Riyadh - Sharikat Mubasher: Equivator, a Saudi-based premier alternative asset management and advisory firm, announced its strategic investment of SAR 80 million (around $8 million) in Related, the UAE-headquartered loyalty and rewards solutions provider, to drive loyalty and rewards innovation in the MENA region.

This investment is set to reshape the fintech-loyalty landscape in Saudi Arabia, reinforcing the Kingdom’s position as a regional and global hub for leading-edge fintech and customer engagement, the company announced in a statement today.

The new capital will accelerate Related’s expansion in the Kingdom, boost innovation, and fast-track the launch of transformative solutions in AI, blockchain, and customer experience. It also underscores Equivator’s commitment to nurturing groundbreaking ventures within high-growth sectors.

Enes Şehzade, CEO of Equivator, stated that the strategic partnership with Related will build a regional champion in loyalty and digital payments. “Together, we aim to power a new era of data-driven customer engagement and reward invention.”

Equivator will support Related to enter into new markets in Europe and beyond, and help establish initiatives such as the Related Loyalty & Fintech Authority, a new regional knowledge and policy forum aimed at solidifying Related’s leadership.

Rabih Farhat, CEO of Related, commented: “We are thrilled to welcome Equivator as a strategic partner on our journey to redefine loyalty and engagement in the region. This partnership is more than a transaction; it’s a transformation, a joint mission to reshape the future of fintech-powered loyalty solutions in line with the Kingdom’s innovation agenda.”

As part of its development strategy, Related will introduce a range of new products and offerings, from Advanced AI tools to blockchain-enabled reward platforms, gamification features, and payments.

Related serves more than 30 million users across the GCC and Levant, powering loyalty programs for leading institutions in telecommunications, banking, retail, utilities, and entertainment.