Equiti earns UAE Superbrand status, joining the nation’s most trusted brands

Dubai, UAE – November 12, 2025

Equiti Group, a global fintech provider, is proud to be named a UAE Superbrand, joining 29 of the nation’s most trusted and iconic names. Often called “the Oscars of Branding”, the Superbrands Seal of Trust celebrates outstanding reputation, innovation, and customer loyalty.

“This is a proud moment for Equiti,” said Iskandar Najjar, Equiti Group CEO. “Earning Superbrands status is a testament to what vision and relentless execution can achieve, and a mandate to keep innovating globally.”

First established in 2017, the group has grown from a regional brokerage into a global fintech powerhouse. Its proprietary technology, multi-asset trading platforms, and data-driven solutions have redefined how clients access global markets. Its UAE achievements include multiple awards such as Fastest Growing Multi-Asset Broker (2022) and Top Trusted Financial Institution (2024 & 2025).

A key driver of this transformation is Chantelle Johnson, Equiti’s CMO, who has pioneered new frameworks for performance measurement, brand storytelling and digital engagement — from securing naming rights to the Equiti Metro Station to partnerships with Dubai Basketball, Al Wahda FC, and the Equiti Youth Football League.

From awareness to authority

In less than three years, brand awareness surged 550% and website traffic jumped 875%, driven entirely by Equiti’s in-house marketing team.

“Marketing should be a growth engine delivering tangible commercial outcomes,” said Chantelle Johnson, Equiti’s CMO. “We’ve taken calculated risks with our campaigns, all built and delivered in-house. Every decision we make is grounded in data, technology and creativity — because measurable results are only meaningful if they connect to people.”

Under her leadership, Equiti’s marketing division has evolved into a multidisciplinary team that combines performance marketing, creative storytelling, and advanced forecasting and intraday analytics.

Johnson reflected on Equiti’s marketing transformation, adding “Building a tribe of brilliant people is key. Data, tech and creativity work best in harmony – but trust is critical too. Our in-house team succeeds because we push each other to think smarter, create better, and deliver together.”

Data-driven creativity designed to scale

Equiti’s rise from a fast-scaling brokerage to a recognised global fintech leader has been driven by a blend of innovative technology and marketing innovation. Johnson has championed digital transformation internally, introducing agile marketing frameworks, measurable performance models, and omnichannel activations that seamlessly integrate social, outdoor, experiential, and content ecosystems.

Those efforts reshaped Equiti’s public perception — not just as a broker, but as a fintech brand rooted in innovation, integrity, and inclusion.

“Few brands in this space have built community and credibility this quickly,” added Hari Carpenter, Equiti’s Head of Brand. She credits the success to combining data-led digital storytelling to a clear, creative philosophy: clarity over clutter, courage over comfort.

“A brand isn’t just a logo, it’s a living idea,” Carpenter added. “We’re always looking for ways to leave our audience with something memorable. Being named a Superbrand is both a credit to what our team’s accomplished so far and highly motivating for what’s next. It tells us that our story matters, it’s being heard and more importantly – remembered.”

What’s next for Equiti?

For Equiti, the Superbrands recognition isn’t a finish line, but fuel for what comes next. The company plans to continue scaling its operations; expanding their products and services, community initiatives, educational programs, and digital-first experiences that bring everything finance closer to everyday people.

“Being recognised as a Superbrand confirms that blending creative storytelling with measurable performance is key to building a lasting brand,” said Johnson. “It proves that data-led marketing can drive real business growth — and that in fintech, emotion and data belong together.”

About Equiti

Equiti Group is a global leader in advanced trading technology, payment software, virtual assets, asset management and physical commodity solutions. With a presence across Africa, Asia, Europe and the Middle East, the Group is licensed in major financial jurisdictions including the UK, UAE and Cyprus. The Group delivers a best-in-class financial experience to clients across retail, professional, and institutional segments.

About Superbrands

Superbrands is the world’s largest independent arbiter of branding excellence. Founded in the United Kingdom in 1994, Superbrands identifies and celebrates outstanding brands that demonstrate exceptional quality, reliability, and distinction. Active in the UAE since 2001, the organisation annually honours a limited number of brands that have achieved exceptional status and recognition in their respective industries.