News

Admitad Is Now “Mitgo”, With Big Investment Planned By 2025

As a multinational company with assets in MarTech, FinTech and more, Mitgo plans to play a big role in the MENA region’s future.

Published

4 years ago

January 25, 2023

Nour Nasir

Mitgo

Amitad, a global Performance Marketing platform and IT solutions provider, is morphing into “Mitgo”, which will become the new parent holding company for the wider Admitad group.

The move aims to simplify the current corporate structure, allowing the separate entities within the group to develop more freely, alongside plans to launch a startup incubator and entrepreneur network.

Over the past five years, Admitad has seen strong growth in the MENA region, having spent over $30 million in acquisitions and various new project launches. In 2022, the provider’s solutions generated in excess of 130 million orders for 35,000 online merchants and monetized the audiences of 100,000 publishers.

To coincide with the group’s restructuring, founder Alexander Bachmann will step in as CEO of the newly-formed Mitgo.

mitgo ceo alexander bachmann

“The worldwide economy is changing rapidly. By developing its products and investing in promising new projects, Mitgo will make a major contribution to the development of industries such as eCommerce, AdTech, and MarTech. An innovation-focused approach is the very backbone of Mitgo’s business operation. This new company structure will allow us even more freedom to launch ventures, acquire, invest – and attract investment,” says Alexander Bachmann, Mitgo CEO.

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In addition to contributing to various MENA industries, Mitgo will also form a startup incubator, supporting grass-roots initiatives and helping to drive funding to promising new ventures.

As well as offices in 10+ countries and a team of over 700 professionals, Mitgo boasts an extensive family of companies under its umbrella. From coupon and voucher advertising solutions such as FairSavings to influencer marketing from ConvertSocial, the group continues to grow from strength to strength, with further investments of $75-$100 million planned before 2025.

News

NEOPAY Wants To Follow Merchants Across Channels And Borders

A controlling 65% stake in noon payments would give NEOPAY access to marketplace sellers, online merchants and the payment flows they generate.

Published

1 day ago

October 5, 2026

Nour Nasir

neopay wants to follow merchants across channels and borders

It’s been a long time since checkouts were single defined places. A merchant might take payments at a physical register, on its own website and through an online marketplace, sometimes in more than one country. NEOPAY wants to follow those transactions wherever they happen.

The UAE payments company has entered into an agreement to acquire a 65% controlling stake in noon payments. NEOPAY already runs the acquiring infrastructure that lets merchants accept card payments, along with omnichannel acceptance and a merchant services platform. This new deal would add noon payments’ embedded payments platform, e-commerce gateway and merchant network across the UAE, Saudi Arabia and Egypt. That would considerably expand both NEOPAY’s digital commerce capabilities and its regional reach.

For merchants, the attraction is a single provider for online and in-store payments, plus faster settlements, data and analytics, and value-added financial services.

“Payments should be simple, reliable, and built for the markets they serve,” said Faraz Khalid, CEO of noon. His counterpart at NEOPAY, Vibhor Mundhada, added: “We have built a strong payments business in the UAE, and our ambition is now to take that capability across the region”. The acquisition, Mundhada added, would “expand our footprint into Saudi Arabia and Egypt” while reinforcing NEOPAY’s position at home.

Also Read: In Kuwait, Your Surgeon Might Be Operating From Another Country

NEOPAY is also keen to point out potential payment volume increases. The company says noon payments’ integrations with marketplace sellers and online merchants create high transaction density in some of the region’s fastest-growing digital commerce segments. It also believes control of the business would give it access to those merchant relationships and payment flows, and speed up the rollout of alternative payment methods and installment options.

The combined roadmap targets faster merchant onboarding, better payment performance, tighter fraud controls and embedded financial services. The deal could also strengthen cross-border payments and settlement along key regional commerce corridors.