- EquiFuture invests SAR 30 million in Related to boost innovation in loyalty solutions and fintech across the region.
- Related fully acquires “Appliance” and integrates it into a broader strategy, introducing new AI-powered and blockchain-based offerings.
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The partnership aims for regional and global expansion, supported by EquiFuture, including entry into European markets and launching a regional loyalty & fintech council.
In a landmark deal set to fuel the growth of the fintech and loyalty solutions sector in Saudi Arabia, Equivator, a leading private equity management firm, announced a strategic SAR 30 million investment in Related, a UAE-based pioneer in loyalty and rewards technologies. The move aims to solidify the Kingdom’s role as a regional and global hub for fintech and customer experience innovation.
This investment reflects Equivator’s commitment to supporting high-growth ventures and will accelerate Related’s expansion into the Saudi market. It will also enable new levels of innovation across AI, blockchain, and customer experience enhancing Related’s leadership as a preferred loyalty solution provider in both Saudi Arabia and the broader MENA region. The partnership aligns with Saudi Arabia’s Vision 2030 goals for economic diversification and digital transformation.
With over ten years of operational success, Related currently serves more than 30 million users across the GCC and Levant. It powers loyalty programs for major players in telecom, banking, retail, utilities, and entertainment sectors.
“We are thrilled to welcome Equivator as a strategic partner in our mission to redefine the future of loyalty across the region,” said Rabih Farhat, CEO of Related. “This partnership is more than just funding – it’s a shared commitment to reshaping loyalty solutions through fintech innovation in line with Saudi Arabia’s ambitions.”
Building on Equivator’s prior investment in consumer-focused loyalty company Appliances, Related has now fully acquired Appliances and integrated it into its broader strategic framework. The company plans a full relaunch under an advanced vision, introducing a new portfolio of loyalty products and offerings including:
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AI-powered solutions
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A blockchain-backed rewards platform
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Gamification features
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Integrated payment services
These capabilities are designed to enhance both B2B and B2C customer experiences and deliver tangible value to both brands and consumers.
Anas Shahzada, CEO of Equivator, commented:
“This investment represents more than just a strategic alliance. It’s a bold step toward building a regional leader in digital loyalty and payments. Together, we aim to lead a new era of data-driven customer engagement and reward innovation.”
A Vision for Regional and Global Leadership
Equivator will also support Related’s entry into European and international markets. Initiatives such as the Related Loyalty & Fintech Authority, a new regional knowledge forum, will further position Related as a thought leader in this space.
Backed by Equivator’s deep asset management expertise, this partnership goes beyond capital. It brings strategic direction, access to a global network of investors, and insights into the evolving fintech loyalty ecosystem.
This collaboration highlights how the synergy between Related’s tech capabilities and Equivator’s investment acumen can create an ideal model for venture capital’s role in driving impactful change across vital business sectors.
العربية (Arabic) To read the article in Arabic, click here
