Emirates NBD is nominated in the Transformative Innovator of the Year category at the Qorus-Infosys Finacle Banking Innovation Awards 2025. We asked the bank to present its strategy and actions in terms of transformation.
What transformation strategy has your organization led in recent years?
Emirates NBD's Retail Banking and Wealth Management (RBWM) division has executed a strategic initiative focused on revenue diversification, significantly strengthening the bank's competitive positioning in the region. Traditionally viewed as a Dubai-centric institution, the bank recognized the imperative to broaden its geographic and business line footprint in response to regional economic shifts and emerging customer needs.
As part of this initiative, Emirates NBD made targeted investments to grow its presence in new domestic and international markets, while also expanding high-potential revenue streams such as wealth management yielding measurable results.
What prompted this strategic transformation?
Wealth management yielding measurable results.
1. Geographic Expansion: Revenues from the Abu Dhabi market surged from under 4% to over 6% of total
RBWM revenues-reflecting successful customer acquisition and deeper engagement with the capital's affluent and emerging affluent segments. Simultaneously, revenues from international markets now account for over 7% of the RBWM top line, compared to 5% a year ago. These gains are driven by sharpened execution in key markets such as Saudi Arabia and, Egypt where tailored offerings and digital-first onboarding journeys have been rolled out. We have been recognized as the Best Foreign Bank in KSA at EMEA Finance Middle East Banking Awards 2024
2. Wealth Management Momenturh: Complementing geographic diversification is the robust growth of Emirates NBD's wealth management business. As of Mar'25 our Wealth AUMs grew by 48% y-о-y demonstrating the division's evolution into a mature, high-conviction business vertical. The result is a significantly broadened investor base and higher wallet share per client as we have seen growth of 8X more digital trade volumes than 2023 .
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