Empay
Empay is a government-backed (DED) UAE mobile wallet launched in 2020 that combines NFC contactless payments, instant credit, and lifestyle services (utilities, education, food, remittances) for UAE residents.
- Company typePrivate
- Founded2020
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Empay does
Empay is a mobile-first digital wallet and contactless payment ecosystem operated by Emcredit Limited, a subsidiary of Dubai's Department of Economic Development (DED), headquartered at DIFC, Dubai. Launched in November 2020 within the UAE's Smart Government program framework, the platform is positioned as the world's first contactless instant credit lifestyle payment ecosystem. Its core technology stack combines NFC-based Tap & Pay, tokenization for card security (PCI DSS certified by Mastercard and Visa), QR code payment infrastructure, and a blockchain-based digital currency (emCash) developed in partnership with ObjectTech Group. The company is small (11–50 employees) and privately held, with ownership resting entirely with DED and no disclosed venture capital or private equity backing.
The product surface is broader than a typical mobile wallet: Tap & Pay (Android), QR payments, an Empay Digital Card, an in-app instant credit facility, food ordering with delivery, utility bill aggregation (DEWA, FEWA, Salik, Mawaqif, NOL), telecom top-ups (Etisalat, Du), education fee payments (mandated by KHDA across Dubai private schools), government payments (DED license renewal), and international remittances via Al Fardan Exchange. Technology and distribution partners include Mastercard, NXP Semiconductors, Cardtek, Network International, Finance House PJSC, Noor Bank, Lulu Group, and the Ajman Chamber of Commerce.
The business model is freemium at the consumer level — the app is freely downloadable and revenue is generated through transaction fees, merchant settlement services, and interest on the instant credit facility. Go-to-market is product-led with strong institutional channel support: KHDA's broadcast introduction to schools, Lulu retail integration, and DED's own government service integrations provide captive distribution. UAE residency (valid Emirates ID) is required for registration, constraining the addressable market to UAE residents but aligning the user base with a regulated, KYC-verified population.
Empay firmographics
Firmographics- Name
- Empay
- Legal name
- Emcredit Limited
- Website
- https://empay.ae
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Empay is a government-backed (DED) UAE mobile wallet launched in 2020 that combines NFC contactless payments, instant credit, and lifestyle services (utilities, education, food, remittances) for UAE residents.
- Ownership category
- akta.pro rank
Empay industry classification
Industry- Product category
- Mobile Digital Wallet and Contactless Payments
- NAICS
- Credit Card Issuing (522210)
- akta.pro primary industry
- Mobile Wallets (NFC Tap-to-Pay / HCE) (FSAMAEAB)
- akta.pro secondary industries
- Embedded Wallets (Platforms & Marketplaces) (FSAMAEAM), POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO), Open-Loop EMV Contactless Fare Payments (THAIAMAD)
Keywords
Where Empay is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices2 records
Markets served
Empay business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Transaction Fees: Empay charges transaction fees for payments made through the platform, including contactless payments, bill payments, and service transactions.
- Instant Credit Interest: Revenue generated from the instant credit facility, offering credit lines to users for lifestyle payments with interest charges.
- Merchant Settlement Services: Settlement fees from merchants and service providers for processing payments through the platform.
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
Empay product offering
Product offeringCore offering
Empay is a mobile digital wallet and contactless lifestyle payment ecosystem that enables UAE residents to make NFC Tap & Pay transactions at POS terminals, pay utility bills (DEWA, FEWA, Salik, Mawaqif, NOL), education fees, government service payments (including DED license renewals), telecom bills, international remittances, and food orders from partnered restaurants, all from a single app. The platform uniquely combines a prepaid Empay Digital Card with a world's-first instant credit facility for lifestyle payments, secured via PCI DSS tokenization and Emirates ID verification.
Product overview
Empay is a pioneering contactless lifestyle payment ecosystem and the world's first instant credit facility for lifestyle payments. The platform consists of a core mobile digital wallet product, executed by Emcredit Limited (a DED entity), supplemented by multiple integrated service modules including Tap & Pay (contactless NFC payments), QR Code Payments, Food Ordering, Utility Bill Payments, Education Fee Payments, Telecom Payments, Government Payments, International Remittance, and Transport Payments. Users receive an Empay Digital Card upon registration that can be loaded with funds. The platform supports instant credit functionality and uses card tokenization for security. All services are unified within a single mobile application aligned with UAE's Smart Government initiative.
Differentiator
Problem solved
Functional benefit
Products and services
- Empay Digital Wallet
- Tap & Pay
- Food Ordering
- Utility Bill Payments
- Education Fee Payments
- Telecom Payments
- Government Payments
- International Remittance
- Instant Credit Facility
- Transport Payments
Quantifiable outcome
- First contactless instant credit lifestyle payment ecosystem in the world
- +2 more outcomes
Companies that use Empay
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Empay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature7 records
Empay partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, strategic and flagship.
- Network InternationalcoreNetwork International, the leading payment solutions provider in Middle East and Africa, formed strategic alliance with Emcredit to deliver world-class mobile payment solutions. Signed MoU to provide advanced acquiring functionality for empay across sectors.
- ObjectTech Group LtdstrategicObjectTech partnered with Dubai Department of Economic Development to work on Empay payment system. Brings expertise in distributed systems, blockchain, and identity solutions. Also signed agreement with GDRFA for digital passports.
- MastercardcoreMastercard is a key technology partner providing contactless payment infrastructure and certification. Mr. Girish Nanda, Country Manager UAE and Oman at Mastercard, has publicly endorsed Empay as supporting UAE's transformation into a cashless society.
- Lulu GroupflagshipLulu Group joined Empay to provide contactless payment options for shoppers across their retail locations in UAE. Mr. Salim MA, Director of Lulu Group, expressed excitement about being among the first major retailers to offer this service.
- CardtekcoreCardtek, a leading international payment solutions provider, partnered with Emcredit to launch Empay - the first national mobile wallet solution in UAE. Cardtek provides payment infrastructure, mobile industry knowledge, operational services, and product enhancements.
- NXP SemiconductorscoreNXP provides NFC controller and secure element technology enabling Empay usage on wearable devices and mobile phones. Co-founder of NFC technology with expertise in security solutions.
- Noor BankcoreEmcredit signed MoU with Noor Bank for the latter to use Empay mobile payment solution. Noor Bank is integrated with Emirates ID for user verification and authentication.
- Ajman Chamber of Commerce and IndustrystrategicAjman Chamber signed MoU with DED-Dubai to adopt mobile payment solution EmPay. Includes option for distributed ledger technology (blockchain) in money transfers. Aims to foster cooperation and exchange experiences.
- SMK Logomotion CorporationstrategicEmcredit signed MoU with SMK Logomotion to develop and launch innovative mobile payment products using NFC technology. SMK's LGM Card enables contactless mobile payments independent of mobile operators and handset manufacturers.
- KHDA (Knowledge and Human Development Authority)flagshipKHDA introduced Empay to all Dubai private schools for fee collection. Schools received broadcast communication encouraging adoption for simple and secure fee collection with cashless benefits.
- Finance House PJSCcoreIssues Empay prepaid and credit cards. Finance House PJSC provides mobile card terms and conditions for Empay cards stored in mobile wallets. Supports instant credit facility.
- Dubai Economy (DED)flagshipDubai Economic Department created Empay as part of Smart UAE initiative. DED Deputy Director General Ali Ibrahim serves as Chairman of Empay. Aligns with UAE's cashless economy vision.
- DEWA (Dubai Electricity and Water Authority)coreUtility service provider enabling bill payments through Empay app. Users can pay utility bills directly from the platform.
- RTA (Roads and Transport Authority)coreRTA enables NOL card recharge and Salik top-up through Empay. Users can access bus and metro gates through their phone.
- Etisalat and DucoreTelecom partners enabling mobile bill payments and recharges through Empay. Users can pay post-paid or pre-paid bills and top up.
- Al Fardan ExchangestrategicMoney transfer partner enabling international remittances through Empay app. Users can transfer money worldwide to loved ones.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Empay competitors and assessment
Company assessmentDirect peers
- DubaiNow: Dubai's official government super-app offering bill payments, license renewals, transport, and government services. Most direct comparable because it overlaps Empay's government and utility payment use cases within the same Dubai/DED-aligned ecosystem.
- PayIt: Government-backed digital payments platform serving Middle Eastern and North American public-sector clients. Comparable as a government-aligned wallet/payments orchestrator competing for similar bill-payment and government-services use cases.
Broad incumbents
- Apple Pay: Global NFC wallet pre-installed on iPhones with strong UAE bank coverage. Overlaps Empay's contactless POS use case and pressures Empay on iOS where Tap & Pay is unsupported.
- Samsung Pay: Global NFC/MST wallet from a major handset manufacturer with deep UAE adoption. Competes directly on contactless Tap & Pay at POS and shares the same Mastercard/Visa rails as Empay.
- Google Pay: Global NFC and online wallet pre-installed on Android. Competes head-to-head with Empay's Tap & Pay on Android devices and threatens Empay's planned payment-orchestration role.
- Mashreq NeoPay: UAE bank-issued mobile wallet/payment offering from one of the largest local banks. Comparable as a UAE-domestic wallet with card-tokenized payments and lifestyle services competing for the same consumer base.
Regional players
- Noon Pay: UAE/Middle East digital wallet tied to Noon e-commerce. Comparable as a regional consumer wallet offering payments plus lifestyle services within the same UAE demographic.
- Careem Pay: UAE-born super-app wallet from Careem (now Uber-owned) offering payments, food, and transport. Comparable as a regional lifestyle/super-app wallet competing for the same UAE consumer wallet share.
- Fawry: Leading Egyptian bill-payment and digital payments platform. Comparable business model—consolidating utility, education, telecom, and government bill payments into a single consumer wallet in MEA.
Emerging players
- Beam Wallet: MEA-focused digital wallet offering payments, transfers, and lifestyle services. Comparable as a regional emerging wallet targeting similar consumer use cases across the Middle East and South Asia corridors.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Empay social profiles
Digital presenceEmpay compliance and trust
Trust signalCompliance1 record
Empay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Empay leadership team
Management profileNumber of profiles
Profiles3 records
Empay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Empay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Empay
What does Empay do?
Empay is a mobile digital wallet and contactless lifestyle payment ecosystem that enables UAE residents to make NFC Tap & Pay transactions at POS terminals, pay utility bills (DEWA, FEWA, Salik, Mawaqif, NOL), education fees, government service payments (including DED license renewals), telecom bills, international remittances, and food orders from partnered restaurants, all from a single app. The platform uniquely combines a prepaid Empay Digital Card with a world's-first instant credit facility for lifestyle payments, secured via PCI DSS tokenization and Emirates ID verification.
Is Empay a public or private company?
Empay is a private company. It is classified as state government owned and is currently operating.
When was Empay founded?
Empay was founded in 2020. It employs 11 to 50 people.
Where is Empay based?
Empay is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Empay make money?
Three revenue lines are on record. Transaction Fees are the primary driver. The others are instant Credit Interest and merchant Settlement Services.
Who are Empay's main competitors?
Direct peers on record are DubaiNow and PayIt. Broad incumbents are Apple Pay, Samsung Pay, Google Pay and Mashreq NeoPay. Regional players are Noon Pay, Careem Pay and Fawry. Beam Wallet is listed as an emerging player.
Does Empay have an API?
No public API is recorded for Empay.
What industry is Empay in?
Empay's product category is Mobile Digital Wallet and Contactless Payments. Its primary akta.pro industry code is FSAMAEAB, Mobile Wallets (NFC Tap-to-Pay / HCE), with a secondary code of FSAMAEAM, Embedded Wallets (Platforms & Marketplaces). Its NAICS code is 522210.