UAE-based fintech firm Rentify has announced the launch of Rentify Pay, the country's first AI-native rent infrastructure layer. This launch represents a significant evolution from the company's original "Rent Now, Pay Later" service, establishing a full-stack digital system for the rental market. The platform is designed to streamline payments and enhance interactions between landlords and tenants across the Emirates, addressing a key financial obligation for most households.
From Payment Solution to Core Infrastructure
With the introduction of Rentify Pay, the company is strategically repositioning itself from a niche payment provider to a foundational platform for the entire rental economy. Co-founder and CEO Rashed Hareb explained that the vision is to transform rent from a fragmented process into an intelligent digital system. This transition mirrors a wider trend in proptech, where integrated infrastructure platforms are becoming the backbone of modern housing finance ecosystems.
Addressing Market Needs with AI Automation
The platform was developed in response to persistent challenges within the traditional rental process, which affects the majority of UAE residents. According to Co-founder and COO Rajneel Kumar, prevalent issues included broken payment flows, limited visibility, and unnecessary friction for all parties involved. Rentify Pay leverages artificial intelligence to automate rent processing, track payments in real-time, and streamline operational workflows for property owners.
A New Value Proposition for Tenants
Beyond operational efficiency, Rentify Pay introduces a novel rewards layer to enhance the tenant experience. This feature allows renters to earn incentives on their payments through a network of over 200 partners across retail, dining, and lifestyle categories. By integrating financial incentives, the platform reframes rent from a simple recurring expense into an active and rewarding financial interaction for tenants.
Aligning with National Digital Transformation Goals
Rentify's long-term vision extends beyond rent, with plans to incorporate utility payments, virtual rent accounts, and advanced portfolio intelligence tools for landlords. The platform's integration with banking and payment partners ensures it can be deployed at scale throughout the UAE's real estate ecosystem. This strategic direction supports the UAE's Vision 2031, which prioritizes digital transformation and quality-of-life improvements through advanced technologies.
Fostering Widespread Adoption
To encourage rapid adoption and demonstrate its commitment to the market, Rentify is offering the platform to landlords completely free for the first year. This approach is designed to lower the barrier to entry and make it easier for property managers to transition to a digital system. The company's successful facilitation of payments across more than 10,000 rental units provides a strong foundation for this next phase of growth.
The launch of Rentify Pay marks a significant milestone in the digitization of the UAE's property sector, offering a comprehensive solution to long-standing inefficiencies. By creating a unified, AI-powered infrastructure, the company aims to deliver greater transparency, convenience, and value to both tenants and landlords. This positions Rentify as a key architect in building a smarter, more connected rental economy for the future.