For decades, financial systems everywhere have told a very one-dimensional story: credit, even short-term credit, was a privilege reserved for the few who fit the mould: those with formal employment and a flawless credit history. Anyone outside that narrow frame was left behind, unseen, and underserved.
In today’s interconnected world, this approach isn’t only outdated but also fundamentally unjust. Millions of people, especially across the Middle East and North Africa (MENA), work hard, support their families across borders, and contribute meaningfully to local economies.
Yet when urgent financial needs arise, many are left without access to fair, secure, or timely support. Traditional loans remain out of reach, while informal lenders step in with sky-high fees, opaque terms, and a cycle of debt that can erode livelihoods. If fintech innovation is truly to fulfil its promise of democratising finance, it must confront this reality directly.
Why pay-later matters now
In a world where traditional credit remains inaccessible to many, a new generation of embedded credit tools, centred around “pay later” functionality, is emerging as a powerful force for financial inclusion. These tools provide practical relief for essentials like healthcare, education, and emergencies, supporting people where it matters most, without the risks of predatory lending. They empower users with greater choice and control. This is more than just product innovation, it’s a step toward equity, putting financial tools in the hands of individuals, not just the privileged.
A regionally tailored approach
“Send Now, Pay Later” reflects a shift in financial innovation, away from one-size-fits-all offerings and toward services built for the lived realities of the MENA region. For too long, financial products have been imported from other markets with only minor adjustments, often overlooking the dynamics of economies where gig work is prevalent, remittances are a lifeline, and traditional credit scores fall short.
What the region needs are solutions designed from the ground up—ones that mirror the financial lives of migrant workers, freelancers, small business owners, and participants in the gig economy. These groups form the backbone of MENA’s economy, yet remain underserved by conventional credit systems. Embedded credit can provide small, flexible financial support within the platforms people already use daily, aligning repayment with real-world cash flow to make borrowing more manageable and sustainable.
Crucially, such tools must prioritise transparency, simplicity, and education over complexity and hidden fees. True financial inclusion goes beyond access, it’s about equipping people with the knowledge, tools, and autonomy to make informed choices.
Opportunity and responsibility for fintech
Fintech companies have a tremendous opportunity to create a lasting impact by addressing the unique needs of underserved communities in the MENA region. Responsible access to credit can unlock entrepreneurship, improve health outcomes, enable education, and strengthen entire communities—both within the region and beyond.
In the MENA region alone, the remittance market is valued at over $60 billion annually—a critical economic engine for millions of households. By making remittances easier, safer, and more affordable through embedded credit tools like SNPL, we’re not just innovating—we’re serving a vital human need.
In a region where remittances are a lifeline—often forming a substantial share of household income—making it easier, safer, and more affordable to send money home is not just a commercial opportunity; it’s a societal imperative.
But achieving this requires a shift in mindset. Success should be measured not just in quarterly metrics, but in lives improved. We must build offerings that are inclusive by design—not just by marketing.
Rethinking credit as a utility
This same mindset shift must apply to credit itself. It should no longer be seen as a privilege reserved for a select few. Like electricity or clean water, credit is a foundational utility that enables full participation in modern economic life.
Pay-later offerings can serve this role—bridging financial gaps, providing stability, and offering dignity. When thoughtfully designed, they don’t encourage excess—they enable resilience and opportunity.
The next frontier of fintech leadership
Real leadership in fintech isn’t just about new products—it’s about reimagining systems. Innovators, policymakers, and investors must rethink how credit is conceived and delivered. Emerging markets shouldn’t be forced into outdated frameworks. We need tools built for real people, in all their diversity and complexity.
AI will play a key role in this transformation, particularly in redefining credit scoring.
This shift isn’t just a technical advance—it’s a call to action. Fintechs that embrace this future won’t just access new markets—they’ll reshape financial services. They’ll lead by example, delivering on the industry’s most important promise: building systems that leave no one behind.
That is true innovation.
