Abhi has partnered with JustGold to offer digital gold access to users in the UAE, adding an investment-linked product to the fintech company’s expanding financial services platform.
The partnership will allow Abhi users to buy, sell and hold fractional ownership of physically backed gold through JustGold’s digital platform. The companies said the service is expected to roll out to Abhi users in the UAE in the coming months.
The collaboration brings together two areas that have been gaining momentum across the region: embedded finance and digital access to alternative assets. Gold has long held cultural and financial importance across the Gulf, but buying and storing it has traditionally involved practical barriers, especially for smaller investors. The new integration aims to make gold ownership more accessible by allowing users to start with smaller amounts rather than buying larger physical quantities upfront.
Abhi Expands Its Financial Offering
Abhi, which describes itself as a fintech company focused on financial access, has built its business around products such as Earned Wage Access and SME financing. The company says it has established partnerships with more than 7,000 companies and has been recognized by organizations including Hub71 and Endeavor.
The partnership with JustGold moves Abhi further into money management and savings tools. Instead of focusing only on liquidity and access to credit, the company is adding a product designed around wealth preservation and long-term financial planning.
Omair Ansari, CEO and Co-Founder of Abhi, said: “At Abhi, we believe financial empowerment extends beyond access to credit; it also means providing opportunities for individuals to grow and preserve their wealth. Through our partnership with JustGold, we are making gold investment more accessible, transparent, and inclusive for our users in the UAE.”
That positioning matters in a market where fintech companies are increasingly trying to become broader financial platforms. Users who once turned to different providers for salary access, payments, savings and investments are now being offered more services inside a single digital ecosystem.
Inside the JustGold Offering
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. Its platform allows users to start from about $2.72 (AED 10).
The company says every gram purchased through JustGold is backed by physical gold and stored with independent vaulting partners. On its website, JustGold also describes the platform as Shariah-compliant, interest-free, vaulted and insured.
This structure is central to the appeal of digital gold products. Users can gain exposure to gold without needing to personally store bars or coins, while still being linked to a real asset rather than a purely synthetic product. The ability to redeem holdings for physical gold also helps distinguish the model from products that only track the gold price.
Zuhaib Baig, Founder & CEO of JustGold, said: “Gold has been the region’s preferred store of value for generations, yet access to ownership has remained fragmented, expensive, and often inaccessible to everyday investors. Our vision at JustGold is to make gold ownership as simple, transparent, and accessible as holding money in a bank account. Through our partnership with Abhi, we’re bringing physically backed gold investment into the everyday financial journey of thousands of users across the UAE, helping make long-term wealth building more accessible than ever before.”
The UAE’s Role in Digital Gold Growth
The UAE is a natural market for a digital gold product. Dubai is already one of the region’s most important gold trading centers, and the country has a deep consumer culture around gold ownership, jewelry and bullion. At the same time, the UAE’s financial sector has been pushing deeper into digital platforms, mobile-first services and embedded finance.
Younger users are also more accustomed to managing money through apps. That creates an opening for products that turn traditional assets into more flexible digital experiences. Fractional ownership is especially important because it reduces the entry point for users who may want exposure to gold but are not ready to buy a full coin, bar or larger jewelry item.
JustGold’s minimum starting point of about $2.72 (AED 10) is small enough to position gold saving as a habit rather than a one-time purchase. That could make the product attractive to users who want to build holdings gradually over time.
Embedded Finance Broadens Its Role
The Abhi-JustGold partnership also reflects a broader shift in fintech. Many platforms that started with narrow services are moving into wider ecosystems that combine access, payments, financing, savings and investment features.
Abhi’s roots are in earned wage access and liquidity tools, but digital gold gives the company a way to serve users beyond short-term financial needs. The product adds a savings and investment layer to its platform, giving customers another option for managing money inside Abhi’s ecosystem.
This is where the partnership could become strategically important. Digital gold is not only an investment product; it is also a way for fintech platforms to deepen customer engagement. Users who hold assets inside a platform may return more frequently, monitor prices, add to holdings and use other financial products in the same environment.
A Fintech Partnership Built Around Access
The launch is not being framed as a speculative trading product. Both companies are presenting the partnership around access, transparency and long-term financial well-being.
That approach fits the regional context. Gold is widely understood by consumers across the Middle East, but digital gold still needs trust. Questions around backing, storage, redemption and compliance are central to whether users feel comfortable moving from physical gold purchases to app-based ownership.
Abhi and JustGold are trying to bridge that gap by combining Abhi’s user base and financial services ecosystem with JustGold’s gold ownership infrastructure.
The planned UAE rollout gives Abhi another way to expand its offering while giving JustGold a larger distribution channel for digital gold.
