Rakbank has unveiled a new brand identity across its UAE business. The rebrand is themed “Digital with a Human Touch.”
It pairs a modernised logo and app experience with a renewed focus on human relationships. At the same time, the lender is leaning further into AI.
Rakbank was founded in Ras Al Khaimah 50 years ago as a community bank. It has since built a wholesale banking franchise.
The bank has expanded its wealth proposition through Elite Wealth Centres in Dubai, Ras Al Khaimah and Abu Dhabi.
The bank now supports more than 250,000 businesses across the UAE.
“Our brand is not built by a logo. It is built by the way our people welcome, listen, care and take ownership every single day. Technology gives speed, but people give confidence,”
said Raheel Ahmed, Group Chief Executive Officer of Rakbank.
The bank’s mobile and digital platforms have logged more than 50 million logins. Its in-app digital assistant, rai, now supports over 270,000 users.
Rakbank’s Skiply platform processes school payments for more than 350,000 students and their families. Its microfinance programme has disbursed over 590,000 loans.
It will roll out across cards, branches, digital platforms and communications to create a consistent framework at every touchpoint.
The Rakbank rebrand in the UAE marks the start of the bank’s next phase. It aims to strengthen its position across SME, wealth and wholesale banking.
The bank also plans to deepen its use of AI and support the UAE’s long-term economic vision.
Featured image credit: Edited by Fintech News UAE, based on image by Rakbank via its Press Release.
