What Liabify does

Liabify International Operations Holding Limited is a Dubai-based fintech, founded in 2024 and operating under parent Dubai Founders HQ from the DIFC, that has built LiaPay, a mobile financial ecosystem targeting middle-income and expatriate workers in the UAE and GCC. The platform's core offering is Earned Wage Access (EWA), enabling employees to draw up to 50% of accrued salary before payday via a 3% portal fee, with automatic reconciliation through employer payroll deduction on payday. Beyond EWA, LiaPay bundles a prepaid Mastercard (virtual and physical), international remittances, bill payments, secured loans, end-of-service loans, automated savings funds, and bonus/commission access, all wrapped around a payroll integration engine that syncs employer payroll calendars and configurable policy rules.

The technology stack is cloud-first and partnership-dependent: card issuing runs on Paymentology infrastructure under Mawarid Finance's Sharia-compliant regulatory oversight, with global acceptance via the Mastercard network and tokenized support for Samsung Pay and Google Pay. Identity is verified through eKYC using Emirates ID scanning and live selfie. LIA, an AI-powered text-based financial wellness assistant, provides personalized guidance on short-, medium-, and long-term planning; no underlying model architecture is disclosed.

Liabify operates a B2B2C go-to-market: employer partnerships drive distribution to employees, who self-serve through the app, supported by an employee-to-employer referral channel and a 15-minute demo funnel. Revenue is generated exclusively through the 3% EWA transaction fee — no interest, no maintenance fees, and no employer charges. Five named enterprise customers (Ship Bee, C-Wallet, E-Zone, Accountability, Locad) are disclosed across retail, logistics, fintech, and corporate services. The company has offices in DIFC Dubai and Qatar Science and Technology Park (Al-Rayyan), with a stated mission to serve 10 million middle-class workers across emerging markets by 2035.

Name

Liabify

Legal name

Liabify International Operations Holding Limited

Website

https://liabify.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

Liabify is a Dubai-based fintech operating LiaPay, an employee financial wellness app offering earned wage access, prepaid Mastercard, remittances, bill payments, and AI-guided savings for middle-income and expatriate workers across the UAE and GCC.

Ownership category

akta.pro rank

Product category

Employee Financial Wellness Platform

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232)

SIC

Finance Services (6199), Short-Term Business Credit Institutions (6153)

akta.pro primary industry

Payroll, Contractor Payments & SME HR Finance (FSAGAJAI)

akta.pro secondary industry

Employer Payroll Processing (SMB & Enterprise) (FSAMAKAA)

Keywords

• Earned wage access
• Payroll integration
• Employee financial wellness
• Salary advance platform
• Prepaid payroll card

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Salary Advance Processing Fees: Employees pay a 3% portal fee when accessing their earned salary before payday. The fee is deducted from the requested amount or paid in advance when submitting the request. This is the primary revenue stream.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Liabify operates LiaPay, a payroll-integrated financial wellness platform that lets UAE and GCC employees access up to 50% of their earned salary before payday for a 3% portal fee, through a prepaid Mastercard-backed mobile app. Employers integrate LiaPay into their payroll systems for automatic reconciliation and WPS compliance, while employees use the app for salary advances, bill payments, remittances, secured loans, savings funds, and AI-guided financial planning.

Product overview

Liabify is a UAE-based financial wellness platform and fintech company operating under Dubai Founders HQ, offering a unified financial ecosystem for employees across the GCC region. The core product is LiaPay, a comprehensive mobile app that serves as an all-in-one financial gateway combining earned wage access, a prepaid Mastercard, remittances, bill payments, secured loans, and savings tools. The platform integrates directly with employer payroll systems to enable salary advances up to 50% of earned wages, with automatic repayment through payroll deduction. Liabify also features LIA, an AI-powered financial wellness assistant providing personalized guidance. The ecosystem is built on strategic partnerships with Mawarid Finance (regulatory oversight), Paymentology (card issuing infrastructure), and is regulated in partnership with the Central Bank of the UAE.

Differentiator

Problem solved

Functional benefit

Brands

• LiaPay: A full financial ecosystem app for employees offering earned wage access, prepaid cards, remittances, bill payments, savings funds, and secured loans.
• LiaPay Card
• LIA

Products and services

• LiaPay App A comprehensive mobile financial wellness application for UAE and GCC employees, combining earned wage access, prepaid card management, bill payments, international remittances, secured loans, and savings within a single employer-integrated payroll-linked wallet.
• LiaPay Prepaid Mastercard Virtual and physical prepaid Platinum Mastercard linked to the LiaPay wallet, enabling global payments, ATM withdrawals, in-store purchases, online transactions, and tokenization through Samsung Pay and Google Pay.
• Earned Wage Access (EWA) A salary advancement service allowing employees to access up to 50% of their already-earned wages before payday, with a 3% portal fee and automatic repayment through payroll deduction.
• LIA AI Financial Wellness Assistant AI-powered conversational assistant within the LiaPay app providing personalized financial advice, savings guidance, goal reminders, and actionable steps for short-, medium-, and long-term financial planning.
• Employer Payroll Integration Portal An employer-facing web portal that connects to company payroll systems to sync payroll calendars and salary data, configure employee eligibility and withdrawal limits, monitor advance requests in real time, and produce single WPS files for end-of-cycle bank settlement.

Quantifiable outcome

• Voluntary attrition reduction by up to 19%
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• PaymentologycoreTechnology or Integration · 12 March 2026Strategic partnership with Paymentology, a global issuer processor, to deliver payroll-linked financial services across the GCC. The collaboration combines Paymentology's cloud-first card issuing infrastructure with Liabify's payroll-integrated financial ecosystem. Services include earned wage access, responsible credit, savings tools, remittances, and secured lending for middle-income and expatriate workers.
• Mawarid FinancecoreStrategic or Co-development Partner · 9 March 2026Partnership with UAE-based Sharia-compliant financial institution Mawarid Finance to launch LiaPay, a prepaid Platinum Mastercard offering Earned Wage Access for middle-income workers in the UAE. Mawarid Finance handles regulatory oversight while Liabify supplies the digital infrastructure. The product includes digital account creation, remittances, instant payments, and early salary access.
• Dubai International Financial Centre (DIFC)coreTechnology or IntegrationOperating within DIFC regulatory framework. Headquarters located in DIFC. Liabify International Operations Holding Limited is registered in DIFC.
• MastercardcoreTechnology or IntegrationLiaPay cards are Mastercard prepaid cards, leveraging the global Mastercard payment network for card issuance, transaction processing, and settlement.
• Dubai Founders HQcoreOthers

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Earnin: Consumer-direct earned wage access app that lets users withdraw accrued wages before payday, expanding into banking, investing and cash-back tools. Comparable to the employee-facing side of Liabify's LiaPay app.
• Payactiv: US-based pioneer in earned wage access integrated with employer payroll systems, offering EWA, bill pay, savings and financial wellness tools to employees. Closest direct comparable to Liabify in product scope and B2B2C distribution model.
• DailyPay: One of the largest US EWA providers, partnering with employers to give employees real-time access to earned wages before payday with automatic payroll reconciliation. Direct functional overlap with Liabify's core EWA proposition.
• ZayZoon: Canada-based earned wage access provider integrating with employer payroll and HRIS systems, offering salary advances plus financial wellness content to SMEs. Highly comparable B2B2C payroll integration model.
• Even Responsible Finance: App-based EWA and budgeting platform serving hourly workers, with employer partnerships and tools like Instapay and budgeting. Closely comparable to LiaPay on the employee experience and earned wage access mechanics.
• Current: US fintech combining a mobile banking account with earned wage access, payroll-linked features, savings pods and a debit card. Comparable to Liabify's full financial ecosystem ambition.

Regional players

• Tabby: Leading UAE-based BNPL and consumer finance app that has expanded into cards, payments and shopping experiences across MENA. Comparable as a regional fintech incumbent competing for similar consumer wallet share and merchant partnerships.
• Alaan: UAE-based corporate cards and spend management platform for businesses with automated accounting and expense controls. Comparable on the employer-facing finance operations side and potential distribution overlap in HR and finance teams.
• NOW Money: UAE-based mobile banking and remittance service focused on blue-collar and expatriate workers, providing accounts, debit cards and remittances to the same underbanked segment Liabify targets in the GCC.

Broad incumbents

• Klarna: Global consumer fintech offering BNPL, payments and banking, with a broad merchant and consumer footprint. Comparable as a broader incumbent that could enter the GCC payroll and employee financial wellness category at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/liabify_qa
• LinkedInlinkedin.com/company/liapay
• Facebookfacebook.com/liabify

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Liabify