Expansion beyond gold: newly rebranded Asasa eyes to become Pakistan savings ‘super app’
Asasa, a digital gold savings platform that recently rebranded itself from Zariah, plans to expand beyond gold into a broader range of products as it seeks to become a “super app” for savings in Pakistan. The startup, which has moved from pre-launch development to a controlled rollout in a span of months, sees gold as the first product in a wider strategy aimed at encouraging Pakistanis to save…
Asasa, formerly known as Zariah, is a digital platform that specializes in gold savings and is set to expand its offerings to become a comprehensive "super app" for savings in Pakistan. The startup has transitioned from a pre-launch stage to a controlled rollout within a few months. Founder and CEO Adil Saleem stated that their primary goal is to make gold savings mainstream by providing an affordable, transparent, and user-friendly platform for millions of Pakistanis to invest in gold.
Initially, the minimum investment was set at Rs500, but it has since increased to Rs1,000 to improve accessibility and encourage regular saving habits. The company operates on a small spread between buying and selling prices for gold, covering all expenses related to sourcing, technology, and maintenance. Asasa aims to serve as a bridge between consumers and digital savings, allowing users to start small, avoid traditional concerns, and conveniently buy and sell gold.
The company also plans to introduce physical delivery of gold, enabling customers to convert their digital holdings into tangible assets. Saleem emphasized that Asasa's mission is not to replace jewelers but to address a distinct problem by offering a more accessible and convenient way for Pakistanis to save and grow their financial future through trusted savings products and real assets.
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