UAE-based fintech company Ziina has announced a significant expansion of its services with the launch of Ziina Violet. This new lifestyle membership program aims to integrate everyday benefits from top local brands with a powerful financial tool. The move signals Ziina's evolution from a simple payments platform into a comprehensive daily companion for the country's digitally-focused consumers.
A New Approach to Daily Benefits
Ziina Violet is designed to provide practical, recurring value by bundling perks from popular services into one subscription. Members gain access to curated offers from partners such as Deliveroo, ClassPass, CAFU, and Ounass, aligning with their daily routines. This integrated approach simplifies the user experience by consolidating numerous loyalty benefits into a single, manageable platform.
A key financial advantage of the membership is the elimination of currency conversion fees on all international spending with the Ziina Card. This feature directly addresses the hidden costs UAE residents often face when shopping on global websites or traveling abroad. In addition to these savings, members receive an exclusive Violet-branded Visa card and access to dedicated customer support.
Responding to Market Demands
The launch comes as the UAE's loyalty market, projected to exceed $800 million by 2029, shows signs of consumer fatigue. Many existing programs are fragmented, offering generic rewards that lack everyday relevance for a population where two-thirds of consumers use their phones for purchases. This creates a clear opportunity for a more modern and integrated solution that resonates with user habits.
Ziina Violet aims to capture this market by offering a streamlined alternative to traditional loyalty schemes. By focusing on high-frequency benefits and a simple redemption process, the platform caters directly to the UAE's young and tech-savvy demographic. This strategy directly contrasts with complex points-based systems, instead offering immediate and tangible value to its subscribers.
Vision and Collaborative Strength
According to Co-founder and CEO Faisal Toukan, the new membership embodies the company's core vision of removing financial friction. He described Ziina Violet as a unified ecosystem designed to make daily life feel effortless and elevate the user experience. This launch represents the next chapter in Ziina's mission to redefine what financial services should feel like for consumers.
The strength of the program is reinforced by its strategic partnerships with well-loved brands across the UAE. Cate Donovan, a VP at ClassPass, noted that the collaboration complements their mission by offering members a simple way to access wellness experiences. Such partnerships are crucial for delivering the diverse and meaningful value that Ziina Violet promises its members.
Value Proposition and Future Outlook
The membership is priced at 100 AED per month, with Ziina claiming it delivers over 850 AED in monthly value through its combined benefits and savings. The service is now live and accessible to all existing and new Ziina users throughout the United Arab Emirates. The company has also indicated that it will continue to expand the platform with new partners and features over time.
The introduction of Ziina Violet marks a pivotal moment for the homegrown fintech firm, positioning it as a contender in the competitive lifestyle and loyalty space. By combining tangible financial perks with curated daily benefits, the platform offers a compelling solution to the fragmented nature of existing programs. Its success could set a new standard for how financial technology companies engage with consumers in the region.