ENBD, MOHRE sign deal

Business Bureau, Gulf Today

Emirates NBD (ENBD), a leading banking group in the region, has signed a Memorandum of Understanding (MoU) with the UAE Ministry of Human Resources and Emiratisation (MOHRE), under which Liv., the lifestyle digital bank by Emirates NBD, will offer exclusive benefits to UAE nationals under the ministry’s Absher Initiative.

The agreement was signed by Hesham Abdulla Al Qassim, Vice Chairman and Managing Director of Emirates NBD, and Mohammed Saqr Al Nuaimi, Assistant Undersecretary for Support Services of Ministry of Human Resources and Emiratisation.  The new partnership will see Liv. and Absher work closely together to offer a unique and beneficial programme for UAE nationals employed in the private sector.

Liv. is the UAE’s first digital-only bank with a special focus on ‘zillennials’ (Generation Z and millennial) customers. Established by Emirates NBD in line with the UAE Vision 2021’s objectives of creating an innovation-driven economy, Liv. is one of the fastest-growing banks in the country, recently crossing over 300,000 customers. It offers a first-of-its-kind banking-meets-lifestyle experience on a smartphone, with features such as instant account opening with no paperwork; in-app promotions and discounts supported by partner brands; and real-time access to insightful financial data and transaction history to empower customers to better manage their finances.

Commenting on the agreement, Hesham Abdulla Al Qassim, Vice Chairman and Managing Director of Emirates NBD, said: “As a homegrown bank with deep ties to the local community, Liv. is committed to catering to the needs of digitally-savvy Emirati zillennials with innovative products and services tailored to their lifestyle preferences.