Distribution in the UAE: A Long-Term Strategy that Delivers
Why is the UAE becoming such an important market for global fund managers?
The UAE is positioning itself as a major hub for capital markets, wealth management and financial services — and it’s doing so quickly. There’s a sophisticated, fast-growing investor base and the government has been very proactive in building the regulatory and operational infrastructure needed to support that growth. From a distribution perspective, the opportunity is real — but it’s not something you can tap into overnight.
So what’s the reality for managers entering the region?
There’s a lot of buzz and that’s understandable. But successful distribution in the UAE requires more than just showing up. It takes patience, a long-term view and a real commitment to local engagement. Managers who think they can do a quick roadshow and expect results are often disappointed. This is a market where trust and sustained presence matter.
How is regulation shaping that approach?
Regulation is actually a huge positive. Updates from the UAE’s Securities and Commodities Authority (SCA) have brought real clarity to the process. Some people worry that increased regulation slows things down — but we see it as providing structure, consistency and confidence for managers. You know what’s expected and that allows you to build a credible, compliant presence.
What’s changed in terms of market access?
Historically, many managers accessed the UAE via free zones like the DIFC or ADGM. That’s still possible, but we’re seeing signs that regulators across the Gulf Cooperation Council (GCC) are leaning towards integrated, onshore models particularly as typically the potential investors are located onshore and not in the freezones. That’s why Waystone made the strategic decision to set up an onshore licensed entity — to help managers access the UAE investor base directly and to futureproof for distribution across the other GCC members.
What’s the biggest misconception fund managers have about the region?
That it’s a “minimal interaction required” market. It’s not. Investors — and regulators — are looking for real commitment. We encourage our clients to take a five-year view. That might start with gradually building relationships and testing appetite using a foreign fund, then, establishing a local presence and even launching a local feeder fund. It’s a progression — not a one-off effort.
Where do you see the real investor opportunity?
Sovereign wealth funds get a lot of attention, but we actually see huge potential in family offices, wealth managers, pension funds. They can be more accessible to new entrants and there’s significant capital there. Again, it comes back to relationship-building and being present in the market.
How is Waystone’s approach different from other distributors in the region?
We’re not a placement agent. We don’t take a cut of fundraising or prioritise certain products. Instead, we provide regulatory infrastructure that allows managers to retain full control of their investor relationships. We’re neutral, we’re supportive and we help managers scale — without competing with them.
How does Waystone’s experience in the UAE play into this?
Our Compliance Solutions team has been operating in the UAE since 2006. That gives us deep local knowledge and regulatory insight. We can support managers at any stage — whether they’re just exploring the market, setting up in a free zone, or going all-in with onshore licensing. It’s about having the right partner for where you are and where you want to go.
More Than Distribution: A Full-Service Platform for the UAE
The UAE is moving closer to the European model — one where a local presence, regulated structures and service infrastructure are required. That creates complexity, but also opportunity. Once you’re in, you need support across admin, custody, compliance — the full stack. At Waystone, we offer the full functionality of a Management Company (ManCo) — providing a comprehensive, on-the-ground service platform that enables managers to operate, scale and stay compliant in the region.
Final thoughts — what should fund managers take away from all this?
That distribution in the UAE is not a quick win — it’s a long-term play. But for those who commit and build properly, the rewards can be significant. Regulation is working in your favour. The market is evolving. And now is the time to act — not just to raise capital, but to build something lasting.
If you have any questions, please contact your usual Waystone representative or our team via the below.
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