Liv. launches UAE’s most flexible credit card

Suvo Sarkar, Senior Executive Vice President & Group Head – Retail Banking and Wealth Management, Emirates NBD

Dubai: Liv., the digital only lifestyle bank by Emirates NBD, is expanding its millennial-friendly proposition with the launch of a unique credit card programme. The Liv. Platinum and Liv. World credit cards offer customers the flexibility to choose and easily switch between reward programmes, as well as obtain significantly higher rewards on spend categories of their choice, along with added lifestyle benefits.

Launched by Emirates NBD in 2017, Liv. caters to the millennial generation’s preference for convenience and access to banking services anytime, anywhere. Building on this value proposition, the bank has created a flexible credit card, in partnership with global payments and technology giant Mastercard that caters to the evolving lifestyle needs of its youthful customer base. 

Customers can choose to earn rewards in the form of Skywards Miles, U By Emaar points or as cashback. Cardholders can also pick a total of four spend categories – such as dining out, groceries, shopping and others – where they would earn up to 15% of spends as rewards. Further, customers can also choose from a list of additional benefits to add to the card and pay only for those selected, as well as obtain a range of complimentary benefits.

Commenting on the announcement, Suvo Sarkar, Senior Executive Vice President & Group Head – Retail Banking and Wealth Management, Emirates NBD said: “As a digital bank built by and for millennials, Liv. understands that its customers seek a personalised and custom-built experience including for their banking services. The introduction of the Liv. World and Platinum cards builds on our aspiration to serve as a financial buddy to our customers, by giving them the flexibility to design a credit card that is built around their lifestyle needs. Whether you’re an avid traveler, savvy shopper, or enthusiastic foodie, a Liv. credit card can help you maximize the rewards that make the most sense for you.”

Liv. customers can sign up for a credit card directly from the Liv. mobile app in a simple and user-friendly process.

About Liv.:

Liv. is the UAE’s first digital-only bank with a special focus on millennial customers, operated and managed by Emirates NBD Group. Established in line with UAE Vision 2021’s strategic objectives of creating a smart innovation-driven economy, Liv. offers a first-of-its-kind banking-meets-lifestyle experience, on a smartphone. Its unique features include instant account opening with #nopaperwork and real time access to insightful financial data and transaction history to empower customers to better manage their finances. Liv.’s proposition is supported by a group of partner brands, enabling it to offer customers a range of personalised lifestyle promotions and offers.

Liv. has consistently received local and international awards, in recognition of its strong record of performance and innovation in digital banking, including:

  • ‘Best Digital Bank in the Middle East 2019’ at the Asian Banker Excellence in Retail Financial Services Awards
  • ‘Digital Banking Experience of the Year’ at Seamless Awards 2019 
  • ‘Best Digital Initiative 2019’ Award in the Finance Category at GITEX Technology Week 2019
  • ‘Best Merchant Acquisition Initiative, Application or Programme’ at the Asian Banker Transaction Awards 2019, Middle East and Africa
  • One Silver and one Bronze Award at the MENA Effie 2019 
  • ‘Best Digital Bank – UAE 2019’ at the Global Business Outlook Awards
  • ‘Best Brand Positioning’ at the Banker Middle East’s Industry Awards 2019

About Emirates NBD:

Emirates NBD (DFM: Emirates NBD) is a leading Banking Group in the MENAT region. As at 31st December 2020, total assets were AED 698 Billion, (equivalent to approx. USD 190 Billion). The acquisition of DenizBank represents a significant milestone for Emirates NBD with the Group expanding its presence to 13 countries, servicing over 14 million customers. The Group is ranked among the top 20 in the Forbes’ list of the World’s Best Regarded Companies, securing a leading spot among global brands. 

The Group has a significant retail banking franchise in the UAE and is a key participant in the global digital banking industry with 94% of all financial transactions and requests conducted outside of its branches. The Group announced the creation of E20., a digital business bank for entrepreneurs and SMEs while Liv., the lifestyle digital bank for millennials continued to be the fastest growing retail proposition in the UAE. Emirates NBD was named ‘UAE’s Best Bank’ in 2020 for a fifth consecutive year by Euromoney. In addition, Emirates NBD received the ‘Excellence in Leadership in the Middle East’ award, introduced this year in light of the Covid-19 impact, as a recognition of its efforts in responding to the Covid-19 crisis. The Bank is ranked 87th in The Banker’s list of the World’s Top 1,000 Banks.  Emirates NBD was named ‘Bank of the Year – UAE 2020’ for the sixth year and ‘Bank of the Year – Middle East 2020’ for the third time by The Banker. In addition, Emirates NBD has been assessed as the ‘Strongest Bank in the UAE’ and ‘Fifth Strongest Bank in the Middle East’ by The Asian Banker 500 Largest and Strongest Banks Rankings.

The Group has operations in the UAE, Egypt, India, Turkey, the Kingdom of Saudi Arabia, Singapore, the United Kingdom, Austria, Germany, Russia and Bahrain and representative offices in China and Indonesia with a total of 915 branches and 4,029 ATMs / SDMs. The Group has a large social media following, being the only bank in the Middle East ranked among the top 20 in the ‘Power 100 Social Media Rankings’, compiled by The Financial Brand for 2019. Emirates NBD is a major player in the UAE corporate segment and has strong Islamic banking, investment banking, private banking, asset management, global markets & treasury and brokerage operations.

Emirates NBD is an active participant and supporter of the UAE’s main development and community initiatives, in close alignment with the UAE government’s strategies, including financial literacy and advocacy for inclusion of People with Disabilities under its #TogetherLimitless platform. The Group is recognised for the pioneering efforts in employee volunteering and corporate social responsibility by IMPACT2030, the corporate volunteering arm of the United Nations. Emirates NBD Group is a Premier Partner and the Official Banking Partner for Expo 2020 Dubai.