Dubai First Partners with Mastercard to Launch the First Personalized Mobile Banking Experience in MEA

  • Mastercard’s experiential customer engagement platform is introduced for the first time in the region with Dubai First
  • The unique program draws from Mastercard’s contextual marketing global capability, adding a gamification component where Dubai First customers can set cashback savings goals towards a future purchase and monitor progress
  • The solution delivers personalized recommendations and allows customers to opt-in to receive retail and merchant offers based on their location

Dubai First, which offers consumer services under First Abu Dhabi Bank (FAB), and Mastercard introduced an experiential consumer engagement platform for the first time in the Middle East and Africa region.

The data-driven platform has enabled Dubai First to rapidly deploy and deliver hyper-personalized experiences to its customers. Driven by artificial intelligence and machine learning in partnership with fintech Flybits, this solution delivers enhanced customer experiences and personalized recommendations and advice through a single integrated, cost-effective and scalable platform.

Unique to the region, this program provides Dubai First Cashback cardholders with access to a personalized dashboard via the mobile app and allows them to opt-in to share their location and receive tailored, relevant offers and experiences in real-time from nearby merchants. In addition, Dubai First customers can now set personal saving goals as well as monitor and track their progress through gamified experiences. The platform engages customers with timely nudges and visual reminders to assist them in achieving their savings goals.

Mastercard’s new consumer engagement suite allows banks to deliver merchant-specific offers that are individually and contextually relevant to the consumer. For example, a cardholder who frequently dines out might receive a dining incentive that is timely, personalized, and conveniently located.

“This is a win-win for banks and consumers alike. With Mastercard’s engagement tools, consumers get a powerful personalized experience that provides relevant offers and an intuitive cashback management tool, while issuers are able to drive meaningful engagement with consumers seeking fun and rewarding experiences. Mastercard is committed to driving the digital transformation of the consumer experience as a trusted technology partner for the region’s financial providers,” said Mete Guney – Executive Vice President, Regional Head of Services, Middle East and Africa, Mastercard.

“At Dubai First we are a customer-centric financial service provider that puts customer experience at the heart of everything we do. It is exciting for us to offer this unique, first-of-its-kind digital banking experience that can support the financial needs of our customers, while at the same time offer them rewards and privileges based on their goals. We have created a space where customers can set their own personal cashback saving goals and view offers curated especially for them. We are committed to working with Mastercard to continue building on this solution to ensure that we are leveraging the latest in digital banking for our customers,” said Haroon Durrani, Head of Dubai First Cards.

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