This September, Riyadh hosted something big, Money20/20 Middle East which ran from 15‑17 September 2025 at the Riyadh Exhibition & Convention Center in Malham Saudi Arabia. It pulled together more than 38,500 attendees, over 450 global and regional fintech brands, and upward of 1,050 investors. More than just numbers, it was a sign that Saudi Arabia is not only keeping up, but pushing forward as a major hub for fintech in the Middle East.
What the Event Brought to the Table
The theme of Money20/20 was “Where Money Does Business” which really reflected its focus. The agenda covered a wide range of topics like evolving regulation, AI in finance, digital payments, financial inclusion, stablecoins, and much more. Key announcements included the nationwide rollout of Google Pay, acceptance of Alipay+ by 2026, big investment deals, and major local fintechs stepping up.
The structure of the event was designed to foster connections: curated meetings, partnership pavilions, networking lounges. People who came to learn, to pitch, to find partners or investors, had many opportunities.
Apptrove’s Role & Why It Matters
By attending this summit Apptrove got a chance to get a close perspective on the evolving demands in the region. Apptroves platform is known for mobile attribution, deep linking, fraud prevention, real‑time insights it has features that are increasingly essential for app marketing in a world where privacy, measurement, and performance are more important than ever. (From previous events Apptrove has participated in, product integration, multi‑touch attribution, deep analytics have always been part of our message.
A Personal Presence: Ahmad Nabeel
Ahmad Nabeel, Sales Lead for Apptrove, was on the ground in Riyadh, Saudi Arabia engaging directly with potential clients, partners, and industry stakeholders. He led product walkthroughs, took feedback from app marketers and advertisers, and helped translate Apptrove’s technical capabilities into language that decision‑makers can understand. His presence ensured that Apptrove did not just show up but also listened, responded, and built connections.
Key Takeaways
- Regulation & Opportunity: Saudi Arabia’s Vision 2030 continues to push fintech regulation, payment modernization, and financial inclusion. There’s both opportunity and responsibility for tech providers to align with local rules and expectations.
- Demand for Precision & Trust: Clients are more aware now of data privacy, accurate attribution, fraud, and clean reporting. Platforms that offer transparency, strong analytics, and reliable integrations will have an edge.
- Global Players Entering Local Markets: With launches and announcements from global payment platforms (like Google Pay, Alipay+), the competitive landscape is heating up. It means that local and regional players need to scale, differentiate, and adapt quickly.
- Relationships Matter: Events like this aren’t just about talks or panels—they’re about meeting people, hearing what their real problems are, and forming partnerships that endure.
What This Means for Apptrove Going Forward
By attending Money20/20 Middle East it is likely to help Apptrove in several possible ways:
- Concentrate on gaining new campaigns and clients who want stronger app measurement and growth tools.
- Work towards improving product features by integrating what marketers ask for in the Middle East like localization, customer support, custom metrics, and most importantly language.
- Continue to build partnerships with regional ad networks, advertisers, regulators or payment platforms and not just customers and clients.
- And Increase the visibility and trust in the market, which helps when competing with big global names and local contenders.
Money20/20 Middle East was clearly more than just a event; it was a milestone in how the fintech ecosystem in Saudi Arabia and the wider region is evolving. Apptrove presence there, and being active in the conversations, means we are not just watching the change that is happening but we are also part of shaping it.
FAQs
What is Money20/20 Middle East?
Money20/20 Middle East is one of the region’s largest fintech events, bringing together global fintech companies, investors, regulators, banks, and technology innovators to discuss trends, challenges, and the future of financial technology.
Why does Money20/20 Middle East matter for the fintech industry?
The event highlights major advancements in payments, digital banking, AI, financial inclusion, and regulation. It connects global leaders and fosters partnerships that shape the future of fintech across the Middle East and beyond.
Why is Saudi Arabia an important market for mobile and fintech growth?
Saudi Arabia’s Vision 2030 has accelerated digital adoption, payment modernization, and financial innovation. With a young, mobile-first population, it’s one of the fastest-growing fintech markets globally.
What value did Apptrove gain from attending Money20/20?
Apptrove gained insights into regional demand, regulatory expectations, and customer challenges—helping refine product features and market strategy. The event also opened new opportunities for collaborations with advertisers, app developers, payment platforms, and ad networks.
What trends were most discussed at Money20/20 Middle East?
Major trends included transparent data reporting, stricter fraud prevention, AI-driven decision-making, cross-border payments, personalized customer experiences, and increased competition from global payment players entering local markets.
