Mitgo Group's Strategic Move: Acquiring UAE Finance Platform Embedded

Mitgo Group, a prominent player in the MarTech industry, is making waves with its latest venture: an expansion into fintech services tailored for affiliate publishers.

This strategic move comes at a time when affiliate marketing expenditure surged to $14.4 billion in 2023 and is anticipated to exceed $15.7 billion this year.

Mitgo Group aims to capture a significant portion of this burgeoning market, projecting to facilitate over 7% of the transaction volume, potentially surpassing $1.5 billion within the next three years.

The company's bold step commences with the acquisition of Embedded, a company based in the UAE renowned for its expertise in embedded finance.

This acquisition equips Mitgo Group with the essential technological infrastructure to spearhead its entry into this promising sector.

The newly established division will introduce embedded finance solutions tailored to publishers worldwide, particularly benefiting those in underserved regions such as MENA, APAC, and LATAM.

One of the primary advantages offered by these solutions is the immediate access to earnings for publishers, bypassing the customary waiting period of 60-120 days.

Additionally, this initiative will provide publishers with access to loans, reduced transaction fees, accelerated transactions, and a host of other perks.

Mitgo Group's prior success in piloting similar financial solutions within its own operations underscores the feasibility and potential impact of this endeavor.

A significant boon for publishers will be the simplified access to loans and financial assistance, mitigating the challenge many face in securing credit from conventional financial institutions, often due to a lack of comprehension of their business model.

This accessibility barrier has hindered publishers, primarily small to medium enterprises, from availing themselves of financial products.

Moreover, these embedded finance solutions present lucrative opportunities for major banks, payment systems, e-wallet providers, and other financial institutions to expand their customer base and introduce specialized products in markets and regions previously deemed too risky or costly.

This shift has the potential to reshape the financial landscape, fostering greater inclusivity and innovation in the affiliate publishing industry.

Source: EntArabi