UAE-based shopper expertise firm Astra Tech formally rebranded PayBy, the platform powering the monetary providers inside its botim app, to ‘botim cash’. The transfer consolidates all the firm’s monetary choices below 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 person expertise designed for on a regular basis comfort. The rebranding additionally consists of the launch of ‘botim cash for Enterprise’, a devoted B2B arm for service provider options and cost infrastructure.
From communication to embedded finance
The botim platform, which started because the UAE’s first free VoIP calling app and has a world person base of over 150 million, has developed right into a gateway for embedded monetary providers. The corporate acknowledged this helps the UAE’s nationwide drive towards a cashless economic 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 Companies Supplier and a Saved Worth Facility below the PayBy model.
“botim cash is greater than only a new model title 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,” mentioned Dr. Tariq Bin Hendi, a board member at Astra Tech and chief govt officer of botim. “We first earned the belief of tens of millions via communication. Now, we’re remodeling that into monetary worth. The customers we linked 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.”
Below its new id, botim cash will proceed to supply a variety of economic providers, together with native and worldwide transfers, pay as you go playing cards, lending merchandise like ‘Ship Now, Pay Later’ (SNPL), and funding choices akin to Nationwide Bonds and gold.
New B2B arm and person expertise
Alongside the buyer rebrand, the corporate unveiled ‘botim cash for Enterprise’. This new division is constructed to supply regional enterprises with scalable and compliant service provider options, together with safe wage disbursements, point-of-sale (POS) options, and providers aligned with the Wage Safety System (WPS).
The rebrand can be accompanied by a redesigned person 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 providers based mostly on person 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 providers to on a regular basis customers via communication and finance, and it lays the muse for deeper AI integration and future product growth within the area.
