Equiti Group became the fintech partner of the Sharjah Book Authority (SBA) today (Tuesday), the broker said. The deal covers a financial literacy book due in 2027 and workshops at venues run by the authority, which the emirate set up in 2014 to promote reading and publishing.
The agreement adds a cultural channel to a UAE push that has run alongside a retreat in Britain. Equiti's UK arm stopped onboarding new medium- and high-risk clients in August, after its 2025 net trading revenue fell 24% from 2024 to $24.4 million.
The first activation starts on Wednesday. Equiti is sponsoring the Sharjah International Book Fair, which runs until November 15 at Expo Centre Sharjah, and will staff its own booth there for the 12 days.
London's trading industry is coming home!
Four Local Moves Since August
Equiti has spent the past three months attaching its name to physical places in the UAE. In mid-August it moved from the sleeve to the front of Al Wahda FC's shirts, the Abu Dhabi club it has sponsored since 2024.
A month later the broker opened a walk-in store on King Faisal Road in Sharjah, which FinanceMagnates.com reported may be the only CFD broker storefront in the country. A second branch followed in Al Ain on September 23.
The book deal is the fourth of those commitments in under 12 weeks, and the second in Sharjah. Mohamed Hachichou, general director of the Sharjah branch, also speaks for the broker on the SBA deal.
"We want to help people build the knowledge and confidence to ask questions," Hachichou said.
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IG Group has reported similar demand for in-person contact. Its MENA chief has described the UAE as a market where traders even visit its local office to interact with staff or open an account.
Books and Book Sales in 2027
The financial literacy title will be published with Onshur, a publishing initiative founded by Sheikha Bodour bint Sultan Al Qasimi, according to the release. Equiti will also sponsor Big Bad Wolf Books sales across several emirates in 2027, with a possible extension to other countries.
Majid Al Nuaimi, director of partnerships and investment at the SBA, said the authority expects the partnership to continue after the fair.
Both walk-in branches operate under Equiti Securities Currencies Brokers, licensed by the Capital Market Authority (CMA), the regulator that replaced the Securities and Commodities Authority on January 1.
Equiti has kept an office in Abu Dhabi since 2023, and FM Intelligence's broker volumes tracker carries an estimate of its trading volume among 186 retail brokers.
