Deem Finance partners with Yusr for UAE FinTech expansion

By Parth Prabhudesai

Deem Finance has entered into a strategic partnership with Yusr to support the FinTech firm’s expansion into the United Arab Emirates and strengthen embedded finance offerings in the region.

Under the agreement, Deem will provide regulated financial infrastructure, governance support, and market expertise to help Yusr scale its operations responsibly within the UAE’sf financial ecosystem.

Yusr offers embedded financial solutions, including Buy Now, Pay Later (BNPL) services, initially targeting the automotive sector. The company plans to gradually expand into additional industries across the UAE market.

The partnership forms part of Deem Finance’s broader strategy to collaborate with FinTech companies to develop customer-focused and compliant financial products.

Chris Taylor, Chief Executive Officer of Deem Finance, said the collaboration highlights the importance of combining FinTech innovation with strong regulatory frameworks.

“FinTechs bring speed, creativity and new customer experiences, while institutions like Deem bring the governance, infrastructure and regulatory discipline needed to scale responsibly,” Taylor said.

Azamat Seitbekov, Founder and Chief Executive Officer of Yusr, said the UAE represents a key growth market for the company’s embedded finance ambitions.

“Partnering with Deem gives us the regulatory foundation and market credibility to grow responsibly,” Seitbekov said.

The companies said the collaboration aims to improve access to financing for businesses and consumers while supporting responsible growth within the UAE’s rapidly evolving FinTech sector.

Deem Finance added that it remains open to supporting a wide range of FinTech models, including lending, embedded finance, card programmes, and next-generation financial services.

The agreement also reflects the UAE’s growing role as a regional hub for financial innovation, with increasing collaboration between regulated financial institutions and technology-driven FinTech firms to expand digital financial access and improve customer experiences.