du Pay, the digital financial services arm of telecom operator du, has partnered with Deem Finance, a regulated financial institution in the UAE, to launch Flexi Cash Loan, a fully digital short-term lending product aimed at underserved expatriate communities.
The collaboration marks a significant step in the evolution of embedded finance in the Gulf region. By integrating credit directly into the du Pay digital wallet, the initiative removes many of the barriers associated with traditional retail banking—particularly for expatriates who often lack extensive credit histories.
Flexi Cash Loan provides users with fast access to short-term credit within the du Pay wallet. The service combines du Pay’s digital wallet ecosystem with Deem Finance’s regulated lending framework and Airvantage’s credit decisioning technology, delivering an end-to-end digital lending experience. The objective is to simplify access to credit while maintaining transparency, regulatory compliance, and customer protection.
Fahad Al Hassawi, Chairman of du Pay, said:
“We recognised a critical gap in the market where expat communities, who contribute significantly to the UAE’s economy, were being underserved. This lending product builds on the trust established through our digital wallet. It enables fast, transparent, and fair lending solutions to those who need them most.”
The product is designed specifically for expatriate workers with limited or “thin” traditional credit files. du Pay leverages transaction data and customer behaviour insights, alongside Airvantage’s technology, to support data-driven lending decisions. Loans are offered with a fixed one-time fee and full repayment visibility, reinforcing clarity and consumer trust.
Flexi Cash Loans can be used for a range of needs, including everyday expenses, emergencies, remittances, and travel. Repayment options are structured on a monthly basis and aligned with income cycles, offering flexibility for users.
Christopher Taylor, CEO of Deem Finance, said:
“This partnership reflects our focus on using alternative data to deliver accessible credit efficiently. We remain anchored in responsible lending and regulatory discipline.”
The launch responds to a growing demand for inclusive lending solutions in the UAE, where a large expatriate workforce continues to face challenges accessing formal credit. By combining digital distribution, regulated lending, and advanced technology, the du Pay–Deem Finance partnership aims to meet real financial needs at scale while supporting the broader shift towards inclusive financial services in the region.
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