Deem Finance partners with Yusr to expand embedded finance in UAE
Yusr currently provides embedded finance solutions, including Buy Now, Pay Later (BNPL) offerings, primarily targeting the automotive sector
20 May, 2026
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Deem Finance has signed a strategic partnership agreement with Yusr, a regulated fintech firm expanding into the UAE, as both companies seek to accelerate the rollout of embedded finance solutions in the region.
The collaboration forms part of Deem’s broader strategy to work with fintech innovators to develop scalable, customer-focused and compliant financial products for the UAE market. The company said the partnership reflects its approach as a regulated financial institution focused on enabling innovation while maintaining governance, accountability and customer protection standards.
Yusr currently provides embedded finance solutions, including Buy Now, Pay Later (BNPL) offerings, primarily targeting the automotive sector. The fintech plans to expand into additional sectors across the UAE over time.
Under the partnership, Deem will provide the regulated financial infrastructure, governance framework and market expertise needed to help fintech solutions scale within the UAE’s regulatory environment. The companies said the collaboration combines Yusr’s technology-driven customer experience with Deem’s licensed institutional capabilities to deliver sustainable and well-governed financial products.
Chris Taylor, Chief Executive Officer of Deem, said: “This partnership reflects our belief that innovation and regulation are strongest when they work together. Fintechs bring speed, creativity and new customer experiences, while institutions like Deem bring the governance, infrastructure and regulatory discipline needed to scale responsibly. We are pleased to partner with Yusr as they enter the UAE market and look forward to supporting their growth journey.”
Azamat Seitbekov, Founder and CEO at Yusr, added: “We built Yusr on a simple conviction: financing should work where life works. The UAE represents a natural next step — a market that rewards innovation and shares our belief in the power of accessible, embedded financial solutions. Partnering with Deem gives us the regulatory foundation and market credibility to grow responsibly. Together, we aim to make capital genuinely accessible to the businesses and customers who need it most.”
The partnership comes as the UAE continues to position itself as a regional hub for financial technology and digital innovation, with increased focus on embedded finance, alternative lending models and customer-centric financial services.
Deem said partnerships with fintechs and technology firms are central to its strategy to expand access to finance, improve customer experiences and address underserved market segments traditionally overlooked by larger banks.
The company added that it remains open to supporting fintech innovation across a range of models, including lending, card programmes, embedded finance and next-generation financial services, while operating within a framework of regulatory compliance and responsible growth.






















