Ali Bin Zayed Al Falasi, Chief Retail Officer and Senior Vice President of Marketing at Emarat, said the partnership reflects a shift in how loyalty programmes can function within a digitally enabled economy. He said the initiative connects everyday mobility with access to fractional real estate investment, aligning with broader efforts to offer more practical and future-oriented consumer services.

PRYPCO Blocks is the fractional real estate investment arm of PRYPCO, a regional property technology platform. The company focuses on enabling smaller-scale participation in property ownership through digital infrastructure.

Amira Sajwani, Founder and Chief Executive Officer of PRYPCO, said the agreement enables consumers to channel routine spending into asset ownership, lowering traditional barriers to entry into real estate investment. She said Emarat’s scale and consumer reach support wider access to regulated, technology-driven investment models.

The partnership comes amid increased momentum in the UAE’s proptech and digital investment sectors, supported by regulatory frameworks that encourage innovation across financial services, real estate, and consumer platforms. Industry players have increasingly explored cross-sector collaborations to integrate investment opportunities into everyday digital experiences.

Emcan is Emarat’s digital loyalty programme, allowing customers to earn and redeem points across participating services within the company’s retail ecosystem. The programme is managed through a dedicated mobile application that enables users to track balances and redeem rewards digitally.

The companies did not disclose financial terms of the agreement or a timeline for wider rollout beyond the initial launch phase.