02/04/2026
A lot of people have been asking why we went to Dubai. Here is the honest answer.
Earlier this year we opened Apex Guardian in the UAE. We are based in Dubai for now and looking at Abu Dhabi down the track.
Dubai is attracting some of the wealthiest people in the world right now. Families, executives, principals from across the globe are choosing to base themselves there, whether for tax advantages, lifestyle, or both. For us, that is not background noise. That is where our clients are going. It made sense to go there too.
But beyond the opportunity, I genuinely fell in love with the city. It is a place that rewards hard work and moves fast. If you want something done, it gets done. The infrastructure is world class, everything is efficient, and there is an energy there that I find genuinely motivating. Once you experience it, you understand why people are choosing it.
From a business perspective the market made complete sense. High net worth individuals in the UAE still carry real exposure. The region borders complex environments, commercial flight disruptions create genuine security gaps, and the demand for professional close protection at the premium end is strong.
Many of the people we work with travel globally. Having a presence in Dubai means we can provide continuity of protection across borders rather than handing a principal off to someone else and hoping for the best.
It is an exciting chapter. More to come.
