Just Gold
Just Gold is a Dubai-based digital gold platform enabling UAE consumers to buy, sell, and store fractional 24K physical gold from AED 10 via mobile app, while offering Gold-as-a-Service API/SDK for banks and fintechs to embed digital gold capabilities.
- Company typePrivate
- Founded2020
- HeadquartersDubai, United Arab Emirates
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Just Gold does
Just Gold is a Dubai-based digital gold investment platform that enables UAE consumers to buy, sell, and store fractional 24K physical gold starting from AED 10 through a mobile application on iOS and Android. The platform sources live gold pricing directly from Dubai Jewellery Group and stores physical gold in high-security vaults managed by Loomis International, with users able to request physical delivery of gold bars or coins through insured logistics. The platform is Shariah-compliant, 100% interest-free, and verified by recognized Islamic scholars, targeting UAE residents seeking ethical and accessible gold investment.
The company's technology stack includes AES-256 encryption, multi-factor authentication, and a transparency portal allowing users to verify their gold holdings with independent audit trails. Beyond the consumer app, Just Gold offers a Gold-as-a-Service (GaaS) B2B platform with API and SDK integration for banks, neobanks, wallets, super-apps, and fintech companies seeking to embed digital gold capabilities into their products. The B2B offering includes white-label solutions, goal-based savings features, and revenue-share arrangements. KYC verification is handled by IdWise, while payment processing is facilitated by Lean Payments and MyFatoorah.
Just Gold operates as a privately held, bootstrapped company (Just Gold LLC-FZ) founded by Zuhaib Baig and registered with the Meydan Free Zone Authority. The company has achieved ISO 27001 certification (February 2025) and reports 4,560+ active users with average holdings of 10.8 grams per user. Revenue is generated through percentage-based transaction fees on buy/sell orders, physical delivery fees, withdrawal fees, and B2B revenue sharing. The company maintains an Associate Member and Gold Partner status with Dubai Jewellery Group.
Just Gold firmographics
Firmographics- Name
- Just Gold
- Legal name
- Just Gold LLC-FZ
- Website
- https://justgold.app
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Just Gold is a Dubai-based digital gold platform enabling UAE consumers to buy, sell, and store fractional 24K physical gold from AED 10 via mobile app, while offering Gold-as-a-Service API/SDK for banks and fintechs to embed digital gold capabilities.
- Ownership category
- akta.pro rank
Just Gold industry classification
Industry- Product category
- Digital Gold Investment Platform
- NAICS
- Securities and Commodity Exchanges (5232)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Digital Wallet Platforms (Consumer & Merchant) (BPAMAFAC)
- akta.pro secondary industry
- Art, Collectibles & Luxury RWA Tokenization (FSADAEAK)
Keywords
Where Just Gold is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
Just Gold business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Trading/Transaction Fees: Percentage-based fee charged on each buy and sell transaction of digital gold. This is the primary revenue stream for the platform.
- Physical Delivery Fees: Shipping, authentication, and insurance costs charged when users request physical delivery of their gold holdings. Covers logistics and verification costs.
- Withdrawal Fees: Bank transfer fees based on the selected withdrawal method when users sell gold and withdraw proceeds to their bank account.
- B2B Revenue Share: Revenue-share model with enterprise partners (banks, fintechs, super-apps) integrating Gold-as-a-Service. Just Gold earns a share of transactions processed through partner platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Digital Gold Purchase - Starting at AED 10 |
| Transaction based/ take rate | Pay-as-you-go | Trading Fee - Percentage-based per transaction |
| Unit Pricing | Pay-as-you-go | Physical Delivery - Shipping and insurance costs |
| Transaction based/ take rate | Pay-as-you-go | Withdrawal Fee - Bank transfer charges |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Just Gold product offering
Product offeringCore offering
Just Gold operates a digital gold investment platform that enables UAE consumers to buy, sell, and own fractional 24K physical gold starting from AED 10 through iOS and Android mobile apps, with real-time pricing sourced from Dubai Jewellery Group, secure vault custody through Loomis International, and optional physical delivery of gold bars and coins. The company also provides a B2B Gold-as-a-Service (GaaS) offering via API and SDK, allowing banks, neobanks, wallets, super-apps, and fintechs to embed digital gold capabilities into their own products under a revenue-share model. The platform is Shariah-compliant, 100% interest-free, and ISO 27001 certified.
Product overview
Just Gold operates as a unified digital gold investment platform combining a consumer-facing mobile application for buying, selling, and storing 24K physical gold with a B2B Gold-as-a-Service (API + SDK) offering for institutional partners. The core platform enables users to purchase gold starting at AED 10 with real-time pricing from Dubai Jewellery Group, vault storage via Loomis International, and optional physical delivery of bars and coins. The B2B tier provides plug-and-play API/SDK integration, goal-based savings automation, and white-label options for banks, fintechs, wallets, and super-apps to embed gold functionality. Physical Redemption is available as an add-on for users converting digital gold to physical form.
Differentiator
Problem solved
Functional benefit
Products and services
- Just Gold Digital Gold Platform (Mobile App)
Quantifiable outcome
- Start saving from AED 10 - low entry barrier for gold investment
- +3 more outcomes
Companies that use Just Gold
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Just Gold technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Just Gold partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- Loomis InternationalcoreGold custodian partner managing high-security vault storage for physical gold reserves in Dubai. Just Gold's gold is stored in Loomis International's vaults with advanced security technology and strict surveillance. This partnership is fundamental to the company's value proposition of secure, insured gold storage.
- Dubai Jewellery GroupcoreGold pricing source and industry association partnership. Live gold prices are sourced directly from Dubai Jewellery Group. Just Gold holds Associate Member status (Membership No. O10080/25) with the Dubai Jewellery Group, indicating a formal industry relationship.
- IdWisecoreKYC verification partner providing identity verification services for user account registration and UAE regulatory compliance (AML/KYC requirements).
- Lean PaymentscorePayment processing partner facilitating secure payment transactions on the platform. Listed as a Payment Partner on the Just Gold platform.
- MyFatoorahcorePayment gateway and processing service for facilitating transactions on the platform. Listed among Just Gold's partners.
- MintingsupportingPartner for physical gold minting services, producing gold bars and coins for physical delivery to customers.
- Dubai Gold FraternitysupportingIndustry association partnership within the Dubai gold market ecosystem. Listed among Just Gold's partner ecosystem.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Just Gold competitors and assessment
Company assessmentDirect peers
- Glint Pay: Digital gold payments and savings platform enabling users to buy, sell, and transact in gold. Comparable fractional gold ownership model with physical redemption option targeting similar retail and merchant use cases.
- Augmont: India-based digital gold platform enabling consumers to buy, sell, and redeem physical gold via partner distribution. Closely comparable business model combining B2C gold accumulation with B2B partner integrations for banks and fintechs.
- Vaulted: Digital gold platform enabling fractional ownership of allocated physical gold with buyback and redemption. Direct competitor in the fractional digital gold category with similar B2C focus and precious-metals-backed investment positioning.
- Kinesis: Gold- and silver-backed digital currency platform offering yield on allocated precious metals holdings. Comparable digital precious-metals platform with physical backing and trading functionality targeting similar retail investor segments.
- SafeGold: Digital gold infrastructure provider powering gold-buying features inside major Indian fintech and consumer apps. Directly comparable GaaS-style model with vault-backed physical gold and API integrations, mirroring Just Gold's B2B strategy.
Broad incumbents
- BullionVault: Established online platform for buying and selling allocated physical gold and silver stored in professional vaults. Comparable vault-backed precious metals investment model, though with broader multi-metal scope and higher minimum entry.
- PhonePe Gold: Digital gold feature inside PhonePe's payments super-app, offering consumers fractional gold purchases with redemption options. Comparable embedded gold product distributed via a major digital payments platform, illustrating the GaaS distribution model Just Gold pursues.
- GoldSilver.com: Established precious metals investment platform offering gold and silver bullion products with storage and buyback. Comparable physical gold investment focus, though with traditional retail bullion model rather than fractional digital gold.
- Paytm Gold: Gold investment feature inside Paytm's super-app ecosystem, offering fractional digital gold to India's largest digital wallet user base. Comparable consumer digital gold product embedded within a larger fintech platform, representing the super-app model Just Gold targets via GaaS.
Emerging players
- Jar: India-based digital gold savings app targeting similar consumer use case of micro-savings in 24K gold. Comparable unit economics model focused on first-time savers with goal-based savings features similar to Just Gold's offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Just Gold social profiles
Digital presenceJust Gold compliance and trust
Trust signalCompliance2 records
Just Gold financial estimates
Financial estimateRevenue estimate
Valuation estimate
Just Gold leadership team
Management profileNumber of profiles
Profiles1 record
Just Gold funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Just Gold 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 Just Gold
What does Just Gold do?
Just Gold operates a digital gold investment platform that enables UAE consumers to buy, sell, and own fractional 24K physical gold starting from AED 10 through iOS and Android mobile apps, with real-time pricing sourced from Dubai Jewellery Group, secure vault custody through Loomis International, and optional physical delivery of gold bars and coins. The company also provides a B2B Gold-as-a-Service (GaaS) offering via API and SDK, allowing banks, neobanks, wallets, super-apps, and fintechs to embed digital gold capabilities into their own products under a revenue-share model. The platform is Shariah-compliant, 100% interest-free, and ISO 27001 certified.
Is Just Gold a public or private company?
Just Gold is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Just Gold founded?
Just Gold was founded in 2020. It employs 1 to 10 people.
Where is Just Gold based?
Just Gold is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Just Gold make money?
Four revenue lines are on record. Trading/Transaction Fees are the primary driver. The others are physical Delivery Fees, withdrawal Fees and B2B Revenue Share.
Who are Just Gold's main competitors?
Direct peers on record are Glint Pay, Augmont, Vaulted, Kinesis and SafeGold. Broad incumbents are BullionVault, PhonePe Gold, GoldSilver.com and Paytm Gold. Jar is listed as an emerging player.
Does Just Gold have an API?
No public API is recorded for Just Gold.
What industry is Just Gold in?
Just Gold's product category is Digital Gold Investment Platform. Its primary akta.pro industry code is BPAMAFAC, Digital Wallet Platforms (Consumer & Merchant), with a secondary code of FSADAEAK, Art, Collectibles & Luxury RWA Tokenization. Its NAICS code is 5232 and its SIC code is 6199.