EMPG has secured a US$200 million investment led by Affinity Partners, aimed at bolstering its technology and preparing for a future IPO while maintaining a stronghold in the classifieds markets of the MENA and South Asia regions.

Target Company Overview

EMPG, a Dubai-based unicorn, is a leading player in the classifieds market, operating prominent platforms such as Bayut and dubizzle in the UAE, as well as Zameen.com in Pakistan. The company has recently closed a significant investment round, securing US$200 million, which is poised to bolster its growth trajectory in the competitive classifieds space.

With a focus on emerging markets, EMPG has established itself as the largest and most successful classifieds entity, concentrating primarily on the MENA, South Asia, and Southeast Asia regions. The majority of the newly raised funds will be allocated to their core markets, particularly the UAE, where they operate the market-leading Bayut and dubizzle brands.

Industry Overview

The rising demand for digital classifieds in the UAE reflects a broader trend within the region's shifting economic landscape. The UAE has seen substantial growth in online classifieds as consumers increasingl