“E&M Money,” the financial technology arm of the global tech firm “E&M,” has introduced its new digital gold investment service in collaboration with the platform “Safe Gold.” This service enables customers in the UAE to buy and sell 24-carat gold with a purity of 99.99% directly through the “E&M Money” app.
Customers can start building their digital gold savings portfolio with just 10 dirhams, offering immediate buying and selling options for 24-carat gold via the app. These possessions are stored in secure vaults that adhere to high institutional security standards, and there is an option to redeem digital balances for physical gold with home delivery, marking a first for a financial technology company’s gold investment service in the UAE.
Significant Transformation
Meliki Kara, CEO of “E&M Money,” stated, “We are witnessing a significant shift in how individuals invest and save, as they seek secure and easily accessible digital assets. In this context, digital gold investment and savings represent the future of financial services, combining stable returns with the speed and simplicity that customers expect. By providing a savings method based on real assets through the “E&M Money” app with an easy digital experience, we aim to reduce barriers for individuals looking to save in gold in a secure and flexible manner that suits their needs.”
Key Milestone
Gaurav Mathur, General Director of “Safe Gold,” remarked, “We are delighted to partner with ‘E&M Money’ to deliver a world-class digital gold experience to millions of customers in the UAE. This collaboration represents a key milestone in streamlining gold investment and making it safer and more convenient for today’s digital consumer. Our partnership goes beyond just purchasing gold; we are building a comprehensive ecosystem that will soon include innovative features such as metal leasing for returns and instant redemption with our jewelry store partners across the country. We are redefining the ways of saving and investing in gold, working alongside ‘E&M Money,’ by merging the reliability of the oldest saving method with advanced digital payment infrastructure.”
Digital Gold
The UAE is one of the most attractive global markets for digital gold innovation, with consumers spending approximately $3.2 billion annually on physical gold and $28.7 billion on gold trading, according to data from the World Gold Council. This positions the UAE among the highest per capita gold demand rates in the world, surpassing even Switzerland in recent years.
The partnership between “E&M Money” and “Safe Gold,” a leading global company in digital gold investment with over 67 million users worldwide, benefits from the support of the World Gold Council and is licensed in the UAE for trading non-manufactured precious metals. This collaboration merges the reliability of the “Safe Gold” platform with “E&M Money’s” in-depth understanding of market and customer needs in the UAE. The digital gold savings feature seamlessly integrates into the “E&M Money” app, available on both Android and iOS operating systems.