In a bold move to reshape the future of digital loyalty and financial technology in the Middle East, Equivator, a leading private equity management firm, has announced a SAR 30 million investment in Related, a UAE-based pioneer in loyalty and rewards solutions.
This investment not only accelerates Related’s expansion into Saudi Arabia, but also aligns with the Kingdom’s Vision 2030 ambitions for digital transformation and economic diversification.
Powering the Next Wave of Loyalty Innovation
The deal signals a new chapter for the region’s fintech and customer experience landscape. With more than a decade of success, Related already serves 30+ million users across the GCC and Levant, providing loyalty solutions for sectors including:
- Telecom
- Banking
- Retail
- Utilities
- Entertainment
With Equivator’s backing, Related will now:
- Expand its footprint in Saudi Arabia
- Introduce AI-powered, blockchain-based loyalty offerings
- Enhance B2B and B2C engagement through gamification and integrated payments
Strategic Acquisition of Appliances
As part of this growth strategy, Related has fully acquired Appliances, a consumer-focused loyalty company previously backed by Equivator. This acquisition will be key to Related’s relaunch of a unified loyalty product portfolio, including:
- âś… AI-driven personalization
- âś… Blockchain-secured rewards platforms
- âś… Gamified experiences for users
- âś… Integrated digital payment capabilities
These tools are designed to drive deeper engagement, better analytics, and measurable customer value.
Leadership Commentary
Rabih Farhat, CEO of Related, stated:
“This partnership with Equivator is about more than capital. It’s about shared vision. Together, we aim to redefine how loyalty is delivered across the region, through powerful fintech innovation, aligned with Saudi Arabia’s future.”
Anas Shahzada, CEO of Equivator, added:
“We’re investing in a category leader. Related’s platform, combined with our strategic capital and network, is ready to lead a new era of data-driven rewards and digital engagement.”
Expanding Globally and Leading Regionally
The partnership has eyes beyond the Middle East. Equivator will support Related’s expansion into Europe, furthering its reach and positioning it as a global player in the loyalty and fintech space.
Another major initiative is the launch of the Related Loyalty & Fintech Authority, a new regional council and thought leadership platform to promote innovation, policy dialogue, and cross-industry collaboration.
Final Thoughts
This collaboration is a prime example of how strategic investments can unlock new opportunities in rapidly evolving sectors. By merging Related’s technological edge with Equivator’s capital and vision, both companies are setting the stage for a new standard in loyalty and digital financial services, not just in the region, but around the world.