U By Emaar Credit Cards Qorus Banking Innovation Awards 2019

The U By Emaar Credit Cards was a convergence of a vision shared by two of the biggest home grown UAE brands - Emirates NBD & Emaar, to launch a Credit Card product that truly differentiates itself in the region in terms of Customer Value, Building Experiences & Loyalty & Driving strong ROI. The Cards were launched on 18th September 2018 across 3 variants offering an unparalleled rewards program with a complimentary tier status in the U By Emaar program granting multiple additional lifestyle benefits and privileges including exclusive access to priceless experiences, movie offers, shopping previews etc. 1. U By Emaar Family 2. U By Emaar Signature 3. U By Emaar Infinite In a market crowded with Credit cards which are predominantly single product / multi brand retailers, the need was to establish a strong lifestyle and retail centric product in the market which resonates across consumer (high) spend categories while bringing everyday value to customers. The U By Emaar Credit Card is the global first retail conglomerate credit card offering customers an unparalleled rewards eco-system across 2500+ touch points in Emaar including The Dubai Mall, Marina Mall, The Emaar Hospitality Group, Emaar Entertainment Group & Emaar Community Centers. The market has taken the product exceedingly well; within the first 3 months of the launch, our acquisition numbers were 200% over target making U By Emaar Cards our fastest selling product. With 50,000+ cards acquired in less than a year of launch, this product already accounts for over 30% of Emirates NBD credit card sales and 6% of credit card sales across the UAE.