amana
amana is a Dubai-headquartered, Labuan-incorporated MENA neobroker (operated by 180 Capital) offering retail investors commission-free mobile trading across 6,800+ global assets including US and MENA stocks, crypto, forex, gold, and ETFs, serving 500,000+ users with revenue generated primarily from spreads on leveraged products.
- Company typePrivate
- Founded2010
- HeadquartersDubai, United Arab Emirates
- Headcount51–100
- GTM typeB2C
- OfferingServices
What amana does
amana is a MENA-region neobroker headquartered in Dubai, UAE and incorporated in Labuan, Malaysia under AFS Global Ltd, operated by 180 Capital. The platform provides retail investors and traders with commission-free, mobile-first access to global financial markets, offering 6,800+ tradable instruments spanning US stocks, MENA equities, ETFs, cryptocurrencies, forex, commodities, and indices. Notably, amana supports both physical (unleveraged) asset ownership — including SIPC-insured US shares — and leveraged CFD trading within the same application, distinguishing it from regional CFD-only competitors.
The underlying technology stack combines a proprietary mobile app with TradingView-powered charting, Open Banking connectivity for instant funding, and several differentiated features: Smart Money Tracker (real-time mirroring of top-trader flows), Auto Invest Plans (zero-fee automated portfolios including Sharia-compliant options), Sharia-compliant asset tagging certified by an approved advisory authority, and a three-tier leverage framework (Core, Plus, Max) reaching up to 200x on forex and gold. Revenue is generated primarily through bid-ask spreads on leveraged products (advertised as 60-70% below competitor averages) and absorbed-into-spread economics on commission-free stock and ETF trades.
amana pursues a product-led, event-driven go-to-market: self-serve mobile onboarding, app store presence (4.5-star iOS rating), an educational content library (articles, video tutorials, weekly webinars with a $50 new-client bonus), and promotional campaigns such as the FIFA World Cup $1,000,000 prediction pool and weekly iPhone giveaways. The customer base — over 500,000 users as of 2026 — is concentrated in MENA retail, Gulf-based diaspora investors (notably Indian nationals seeking digital gold exposure), and active crypto traders. The company has scaled to 51-100 employees without disclosed external institutional funding and in April 2026 divested its FCA-licensed UK subsidiary to refocus on the MENA core.
amana firmographics
Firmographics- Name
- amana
- Legal name
- AFS Global Ltd
- Website
- https://amana.app
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- amana is a Dubai-headquartered, Labuan-incorporated MENA neobroker (operated by 180 Capital) offering retail investors commission-free mobile trading across 6,800+ global assets including US and MENA stocks, crypto, forex, gold, and ETFs, serving 500,000+ users with revenue generated primarily from spreads on leveraged products.
- Ownership category
- akta.pro rank
amana industry classification
Industry- Product category
- Online Retail Brokerage
- NAICS
- Securities and Commodity Contracts Intermediation and Brokerage (5231), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523), Commodity Contracts Intermediation (52316)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211), Security & Commodity Brokers, Dealers, Exchanges & Services (6200)
- akta.pro primary industry
- Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)
Keywords
Where amana is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
amana business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Spreads on leveraged products: Revenue generated from the bid-ask spread difference on leveraged trading products including forex, commodities, indices, and crypto derivatives. The company advertises 60-70% lower average spreads compared to competitors.
- Commission-free trading (visible cost): Zero commission on stock trading and ETF trading. Revenue is absorbed into spreads rather than charged separately as commissions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Core (Default) - Lower leverage tier for steady, lower-risk trading |
| Other | Pay-as-you-go | Plus - Higher leverage for confident, experienced traders |
| Other | Pay-as-you-go | Max - Maximum leverage for professional traders |
| Freemium | Pay-as-you-go | Zero-fee investing with Auto Invest Plans |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
amana product offering
Product offeringCore offering
amana is a MENA-region neobroker that provides retail investors commission-free access to multi-asset trading and investing via a mobile-first app and web platform. The offering spans 6,800+ instruments across US and MENA stocks, ETFs, cryptocurrencies, forex, commodities, and indices, available as both physical (unleveraged) and CFD (leveraged) positions. Customers can also use automated Auto Invest plans and Sharia-compliant tagged assets, with revenue earned primarily through spreads on transactions.
Differentiator
Problem solved
Functional benefit
Products and services
- amana Trading & Investing Platform A commission-free multi-asset retail brokerage platform delivered as a mobile app and web application, giving individual investors access to US and MENA stocks, ETFs, cryptocurrencies, forex, commodities, and indices with physical or leveraged execution, Auto Invest automation, Sharia-compliant tagging, and tiered leverage options.
- amana Invest Auto-Investment Plans An automated investing service within amana offering pre-built goal-based portfolios (e.g., Top US Stocks, Sharia-compliant ETFs, Conservative, Moderate, Aggressive) and customizable plans of up to 20 stocks, ETFs, or cryptos executed automatically with zero fees.
Quantifiable outcome
- 500,000+ users on platform as of 2026
- +2 more outcomes
Companies that use amana
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
amana technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature7 records
amana partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- 11:FS Holdingsminor11:FS Holdings, a partnership between 11:FS Group CEO David Brear and Blackshield Capital founder Max Koretskiy, acquired Amana Financial Services UK Limited (the FCA-licensed UK arm of amana) from 180 Capital (amana's operator). This represents a sale/divestiture rather than a strategic partnership.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
amana competitors and assessment
Company assessmentDirect peers
- XTB: Multi-asset online broker offering stocks, ETFs, forex, and CFDs with a commission-free or low-cost mobile-first platform. Comparable to amana in product breadth, customer segment, and zero/low commission model across EMEA and emerging markets.
- Plus500: CFD-focused multi-asset broker generating revenue primarily from spreads across FX, indices, commodities, shares, and crypto. Directly comparable to amana's leveraged trading model and tiered leverage structure, with established MENA marketing presence.
- eToro: Commission-free social/multi-asset trading platform offering stocks, ETFs, crypto, and CFDs to retail investors globally. Closely comparable to amana in target customer (retail), product mix (physical + CFD), and zero-commission mobile-first GTM, and actively expanding into MENA.
- Trading 212: Commission-free multi-asset neobroker offering stocks, ETFs, forex, and CFDs via mobile-first platform. Highly comparable in business model, customer base, and execution-only positioning to amana, and a primary cross-border competitor.
Broad incumbents
- Interactive Brokers: Global multi-asset broker serving retail and professional traders with deep market access across stocks, FX, commodities, and crypto. Comparable to amana in product breadth, but at significantly larger scale and a broader institutional footprint.
- IG Group: Established global multi-asset broker (now part of tastytrade/StoneX) with strong CFD and spread-betting heritage. Comparable to amana in product range (CFDs + physical shares) and customer base, though significantly larger and broader.
- Saxo Bank: Premium multi-asset broker offering stocks, ETFs, FX, CFDs, and commodities to retail and professional clients. Comparable product breadth and target active investor, though skewed to higher-tier customers and stronger in MENA via Saxo Markets UAE.
- Swissquote: Swiss-regulated multi-asset online bank offering trading in stocks, ETFs, FX, crypto, and CFDs. Comparable to amana in product range and self-directed mobile-first platform, though operating at higher AUM scale and price point.
- Charles Schwab: Large incumbent US broker-dealer with growing international footprint, offering commission-free stocks/ETFs, FX, and futures. Comparable in zero-commission retail value proposition and scale, though primarily serving US investors rather than MENA retail.
Regional players
- ADSS: MENA-headquartered (Abu Dhabi) multi-asset broker offering FX, commodities, indices, and share CFDs to retail and institutional clients. Directly comparable to amana's MENA retail customer base, leveraged product set, and operating geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
amana social profiles
Digital presenceamana financial estimates
Financial estimateRevenue estimate
Valuation estimate
amana leadership team
Management profileNumber of profiles
Profiles3 records
amana subsidiaries and ownership
Company hierarchySubsidiaries1 record
amana funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
amana 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 amana
What does amana do?
amana is a MENA-region neobroker that provides retail investors commission-free access to multi-asset trading and investing via a mobile-first app and web platform. The offering spans 6,800+ instruments across US and MENA stocks, ETFs, cryptocurrencies, forex, commodities, and indices, available as both physical (unleveraged) and CFD (leveraged) positions. Customers can also use automated Auto Invest plans and Sharia-compliant tagged assets, with revenue earned primarily through spreads on transactions.
Is amana a public or private company?
amana is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was amana founded?
amana was founded in 2010. It employs 51 to 100 people.
Where is amana based?
amana is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does amana make money?
Two revenue lines are on record. Spreads on leveraged products are the primary driver. The others are commission-free trading (visible cost).
Who are amana's main competitors?
Direct peers on record are XTB, Plus500, eToro and Trading 212. Broad incumbents are Interactive Brokers, IG Group, Saxo Bank, Swissquote and Charles Schwab. ADSS is listed as a regional player.
Does amana have an API?
No public API is recorded for amana.
What industry is amana in?
amana's product category is Online Retail Brokerage. Its primary akta.pro industry code is FSAAAAAI, Execution-Only / Self-Directed Investing Platforms. Its NAICS code is 5231 and its SIC code is 6211.