Following its announcement to invest AED 500 million in digital transformation over the next three years, Emirates NBD has recently launched the UAE’s first millennial-focused digital banking application, Liv.. Ali Sajwani, the bank’s Group CIO, explains what makes Liv. stand out from the crowd.
According to the World Economic Forum, approximately half of the GCC’s population falls into the under-25 bracket, and by 2050, 54 percent are expected to be below 36 years of age. In a bid to remain one step ahead of incessant competition and consistently place its customers as its central focus, Emirates NBD has capitalised on this generation Y overhaul, and recently launched the UAE’s first millennial-focused digital banking app.
“Emirates NBD has invested a lot into digital innovations, but we realised that in order for this concept to work, we needed to step away from our traditional approach,” says Ali Sajwani, Group CIO, Emirates NBD. “We did a survey to identify what millennials wanted from a bank, and a recurring theme was that they didn’t want to have to attend a branch to access its services. Today, you no longer have to go to your electricity authority to pay a subscription; it’s a utility service that has moved completely online. This is what the younger generation now expect from their banking experience.”
Liv. is a mobile-only application that aims to combine both lifestyle and banking capabilities into one unified solution. Upon opening the app, users are presented with a multicoloured scheme, which is aimed to appeal to younger users and retract from the corporate and official colours associated with the firm’s traditional consumer banking app. Users have the option to register for Liv. using their social media login or email address, before they have to upload images of their Emirates ID and create a password of their choice.
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