Abu Dhabi – Mubasher: e& money, the fintech arm of Emirates Telecommunications Group Company (e&), partnered with SafeGold to launch a new digital gold investment offering.
The new launch will enable customers in the UAE to buy and sell 24-karat (24K) gold with the highest purity of 99.99% directly via the e& money app, according to a press release.
They will start investing with a minimum of AED 10 and consistently build their investments, with instant in-app buying and selling of 24K gold.
Moreover, they will be able to redeem digital balances for physical gold with home delivery, marking a first for a fintech-led digital gold offering in the UAE.
Melike Kara Tanrikulu, CEO at e& money, commented: “We are witnessing a fundamental shift in how people approach wealth. They want digital assets that are secure and accessible. Digital gold is a signal of where financial services are evolving towards investment in products that offer stable returns while delivering the speed and simplicity our users expect.”
Tanrikulu added: “By bringing real-asset investments to e& money with a simple, app-first journey, we’re lowering barriers for anyone who wants to save and invest in gold safely and on their own terms.”
Gaurav Mathur, Managing Director of SafeGold, said: “This partnership represents a significant milestone in making gold investment accessible, secure, and convenient for the modern digital consumer. Our collaboration goes beyond simple gold purchases – we are building a comprehensive ecosystem that will soon include innovative features like metal leasing for yield generation and instant redemption at partner jewellers across the UAE.”
The UAE consumers spend around $3.20 billion annually on physical gold and $28.70 billion on gold trading, according to the World Gold Council, among the highest per capita gold demands globally.
At the end of 2025, the listed telecom group recorded consolidated net profits after federal royalty and corporate tax valued at AED 16.15 billion, compared with AED 10.58 billion in 2024.
