By Srijith KN, Senior Editor

Financial Integrator

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.

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.

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.

Dhruva, a premier tax advisory firm with deep expertise across the Middle East, India, and Asia, is encouraging UAE-headquartered groups and multinational companies operating in the country to place transfer pricing (TP) firmly on their strategic and governance agenda, as the UAE’s corporate tax landscape develops and aligns more closely with international practice.

With corporate tax now in effect, the way organisations price transactions between related parties and connected persons is becoming an important element of tax governance, financial planning and stakeholder confidence. TP is no longer just a specialist topic for tax teams, but an area that benefits from early, well-considered attention at senior management level.

“Transfer pricing has quickly become one of the key components of a modern tax framework in the UAE,” said Kapil Bhatnagar, Partner, Dhruva. “For many organisations, this is still a relatively new area. Our message is a positive one, now is a good time to step back, understand your intra-group arrangements and put in place a clear, well-documented approach. Doing this early can bring greater clarity, predictability and comfort for management, shareholders and other stakeholders.”

Dhruva notes that TP considerations are relevant not only for large global multinationals, but also for UAE-headquartered groups, family businesses, free zone entities and fast-growing regional companies. Any business with cross-border or domestic related-party dealings – such as management fees, services, financing, distribution, manufacturing, or use of intellectual property – can benefit from having a structured view on how these transactions are priced and supported.

Kapil added, “A common question we receive from clients is simply, ‘Where do we start?’ In our experience, the most effective approach is to treat transfer pricing as a practical business project rather than just a technical exercise. It starts with understanding how your group creates value, how responsibilities and risks are shared, and then reflecting that in your pricing, internal policies, and documentation in a consistent way.”

Next steps for UAE organisations

Dhruva’s suggested next steps for UAE organisations focus on helping boards, CEOs, CFOs, and tax leaders move from awareness to practical action on transfer pricing. The first step is to map related-party transactions and understand the big picture. Organisations should identify their main related-party and connected-person transactions, both within the UAE and cross-border, and then group them by type – for example, services, goods, financing, intellectual property or guarantees. From there, they can build a simple, high-level overview of how value flows within the group and where key functions and decision-making actually sit.

The second step is to develop or refine a coherent transfer pricing framework. This involves designing a framework that clearly sets out how different categories of transactions are priced, using appropriate methodologies that reflect the business reality. Internal policies, legal agreements, operational substance and financial outcomes should all be aligned so that they tell a consistent story. It is also important to integrate transfer pricing considerations into budgeting and planning cycles, rather than addressing them only at year-end.

The third step is to strengthen documentation and internal capabilities. Organisations should prepare documentation that explains the group’s business model, value chain and the rationale for its pricing approach in a clear and structured manner. Finance and tax teams need to be equipped with the knowledge and tools to maintain and update this information over time as the business evolves. In addition, a simple governance mechanism should be established to ensure that transfer pricing topics are periodically reviewed at management level and, where relevant, at board level as part of ongoing oversight.

“In many ways, the UAE is at a constructive stage in its tax journey,” Kapil said. “Businesses have the opportunity to put robust, practical transfer pricing foundations in place that reflect how they actually operate. This is not only about compliance – it is about having clarity, supporting informed decision-making and giving confidence to investors, partners and employees.”

Dhruva’s analysis of developments across the wider GCC shows that other regional markets are also expanding their focus on transfer pricing, documentation, and alignment with international standards. For groups operating in more than one jurisdiction, a coordinated regional approach can support consistency and reduce uncertainty.

“Our recommendation to UAE organisations is to use this period to get ready in a thoughtful, structured way. Early movers often find that a well-designed transfer pricing approach supports smoother internal decision-making and provides comfort as the tax environment continues to mature,” concluded Kapil.