The new brand positioning of Xpress Money is based on the the premise that they are "the most reliable in the world of instant money transfer service." It was announced and that the the club card Xpress Money Priceless, which was successfully introduced into circulation in the UAE earlier this year, will now run throughout the Cooperation Council for the Gulf States in the deployment of this program in 2012. 11 May 2012 Xpress Money has organized an environmental clean-up expedition to the worlds highest mountain - Everest. The new image of Xpress Money was presented at the ceremonial dinner in Dubai, October 31, 2011. At this memorable event were large shareholders, VIP-guests and partners, agents from around the world.