Oct 4, 2024

TRAY, a leader in cloud-native enterprise-class POS systems, announced it has expanded its existing partnership with Alraedah Finance, a digital solutions provider based in the Kingdom of Saudi Arabia. Alraedah made a significant financial investment in TRAY, further empowering the technology provider to develop its cutting-edge POS system and support its Enterprise customers. Alraedah Digital Solutions, a division of Alraedah Finance, will provide additional resources and expertise in data analytics, product development, and third-party integrations. These two parties launched an exclusive reseller agreement in 2023 to power small- and medium-sized enterprises (SMEs), and larger Enterprise customers across various industries in the Middle East & North Africa region with cutting-edge POS Solutions, sometimes referred to as Electronic Cash Register (ECR) Solutions in the region. As an exclusive reseller of TRAY POS in the MENA Region, Alraedah resells, configures, and supports the TRAY solution, which is available in English and the local language and currency, making the solution accessible and turn-key for end customers. TRAY-branded financial products, including TRAY Capital and TRAY Pay, are also slated for development. Given the flexible technology TRAY offers, the same can be done easily in other international markets. In the last year, TRAY’s state-of-the-art POS system enabled Alraedah Digital Solutions to offer customers in the Kingdom of Saudi Arabia with easy-to-use and reliable solutions that optimize business operations and enhance customer experiences. And the new financial support provided bolsters TRAY’s ability to expand international reach and enhance service for existing US and Canada customers. Hospitality operators in food and beverage, cafes, and lounges around the MENA Region have growing access to an efficient, reliable, and scalable POS solution that can optimize business operations and enhance in-store consumer experiences through the partnership between Alraedah and TRAY. TRAY’s extensive experience in offering POS solutions to businesses worldwide, combined with Alraedah’s commitment to championing growth for independent and fast-growing brands, will further empower and enhance existing service offerings such as POS financing, and also contribute to the overall development of the SME sector in Saudi Arabia. KEY QUOTES: “We’re appreciative of the partnership and investment from Alraedah. Their support and vision are instrumental in propelling our mission to revolutionize the restaurant POS industry. This collaboration not only strengthens our global presence but also enhances our ability to deliver innovative solutions that meet the evolving needs of our clients.” -Peter Kellis, Chief Executive Officer of TRAY “TRAY has proven to be an indispensable tool for hospitality businesses in our region. This growing engagement deepens both party’s ability to support businesses on an international scale. Together, we are poised to set new standards in the industry and drive meaningful growth. We look forward to the continued success of this partnership and the exciting opportunities it will bring.” –Paul Melotto, CEO of Alraedah Digital Group Pulse 2.0 focuses on business news, profiles, and deal flow coverage.