Deem Finance and Yusr have signed a partnership agreement to launch embedded financial services in the UAE, starting with BNPL options for the automotive sector.
Yusr, a regulated fintech originally from Kazakhstan, provides the technology and customer interface for the embedded finance products.
Deem Finance will supply the underlying regulated financial infrastructure and governance framework required to operate in the UAE market.
The collaboration aims to help fintech platforms scale while maintaining compliance and customer protection standards.
Yusr plans to expand its embedded finance products into other sectors of the UAE economy over time.
“This partnership reflects our belief that innovation and regulation are strongest when they work together,”
said Chris Taylor, Chief Executive Officer of Deem Finance.
“Fintechs bring speed, creativity and new customer experiences, while institutions like Deem bring the governance, infrastructure and regulatory discipline needed to scale responsibly,”
Taylor added.
Azamat Seitbekov, Founder and CEO of Yusr, noted that the UAE is a market that rewards innovation and accessible financial solutions.
“The UAE represents a natural next step: a market that rewards innovation and shares our belief in the power of accessible, embedded financial solutions,”
Seitbekov said.
“Partnering with Deem gives us the regulatory foundation and market credibility to grow responsibly.”
The agreement aligns with Deem’s strategy to work with technology players to widen access to finance across lending, card programmes, and embedded finance models.
This approach targets market segments that have historically been underserved by traditional banks.
Featured image credit: Edited by Fintech News UAE, based on image by Deem Finance
