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Emirates NBD launches digital bank Liv for Gen Now

By Delisha Fernandes

July 14, 2023

  • Bonus Multiplier Account
  • Credit Card
  • Digital Bank
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Emirates NBDEmirates NBD, a banking group in the MENAT (Middle East, North Africa and Türkiye) region, has upgraded its digital bank Liv with a new value proposition targeted at Generation Now (Gen Now).

The digital bank also introduced The Bonus Multiplier Account, with a gamified structure and rewarding customers for their loyalty, giving them a 3% increment in their salaries every month.

Marwan Hadi, Group Head, Retail Banking and Wealth Management at Emirates NBD, said: “Emirates NBD holds a solid track record of pioneering several first-to-market innovations over the last decade, including Liv, the first digital bank in the UAE. We are excited to bring customers a redefined Liv, built carefully considering the needs of Gen Now. With a fresh look and feel, the new Liv further builds on our aspiration to serve as a financial companion to our customers, supporting their financial goals through various innovative products.”

Liv’s customers benefit from some of the most innovative products and services in the market, such as credit card that allows switching the rewards between skywards miles and cash back with one click through the App, giving this flexibility to the users instead of customers having to carry two cards. Customers will also have access to enhanced versions of existing products, including the popular Goal Accounts. This feature allows customers to easily set and forget automated rules to save money towards their personalised financial goals.

Pedro Sousa Cardoso, Chief Digital Officer, Retail Banking and Wealth Management Emirates NBD, said: “Young professionals in the Gen Now category, comprising mainly Gen Zs and Gen Ys, have distinct lifestyles influenced by technological sophistication, a higher-than-average tolerance for risk, openness to managing multiple jobs and being more sustainably conscious – all translating to unique financial needs, that an all-purpose digital banking companion like Liv can fulfil.”

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