An embedded finance partnership between Deem Finance and Yusr was announced on May 18, 2026, to advance embedded finance and Buy Now, Pay Later solutions in the United Arab Emirates. The partnership marks a collaboration between Deem, a regulated financial services company, and Yusr, a fintech expanding from Kazakhstan into the UAE market.
The embedded finance partnership focuses on delivering financial solutions to businesses and their customers. Yusr will initially concentrate on the automotive sector before expanding into additional industries across the UAE economy. Deem will provide the regulated financial infrastructure, governance framework, and market expertise to support Yusr’s expansion.
Partnership Structure and Market Focus
Through this collaboration, the two companies aim to combine Yusr’s technology-led customer experience with Deem’s licensed institutional capabilities. Chris Taylor, Chief Executive Officer of Deem, stated that the partnership reflects a belief that innovation and regulation work strongest when combined. Deem brings governance, infrastructure, and regulatory discipline while fintechs bring speed, creativity, and new customer experiences.
Azamat Seitbekov, Founder and CEO at Yusr, said the UAE represents a natural expansion for the company. He noted that the partnership with Deem provides the regulatory foundation and market credibility needed for responsible growth in the region.
Embedded Finance Solutions and BNPL Expansion
Yusr develops embedded financial solutions spanning lending, payment flexibility, and asset-linked products. The company is backed by Jet Finance, a financial institution listed on the Kazakhstan Stock Exchange with a Fitch-assigned credit rating. The embedded finance partnership enables Yusr to scale its operations while maintaining regulatory compliance and responsible growth standards.
Buy Now, Pay Later functionality allows customers to access financial services at the point of purchase. The automotive sector represents Yusr’s initial focus in the UAE, with plans to expand into additional industries as the partnership develops.
Deem Finance’s Role in the UAE Financial Ecosystem
Deem Finance, part of the Gargash Group and regulated by the Central Bank of the UAE, focuses on delivering accessible financial solutions to individuals, small and medium enterprises, and underserved market segments. The company combines customer insight, technology, and risk management to support financial inclusion in the UAE.
The partnership underscores Deem’s openness to supporting fintech innovation across lending, card programs, embedded finance, and other financial solutions within a framework of regulatory discipline. By working with fintechs and technology platforms, Deem aims to widen access to finance, improve customer journeys, and serve segments historically underserved by larger traditional banks.
Strategic Implications for UAE Financial Innovation
The embedded finance partnership reflects the UAE’s position as a regional hub for financial innovation. As the market continues to strengthen this position, collaborations like this one are expected to play a central role in building a more inclusive financial ecosystem in the region.
The arrangement demonstrates how regulated institutions and fintech companies can combine strengths to deliver scalable, customer-focused financial solutions. Both companies emphasize that responsible growth, governance, and regulatory compliance remain central to their operational approach in the UAE market.
