Dubai: In a world of endless choices, trust and reliability have become the deciding factors for consumers. That is the principle guiding Avinash Babur, Founder and Chairman of Alfred Holdings, the company behind the successful online platform InsuranceMarket.ae, as it expands into two new sectors.
Alfred Holdings has launched HolidayMarket.ae and CreditMarket.ae, two digital-first businesses designed to simplify how consumers access travel and financial services.
Speaking at the launch event, Babur outlined the group’s vision of building trusted consumer brands in high-frequency service sectors. He said the company aims to create a sustainable ecosystem that delivers value to both customers and partners while building on the success of InsuranceMarket.ae.
The expansion marks the latest step in the growth of Alfred Holdings, whose businesses collectively employ more than 700 people and serve over 200,000 active customers.
“InsuranceMarket.ae was one of our earliest investments and has grown considerably in scale, with its momentum continuing to accelerate,” said Babur. “Its journey gave us the confidence to look at other large consumer categories where strong businesses can be established for the long term. CreditMarket.ae and HolidayMarket.ae are our latest investments in that direction, and we are still at an early stage of our ambitions for the portfolio.”
Ameet Lakhiani, Group Managing Director of Alfred Holdings, said the group’s expansion strategy focuses on industries where customer journeys are often complicated and fragmented. He explained that shared resources, including technology, human resources, finance and compliance functions, enable the new businesses to scale efficiently while maintaining a common culture and strategic direction.
HolidayMarket.ae aims to simplify travel planning
Rajesh Khare, General Manager of HolidayMarket.ae, described the platform as a response to the information overload many travellers experience when planning trips.
The platform works directly with hotels, airlines and travel suppliers to offer competitive travel options and personalised experiences.
Its services include budget holidays, fixed-departure tours, customised itineraries, luxury travel experiences, staycations, visa services, MICE and group bookings. It also caters to solo travellers, corporate clients and religious travel, including Umrah packages.
Technology plays a key role in the platform’s operations. Artificial intelligence is used to manage inventory, personalise recommendations and help create travel packages, while experienced travel advisers remain available to provide guidance and support where human expertise adds value.
“Travel is becoming increasingly intelligent and personalised,” said Khare. “Combined with our travel expertise and industry relationships, technology allows us to help customers discover and shape experiences around what they actually want.”
CreditMarket.ae digitises financial product selection
The second platform launched by the group, CreditMarket.ae, is focused on simplifying access to banking and financial products.
Led by General Manager Shadab Ahamed, the platform acts as a financial marketplace connecting customers with a growing network of banks, financial institutions and fintech companies across the UAE.
Customers can explore and apply for credit cards, personal loans, car loans, mortgages, bank accounts and business banking products, with both conventional and Sharia-compliant options available.
The platform integrates with UAE Pass for identity verification and uses data from the Al Etihad Credit Bureau (AECB) to support eligibility assessments.
A key feature is its “window shopping” model, which allows users to browse products and compare options without providing personal information upfront. Customers are then connected with qualified financial advisers rather than being approached through traditional cold-calling sales channels.
“The strength of a financial marketplace comes from the institutions it brings together and how intelligently it helps customers navigate their choices,” said Ahamed. “We have spent considerable time building those relationships and the technology behind the experience.”
Building the Alfred ecosystem
Looking ahead, Babur highlighted plans to expand the Alfred Holdings ecosystem through the myAlfred app and an AlfredCoins rewards programme.
The app is positioned as a central consumer hub through which customers can access the group’s various businesses while earning and redeeming rewards across the ecosystem.
Lakhiani said each portfolio company would continue to operate independently while benefiting from a shared strategy.
“Each business is responsible for its own market, customers and growth, while benefiting from a clear and aligned portfolio strategy,” he said.
“AI is rapidly reshaping both financial services and travel, but in different ways. In financial services, it can make discovery, eligibility and navigation far more intelligent. In travel, it can transform discovery and personalisation across an enormous universe of choices. Across the portfolio, the opportunity is to embrace these shifts while retaining human expertise where it genuinely adds value.”
CreditMarket.ae and HolidayMarket.ae are now accessible through their respective websites, with additional access available via the myAlfred app.
As Alfred Holdings continues to expand its portfolio across the GCC, the company is positioning itself to build on the trust established by InsuranceMarket.ae while creating new consumer experiences in travel and finance.
