UAE-based shopper expertise firm Astra Tech formally rebranded PayBy, the platform powering the monetary companies inside its botim app, to ‘botim cash’. The transfer consolidates all the firm’s monetary choices beneath a single, unified consumer-facing id.
The corporate acknowledged the step is a strategic evolution in its mission to simplify monetary entry for customers throughout the area and introduces an enhanced consumer expertise designed for on a regular basis comfort. The rebranding additionally contains the launch of ‘botim cash for Enterprise’, a devoted B2B arm for service provider options and fee infrastructure.
From communication to embedded finance
The botim platform, which started because the UAE’s first free VoIP calling app and has a worldwide consumer base of over 150 million, has advanced right into a gateway for embedded monetary companies. The corporate acknowledged this helps the UAE’s nationwide drive towards a cashless financial system, which is being accelerated by the Dubai Cashless Technique aiming for a totally cashless system by 2026.
The platform is licensed by the Central Financial institution of the UAE, having beforehand secured twin authorisation to function as each a Retail Cost Providers Supplier and a Saved Worth Facility beneath the PayBy model.
“botim cash is greater than only a new model identify or mere product integration, it’s a mirrored image of our rising dedication to monetary inclusion and innovation at scale, and our approach of turning connectivity into entry,” stated Dr. Tariq Bin Hendi, a board member at Astra Tech and chief govt officer of botim. “We first earned the belief of hundreds of thousands by means of communication. Now, we’re reworking that into monetary worth. The customers we related at the moment are the customers we empower. That is what next-generation fintech ought to appear like — easy, embedded, and formed by actual human wants.”
Beneath its new id, botim cash will proceed to supply a spread of economic companies, together with native and worldwide transfers, pay as you go playing cards, lending merchandise like ‘Ship Now, Pay Later’ (SNPL), and funding choices resembling Nationwide Bonds and gold.
New B2B arm and consumer expertise
Alongside the buyer rebrand, the corporate unveiled ‘botim cash for Enterprise’. This new division is constructed to offer regional enterprises with scalable and compliant service provider options, together with safe wage disbursements, point-of-sale (POS) options, and companies aligned with the Wage Safety System (WPS).
The rebrand can be accompanied by a redesigned consumer interface, which the corporate describes as its “Blueprint of Simplicity.” The brand new design goals to make communication and monetary instruments extra accessible by eradicating jargon and reorganising companies based mostly on consumer behaviour.
botim is developed and owned by Astra Tech, the buyer expertise subsidiary of the G42 ecosystem. The corporate acknowledged the rebrand is a key milestone in its journey to ship AI-powered companies to on a regular basis customers by means of communication and finance, and it lays the inspiration for deeper AI integration and future product improvement within the area.
