers, and a user-friendly app interface that allows customers to easily navigate their investment options and monitor their portfolios.
What’s next for ruya—will we see expansion into other Shari’ah-compliant asset classes such as tokenized sukuks or digital gold?
Looking ahead, ruya is committed to expanding its suite of Shari’ah-compliant investment offerings. The bank is actively working on the integration of Shari’ah-compliant stocks & ETF trading, enabling access to over 60,000 instruments both local and global as well as tokenized sukuks to provide customers with access to Islamic bonds in a digital format, enhancing liquidity and accessibility. Development is also underway to offer gold investments, allowing customers to invest in gold through the platform in a manner that aligns with Islamic financial principles. These initiatives aim to diversify investment options for customers, enabling them to build robust, ethical, and future-ready portfolios.
In summary, ruya’s journey reflects a commitment to innovation, ethical banking, and community engagement. By integrating Shari’ah-compliant virtual asset investments into its digital platform, the bank provides customers with secure, ethical, and accessible financial services. The focus on long-term wealth building, financial resilience, and customer support ensures that ruya meets the evolving needs of its clientele while adhering to Islamic banking principles.
Financial
Reimagining Banking: Unlocking Endless Potential and Unlimited Growth in the Middle East

By Keith Redding, Chief Revenue Officer, Universal Banking at Finastra

Reimagining banking in the Middle East is redefining how financial institutions grow, engage, and innovate. As digital transformation accelerates, banks must evolve to deliver seamless, secure, and personalized experiences that meet rising customer expectations.
Across the UAE and Saudi Arabia, adoption of digital banking continues to surge. According to Capco’s “Bank of the Future” survey, 89% of UAE customers have become more confident using mobile banking services, while 83% now access them primarily via mobile apps. Similarly, Saudi Arabia expects online banking penetration to grow by over 16 percentage points between 2024 and 2029, underscoring the region’s momentum toward smarter, connected financial ecosystems.
Reimagining Banking Middle East with Data and Analytics
Data has become the new cornerstone of success. Through AI, analytics, and machine learning, banks can decode customer behaviour and anticipate needs more precisely than ever. As a result, they can personalize offerings, boost retention, and reduce friction across the customer journey.
A clear example of this transformation is Riyad Bank’s Centre of Intelligence (COI) — Saudi Arabia’s first AI-focused banking hub — which enhances operational efficiency while driving innovation in customer engagement.
By reimagining banking in the Middle East with data-driven strategies, institutions can align financial products with real-time insights and deliver experiences that feel intuitive, predictive, and human.
Hyper-Personalization and Omnichannel Growth
Customers today interact through multiple touchpoints — mobile apps, websites, and physical branches — expecting consistent, personalized service. Therefore, delivering a seamless omnichannel experience has become the foundation of loyalty.
In the UAE, 70% of consumers are willing to share personal data for tailored experiences, while in Saudi Arabia, the number climbs to 71%. This readiness empowers banks to use analytics ethically and transparently, transforming everyday banking into relationship-driven engagement.
Digital Sales Outreach and New Engagement Models
Digital outreach is not an option — it’s essential. Mobile-first strategies, social media engagement, and AI-driven marketing are now central to how banks connect with customers.
Take D360 Bank, one of Saudi Arabia’s first digital-only institutions. It attracted over 600,000 customers within two months of launch, proving that mobile-first banking can scale fast when powered by user-centric design.
Ecosystem Collaboration: Powering Innovation in the Middle East
Another major force reimagining banking in the Middle East is ecosystem collaboration. By partnering with fintechs, big tech firms, and infrastructure providers, banks can expand capabilities faster than ever before.
Globally, fintech startups have surged from 12,000 in 2020 to nearly 30,000 in 2024. The Dubai International Financial Centre (DIFC) now hosts over 1,000 fintech firms, while Saudi Arabia’s fintech ecosystem has more than doubled within a year. This growth underscores the importance of collaboration as a driver of agility and innovation.
Such partnerships empower banks to deploy advanced solutions like AI-powered risk scoring, embedded finance, and real-time payments — all while ensuring compliance with regional and global standards.
Looking Ahead: Building a Future-Ready Financial Ecosystem
The future of reimagining banking in the Middle East lies in intelligent, insight-led operations. Automated recommendations, predictive support, and AI-driven decision-making will soon define how banks engage customers.
Forward-thinking institutions in the UAE are already adopting AI-assisted frameworks that streamline service and elevate the customer experience. In Saudi Arabia, agile innovation models like Alinma Bank’s digital factory accelerate product launches and improve customer alignment.
As the region continues to evolve, banks that combine innovation, collaboration, and customer-centric transformation will achieve sustainable growth and long-term market leadership.
Check this out UAE Crypto Regulation Sets Global Blueprint
Financial
UAE Crypto Regulation Sets Global Blueprint

By Karl Naïm, Group Chief Commercial Officer, XBTO
The UAE has evolved from a crypto sandbox to a global model for digital asset regulation, demonstrating how policy clarity, investor protection, and innovation can coexist. Once a regional testing ground, the nation now leads in tokenization, blockchain adoption, and institutional-grade compliance — setting a framework others are eager to emulate.
Institutions Move from Observation to Adoption
Over the last two years, institutional investors — from sovereign funds to global asset managers — have shifted from cautious exploration to structured allocations in digital assets. Yet, these investors only engage when they see robust regulatory infrastructure.
Here, UAE crypto regulation stands apart. While the U.S. remains divided over jurisdictional control and Europe’s MiCA awaits full rollout, the UAE offers a complete ecosystem where policy meets execution. This maturity has transformed the country into a trusted base for large-scale blockchain initiatives.
Two Regulatory Paths, One Unified Objective
The UAE’s approach balances innovation and oversight through two distinct yet aligned regulatory arms.
- Abu Dhabi Global Market (ADGM): Through the Financial Services Regulatory Authority (FSRA), it licenses custody, tokenization, and brokerage activities under strict governance criteria.
- Dubai’s Virtual Assets Regulatory Authority (VARA): Instead of classifying asset types, VARA regulates activities, giving firms flexibility to innovate without restarting their licensing process.
This dual model ensures both stability and adaptability — a rare equilibrium that reinforces confidence among enterprises and investors.
Tokenization Moves from Pilot to Production
In 2023, Neovision and Realize launched one of the first tokenized U.S. Treasury funds under ADGM’s oversight, now part of a market valued at over $2.4 billion. Soon after, HSBC piloted tokenized gold settlement in the Emirates, leveraging the UAE’s mature legal and technical infrastructure.
Unlike most markets, where tokenization remains conceptual, the UAE has operationalized it across corporate bonds, commodities, and private equity. This tangible progress makes UAE crypto regulation a benchmark for turning blockchain theory into enterprise-scale reality.
Proven Resilience Through Market Turbulence
The UAE’s frameworks were tested during the 2022 digital asset downturn. While some regions froze licensing or enforcement, VARA introduced stricter custodial and marketing rules while continuing to issue licenses transparently.
In 2024, both VARA and ADGM demonstrated accountability by penalizing unlicensed operators and enforcing compliance — signaling a regulatory environment that values both innovation and discipline.
Blockchain Beyond Finance
Beyond crypto trading and tokenization, the UAE is using blockchain to drive cross-sector innovation.
- Ras Al Khaimah has built a dedicated Web3 zone for decentralized applications.
- Sharjah is piloting blockchain in public services, from identity to supply chain tracking.
This diversification proves the national model’s flexibility and depth, blending economic and civic value under a unified UAE crypto regulation framework.
Geography Meets Governance
Situated between Asia and Europe, the UAE benefits from time-zone overlap, U.S. dollar settlement, and investor-friendly tax structures. Yet its real advantage lies in policy precision. Since 2023, VARA has issued frequent updates and consultative papers, responding dynamically to industry input.
Following its removal from the FATF grey list in 2024, the UAE has accelerated compliance reforms faster than most peers, turning global scrutiny into strategic progress.
A Replicable Blueprint for the World
While the U.S. debates regulatory ownership and Europe await MiCA’s maturity, the UAE has implemented a live, multi-emirate framework. It balances openness with oversight — a model now studied by global policymakers.
For institutional investors, the question has shifted from if to were. Increasingly, the answer is clear: the UAE — where crypto regulation is no longer an experiment, but the emerging global standard.
Read our previous post, UAE Depreciation Rules Boost Real Estate Investment
Financial
UAE Depreciation Rules Boost Real Estate Investment

By Shabbir Moonim, CFO, The Continental Group

A Sharper Edge for UAE Property Depreciation Investors
The UAE property depreciation is reshaping how businesses and family offices view property as an investment. Real estate has always anchored wealth and stability, but its treatment within corporate tax frameworks now determines how effectively it performs over time.
The latest guidance allows depreciation deductions on properties valued at fair market value, adding a layer of fiscal precision. Companies choosing the realization basis—deferring tax until sale—can now claim an annual deduction of up to 4 percent on the property’s original cost or written-down tax value. This refinement strengthens property’s role inside long-term, tax-efficient portfolios.
How Depreciation Boosts UAE Property Cash Flow
Investment success depends not only on appreciation but also on liquidity and reinvestment power. Depreciation lowers taxable income, improving post-tax returns for assets that are typically illiquid.
For structured property holders, claiming depreciation under fair-value accounting boosts internal yield and aligns property with other income-producing assets. Even at a modest 4 percent, the deduction releases capital that can be reallocated or retained, enhancing overall portfolio efficiency.
Moreover, this recurring offset stabilizes cash flows, giving investors predictable returns that complement the long-term nature of property ownership.
Aligning UAE Property Depreciation with Tax Efficiency
Previously, owners had to choose between fair-value accounting and depreciation benefits. Businesses valuing properties at market rates lost tax deductions, while those using historical cost models retained them. The new UAE depreciation rules remove this compromise.
Now, companies can maintain up-to-date valuations and still claim depreciation, ensuring transparency and consistency. This alignment allows property to compete directly with other investment classes, from private equity to listed securities, on a balanced tax basis.
Consequently, financial planners can make clearer, data-driven decisions about capital allocation and portfolio composition.
Small Rule, Big Impact on UAE Property Investment
While no single regulation redefines real-estate logic, subtle fiscal changes can transform investment behavior. This policy turns property from a passive holding into an active component of strategic capital management.
It also reflects the UAE’s commitment to predictable, rules-based governance that supports investment without distorting markets. For business owners and families planning across generations, this stability builds confidence and encourages long-term commitment to the country’s economy.
Ultimately, the UAE depreciation rules help transform real estate from a static asset into a dynamic tool for tax optimization and sustainable growth.
A Foundation for Smarter Real Estate Portfolios
These reforms make it easier to incorporate real estate within diversified investment portfolios. They support businesses in balancing cash flow needs, compliance requirements, and performance targets.
For investors, the message is clear: property can now compete with other asset classes not only on returns but also on efficiency and resilience. The UAE continues to build a financial landscape where predictability and innovation work hand in hand.
About the Author
Shabbir Moonim is the Chief Financial Officer at The Continental Group, with over 25 years of experience in finance, strategy, and governance. He aligns financial operations with enterprise growth, oversees risk management and treasury, and drives regulatory readiness and data-driven decision-making across the organization.
About The Continental Group
Founded in 1994 by Ashok Sardana, The Continental Group is a leading insurance and financial services provider licensed by the UAE Insurance Authority, SCA, and DFSA. With over 250 professionals operating across Europe, the Middle East, and Asia, the Group offers customized solutions in investments, wealth management, succession planning, and insurance. Its core values — integrity, insight, and innovation — continue to drive client trust and long-term financial well-being.
Check out our previous post, ADIB Launches Remit Service, Expands Digital Banking Solutions
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