Paymenow, a South African fintech providing earned wage access (EWA), has partnered with Neem, a financial services provider based in Pakistan, to introduce a Shariah-compliant EWA solution, Neem Paymenow, in Pakistan. This marks Paymenow’s latest international expansion following its success in African markets.
EWA, commonly known as on-demand pay, allows employees to access a portion of their earned wages before their official payday. By offering this service, Paymenow aims to address financial liquidity challenges faced by workers, particularly those in underserved and underbanked markets. The fintech was founded in 2019 by former Springbok rugby player Bryan Habana, now Chief Client Officer, and Deon Nobrega, the group’s CEO. The firm’s core mission has been to promote financial wellness in South Africa, with plans for broader expansion.
In 2023, Paymenow secured a R250 million debt facility from Rand Merchant Bank to fuel its growth and has since expanded operations into Namibia, Uganda, and Zambia. The fintech’s focus on addressing financial inclusion challenges in emerging markets has propelled its interest in Pakistan. With its population of around 240 million, largely comprising blue-collar workers with limited access to formal credit sources, Pakistan presents a fertile ground for Paymenow’s EWA solution.
“Pakistan mirrors many of the socio-economic conditions we see in South Africa,” said Deon Nobrega. “With such a large segment of the population financially underserved, there’s a clear opportunity to make a positive impact, particularly in sectors like retail, logistics, healthcare, and manufacturing.”
Currently, only 2.5% of Pakistan’s population has access to formal credit sources, creating a gap for financial solutions that can alleviate immediate financial pressures for workers. Through its partnership with Neem, Paymenow aims to fill this void. Neem, a fintech providing embedded financial services via a banking-as-a-service platform, has helped to develop the new product, Neem Paymenow, which will allow workers to access up to 40% of their wages before payday.
The collaboration was facilitated by both companies’ mutual investor, DNI Group, and positions Neem Paymenow as a tailored solution for Pakistan’s financial landscape. The platform, available in both Urdu and English, also incorporates gamified educational content covering essential financial literacy topics like savings, budgeting, and fraud prevention, further aiming to enhance users’ financial knowledge.
Security remains a critical aspect of the service. Neem Paymenow is ISO27001 certified and GDPR compliant, with the fintech conducting annual penetration tests and implementing robust safety measures to protect sensitive payroll data.
Deon Nobrega emphasized that while the expansion into Pakistan is a major step forward for Paymenow, the company’s commitment to South Africa remains steadfast. “We have seen significant success in South Africa by addressing key financial challenges faced by many employees. As we explore new markets, South Africa remains our primary focus. Ensuring Paymenow’s continued growth and impact at home is integral to our long-term strategy,” he said.
Paymenow’s expansion into Pakistan signals its ambition to become a global leader in the earned wage access space, leveraging local partnerships to provide tailored financial solutions in emerging markets. As economic inequalities and access to financial services continue to pose challenges, the fintech sees itself as part of the solution — bridging the gap between underserved populations and financial empowerment.