ABHI has announced a strategic partnership with JustGold to introduce fractional digital gold investment to its users across the UAE. The collaboration will allow users to buy, sell, and hold fractional ownership of physically backed gold through a secure digital platform. The move expands ABHI’s financial services ecosystem and reflects rising consumer demand for accessible, diversified, and long-term investment tools.
Expanding Access to Gold Investment
The partnership brings together ABHI’s digital financial services platform and JustGold’s expertise in enabling digital access to gold ownership. Through the integration, users will be able to invest in smaller portions of gold rather than purchasing larger physical quantities upfront. This approach is designed to reduce traditional barriers to gold investment and make the asset class more accessible to everyday users.
Gold has long been viewed across the region as a trusted store of value and a preferred asset for wealth preservation. However, direct ownership has often involved challenges such as high entry costs, fragmented access, storage requirements, and limited flexibility for smaller investors. By offering fractionalized digital gold, ABHI and JustGold aim to simplify the investment process while maintaining exposure to physically backed assets.
The service will allow users to start with smaller investment amounts and gradually build their holdings over time. This aligns with the financial habits of a younger and increasingly digital-first customer base seeking flexible tools to save and invest. The offering is expected to be rolled out to ABHI users in the UAE in the coming months.
Strengthening ABHI’s Financial Services Ecosystem
Omair Ansari, CEO and Co-Founder of ABHI, said the partnership reflects the company’s broader view of financial empowerment. He noted that access to credit is only one part of financial well-being, while wealth preservation and growth opportunities are also essential. Through JustGold, ABHI aims to make gold investment more accessible, transparent, and inclusive for users in the UAE.
The partnership supports ABHI’s continued expansion beyond its core financial solutions into broader money management and investment services. The company already provides offerings such as Earned Wage Access and SME financing, serving both individuals and businesses through its platform. By adding digital gold, ABHI is positioning itself as a more comprehensive financial services provider for users seeking to manage, access, save, and invest their money in one place.
ABHI has built partnerships with more than 7,000 companies and has positioned its services around financial inclusion and economic impact. The company has also gained recognition from organizations including Hub71 and Endeavor, while receiving the World Economic Forum’s Technology Pioneer 2023 Award. In the UAE, ABHI was also selected among the Future 100 companies and recently joined Mastercard’s Start Path Small Business program.
JustGold’s Role in Digital Gold Ownership
JustGold is a UAE-based digital gold platform that enables individuals and businesses to buy, sell, hold, and redeem physically backed gold through a digital experience. The platform allows users to begin investing from as little as AED 10, combining fractional investing, secure vaulting, and real asset backing. Every gram purchased through JustGold is backed by physical gold and stored with independent vaulting partners.
Zuhaib Baig, Founder and CEO of JustGold, said gold has remained a preferred store of value in the region for generations. He added that ownership has often been expensive, fragmented, and inaccessible to everyday investors. Through the partnership with ABHI, JustGold aims to bring physically backed gold investment into users’ everyday financial journeys.
The partnership also reflects a wider shift in the financial technology sector toward embedding investment products into digital finance platforms. As users increasingly expect financial services to be accessible through mobile and digital channels, products such as fractional gold can provide more flexible entry points into asset ownership. For ABHI and JustGold, the launch represents an opportunity to combine financial access, asset-backed investing, and digital convenience.
ABHI’s partnership with JustGold marks a significant addition to its growing financial services platform in the UAE. By introducing fractional digital gold, the company is expanding its offering from access to credit and financing toward long-term wealth-building tools. The planned rollout in the coming months will give users a new way to participate in gold investment through a secure and accessible digital platform.