e& money Debuts Digital Gold Trading in UAE App with SafeGold Partnership

Mohammed Fathy

Last updated 13-04-2026

4 min

e& money now lets UAE users buy 24‑karat gold from AED 10.

The fully digital service offers instant trading and secure vaulted storage.

Customers can redeem holdings for physical gold, delivered to their doorstep.

Leaders cite a “fundamental shift” towards accessible, app-based wealth products.

In a strong gold market, digital investing could soon go mainstream.

e& money has rolled out a new digital gold feature in the UAE, allowing users to buy and sell 24-karat gold directly through its app. The move, launched in partnership with SafeGold, opens the door for customers to invest in 24K gold with a purity of 99.99 per cent, starting from just AED 10.

Yes, AED 10. That’s roughly the price of a takeaway coffee and a snack in Dubai these days. I remember speaking to early-stage founders who said investing in gold always felt like something for “later, when we’ve made it”. This kind of entry point shifts that mindset quite a bit.

The process is fully digital. Users can buy and sell gold instantly within the app, while their holdings are stored in secure vaults under institutional-grade protection. And believe it or not, customers can also choose to redeem their digital balance for physical gold delivered straight to their doorstep. That physical delivery option is being described as a first for a fintech-led digital gold product in the UAE.

Melike Kara Tanrikulu, CEO of e& money, said the company is seeing a “fundamental shift” in how people approach wealth. In her view, customers are looking for digital assets that are both secure and easy to access. She noted that digital gold reflects where financial services are heading, towards investment products that aim to offer stability while keeping the speed and simplicity users now expect from apps.

SafeGold’s Managing Director, Gaurav Mathur, described the partnership as a milestone for making gold investment more accessible and convenient for UAE consumers. He added that the collaboration is not limited to basic buying and selling. Plans are in place to introduce features such as metal leasing for yield generation and instant redemption at partner jewellers across the country. In short, the ambition is to build a broader ecosystem around digital gold, not just a transactional tool.

The timing makes sense. The UAE is one of the most active gold markets globally. According to the World Gold Council, consumers in the country spend around $3.2 billion each year on physical gold and roughly $28.7 billion on gold trading. On a per capita basis, demand has even surpassed Switzerland in recent years. That’s quite something, considering Switzerland’s long-standing reputation in precious metals.

SafeGold, which claims over 67 million users worldwide and counts the World Gold Council among its backers, holds a non-manufactured precious metal trading licence in the UAE. By combining its platform with e& money’s local reach and customer base, the two companies are betting that digital gold will move from niche to mainstream, and maybe sooner than many expect.

The feature is now live on the e& money app for both Android and iOS. The app itself already serves more than a million users, offering transfers, bill payments, card services, international remittances to over 150 countries, and lending options. It is regulated and licensed by the UAE Central Bank as a digital payment service.

On the flip side, digital gold isn’t magic. Prices still fluctuate, and investors need to understand what they’re buying. I reckon that while gold has long been seen as a safe haven, it’s not a get-rich-quick tool, and it definately shouldn’t be treated as one. But as a savings mechanism, particularly in a region with deep cultural and financial ties to gold, this feels spot on.

For the broader startup and fintech scene across MENA, moves like this show how traditional assets are being reshaped through technology. At Arageek, we often see founders trying to lower barriers to entry in finance. Here, the barrier to gold investment has been reduced to a few taps on a phone. That’s no small thing.

It may be early days, but if adoption picks up, digital gold could become less of a novelty and more of a norm. And in a market like the UAE, where gold is anything but old-fashioned, that wouldn’t be a surprise at all.

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