Inside ruya: A values-driven digital bank redefining Islamic finance

Marie d’Halluin is Head of Strategy & Products at Ruya Community Islamic Bank, a bank recognized at the Qorus Reinvention Awards MEA 2025. Raheel Vakeel met her during the ceremony and took the opportunity to ask a few questions about the bank’s accomplishments and the challenges facing this UAE challenger bank that’s been generating a lot of buzz.

Can you introduce yourself and give us a brief overview of ruya?

My name is Marie d’Halluin, and I serve as the Head of Strategy & Products at Ruya Community Islamic Bank, the UAE’s first fully digital, community-centric Islamic bank. My background spans strategy, digital transformation, and product innovation across both traditional and challenger banks, and I’ve always been driven by the belief that finance should serve people with clarity, fairness, and purpose.

ruya was founded on that same philosophy. We built the bank around four values—prosperity, integrity, partnership, and community—ensuring that every product and decision is grounded in ethical principles while designed for modern digital lifestyles. ruya goes beyond traditional banking—it introduces a social model that merges Shari’ah-compliant products with community engagement, transparent pricing, and seamless digital experiences. Our mission is simple: to make ethical banking accessible, intuitive, and human.