Business & Money | Monday 28 October, 2019 2:49 am |

Emirates NBD, a leading banking group in the region, has signed a Memorandum of Understanding (MoU) with the UAE Ministry of Human Resources and Emiratisation (MOHRE), under which Liv., the lifestyle digital bank by Emirates NBD, will offer exclusive benefits to UAE nationals under the ministry’s Absher Initiative.

The agreement was signed by Hesham Abdulla Al Qassim, Vice Chairman and Managing Director of Emirates NBD, and Mohammed Saqr Al Nuaimi, Assistant Undersecretary for Support Services of Ministry of Human Resources and Emiratisation, at the GITEX Technology Week 2019.

The new partnership will see Liv. and Absher work closely together to offer a unique and beneficial programme for UAE nationals employed in the private sector.

Liv. is the UAE’s first digital-only bank with a special focus on ‘zillennials’ (Generation Z and millennial) customers. Established by Emirates NBD in line with the UAE Vision 2021’s objectives of creating an innovation-driven economy, Liv. is one of the fastest-growing banks in the country, recently crossing over 300,000 customers. It offers a first-of-its-kind banking-meets-lifestyle experience on a smartphone, with features such as instant account opening with no paperwork; in-app promotions and discounts supported by partner brands; and real-time access to insightful financial data and transaction history to empower customers to better manage their finances.

Commenting on the agreement, Hesham Abdulla Al Qassim, Vice Chairman and Managing Director of Emirates NBD, said: “As a homegrown bank with deep ties to the local community, Liv. is committed to catering to the needs of digitally-savvy Emirati zillennials with innovative products and services tailored to their lifestyle preferences. Liv.’s partnership with MOHRE through the Absher programme will enhance its offering and provide an immensely rewarding proposition to young, tech-savvy UAE nationals that contribute to the UAE economy. We hope to continue to support MOHRE and look forward to ongoing partnerships that will benefit our local talent.”

The Absher initiative, which was launched by President His Highness Shaikh Khalifa Bin Zayed Al Nahyan in November 2012, is designed to promote Emiratisation and enable Emiratis to enter the job market. 'Absher' cards benefit UAE nationals with a number of exclusive offers and discounts offered by partners from both the public and private sectors, which include social services, education, health, housing in addition to exclusive offers on travel services, fuel purchases, cars, insurance and more.