Deem Finance And Yusr Announce Strategic Partnership To Advance BNPL Solutions

Deem Finance has signed a strategic partnership with Yusr, a regulated fintech with an established track record in Kazakhstan, as Yusr expands into the United Arab Emirates, aiming to deliver embedded financial solutions under Deem’s regulatory framework and strengthen the UAE’s evolving fintech ecosystem.

The agreement supports Deem’s strategy to collaborate with credible fintech innovators to build scalable, customer-centric and compliant propositions for the UAE market. Deem positions itself as a pragmatic, partnership-oriented regulated institution, enabling innovation while retaining strong governance, accountability and customer protection across products and operations.

Yusr provides embedded financial solutions to businesses and their customers, including Buy Now, Pay Later options initially focused on the automotive sector. Over time, Yusr plans to extend these services to additional sectors across the UAE economy as its local presence develops under the new partnership.

Through the collaboration, Deem will supply regulated financial infrastructure, a governance framework and market expertise to help fintech propositions scale responsibly. By combining Yusr’s technology-led customer experience with Deem’s licensed institutional capabilities, the companies intend to introduce innovative solutions in a sustainable and well-governed manner.

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, siad,"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."

As the UAE strengthens its position as a regional hub for financial innovation, Deem views such partnerships as central to building a stronger and more inclusive financial ecosystem. Working with fintechs, platforms and technology players, Deem aims to widen access to finance, improve customer journeys and address segments underserved by larger traditional banks.