“Digital gold is redefining wealth creation—bringing one of the world’s oldest assets into a fast, secure and accessible digital future.” – e& Money
e& Money: New Offering Combines Instant Trading, Secure Storage and Physical Delivery to Transform Everyday Investing
e& money has launched a powerful new digital gold buy-and-sell service in the UAE, enabling customers to invest in 24-karat gold directly through its app with unmatched convenience, flexibility, and accessibility.
The new feature marks a significant step in the evolution of digital financial services, allowing users to start investing in 99.99% pure gold from as little as AED 10. By lowering the entry barrier, the platform is opening up gold investment to a much broader audience, making it easier for individuals to gradually build wealth through one of the world’s most trusted assets.
Through the app, users can buy and sell gold instantly, track their holdings in real time and manage their investments with complete transparency. Unlike traditional gold investments, which often require large upfront capital and physical storage, this digital model offers round-the-clock liquidity and simplified market access.
The service has been introduced in partnership with SafeGold, ensuring that all gold holdings are securely stored in insured vaults and backed by institutional-grade safeguards. This collaboration brings together fintech innovation and trusted gold infrastructure, creating a reliable and secure investment environment for users.
A key highlight of the offering is the ability to convert digital gold into physical gold bars delivered directly to customers’ homes, bridging the gap between modern digital investing and traditional asset ownership. This feature adds a tangible dimension to the investment, enhancing user confidence and flexibility.
Company leadership emphasised that the launch reflects a broader shift in how consumers approach wealth creation. The growing demand for secure, accessible and digitally managed assets is driving innovation across the financial sector, with digital gold emerging as a preferred option for many investors.
Melike Kara Tanrikulu, CEO of e& money, highlighted that customers today are seeking investment solutions that combine stability with simplicity, noting that digital gold represents the future of accessible wealth-building tools. She explained that the platform is designed to deliver both speed and ease of use, empowering users to invest on their own terms.
e& Money: From a market perspective, the UAE provides a strong foundation for such innovations. With annual spending on physical gold estimated at billions of dollars and a high level of digital adoption, the country is uniquely positioned to embrace app-based gold investment models that merge tradition with technology.
The offering also includes fractional ownership, allowing users to invest in small quantities of gold rather than committing to full bars or jewellery. Transactions are executed instantly within the app, and users can sell their holdings at any time after a short holding period, ensuring flexibility and liquidity.
Additionally, the gold purchased through the platform meets international quality standards, complying with UAE Good Delivery and London Bullion Market Association (LBMA) benchmarks. This ensures users invest in globally recognised, high-quality gold assets.
Industry experts note that integrating gold investment into a financial super app reflects a wider trend in which payments, savings, and investment tools are being unified into a single digital experience. This convergence is redefining how users interact with financial services, making them more intuitive, efficient and accessible.
The launch also signals a broader expansion of fintech platforms into wealth management services, as companies seek to offer more comprehensive solutions beyond payments and transfers. By incorporating gold investment, e& money is positioning itself as a multi-functional financial ecosystem that caters to both everyday transactions and long-term financial planning.
As digital transformation continues to reshape the financial landscape, offerings like this highlight the growing importance of accessible, secure and user-centric investment solutions. By combining advanced technology with trusted asset classes, e& money is enabling a new generation of investors to participate in the gold market with ease and confidence.
