Ziina launches Violet, a lifestyle membership built for everyday spending in the UAE

UAE residents live fast, global, and digitally connected lives. They shop online across currencies, commute daily, dine out, stay active, and rely on brands that seamlessly fit into their routines. Yet the benefits and loyalty landscape has long struggled to keep pace. It remains cluttered with fragmented programmes, confusing fine print, and rewards many people never redeem.

Ziina, the UAE’s homegrown fintech success story, believes consumers deserve better. The company has officially launched Ziina Violet, a lifestyle membership designed around how people in the UAE actually live. For Dh100 per month, members receive over Dh850 worth of practical, recurring value, alongside one standout feature: zero currency fees on global spending with the Ziina Card, whether shopping online or travelling abroad.

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For anyone who regularly books flights, shops from international websites, or pays in foreign currencies, this represents a meaningful shift. Hidden mark-ups and foreign exchange fees quietly add to everyday spending. Ziina Violet removes that friction, allowing members to access global pricing at the true exchange rate.

But Violet is not just about international payments. The membership brings together everyday benefits from brands UAE residents already know and use. Members can redeem recurring monthly benefits from SALT, Ounass, ClassPass, Deliveroo, CAFU, Yango, Bateel El’an, Washmen, Letswork, Bake My Day, and NordVPN — all within one easy-to-use platform.

Rather than complex reward mechanics, Violet focuses on high-frequency, real-life value — covering where people already eat, shop, commute, and take care of themselves.

"Ziina Violet brings together the UAE’s most loved brands into one beautifully simple experience," said Faisal Toukan, co-founder and CEO of Ziina. "For the first time, your everyday life — how you move, shop, eat, and travel feels effortless. Our vision at Ziina has always been to remove friction from money and give people magic in return. Violet is the next chapter of that vision."

The launch comes at a time when lifestyle benefits are widely available, yet loyalty fatigue is growing. While the UAE’s loyalty market continues to expand, many programmes fail to deliver relevance or ease of use. With a median age of 32.8 and a population that overwhelmingly prefers mobile payments, consumers increasingly value simplicity, transparency, and benefits they can genuinely feel.

Ziina Violet is intentionally designed to meet that demand, with clear pricing, tangible value, and no fine print.

For consumers who want their money to work harder, who already interact with these brands daily, and who want confidence when spending globally, Ziina Violet offers a compelling proposition: one membership, one card, and one unified experience built for real life in the UAE.

Ziina Violet is now available to all users via the Ziina app.