additiv, a global leader in Fintech and embedded finance, has reaffirmed its commitment to expanding operations in the Middle East region with the appointment of Niraj Naetsawan as the new Middle East General Manager. This strategic move underscores the company’s dedication to strengthening its presence in the dynamic Middle Eastern market.

The financial services industry in the Middle East is undergoing significant transformations driven by new regulations, the emergence of fintechs, and a surge in digital banking propositions. Dubai’s financial hub, DIFC, reported a record-high number of new company registrations in 2023, signalling a growing appeal for businesses in the region. Against the backdrop of global economic uncertainty, the UAE’s resilience and ease of doing business have attracted a wave of new investments.

Niraj Naetsawan, General Manager for the Middle East at additiv, expressed enthusiasm about expanding additiv’s finance-as-a-service proposition in the Middle East market. He highlighted additiv’s commitment to empowering financial and non-financial companies to enhance efficiency, seize new opportunities through embedded finance, and diversify revenue streams, thereby driving sustained growth. Serving the region from its Dubai office, additiv recognizes the Middle East as a crucial market ripe for innovative financial solutions tailored to the evolving needs of consumers.

Niraj Naetsawan stated, “What makes the Middle East a truly exciting place is the convergence of cutting-edge technologies with innovative propositions, and that is what we are doing at additiv. We are disrupting the way financial services are being distributed to consumers through innovative proposition design and bringing the power of tech and collaborative partnerships to life.”

Nils Frowein, CEO of additiv, emphasized the company’s strategic focus on the Middle East. He highlighted the importance of establishing a physical presence and a dedicated team in the region to better serve clients and partners. The appointment of Niraj Naetsawan as General Manager for the Middle East reflects additiv’s commitment to advancing its operations in the region and leveraging his market expertise to meet the needs of clients effectively.

Frowein stated, “At additiv, we continue to prioritize the Middle East as a key area of focus. Appointing Niraj as our new general manager for the Middle East is a crucial move towards advancing our operations, given his deep understanding of the market and his ability to meet the needs of our partners and clients.”

Looking ahead, additiv aims to liberate financial services from traditional boundaries and embed them within consumers’ lives, fostering accessibility, affordability, and relevance. By empowering businesses with embedded finance solutions, additiv seeks to drive unprecedented growth and innovation in the Middle East region.