In a landmark deal, UAE-based Related, a leading loyalty and rewards technology company, has secured SAR 30 million in strategic investment from Equivator, one of Saudi Arabia’s top alternative investment firms.
The investment marks a major milestone for the firm as it expands operations into the Kingdom and reinforces its position in the MENA region’s fintech and loyalty innovation space.
The partnership aligns with Saudi Arabia’s Vision 2030, supporting national goals around digital transformation and economic diversification.
Related plans to leverage the new capital to roll out AI-driven loyalty solutions, blockchain-based rewards systems, and gamified engagement platforms designed to meet the evolving demands of both businesses and consumers.
“We are thrilled to welcome Equivator as a strategic partner on our journey to redefine loyalty and engagement in the region,” said Rabih Farhat, CEO of Related.
“This partnership is more than a transaction; it’s a transformation aligned with the Kingdom’s innovation agenda.”
Related Acquires Uplines to Boost B2C Loyalty Capabilities
As part of the strategic move, Related acquired Uplines, Equivator’s former portfolio company focused on B2C loyalty. This acquisition allows the firm to integrate a new suite of consumer-facing products and prepare for a full-scale relaunch under its growing brand.
The company will introduce next-generation tools powered by advanced AI, secure blockchain frameworks, and interactive gamification features. These innovations aim to streamline customer journeys while offering brands deeper insights and enhanced ROI across loyalty campaigns.
“Together, we aim to power a new era of data-driven customer engagement,” said Enes Şehzade, CEO of Equivator. “This is a strategic deal to build a regional champion in loyalty and digital payments, and Related is at the heart of that vision.”
Eyes Regional Leadership from Saudi Arabia
With more than 30 million users already served across the GCC and Levant, the company is leveraging this investment to solidify Saudi Arabia as its operational hub.
Future plans include launching the Related Loyalty & Fintech Authority, a regional think tank designed to shape best practices, policy development, and innovation in loyalty and customer engagement technologies.
Equivator’s support extends beyond capital, offering strategic guidance, regional market access, and global investor connections. This positions Related to enter European markets and lead the charge in redefining loyalty infrastructure from the Middle East.
“Related is setting a blueprint for how venture capital can catalyze innovation in high-impact sectors like loyalty tech,” said Şehzade.
About Related
Related is a UAE-headquartered loyalty and rewards company specializing in enterprise-grade, tech-enabled engagement platforms. The firm serves clients across telecom, retail, banking, and utilities, delivering customized solutions to over 30 million users.
About Equivator
Equivator is a Saudi alternative investment firm focused on high-growth sectors including fintech, digital infrastructure, and innovation-led ventures. With a focus on long-term value, Equivator partners with transformative businesses across the region.
