The collaboration between du Pay and Deem Finance marks a significant step forward in the Gulf’s embedded finance landscape. By embedding credit within a digital wallet, the initiative removes long-standing obstacles associated with traditional retail banking, which has often excluded large segments of the UAE’s expatriate population due to limited credit histories. du Pay, du’s digital financial services arm, has joined forces with regulated UAE lender Deem Finance to launch the Flexi Cash Loan.
The offering delivers rapid access to short-term credit directly via the du Pay wallet. It brings together du Pay’s digital ecosystem, Deem Finance’s compliant lending infrastructure, and Airvantage’s advanced credit decisioning technology.
Collectively, the partners deliver an end-to-end digital lending journey. The focus is on streamlining credit access while ensuring transparency, regulatory compliance, and robust customer safeguards.
Fahad Al Hassawi, Chairman of du Pay, said: “We recognised a critical gap in the market where expat communities, who contribute significantly to the UAE’s economy, were being underserved. This lending product builds on the trust established through our digital wallet. It enables fast, transparent, and fair lending solutions to those who need them most.”
Designed primarily for expatriate workers with limited conventional credit records, the product leverages transaction data and behavioural insights from du Pay, combined with Airvantage’s analytics, to support informed lending decisions. Loans are offered with a fixed, one-time fee and clear repayment terms. Funds can be used for everyday needs, emergencies, remittances, or travel, with flexible monthly repayment schedules aligned to income patterns.
