Maples and Calder, the Maples Group’s law firm, has advised Merit Incentives Holding Ltd (Merit) on its $25m Series B equity funding round.

The funding will enable Merit to continue its growth and enhance its offerings in the gift cards, loyalty programmes, and rewards schemes sector for businesses across the Gulf Cooperation Council (GCC) region.

Founded by Julie Barbier-Leblan, Merit has been a pioneer in providing innovative solutions for businesses looking to implement effective incentive programmes. Since its formation in 2016, Merit Incentives has seen substantial growth and has become a key global player.

A team of corporate lawyers based in the firm’s Dubai practice advised Merit on the Merit holding legal aspects of the transaction and was led by Of Counsel, Oliver Simpson, with assistance from Associate, Molly Burke.

Simmons & Simmons acted as English counsel to Merit.