Pay10 Signs Merchant Deals With GEMS and Jumbo as It Builds on UAE Payment Rails

The merchant partners named by the company are GEMS, Jumbo Electronics, Bikanervala, Allday, Just Gold and Save In Gold, covering education, consumer retail, food and beverage and specialised commerce. Pay10 said its services are already live at GEMS, Bikanervala, Allday and Just Gold. The agreements with GEMS and Jumbo Electronics are intended to widen payment options and improve collections in education and electronics retail, while the company described convenience chain Allday as a test bed for digital payments in frequent, small-value transactions.

Built on National Payment Infrastructure

Pay10 said it is directly integrated with Aani, the UAE's instant payments platform, and that it can issue cards on Jaywan, the domestic card scheme, so eligible wallet customers can pay at point-of-sale terminals, ATMs and online. Its Open Finance features let consumers link supported bank accounts and view their finances and spending in one app.

For merchants, the company offers several ways to accept money, including Pay by Pay10, Pay by Bank, card acceptance, interoperable QR codes, payment links and digital payouts, backed by its own point-of-sale app, QR and soundbox devices and an in-house terminal management system.

The company said merchants using account-based methods can receive funds in real time and, in some use cases, cut payment acceptance costs by up to 70%. It also reported transaction success rates above 90%. These figures come from Pay10 and have not been independently verified.

Pay10 linked its strategy to the Central Bank of the UAE's Financial Infrastructure Transformation (FIT) Programme, which is building domestic rails such as Aani, Jaywan and Open Finance.

Exploratory Agreements

Alongside the merchant deals, Pay10 signed MoUs to explore further uses. With Yalla Financial Solutions, part of Fintra Holding, it will look at funding wallets from bank accounts through Open Finance. A separate collaboration will let TotalPay offer Pay10's merchant acceptance services through TotalPay's own platform and integrations.

"The UAE has laid the foundations for the future of finance, and our goal is to make it accessible to everyone," said Harry Gill, Pay10's founder and chairman. He said the company is building "a UAE-based alternative payment ecosystem" that combines domestic infrastructure, Open Finance, accounts, cards and merchant services.

Waleed Sadek, founder and chief executive of Yalla Financial Solutions, said the partners aim to use Open Finance and account-based wallet funding to open up new options for digital payments for businesses and consumers.

Why It Matters

The central bank's domestic rails only change the market if merchants and consumers adopt them. Deals like Pay10's, with schools, retailers and convenience stores, show how fintechs are trying to turn the FIT Programme into everyday payments that compete with international card networks on cost. Pay10 said further agreements, product launches and integrations are in development, but it did not give the financial terms of any of the deals announced.