FAB partners with Ascenda to launch affluent credit card portfolio

By Leandra Monteiro

First Abu Dhabi Bank (FAB) has partnered with global loyalty technology company Ascenda to launch the market’s most rewarding portfolio of premium Visa Signature and Infinite cards. The collaboration equips the new cards with an unparalleled loyalty programme powered by Ascenda, tailored specifically to driving spend and engaging affluent customers.

To bring the highly compelling card value proposition to life, Ascenda is enabling a rich selection of premium benefits and redemption options fulfilled through its global rewards partner network. Providing a seamless and personalised digital customer experience, Ascenda’s cloud-based rewards technology has been embedded securely into FAB’s online and mobile banking channels.

Futoon Almazrouei, Group Head of Consumer Banking UAE at FAB said, “Ascenda’s advanced technology and rich rewards content supports our strategy of offering the market’s leading affluent card products. We will continue to build meaningful partnerships that provide value across our customer groups.”

Sebastian Grobys, Chief Commercial Officer at Ascenda added, “This partnership is a testament to Ascenda’s continued loyalty innovation and fast-growing global footprint of top tier banking collaborations.”

FAB is one of the UAE’s largest banks and one of the world’s largest and safest financial institutions. Based in Abu Dhabi, the bank’s international network spans five continents, providing global relationships, expertise and financial strength to support local, regional and international businesses seeking to do business at home and abroad.

Ascenda is a global technology company that makes banking rewarding. Ascenda delivers digitally native, intuitive and easy-to-deploy rewards solutions that enable banks to build deeper customer connections across the entire financial relationship. The company serves financial services clients in more than 40 markets, including leading banks such as HSBC, Capital One, ICBC, and Standard Chartered as well as disruptors such as Virgin Money.