Equiti Joins the Ranks of the UAE’s Most Iconic and Trusted Brands
Equiti Group, the global fintech provider, has been officially named a UAE Superbrand, joining 29 of the country’s most trusted and recognizable companies. The award underscores Equiti’s rapid ascent from a regional brokerage to a global fintech powerhouse, distinguished by innovation, client-centric service, and operational excellence.
“This is a proud moment for Equiti,” said Iskandar Najjar, CEO of Equiti Group. “Earning Superbrands status is a testament to what vision and relentless execution can achieve, and a mandate to keep innovating globally.”
Established in 2017, Equiti has built a strong reputation as one of the UAE’s most progressive fintech brands. Its proprietary multi-asset trading platforms and data-driven technologies have transformed . Within eight years, the company has evolved into a , now serving clients in more than 170 countries.
This latest honor complements a series of UAE achievements, including quickest Growing Multi-Asset Broker (2022) and Top Trusted Financial Institution (2024 & 2025). Collectively, these milestones mark Equiti’s emergence as a brand defined by integrity, innovation, and client empowerment.
Takeaway
Building a Global Fintech Brand Through Innovation and Vision
Equiti’s transformation into a recognized global fintech has been driven by an unwavering focus on data-led decision-making, customer experience, and creative brand storytelling. Over the past three years, the company has achieved an astounding 550% increase in brand awareness and an 875% surge in website traffic — growth achieved entirely by its in-house marketing division.
Chantelle Johnson, Chief Marketing Officer, has been instrumental in this transformation. “Marketing should be a growth engine delivering tangible commercial outcomes,” Johnson said. “We’ve taken calculated risks, grounded every decision in data, technology, and creativity – because results only matter when they connect to people.”
Under her leadership, Equiti’s marketing division has evolved into a multidisciplinary powerhouse combining creative storytelling, performance analytics, and emerging technology. Johnson’s initiatives include strategic partnerships such as Dubai Basketball, Al Wahda FC, and the Equiti Youth Football League, as well as the landmark naming rights to Equiti Metro Station — a move that cemented the brand’s visibility in the heart of Dubai.
Takeaway
Defining Trust and Credibility in Modern Fintech
Hari Carpenter, Head of Brand at Equiti, described the recognition as a reflection of the company’s unique identity. “A brand isn’t a logo, it’s a living idea,” he said. “Being named a Superbrand is a credit to our team, and proves our story is worth remembering.”
Equiti’s recognition as a UAE Superbrand reflects not just commercial success but also its deep commitment to trust, resilience, and human connection in a rapidly . Few fintechs have built credibility and awareness at such speed, especially within a sector where consumer confidence is paramount.
With eight regulatory licenses and a growing portfolio spanning , payment software, virtual assets, and asset management, Equiti continues to push the boundaries of financial innovation. The company’s next chapter will focus on scaling its technology globally while maintaining its unwavering and client empowerment.
“Building a tribe of brilliant people is key,” Johnson added. “Data, tech, and creativity work best in harmony – but trust is critical too.”
Takeaway
