Saudi Investment Firm Equivator Puts $8m Into GCC Loyalty Platform Related

Equivator, a Saudi alternative-investment firm, has made an $8 million (SAR 30 million) strategic investment in Related, a Dubai-headquartered loyalty and rewards platform that powers programs for more than 30 million users across the Gulf and Levant. The deal deepens ties between the two companies, which had already collaborated on earlier transactions.

Related operates loyalty programs for clients spanning telecommunications, banking, retail, utilities and entertainment. The company said the capital would accelerate its expansion in Saudi Arabia and fund development of AI- and blockchain-powered loyalty solutions, including gamification features, advanced analytics tools and integrated payment capabilities. As part of the broader relationship, Related recently acquired Uplines, a consumer loyalty platform that Equivator had previously backed.

"This partnership is more than a transaction; it's a transformation, a joint mission to reshape the future of fintech-powered loyalty solutions," said Related chief executive Rabih Farhat. Equivator chief executive Enes Sehzade added that the two firms aimed to "power a new era of data-driven customer engagement and reward invention," with plans to establish a regional forum focused on loyalty and fintech policy.

The investment reflects growing interest in customer-engagement and loyalty infrastructure as banks, telcos and retailers across the region compete on retention and seek to monetise first-party data through rewards ecosystems.