TRAY Expands Partnership, Secures Strategic Investment from Alraedah Finance

Alraedah’s financial backing and expertise to accelerate TRAY’s growth

MIAMI--(BUSINESS WIRE)--TRAY, a global leader in cloud-native enterprise-class POS systems, today announced it has expanded its existing partnership with Alraedah Finance, a prominent financial and digital solutions provider based in the Kingdom of Saudi Arabia. Alraedah has 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. The two parties launched an exclusive reseller agreement in 2023 to power small- and medium-sized enterprises (SMEs), as well as 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 the exclusive reseller of TRAY POS in the MENA Region, Alraedah resells, configures, and supports the TRAY solution, which is available in English as well as the local language and currency, making the solution accessible and turn-key for end customers. TRAY-branded financial products are also slated for development including TRAY Capital and TRAY Pay. Given the flexible technology TRAY offers, the same can be done in other international markets with ease.

"We’re appreciative of the partnership and investment from Alraedah,” said Peter Kellis, Chief Executive Officer of TRAY. “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.”