Equiti Partners with Uber to Launch UAE’s First In-Journey Advertising Campaign

Equiti Group has partnered with Uber to become the first brand in the UAE to launch an in-journey advertising campaign using Uber’s newly introduced Journey Ads platform.

The campaign marks Uber’s first in-ride brand activation in the UAE and represents a new distribution channel for fintech marketing. It places Equiti’s messaging directly in front of passengers during active journeys, targeting moments of high user attention.

The activation centers on Equiti’s brand message, “Forward is the mindset,” reflecting the firm’s positioning around progress, ambition, and financial confidence. The company said the campaign is designed to connect with consumers who value growth and long-term financial planning.

Uber’s Journey Ads use Premium Audience Signals to reach high-net-worth and emerging affluent riders. Targeting is powered by first-party data, including ride behavior, lifestyle preferences, vehicle selection, and visits to premium destinations. The environment is fully logged-in, cookie-less, and delivered with a 100% share of voice.

Equiti Chief Marketing Officer Chantelle Johnson said the partnership reflects the firm’s focus on innovation and leadership in the regional fintech space. “As a Superbrand built on innovation, we’re proud to be the first in the UAE to partner with Uber,” she said, adding that the campaign demonstrates Equiti’s willingness to explore new, future-focused channels.

Riccardo Camon, Equiti’s Group Head of Marketing, said the collaboration progressed quickly due to shared values between the two companies. He noted that both brands focus on simplifying journeys and supporting users at every stage.

The launch establishes a new benchmark for fintech advertising in the UAE, combining mobility media with data-driven targeting. It also highlights growing interest among retail trading and financial services firms in alternative, high-impact advertising formats.

Equiti Group operates globally across trading technology, payments, asset management, and virtual assets, with regulatory licenses in major jurisdictions including the UAE, UK, and Cyprus.