Embedded Finance
Retailers, ride-hailing and e-commerce integrate payments, credit and insurance at the point of need, scaling via partnerships over CAC-heavy models.
UAE: BNPL in retail appsKSA: Telco wallets
A 2025 outlook on fintech funding, ecosystems, and workforce dynamics across the UAE and Saudi Arabia — designed for CEOs, CHROs, and investors seeking data-driven insight and executive-ready visuals.
Fintech remains investors’ top focus in the region, underpinned by strong regulatory support, growing consumer adoption, and accelerating talent needs.
Financial technology (fintech) has become a leading growth sector in the Middle East, attracting record investment and innovation. In 2024, fintech was the most-funded tech vertical in MENA, accounting for about 30% of all tech investments and raising roughly US$700 million across 119 startups. This momentum continues in 2025: in Q1 alone, VC funding in MENA jumped 58% year-on-year to reach $678 million, with the UAE and Saudi Arabia together accounting for 88% of total deal value and 76% of deal volume. Fintech remains investors’ top focus, representing 57% of all startup funding in the region in Q1 2025. Against this backdrop, the United Arab Emirates (UAE) and Saudi Arabia have solidified their positions as the region’s fintech powerhouses. Both countries boast vibrant fintech ecosystems underpinned by supportive regulations, strong funding pipelines, and ambitious national digital agendas. This report provides a 2025 outlook for fintech in the UAE and Saudi Arabia – including key industry data, expert analysis of market trends, and talent movement trends – to inform businesses and investors in the fintech sector.
The UAE has rapidly emerged as the leading fintech hub in the MENAT region, thanks to a conducive business environment and visionary policymaking. As of early 2025, 155 UAE-based fintech companies have surpassed $1 million in funding, the highest count of “scaleups” in the region. Major centers like DIFC and ADGM host sandboxes and accelerators, fostering startup–incumbent collaboration and efficient licensing routes.
UAE fintech startups attracted about $265M in 2024 (≈33% of all UAE startup funding). The market is projected to grow from $3.16B (2024) → $5.71B (2029). Consumer adoption is high: 89% of UAE consumers now use digital-first bank accounts.
| Metric | Value (2024–2025) |
|---|---|
| Scaleups ($1M+ funding) | 155 |
| Fintech share of MENA deals | 39% |
| Market Size Projection | $5.71B by 2029 |
| Consumer Adoption | 89% digital-first accounts |
Saudi fintechs surged from 82 (2020) to 216 (2023), supported by SAMA, the Capital Market Authority, the Financial Sector Development Program and Fintech Saudi. Vision 2030 targets include 230 fintechs by 2025, 525 by 2030, and a 70% cashless economy by 2025.
Market value is estimated at $2.85B in 2025, forecast to reach $5.28B in 2030 (~13% CAGR). Dominant segments include digital payments (PayTabs, Geidea), BNPL, P2P lending (Lendo, Raqamyah) and emerging neobanks.
Saudi led MENA startup funding by value in 2024 (~$750M). In Feb 2025, Tabby raised $160M at a $3.3B valuation. By end-2023, the sector had created roughly ~6,700 jobs (≈3,000 direct).
Illustrative progress bars based on targets; replace with live KPIs as needed.
| Metric | Value (2024–2025) |
|---|---|
| Fintech firms (2023) | 216 |
| Market Size (2025) | $2.85B |
| Market Forecast (2030) | $5.28B |
| Cashless Goal | 70% transactions by 2025 |
| Jobs Created | ~6,700 |
The UAE and KSA share converging themes as regulation, adoption and capital shape a platform-centric fintech landscape.
Retailers, ride-hailing and e-commerce integrate payments, credit and insurance at the point of need, scaling via partnerships over CAC-heavy models.
SAMA framework in place; UAE advancing toward open finance, enabling SME lending, PFM dashboards and seamless payment embeds.
UAE nearing ubiquity (89% digital-first accounts). KSA targets 70% cashless by 2025 with instant rails and mandated acceptance.
Lifestyle apps converge banking, mobility and retail. Winners evolve into ecosystem platforms, not single products.
BNPL matures under clearer rules; Tabby’s unicorn status signals robust demand from underbanked youth/SMEs.
From fraud prevention to personal finance guidance — driving demand for DS/ML, model risk, and data engineering talent.
UAE’s VARA anchors a regulated virtual asset hub; KSA explores CBDC and blockchain for settlements.
| Trend | UAE Example | KSA Example | Talent Implications |
|---|---|---|---|
| Embedded Finance | BNPL in retail apps | Telco-led wallets | Product managers, partnership leads |
| Open Banking | CBUAE open finance roadmap | SAMA framework launched | API developers, compliance officers |
| Digital Payments | 89% digital-first accounts | 70% cashless target | Payments engineers, cybersecurity |
| Super-Apps/Wallets | Careem Pay, bank wallets | Telco–bank collaborations | UX/UI, ecosystem architects |
| BNPL & Lending | Tabby, Tamara | Lendo, Raqamyah | Risk analysts, SME loan officers |
| AI & Analytics | Banking AI adoption | Insurtech AI for claims | Data scientists, ML engineers |
| Crypto & Blockchain | VARA licensing | CBDC pilots | Blockchain devs, crypto compliance |
| Role | UAE Range | KSA Range |
|---|---|---|
| Head of Product | $180K – $240K | $160K – $210K |
| Compliance Director | $150K – $200K | $140K – $190K |
| SaaS Sales Director | $160K – $220K | $140K – $200K |
| Senior Software Engineer | $90K – $130K | $80K – $120K |
| AI/Data Science Lead | $140K – $200K | $120K – $180K |
Align successors with Vision 2030 and UAE national strategies. Local leadership strengthens regulatory goodwill and continuity.
Compare regularly with London/Singapore hubs. Use equity and transparent progression to avoid pure salary inflation.
Join sandboxes, file early, and align product roadmaps to regulatory priorities to accelerate approvals and reduce risk.
Build female and national talent pipelines. Improves compliance readiness and strengthens brand equity.
Formal training for ML, DS, cyber & model-risk. Future-proofs teams and enhances decision velocity.
Scale via partnerships and APIs. Recruit platform architects and alliance leaders to move beyond single-product growth.
| Action Area | What to Do | Expected Outcome |
|---|---|---|
| Leadership Pipelines | Develop local successors aligned to Vision 2030 | Regulatory alignment, continuity |
| Compensation Benchmarking | Track against global hubs | Competitive attraction, retention |
| Regulatory Engagement | Join sandboxes, apply early, engage actively | Faster market entry, fewer compliance risks |
| DEI & Localization | Build female and national pipelines | Compliance, enhanced reputation |
| AI/Data Upskilling | Invest in DS/ML and cybersecurity | Future-proof workforce |
| Platform Thinking | Hire for partnerships & ecosystem architecture | Long-term scalability |
By addressing these risks through proactive talent planning, regulatory engagement, and a platform mindset, fintech firms in the UAE and Saudi Arabia can establish themselves not only as regional leaders but also as global contenders.