Plus500 has appointed Muhammad Alamer as its Plus500 UAE brand ambassador, selecting a former private banker with close to 20 years of experience across Emirates NBD, Mashreq, Abu Dhabi Commercial Bank and Commercial Bank of Dubai.
Alamer holds registration number 4 under the UAE’s licensed financial influencer regime, making him one of the earliest to sign up under rules now overseen by the Capital Market Authority (CMA), the regulator previously known as the Securities and Commodities Authority (SCA).
From Banking Floors to Social Media
According to Plus500’s announcement, Alamer’s career gave him direct sight of a shift in how UAE traders source market information, moving away from bank relationship managers and towards online platforms. David Zruia, chief executive officer of the Plus500 Group, said Alamer brings ‘deep institutional experience, real credibility with traders, and a clear commitment to education done responsibly.’
Alamer’s stated approach centres on helping traders understand market drivers rather than simply following signals, with an emphasis on risk management and discipline. In his new role he will host webinars and educational sessions for Plus500’s global customer base, including clients of Plus500Gulf Securities, the group’s CMA-regulated UAE subsidiary. He will also publish market commentary on Plus500’s platforms, focusing on commodities, global markets and macroeconomic trends.
Plus500 UAE Brand Ambassador Role Comes With Caveats
The appointment sits inside a regulatory framework that is still finding its feet. The UAE’s finfluencer licensing rules took effect in May 2025 and require anyone providing financial recommendations through social media, podcasts or webinars to register with the CMA. Eligibility criteria include holding a CFA charter or SCA-accredited analyst status, a minimum follower count, a set period of content-creation experience, and completion of a code of conduct covering disclosure and accuracy.
The SCA waived registration, renewal and legal consultation fees for the first three years to encourage early sign-ups. Non-compliance after the grace period can carry penalties.
Enforcement, however, has drawn scrutiny. Finance Magnates has reported that many registered finfluencers are promoting locally unregulated CFD (contracts for difference, a leveraged derivative product) brokers, while at least one is promoting binary options on an offshore, unregulated platform. Social media links across the register were found to be inconsistent, non-functional or misattributed, including the LinkedIn link listed alongside Alamer’s own name. The CMA told Finance Magnates that ‘all available links of the financial influencers will be reviewed accordingly,’ without addressing specific anomalies raised.
For investors watching how regulated firms navigate this space, the gap between the framework’s intentions and its current implementation is worth keeping in mind.
A Growing Footprint, and Results to Match
Plus500 has been building its UAE presence methodically. The group launched Plus500Gulf Securities in April 2025 under a mainland CMA licence, adding to the Dubai Financial Services Authority (DFSA) licence it had held since 2023 through its DIFC entity, Plus500AE. Business24-7 reports the DFSA licence carries the number F005651 and the CMA licence the number 20200000232, making Plus500 one of the few brokers in the UAE holding both concurrently.
The mainland licence broadens Plus500’s ability to market and acquire customers across the UAE beyond the DIFC financial zone. FintechNews.ae notes the structure positions the London-based multi-asset group to extend its product range beyond CFDs to include share dealing, futures and options on futures over time.
The UAE push is part of a wider regulatory build-out. According to the Plus500 Q3 2025 Trading Update, the group secured a new licence in Canada during the period, taking its total global licence count to 15.
Financially, the group enters this expansion phase from a position of strength. The Q3 2025 Trading Update records revenue of $182.7 million for the quarter and EBITDA (earnings before interest, tax, depreciation and amortisation, a proxy for operating cash generation) of $82.7 million, with average revenue per user and average customer acquisition cost improving by 2% and 12% respectively versus the prior year.
The fuller picture emerges from the full year. The Plus500 Notice of Annual General Meeting 2026 discloses FY 2025 revenue of $792.4 million and EBITDA of $348.1 million. Both figures cleared the Bloomberg-compiled analyst consensus estimates of $749.5 million in revenue and $343.0 million in EBITDA that the group cited in its Q3 update.
For holders of Plus500 shares, the ambassador appointment is best read alongside those numbers. Brand-building in a high-growth market like the UAE is more credible when the underlying business is already beating forecasts. The test will be whether the finfluencer framework matures fast enough to make the marketing investment worthwhile.
