Ziina Launches Violet Membership in UAE to Transform Lifestyle Spending

Editorial Team

Last updated 6-01-2026

3 min

Ziina introduces Violet membership in the UAE, blending perks with seamless global spending.

Violet features offers from frequently used brands like SALT, Deliveroo, and NordVPN.

There are no currency fees with the Ziina Card, appealing to frequent travellers.

With a monthly cost of 100 AED, benefits exceed a claimed value of 850 AED.

Violet targets the younger market, aiming to simplify everyday life experiences.

Ziina has rolled out a new lifestyle membership in the UAE called Violet, aiming to blend everyday perks with smoother global spending. It’s an interesting shift for the homegrown payments platform, which has typically been known for quick transfers and clean, simple design. Now, it seems to be stepping into something broader — almost trying to become that daily companion many of us rely on without even noticing.

What caught my eye is how Violet pulls together offers from brands people in the UAE genuinely use all the time — SALT, Ounass, Deliveroo, ClassPass, CAFU, Yango Group, Bateel El’an, Washmen, Letswork, Bake My Day and even NordVPN. Instead of those slightly random loyalty deals we often get stuck with, the idea here is to match actual habits. And believe it or not, that's where many programmes in the UAE fall short; plenty of them feel flashy at first but become a bit of a faff once you try redeeming anything.

Violet also comes with zero currency fees when using the Ziina Card abroad or online in any currency. Anyone who’s travelled from the UAE knows how fast those hidden FX markups add up. Ziina says members will be charged at the true exchange rate, which I reckon will appeal a lot to frequent travellers and online shoppers — especially younger users. That younger crowd is exactly who they’re targeting, considering the median age in the UAE hovers around 32 and Visa reports that two-thirds of purchases are made through mobile phones now.

The membership is priced at 100 AED per month, with the company claiming the total value of benefits hits over 850 AED monthly. Users also get an exclusive Violet-branded Ziina Card, backed by Visa, and priority support. It’s a bold promise in a market expected to grow from roughly USD 490.8 million next year to over USD 817 million by 2029 — clearly there’s appetite, but also fatigue with fragmented programmes that don’t fit into daily routines.

Faisal Toukan, Ziina’s co-founder and CEO, described Violet as a way of bringing the UAE’s most loved brands into one simple experience, saying that day-to-day life — from moving around to shopping and travelling — should feel effortless. Cate Donovan from ClassPass added that the partnership supports people staying active while enjoying meaningful value along the way.

Violet is now available to all Ziina users across the UAE, with more partners and features set to come. Seeing how startups in our region keep stretching their scope, I can’t help thinking back to when I first met founders at a tiny coworking space Arageek used to spotlight — many of them dreamed of creating ecosystems, not just products. Ziina seems to be trying exactly that. On the flip side, only time will tell whether users stick with a paid membership. Still, if the benefits stay spot on, plenty of people might be chuffed to bits.

And well… I mean, in a market this competitive, one smart move can make all the differnce.

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