Rentify, the Dubai-based fintech and proptech innovator, has launched Rentify Pay, which it describes as the UAE’s first rent-native infrastructure layer.
The new platform marks a significant evolution from the company’s original “Rent Now, Pay Later” service. Rentify Pay introduces a comprehensive system designed to digitise and streamline the entire rental ecosystem, catering to tenants, landlords, and property managers.
Tackling the UAE’s largest financial commitment
In the UAE, where the majority of residents are expatriates and long-term renters, rent represents the largest recurring financial commitment for most households. Since its founding, Rentify has provided flexible payment solutions to over 10,000 rental units. The model benefits both parties: tenants can save money and earn rewards, while landlords receive upfront payments with reduced risk.
Rashed Hareb, co-founder & CEO of Rentify, explained the strategic shift: “Rentify began by rethinking how rent is paid. With Rentify Pay, we are rethinking how renting itself is structured. In a market where renting is foundational to everyday life, infrastructure matters. That’s what we are building. Our goal is to transform rent from a manual, fragmented process into a seamless digital system that operates intelligently in the background … Rentify Pay marks our evolution from solving a pain point to building the backbone of a smarter rental economy.”
AI-powered platform built for scale
Rentify Pay leverages AI automation designed around actual rental behaviour to deliver a seamless, end-to-end payment experience. The platform shifts the landlord-tenant dynamic from transactional friction to long-term trust by automating communications and digitising payments.
To encourage adoption and ease the transition, Rentify Pay is being offered free of charge to landlords for the first year.
Rajneel Kumar, co-founder & COO of Rentify, added: “Rentify Pay is the result of two years of building at scale and countless conversations with landlords and tenants across the UAE. The pain points were clear: fragmented payments, limited visibility and unnecessary friction built into a system that should simply work. We chose to build ahead of that curve with Rentify Pay bringing payments, records and real-time visibility into one AI-powered platform.”
Future roadmap and lifestyle rewards
Alongside the infrastructure upgrade, the platform provides tenants with tangible lifestyle benefits. Rentify Pay offers rewards on eligible payments through a network of over 200 partners, including top-tier retail and F&B brands, adding everyday value to a routine expense.
Looking ahead, Rentify has outlined several future enhancements for the platform, including:
- Expansion into additional utility payments.
- Deeper automation and unit-linked virtual accounts.
- Integration with the broker community.
- Advanced landlord portfolio intelligence.
The launch is supported by integrations with key banking partners and payment acquirers, creating a scalable ecosystem that aligns with the UAE Vision 2031’s goal of leading in quality of life through advanced digital services. The platform is currently growing its footprint across Dubai, Abu Dhabi, and Sharjah.