ADIB launches new value proposition to meet the needs of emerging affluent customers

ADIB Rise is designed to offer customers world-class wealth management services and advisory with exclusive global rewards and lifestyle privileges


Abu Dhabi Islamic Bank (ADIB), a leading Islamic financial institution, announced today the launch of “ADIB Rise”, a new banking proposition catering to the needs of emerging affluent customers in the UAE. The new proposition aims to provide these customers with a greater level of convenience and personalization as well as privileged lifestyle and banking services.

ADIB Rise is targeting the UAE’s affluent millennial segment, which includes salaried professionals and self-employed individuals with a monthly income between AED 20,000 and AED 40,000, or an account balance ranging between AED 100,000 to AED 250,000.

ADIB Rise is designed to offer customers world-class wealth management services and advisory with exclusive global rewards and lifestyle privileges. Customers will receive the exclusive ADIB Rise Visa Platinum Debit card and preferential rates on selected banking services, as well as a large number of other lifestyle benefits. 

Saif Alkeem, Head of Wealth Management Priority Banking and liability at ADIB, said: “As more people enter into the emerging affluent category, we are seeing a change in their needs and aspirations. ADIB Rise has been designed to address these needs and help them reach their goals while enhancing their banking experience. Through developing a banking proposition that is tailored to their requirements, ADIB is committed to supporting this key customer segment make smart financial decisions to build their wealth, while also enabling them to benefit from the bank’s world-class digital banking solutions and additional lifestyle privileges.”

“The emerging affluent sector is an increasingly important segment for us that is expected to grow at 5% per year over the next few years. Catering to this segment will add to our ability to grow our market share within the retail in line with our commitment to serve customers as they grow in affluence and their financial requirements evolve through their wealth journey.”

The ADIB Rise proposition is aligned to the bank’s growing commitment to serve young working professional who are looking to grow their wealth as they prepare for life’s big moments, whether getting married, buying a house or starting a family. It presents a stepping-stone for such customers on the journey towards the bank’s Priority Banking proposition, which has outpaced the industry with 20% growth in its customer base since it was launched in 2012.

ADIB Rise customers will benefit from a range of lifestyle rewards, including:

  • Access to over 200 airport restaurant offers globally;
  • A one year extended warranty on shopping when using the ADIB Rise Visa Platinum Debit;
  • Access to (meet and assist) at airports
  • Over 1,000 exclusive ADIB “smart deal” offers.
  • Preferential pricing on selected banking services

ADIB’s efforts to remain at the forefront of providing GenY banking services have been widely recognised. ADIB was named “Middle East’s Best Islamic Digital Bank” by Global Finance. It has also been named World’s Best Islamic Bank by FT’s The Banker Magazine.

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