Ziina, the UAE’s leading digital wallet and payments platform, has launched Ziina Violet, a new subscription-based lifestyle membership. The launch marks a strategic shift for the company, evolving from a pure-play payments provider into a broader “lifestyle companion” for the region’s digitally native population.
Priced at AED 100 per month, the new membership claims to deliver over AED 850 in monthly value through a mix of partner offers and financial savings.
A primary feature of the service is the removal of currency fees. Violet members will incur zero foreign exchange (FX) fees on global spending using the Ziina Card, addressing a common pain point for UAE residents who frequently travel or shop online and often face markups on international transactions.
Beyond financial savings, the membership aggregates benefits from a curated list of high-frequency consumer brands. Launch partners include Deliveroo, ClassPass, CAFU, SALT, Ounass, and NordVPN, among others.
Faisal Toukan, co-founder and CEO of Ziina, described the launch as the “next chapter” in the company’s vision: “Ziina Violet brings together the UAE’s most beloved brands into one beautifully simple experience… Our vision at Ziina has always been to remove friction from money and give people magic in return. Violet is the next chapter of that vision: one membership, one card, and one unified ecosystem that elevates daily life across the UAE.”
Tapping into the ‘Subscription Economy’
The move comes as the UAE’s loyalty market continues to mature. Valued at USD 490.8million in 2025, the sector is projected to reach USD 817.6million by 2029. However, Ziina argues that the current landscape is fragmented, often offering generic rewards that lack relevance to the daily habits of the country’s younger demographic.
With a median age of 32.8 in the UAE and high mobile penetration—Visa reports 67 per cent of consumers used their phone for their most recent purchase—Ziina is betting on a unified, app-first experience to disrupt traditional loyalty models.
Cate Donovan, vice president of ClassPass Corporate – UK, commented on the partnership: “Ziina Violet complements our mission by offering a beautifully simple way to access daily benefits in one place. By pairing our network of studios, spas, and wellness spaces with Violet’s unified membership, we’re helping members stay active while unlocking meaningful value in the moments that matter most.”
Ziina Violet is available immediately to all Ziina users across the UAE. The company, which now serves over 260,000 businesses and consumers, plans to expand the membership’s capabilities and partner network over time.