Elevate Financial Targets UAE’s Mass Affluent with Platform-Agnostic Wealth Solutions

A new player has entered the UAE’s wealth management scene, and it is aiming squarely at investors who often feel caught in the middle.

Elevate Financial Services LLC, founded by industry veteran Madhur Kakkar, has officially launched in the UAE with a clear message: traditional models are no longer enough for today’s fast-moving markets. The firm is regulated by the Securities and Commodities Authority (SCA) and positions itself as a platform-agnostic, liquidity-focused investment services provider for mass-affluent clients across the UAE and Oman.

If you’ve spent any time around startup founders or second-generation business owners in the region, you will know the feeling. They are globally connected, reading markets on their phones between meetings, yet when it comes to managing wealth, they are often pushed into rigid products or one-size-fits-all portfolios. I’ve seen this up close while speaking with entrepreneurs in Dubai and Muscat, sharp people, but sometimes left navigating investments almost on instinct. It can be a bit of a faff.

Kakkar, who brings more than two decades of experience across international banking and regional brokerage houses, appears to be targeting exactly this gap. He has observed that many brokerage models remain heavily transaction-driven, while large asset managers tend to focus on ultra-high-net-worth mandates. Those in the middle, the mass affluent, can end up underserved.

“The modern investor is globally informed and increasingly entrepreneurial in mindset,” Kakkar said in a statement. “Yet many are still guided by advisory structures designed for a different market cycle. Elevate was built to introduce a disciplined, opportunity-focused framework grounded in liquidity focus, discipline and market data research, offering a platform agnostic unbiased approach.”

The timing is interesting. Recent market data paints a picture of investors looking for safety and flexibility at the same time. Gold prices surged last year. Since 2022, central bank gold purchases have more than doubled compared with their 2015–2019 average. In the first half of 2025 alone, central banks added 410 tonnes, bringing their share of global gold demand to nearly a quarter.

Meanwhile, global money market fund assets have reached a record $7.03 trillion. That is serious cash sitting on the sidelines, signalling a growing preference for liquidity and short-duration instruments. In simple terms, investors want to move quickly when opportunities appear, or when geopolitics throws a curveball.

And there have been plenty of those. Geopolitical disruptions are no longer rare events; they are almost baked into the system. For mid- to high-income investors especially, frameworks built for calmer decades can feel outdated. On the flip side, chasing every market swing without structure is hardly a winning formula either.

Elevate says its approach is to combine tactical positioning with disciplined risk management. The firm operates on a platform-agnostic basis, partnering with regulated providers selected through formal due diligence. The idea, according to the company, is to offer flexibility and transparency rather than push in-house products.

“Our goal is to give investors a framework that combines clarity, agility, and disciplined execution,” Kakkar said. “By aligning strategy with each client’s objectives and maintaining flexibility in execution, we help investors navigate market volatility confidently and act decisively when opportunities arise.”

I reckon this focus on liquidity is not just a buzzword. In this region, many founders and executives have wealth tied up in operating businesses or real estate. Having an investment structure that allows quick repositioning can be, well… spot on.

Elevate is licensed to introduce, arrange and guide clients across financial products, and says it also offers financial planning and legacy structuring services. The firm’s emphasis on unconventional investing, meaning positioning ahead of market shifts while actively managing risk, is clearly part of its brand identity.

Whether it will reshape the broader advisory landscape remains to be seen. The UAE is not short of wealth managers, and competition is fierce. But there is definately space for models that speak directly to the mass-affluent segment without treating them as an afterthought.

For readers of Arageek who are building companies, exiting ventures, or thinking seriously about capital allocation, moves like this are worth watching. The region’s financial ecosystem is evolving quickly. And believe it or not, that can be chuffed to bits for investors who have long wanted something that feels more aligned with how they actually live and build wealth today.

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