Related Secures $8M Investment from Equivator to Power Next-Gen Loyalty and Fintech Solutions 

UAE-based loyalty and rewards platform Related has raised $8 million from Equivator, a Saudi alternative investment firm, in a strategic move set to expand the company's presence across Saudi Arabia and the broader MENA region.

Founded in 2014 by Rabih Farhat, Related offers a full-stack digital rewards infrastructure supporting sectors such as telecom, banking, retail, utilities, and entertainment. The company currently serves over 30 million users across the GCC and Levant, delivering customized loyalty solutions for enterprise clients.

The new capital will accelerate Related’s expansion in Saudi Arabia and enable the rollout of AI- and blockchain-powered loyalty innovations, alongside gamification features and digital payment integrations. As part of its growth strategy, Related is also launching the “Related Loyalty & Fintech Authority”, a regional forum to foster industry knowledge-sharing, collaboration, and policy development.

The investment follows Related’s recent acquisition of Uplines, a loyalty-focused B2C company previously backed by Equivator. The move sets the stage for Related to expand its B2C offerings, combining its established enterprise success with consumer-facing products that deliver seamless, intelligent, and rewarding experiences.

“This partnership is more than capital—it’s a joint mission to reshape the future of loyalty,” said Rabih Farhat, CEO of Related. “With Equivator’s backing, we’re creating an ecosystem where AI, blockchain, and payments converge to drive value for businesses and consumers.”

Equivator CEO Enes Şehzade added, “We see this as a strategic deal to build a regional champion in loyalty and digital engagement. Our shared vision is to drive data-powered customer relationships at scale—first in the Kingdom, then globally.”

In addition to financing, Equivator will support Related’s expansion into European markets and broader global channels, as part of its commitment to investing in high-impact fintech and consumer engagement ventures aligned with Saudi Arabia’s Vision 2030.