noon, one of the Middle East’s largest digital platforms, has announced a strategic partnership with Urban Company to offer home services across the United Arab Emirates and Saudi Arabia. The collaboration integrates Urban Company’s service offerings directly into the noon app, allowing customers to book, manage, and track services without leaving the platform.
This launch marks a significant step in noon’s broader expansion beyond e-commerce and fintech into daily-use services. Already known for its role in retail, groceries, and payments, noon is now positioning itself as a full-service digital ecosystem — one that includes personal care, household cleaning, and home maintenance.
Through this partnership, noon users in the UAE and KSA will have access to a wide range of Urban Company services. In the UAE, offerings include regular and deep cleaning, laundry, air conditioning repairs, plumbing, and electrical work, as well as personal grooming services such as salon treatments, massages, and grooming for both men and women. Additional services like babysitting, pet care, and ironing are also part of the suite. In Saudi Arabia, the focus includes cleaning, home maintenance (AC, electrical, carpentry), and wellness services such as massage and nail care for women.
Users can choose between one-time bookings or subscribe to monthly plans, with the option to rebook the same service professional for added consistency and trust. The entire experience—from scheduling and payment to support and follow-up—will be handled inside the noon app, reducing friction for users already embedded in the noon ecosystem.
The integration also supports noon’s loyalty program, noon One, with exclusive perks expected to roll out over time for subscribing members. This strategic move leverages Urban Company’s trained workforce—comprising over 48,000 active service professionals as of late 2024—and noon’s regional customer base to build what both companies describe as a tech-enabled, scalable solution for everyday service needs.
For Urban Company, the partnership represents a significant expansion into the Gulf market. The India-based company, which already operates in four countries, views this collaboration as a gateway to strengthening its presence in the Middle East while tapping into noon’s established digital infrastructure and user base.
The rollout is expected to begin soon across both countries, with additional features and geographic expansion likely in the pipeline. For users in the UAE and Saudi Arabia, the partnership simplifies access to trusted, vetted service providers, while reinforcing noon’s position as a lifestyle-centric platform—not just a shopping destination.
