Brookfield Middle East Partners fund closes at $2bn with PIF as anchor

July 29, 2026
3 min read

The Brookfield Middle East Partners fund reached a first close near $2 billion, anchored by Saudi Arabia’s Public Investment Fund.
Brookfield committed $500 million of its own capital and plans to steer roughly half the fund into Saudi deals.
The fund targets buyouts and growth equity across finance, industrials, technology, healthcare and consumer services.
PIF frames the tie-up as a way to pull international private equity into the Kingdom and widen local financing.

The Brookfield Middle East Partners fund reached its first close with $500 million of Brookfield’s own money committed alongside its partners. That figure says something before any strategy deck does. A manager willing to place half a billion dollars next to its investors is telling you where it believes the returns sit. In total, the vehicle raised close to $2 billion, drawn from Saudi Arabia’s Public Investment Fund and a group of other global and regional institutions. Neither the size of PIF’s own commitment nor the final fundraising target has been disclosed.

PIF sits at the center of the deal as the PIF anchor investor. A backer of that size gives the fund a base of capital and, harder to price, local standing. An anchor like this can open the door to larger and more sensitive transactions than a first-time manager would reach alone. Yazeed A. Al-Humied, Deputy Governor and Head of MENA Investments at PIF, said the partnership is built to bring international private equity into Saudi Arabia and the wider region. The Brookfield Middle East Partners fund gives PIF a way to test that idea with real money.

What the Brookfield Middle East Partners fund will buy

Half the capital is set for Saudi Arabia. The rest will move across high-growth markets in the Gulf Cooperation Council. BMEP plans to pursue buyouts, minority growth equity and other deals across financial and business services, consumer services, industrials, technology and healthcare. Brookfield built the Brookfield $2 billion Saudi Arabia fund on nearly three decades of regional work. Since starting direct investments in 2015, the firm has managed more than $16 billion in assets across private equity, real estate and infrastructure in the Middle East.

The agreement did not appear overnight. PIF and Brookfield signed a non-binding memorandum of understanding in October 2024 at the Future Investment Initiative in Riyadh, naming PIF as the strategic anchor. This first close follows the approval of PIF’s 2026 to 2030 strategy earlier this year, a plan weighted toward financial returns and wider private-sector participation. Public Investment Fund private equity commitments have grown as the sovereign fund shifts from writing every check itself toward drawing outside money in beside it. The pattern shows up again in the Brookfield Middle East Partners fund.

Why the Kingdom wants the money local

PIF said the investment supports its work to deepen Saudi capital markets, widen financing for local companies and bring new products to market. That aim runs straight through Saudi Vision 2030 investments, the program meant to move the economy off oil. The fund reported assets under management above $900 billion in 2025, up from $150 billion in 2015. More than $199 billion went into new domestic projects between 2021 and 2025. GCC private equity has drawn steady foreign interest as regional governments court managers willing to build teams on the ground.

What comes next

Bruce Flatt, chief executive of Brookfield, said the fund reflects growing international confidence in the region and a chance to back businesses for long-term growth. The firm will also bring the Brookfield Academy, founded in 2019, to Saudi Arabia, running professional development for investment staff. Whether the Brookfield Middle East Partners fund returns what both sides expect will take years to read. The money, for now, sits on the table.

📸: Saudi Gazette

Elon Musk’s X Money offers a 6% yield, but the paywall is the catch here

Elon Musk’s X Money went live in the US in late July, and the headline number is a 6% yield. The rate looks generous. Getting it is another matter. X selects who joins, limits the service to US residents, and sets an age floor of 18. You also need a paid X account before the door opens at all. The catch sits in the fine print. Premium+ subscribers qualify for the 6% APY through their tier. Anyone on Premium reaches the same rate only after a qualifying direct deposit, which means at least $1,000 landing in the account. X calls the rate variable and warns fees can eat into what you earn.

What you actually pay to earn 6%

Run the math, and the shine dulls. X Premium starts at $8 a month, or $84 a year on the annual plan. Premium+ costs $40 a month, or $395 a year. Those fees do not vanish. They come straight out of your interest. Say you pay $8 monthly. Over a year that is $96. A 6% return on $1,600 also comes to $96 before tax. Your yield and your subscription cancel out. On the annual $84 plan, you would need roughly $1,400 sitting in the account to break even. Premium+ raises the bar hard. Its $395 annual fee needs about $6,583 at 6% to cover the cost. Pay monthly, and the total climbs to $480, pushing the break-even balance near $8,000. If you already buy Premium for verification, ads, or Grok, that changes the sum. Someone who signed up only for the yield sees a much smaller net return.

How Elon Musk’s X Money is built

Underneath Elon Musk’s X Money sits a bank partnership. X Payments runs the front end, but it is not a bank. Cross River Bank holds the deposits and provides the regulated banking underneath. X also spreads eligible balances across partner banks through a cash sweep program. That structure lets the published terms advertise up to $10 million in aggregate FDIC coverage. Standard protection stays at $250,000 per depositor, per insured bank, per ownership category. X Payments itself carries no FDIC insurance. The product does more than pay interest. An X Money Visa debit card gives 3% cashback on eligible purchases, with no foreign transaction fees. X refunds ATM charges within three days. Because Visa accepts the card everywhere, you can spend outside the app. Peer-to-peer transfers, bill pay, wires, mailed checks, and early direct deposit round out the account.

Who gets in, and who waits

Elon Musk’s X Money eligibility comes down to three gates. First, an X Premium+ subscription or a qualifying Premium account. Second, an invitation from X. Third, for Premium members, the direct deposit condition. Free accounts get nothing yet. People outside the US stay locked out too. Invitation control lets X manage how many users flood in during the first phase, while Cross River handles deposits, payments, and compliance.

My read on the 6% hook

Here is my read. The 6% is a customer acquisition hook, and a sharp one. It pulls attention and gets people talking about Elon Musk’s X Money as a bank rival. But the number you see is not the number you keep. Premium+ users pay the most for direct access. Those on regular Premium pay less and work for it. Whether X holds this rate once the crowd arrives is the real question, and I would not bet on 6% lasting forever.

By Fatima Al-Nouri
3 min read

ADNOC

ADNOC Distribution launches ‘Engage’ advertising platform

ADNOC Distribution on Wednesday launched Engage by ADNOC, a retail media network designed to connect brands with customers across its integrated mobility, convenience and digital ecosystem, WAM reported.

Engage by ADNOC is the first full-funnel retail media network operated in the UAE by a mobility and convenience retailer, enabling brands to connect with customers at key moments throughout their daily journeys using data-driven, relevant advertising.

Unlike traditional out-of-home advertising, the platform combines physical and digital media inventory with insights and first-party data from ADNOC Rewards members, enabling brands to run full-funnel marketing campaigns within a single ecosystem.

ADNOC Distribution’s network in the UAE serves nearly 700,000 customers every day across its service stations and attracts more than 250 million annual transactions.

Powered by insights from more than 2.7 million ADNOC Rewards members, Engage by ADNOC helps brands deliver more relevant customer experiences while measuring campaign impact, with all audience insights used in accordance with applicable data privacy requirements and customer consent frameworks.

Jacqueline Elboghdadi, Chief Marketing Officer at ADNOC Distribution, said, “Engage by ADNOC reflects our continued evolution as a mobility and convenience retailer. As we pursue our strategy to accelerate growth in Non-Fuel Retail, we are creating a differentiated network that is designed to unlock new value for brands, consumers and our business.

Every marketer needs the ability to turn audience insights into measurable business outcomes. Through our network and customer data platform, we are enabling more meaningful and measurable advertising across the customer journey, helping brands reach consumers when they are most receptive and clearly measure campaign impact.”

From sofa to station, Engage by ADNOC enables brands to connect with customers across ADNOC Distribution’s digital and physical channels, from the ADNOC Rewards app and online platforms to screens across service stations and Oasis by ADNOC stores.

Enabled by ADNOC Distribution’s AI and Digital Transformation (AIDT) programme, the platform leverages first-party data, analytics and AI to help brands drive consideration and conversion and measure campaign effectiveness. With approximately two-thirds of fuel transactions in the UAE taking place across ADNOC Distribution’s network, it also provides access to one of the country’s highest-frequency consumer audiences.

The launch supports ADNOC Distribution’s Non-Fuel Retail growth strategy, which delivered more than 14 percent year-on-year gross profit growth in 2025 and is underpinned by the company’s strategy to accelerate growth in Non-Fuel Retail.

Engage by ADNOC is expected to generate more than $25 million in cumulative gross profit over its first five years, creating a new scalable revenue stream supported by data, analytics and AI.

Engage by ADNOC brings together a growing ecosystem of strategic partners, including Publicis, Pyxis, a subsidiary of International Holding Company (IHC), LiveRamp and Network International, combining expertise across media, AI, data and measurement. ADNOC Distribution will continue to evaluate opportunities to expand Engage by ADNOC’s capabilities and offerings in line with customer needs and future growth opportunities across its markets.

Bassel Kakish, CEO, Publicis Groupe Middle East & Türkiye, said, “ADNOC Distribution has built one of the UAE’s most compelling consumer ecosystems, creating a unique retail media opportunity for brands. We are proud to partner on Engage by ADNOC and help unlock its scale, audience connectivity and measurable impact for advertisers.”

Mukhles Odeh, CEO of Pyxis, said, “Engage by ADNOC marks a significant leap forward in digital advertising for brands. Through this strategic partnership, we are creating a unique advertising platform that enables brands to connect with customers in real-time, creating impactful and measurable experiences. Together, we are setting new benchmarks for digital advertising and retail media.”

Oliver Klander, Regional Vice President, MENA Brands, LiveRamp, said, “ADNOC Distribution’s coverage and first-party data ecosystem create attractive opportunities for brands. Through privacy-conscious data collaboration and measurement capabilities, we are helping advertisers connect with audiences more efficiently while maintaining responsible data practices.”

Görkem Köseoğlu, Group Chief Customer and AI Officer at Network International, said, “By combining Network’s spend insights with advertising performance, ‘Engage by ADNOC’ gives brands a clearer understanding of campaign effectiveness and business outcomes. Together, we will deliver actionable intelligence that brands can use to make informed decisions.”

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By Amira Khalil
5 min read

Saudi Arabia