Equivator Invests SAR 30 million in Related to Drive MENA’s Loyalty and Rewards Innovation Hub
(Riyadh,
Saudi Arabia, June 23rd, 2025): In a milestone transaction poised to reshape the
fintech-loyalty landscape in the Kingdom, Equivator, a premier alternative
investment firm, has revealed a strategic investment of SAR 30 million in Related, a UAE-headquartered company, pioneer in loyalty
and rewards solutions. The important step contributes to reinforcing Saudi
Arabia as a regional and global basis for cutting-edge financial technology and
customer engagement.
The
investment underscores Equivator’s commitment to nurturing groundbreaking
ventures within high-growth sectors. It is aimed at accelerating Related’s
expansion in the Kingdom, boosting innovation, and fast-tracking the launch of
transformative solutions in AI, blockchain, and customer experience. It also strengthens
Related’s position as the company of choice for loyalty and rewards in Saudi
Arabia and the broader Middle East and North Africa (MENA) region. The alliance
aligns with Saudi Arabia’s wider economic diversification goals and its rapid
digital transformation under Vision 2030.
A
Decade of Proven Excellence
With
over ten years of operational success, Related is no newcomer to the
fintech-rewards ecosystem. The company currently services more than 30 million
users across the GCC and Levant, powering loyalty programs for leading
institutions in telecommunications, banking, retail, utilities, and
entertainment.
“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, a joint mission to reshaping
the future of fintech-powered loyalty solutions in line with the Kingdom’s
innovation agenda.”
Building
on the B2B success to launch the Next-Gen B2C
The
investment builds upon Equivator’s earlier involvement in the loyalty-focused
B2C space through its prior investment in Uplines. In a decisive move, Related
has acquired Uplines in full, integrating it into its broader strategic
framework and setting the stage for a bold relaunch. As part of the development
strategy, Related will introduce a range of new products and offerings, from
Advanced AI tools to blockchain-enabled rewards platform, gamification features
and payments. These will enhance B2B and B2C experiences while unlocking value
for brands and consumers alike.
“This is more than an investment. it’s a strategic deal to build a regional champion in loyalty and digital payments,” stated Enes Şehzade, CEO at Equivator. “Together, we aim to power a new era of data-driven customer engagement
and reward invention.”
Equivator will support Related’s market entry into Europe
and beyond, while helping establish initiatives such as the “Related Loyalty
& Fintech Authority” a new regional knowledge and policy forum further
solidifying Related’s leadership.
A
Vision for Regional and Global Leadership
With it’s
a vast expertise in assets under management, Equivator’s investment principles
extend far beyond financial support. The firm brings strategic guidance, access
to regional and global investor networks, and a robust understanding of the
fintech-loyalty space. Looking ahead, Equivator aims to deploy strategic
investments across the Kingdom in the coming years.
Combining
Related Group’s technological capabilities with
Equivator’s investment acumen demonstrates how the collaboration stands as an
ideal blueprint for how venture capital can catalyse meaningful change in
high-impact sectors."
-Ends-
About Equivator:
Equivator is a Saudi-based premier alternative asset
management and advisory firm, founded in 2023, specializing in private equity
and venture capital across the MENA region. We empower tech ventures that align
with Saudi Arabia’s Vision 2030, driving economic diversification and
innovation. Its tailored services include capital infusion, strategic guidance,
and operational excellence. Equivator serves institutional investors,
high-net-worth individuals, and progressive companies seeking smart,
technology-driven investment opportunities. With a strong focus on FinTech,
venture building, and sustainable growth in order to reshape the future of
private equity in the Kingdom.
About Related:
Founded in 2014, Related has evolved
from a boutique consultancy into a full-fledged MarTech powerhouse, delivering
award-winning loyalty and engagement solutions across the MENA region. With
expertise in loyalty programs, data analytics, and innovative technologies, it
crafts immersive brand experiences that drive deep customer loyalty. Its
integrated services, from strategic design to advanced data reporting enable
clients to connect meaningfully with their audiences. Backed by six industry
awards and leading experience, Related continues to redefine how brands build
lasting relationships. Related proudly serves multi-industries from telecom and
finance to retail and government sectors.
For
Media Inquiries:
For more information and media enquiries,
please reach out to us at:
Mobile/WhatsApp: +971 585 642 503
Email: info@related.me