When most people think of investing, images of towering, marble-floored institutions often come to mind – places where the air feels thick with tradition, everybody is in stiff suits and processes are bound by old-fashioned methods. These long-established financial giants can seem unapproachable, complex, and intimidating, especially to younger or less experienced investors and traders navigating a digital world in constant flux.
For decades, this has been the norm, with institutions clinging to outdated practices that leave many feeling left out or overwhelmed. Enter amana, a dynamic trading and investing firm that’s rewriting the rules. By combining the newest technology with a human touch, amana is breaking down the barriers of the past and inviting a new generation to invest and trade with confidence and ease.
The problem
Traditional institutions have long dominated financial services in the Middle East and North Africa, mostly catering to high-net-worth individuals. Historically, many potential investors and traders have been kept from the stock market or other financial institutions by high fees, complicated procedures, and a lack of educational resources. This has prevented them from even trying to build their wealth beyond the popular property investments across the MENA region.
amana recognised this gap. Founded in 2010 in Dubai, United Arab Emirates (UAE), as a traditional trading firm, it has since evolved into a leading neo-broker, making trading and investing accessible to everyone, regardless of financial status or experience.
The company’s mission is to expand access and cater to a diverse audience – from traditional high-net-worth individuals to younger, tech-savvy customers with less experience. Moreover, amana understands that this global shift in the industry is being driven largely by new generations, particularly Millennials and Gen Z. As a result, brokers must rethink their strategies and catch up to meet the expectations of these emerging investors.
The solution
amana helps and supports its customers. Period.
Customers depend on financial institutions to safeguard their money and grow the value of their savings through investments in a variety of assets – stocks, bonds, ETFs, cryptocurrencies, and more. amana provides a comprehensive suite of products and services. Whether you’re looking to invest for the long term or actively trade, amana offers access to most major global markets, as well as the key seven MENA exchanges. Plus, with thousands of assets to choose from, like over 100 crypto coins or about 1100 regional stocks, the opportunities are unmatched compared with other brokers in the region.
Tech-driven simplicity
In September 2022, amana introduced its mobile app, which quickly became its signature trading and investing platform, used by a community of more than 200,000 registered users. The app gained popularity very fast because it allows customers to access dozens of international and regional markets within seconds. And that literally means access to thousands of assets. Moreover, the app contains specialized features like advanced charting, a “For You” page chronicling customer activity, and many more useful tools that allow for a smooth, fast and safe trading and investing experience.
Transparency is everything
At amana, transparency isn’t just a buzzword – it’s a core value that defines how it operates, both for its customers and internally as a company. amana believes that our success is built on the collective efforts of clients, employees, and shareholders, working together to create the best possible products and experiences.
For the customers, transparency means clarity and trust. Whether it’s how amana prices its services or how it explain the risks and opportunities in the company’s Transparency Statement, amana ensures that every customer understands exactly how things work.
Internally, this commitment to openness strengthens amana’s culture, empowering every team member to contribute to the shared mission of building a community where everyone can learn, trade, invest, and grow. By prioritizing transparency, amana aims to build lasting trust, helping its customers make informed decisions, even if it means smaller profits.
“We’re committed to being a pioneer, continually innovating to align with the dynamic needs of our clients,” an amana official told CEO Middle East.
A bright future for tech-savvy investors
amana is transforming how people invest by blending innovation with accessibility. The company’s success speaks for itself, as it also attracts younger, tech-savvy investors eager for a more intuitive and transparent approach. But amana isn’t stopping there. With a bold vision for the future, the company is poised to change the way we think about wealth building.
As digital assets grow and technology like AI continues to shape the market, amana is committed to leading the way, ensuring that investing is not just for the elite but for anyone ready to take control of their financial future.