A new survey from eToro, the global trading and investing platform, reveals that 87% of retail investors in the UAE now rely on fintech platforms—marking a pivotal transformation in how financial services are accessed and trusted across the country.
This shift positions Dubai as a global fintech powerhouse and highlights a broader evolution in investor behavior across the region.
Fintech Becomes Mainstream for UAE Investors
According to George Naddaf, Managing Director MENA at eToro, the UAE is witnessing a fundamental change in how investors engage with financial markets.
Dubai’s position among the world’s top 5 fintech cities reflects a broader transformation in how investors across the UAE are engaging with financial services,
” Naddaf said. “Our data shows a clear preference for fintech solutions, with 50% of retail investors now using crypto exchanges, and growing adoption of personal finance apps (32%) and robo-advisors (20%).”
This trend isn’t limited to early adopters. The survey shows that 26% of investors exclusively use fintech platforms, while 36% depend on them for the majority of their financial activity.
Even those still engaged with traditional financial institutions are increasingly blending in fintech tools to create a hybrid financial experience.
Widespread Use, Limited Understanding
Despite the growing popularity of fintech platforms, the survey also reveals a significant knowledge gap.
Investors report challenges in understanding some of the most popular financial products:
Cryptoassets: 33% find them difficult to understand
ETFs: 29%
Commodities: 30%
These findings underline the need for more accessible and investor-friendly financial education.“As fintech platforms become the go-to for financial engagement, there’s a growing need to support investors with high-quality, accessible education,” Naddaf emphasized.
“Fintech is clearly shaping the future of finance in the UAE—not just by offering new tools, but by redefining how and where investors make decisions. Ensuring those decisions are informed will be key to sustaining this momentum.”
eToro: Driving Financial Empowerment in the UAE
Founded in 2007, eToro has grown into one of the world’s leading platforms for trading and investing, with over 38 million registered users across more than 75 countries.
The platform empowers users to trade a wide variety of traditional and innovative assets, including stocks, ETFs, crypto, and more, with options to invest directly, copy other investors, or manage diversified portfolios.
eToro promotes financial literacy and community-based investing, offering a space where users can share knowledge, learn from one another, and grow wealth collaboratively.
