TRAY, a global provider of cloud-native enterprise-class POS systems, has expanded its existing partnership with Alraedah Finance, a 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.”
caption: Peter Kellis, Chief Executive Officer of TRAY, pictured left, with Paul Melotto, CEO of Alraedah Digital Group, pictured right.
Over the last year, TRAY’s state-of-the-art POS system has enabled Alraedah Digital Solutions to provide customers in the Kingdom of Saudi Arabia with easy-to-use and reliable solutions that optimize business operations and enhance customer experiences. The new financial support provided bolsters TRAY’s ability to expand international reach and enhance service for existing US and Canada customers.
“TRAY has proven to be an indispensable tool for hospitality businesses in our region,” stated Paul Melotto, CEO of Alraedah Digital Group. “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.”
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 delivering POS solutions to businesses worldwide, coupled 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.
