e& money launches digital gold trading in the UAE with SafeGold, enabling users to buy 24K gold from AED 10 with secure storage and delivery options.
e& money has launched a digital gold trading feature in the United Arab Emirates, enabling users to buy and sell 24-karat gold directly through its mobile app. Developed in partnership with SafeGold, the feature allows customers to invest in gold with 99.99% purity, starting from as little as AED 10, lowering the barrier to entry for retail investors.
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The service enables instant buying and selling within the app, with gold holdings stored in secure, insured vaults under institutional-grade protection. Users also have the option to convert their digital gold into physical form, with delivery available directly to their doorstep, a feature positioned as a first for a fintech-led digital gold product in the UAE.
Melike Kara Tanrikulu, CEO of e& money, said the launch reflects a broader shift in how consumers approach wealth and investment. According to Tanrikulu, demand is growing for financial products that combine stability with accessibility, as users increasingly seek digital-first investment options that are easy to use and available on demand.
Gaurav Mathur, Managing Director of SafeGold, described the partnership as a step toward making gold investment more accessible in the UAE. He added that future updates could include features such as metal leasing for yield generation and instant redemption at partner jewellers.
The launch comes amid strong gold demand in the UAE. Data from the World Gold Council shows that consumers in the country spend approximately $3.2 billion annually on physical gold, alongside nearly $28.7 billion in gold trading activity.
On a per capita basis, gold demand in the UAE has even surpassed that of Switzerland in recent years, highlighting the market’s deep-rooted affinity for the asset.
The new feature is now live on the e& money app across Android and iOS. The platform already serves over one million users, offering services such as transfers, bill payments, international remittances, and lending.
Licensed by the UAE Central Bank, e& money is positioning itself as a broader digital financial services provider, with digital gold marking its latest move into investment products.
Why e& money Digital Gold Trading Matters
The rollout signals a growing trend in MENA fintech, where traditional assets, such as gold, are being digitized and integrated into everyday financial apps.
As adoption increases, digital gold could shift from a niche offering to a mainstream investment option, particularly in markets like the UAE, where gold already plays a central role in consumer finance.
