25.2048°N · 55.2708°E
DIFC — Dubai
MMXXVI
◉ 01 — Thesis

Finance, rewired
for one billion
new users.

FinWell Holding is a DIFC-based group building the financial and intelligence infrastructure for the next wave of emerging-market consumers across the Middle East & Africa. We design, operate and scale three complementary companies: Maly Tech, SorenTech and AI4All.
Operating CompaniesThree
Active MarketsNine
Users Powered10M+
Engineers & AI50
BaseDubai · DIFC
◉ 02 / Why FinWell

The Middle East & Africa holds the world’s largest concentration of young, fast-growing populations — yet the financial and intelligence stack they inherit was built for somewhere else. We build the one that fits.

◉ 03 / Portfolio

Three companies. One stack.

A vertically integrated group spanning consumer rails, enterprise delivery, and generative intelligence.
01 / CONSUMER · RAILS

A production-ready digital banking stack for emerging markets.

Neo-bank-in-a-box and mobile-money boosters — wallets, cards, micro-credit, social savings, and commerce — live in the UAE and across Africa. Deployed with partners including MTN MoMo and Ruya Bank.

Neo-banking Mobile Money Micro-credit Social Savings
maly.ai
02 / JOINT VENTURE

The JV vehicle scaling digital banks and fintech ventures across MEA.

A 2025 joint venture between Maly Tech and Soren Investment Group — backed by the UAE Royal Group (H.H. Sheikh Tahnoun Bin Zayed, H.H. Sheikh Mansour Bin Zayed) and the Dal Group (H.E. Oussama Daoud). Flagship build: a next-generation asset-financing platform for emerging markets.

JV · 2025 Asset Financing Digital Banks Royal Group · Dal
See the flagship
03 / INTELLIGENCE · LAYER

Gen-AI agents and action models, in production for real enterprises.

A proprietary agentic framework powering named assistants for Deloitte, Ruya Bank, du, and the Maly family — Huda, Luna, Salma, and the ME Tax Assistant. Multi-model, multilingual, action-driven.

Agentic RAG Multi-Model EN / AR
ai4all.ae
◉ 04 / Spotlight · building now

Asset Financing.
Merchant-led.

Through SorenTech, we’re building a next-generation asset-financing platform for emerging markets — a merchant-led, machine-learning-powered ethical lending system for solar, mobility, and essential assets. Fully digital credit orchestration with a sub-10-minute turnaround, regulator-aware compliance built in, and an optional Shariah-compliant track.

▲ uplift
35%
Sales uplift
By converting more customers instantly at every merchant touchpoint.
▲ gain
50%
Operating efficiency
By replacing manual workflows with intelligent automation end-to-end.
▼ reduction
25%
Credit losses
Through AI-driven risk scoring and early-warning systems.
CAP · 01
< 10 min turnaround
Application to approval — fully digital, fully automated.
CAP · 02
Merchant-led origination
In-store, at the point of sale. Two-portal architecture for sales & customer.
CAP · 03
ML credit scoring
National ID, credit bureau, telecom data, merchant POS history, on-site asset verification.
CAP · 04
Offline-capable
Encrypted local storage with automated sync — reliable ops without internet.
CAP · 05
Compliance by design
Local regulator rules programmed into every transaction. Regulator-ready by default.
CAP · 06
Shariah-compliant option
Ethical financing structures embedded as a native deployment mode.
◆ Asset classes
Solar · Mobility · Essentials
Multi-market · Multi-currency · Launch 2026
◉ 05 / Global Footprint

From Accra to Karachi.

Live deployments across nine markets. Built in Dubai, scaled across the Middle East & Africa.
◉ Loading geography…
DeploymentActive
Headquarters · Dubai DIFC
Active deployment
Operational corridor
→ 01
United Arab Emirates
Maly UAE · AI4All · SorenTech · Ruya Bank
→ 02
Pakistan
Maly Neo-banking
→ 03
Kenya
SorenTech · Gulf African Bank
→ 04
Tanzania
Ubaka · Habib African Bank
→ 05
Rwanda
Ubaka · Isange · UMURIMO-IFS
→ 06
Congo-Brazzaville
MoMo+ · MTN MoMo
→ 07
Ghana
MTN MoMo · Mobile Money
→ 08
Benin
MTN Benin · Maly Boutique
→ 09
Nigeria
MoMo+ · MTN MoMo PSB
◉ 06 / The Approach

Technology. Scalability. People.

Three principles that hold the group together — and determine which businesses we build, buy or walk away from.
I / TECHNOLOGY
Owned stack

We own the stack.

A proprietary fintech core, a Gen-AI orchestrator, and a data-science layer — fully in-house, production-tested, and composable across every portfolio company. No borrowed rails.

  • Agentic FrameworkSHIPPED
  • Fintech CoreSHIPPED
  • Data PipelinesSHIPPED
  • EN · AR MultilingualNATIVE
II / SCALABILITY
Modular delivery

Built to travel.

One codebase, many jurisdictions. Modular by design, regulator-aware by default — we deploy into a new market in months, not years, alongside the region’s most respected banks and telcos.

  • Active Markets9
  • Users Powered10M+
  • Launch VelocityMONTHS
  • ComplianceMULTI-JURIS
III / PEOPLE
Regional talent

Built here. For here.

A 50-person team of engineers, AI specialists, designers and operators — bilingual, regionally rooted, and product-obsessed. Every line of code is shipped from the DIFC, not outsourced.

  • Engineers & AI50
  • Core Engineering25
  • Gen-AI / Data15
  • LanguagesEN · AR · FR
◉ 07 / Brands in Market

The products we’ve shipped.

Live applications, bank partnerships, and AI agents operated by the portfolio today.
Maly UAE
Next-gen digital neo-banking experience. Partner: Ruya Bank.
UAE · MalyLive
Ubaka
The blueprint for Africa’s financial future. Savings, credit, payments.
RW · TZ · MalyLive
MoMo+
Mobile-money boosters for 10M+ users, built & operated for MTN MoMo.
NG · CG · MalyLive
Maly Boutique
Digital voucher marketplace paid with mobile money.
NG · CG · BJLive
Isange
Kigali’s all-in-one AI super app. Government, culture, commerce.
RwandaDeploying
ME Tax Pulse
AI Tax Assistant, built with Deloitte Middle East. On App Store & Play.
UAE · AI4AllLive
Huda
Gen-AI banking assistant for Ruya Bank — EN & AR, voice & text.
UAE · AI4AllLive
Luna & Salma
Agentic companions for money and wellness. Built with du.
UAE · AI4AllLive
◉ 08 / By the Numbers

Traction, not theory.

10M+
Mobile-Money Users Powered
9
Active Markets
50
Engineers & AI Specialists
3
Operating Companies
◉ 09 / Next

Partner with FinWell.

Banks, regulators, telcos, and investors across the Middle East & Africa: we’d like to hear from you.

hello@finwell.ae