e& money, the fintech arm of e&, launched a new digital gold investment offering in partnership with SafeGold, enabling customers in the UAE to buy and sell 24-karat (24K) gold with the highest purity of 99.99 per cent directly through the e& money app.
Customers can start investing with as little as AED 10 and consistently build their investments, with instant in-app buying and selling of 24K gold. Their holdings are stored in secure vaults and protected with institutional-grade security. It also includes an option 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 e& money, said: “We’re 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. 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, SafeGold, said: “We’re thrilled to partner with e& money to bring a world-class digital gold experience to millions of UAE customers. 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’re 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. Together with e& money, we’re redefining how people save, invest, and transact in gold, combining the trust of the world’s oldest store of value with cutting-edge digital payment infrastructure.”
The UAE represents one of the world’s most compelling markets for digital gold innovation. Consumers spend an estimated US$ 3.2 billion annually on physical gold and US$ 28.7 billion on gold trading, according to the World Gold Council, among the highest per capita gold demand globally, surpassing even Switzerland in recent years.
e& money has partnered with SafeGold, the global leader in digital gold investment with over 67 million users worldwide, backing from the World Gold Council, and a non-manufactured precious metal trading license in the UAE. This collaboration combines SafeGold’s proven platform with e& money’s deep understanding of the UAE market and customer needs. The digital gold feature is integrated seamlessly within the e& money app for both Android and iOS users.