A new report by eToro reveals a significant shift in investor preferences across the UAE, with 87% of retail investors now relying on fintech platforms. This trend indicates a growing departure from traditional financial institutions, driven by accessibility and evolving expectations of digital-first experiences.
The findings point to Dubai’s emergence as one of the world’s top five fintech hubs, a position reinforced by increased adoption of emerging technologies and platforms in the investment landscape. However, the study also identifies a key challenge: financial literacy. Despite the growing use of fintech tools, a notable proportion of investors still find certain asset classes—particularly cryptoassets (33%), commodities (30%), and ETFs (29%)—difficult to understand.
George Naddaf, Managing Director MENA, eToro, commented: “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. eToro’s data shows a clear preference for fintech solutions, with half of retail investors now using crypto exchanges, and many turning to personal finance apps (32%) and robo-advisors (20%) to manage their money.”
He further added, “This growing reliance on fintech isn’t marginal—it’s mainstream. Over a quarter of investors (26%) use only fintech providers for their financial needs, while (36%) lean on them for most of their activity. Even those still working with traditional institutions are blending in fintech tools, creating a more hybrid financial experience.”
“But while adoption is widespread, understanding still lags. Cryptoassets top the list of the most difficult products to grasp (33%), followed by ETFs (29%) and commodities (30%). This underlines a critical challenge: as fintech platforms become the go-to for financial engagement, there’s a growing need to support investors with accessible, high-quality education. 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,” he noted.
The report emphasizes the importance of investor education as the fintech wave accelerates. With more individuals managing their wealth through digital channels, the need for clear, reliable, and digestible financial knowledge is becoming more urgent.
