Emirates NBD unveils new brand identity for its digital bank Liv
Posted on 2023 Jul,13

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Emirates NBD, the renowned banking group in the MENAT (Middle East, North Africa and Türkiye) region, has revamped its digital bank Liv, with a new value proposition targeted at Generation Now (Gen Now) empowering them with a better financial future through innovative offerings and a superior digital experience.                                                   

Reflected in its new tagline, ‘Liv Ahead’, Liv’s differentiated value proposition offers customers a host of new innovative and rewarding products and services.  

Liv’s customers are said to benefit from some of the most innovative products and services in the market. 

As customers evolve, become more sophisticated and demand more complex products and personalized services, they can be transitioned to other propositions at the Emirates NBD, allowing them to seamlessly continue their financial journey with the group.

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-new look and feel, the new Liv further builds on our aspiration to serve as a financial companion to our customers, supporting their financial goals though a host of innovative ground-breaking products.”

Pedro Sousa Cardoso, Chief Digital Officer, Retail Banking and Wealth Management, Emirates NBD, added: “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. Liv’s transformed proposition resonates and has been aligned with the values and aspirations of Gen Now, 78% of whom would switch their main bank to a fully digital bank, according to an internal study¹ and external data gathered.”