Emirates NBD unveils new growth strategy for Priority Banking

2 Min | 01 June 2014

Emirates NBD unveils new growth strategy for Priority Banking

Emphasis on wealth solutions tailored to individual financial goals and responsibilities
Launches 360 degree marketing campaign that reinforces Emirates NBD's standing as a wealth brand

Dubai, June 1, 2014: Emirates NBD, a leading bank in the region, today took its Priority Banking services to the next level and unveiled a dynamic wealth solutions strategy for its affluent customers. Designed with an objective of making Emirates NBD's Priority Banking a top choice for affluent customers, the new strategy features a shift from a product-led approach to emphasis on offering bespoke wealth solutions for the bank's Priority Banking customers.

The new business strategy brings to life Emirates NBD's philosophy of a customer-centric consultative approach, strengthened by a suite of investment and insurance solutions that are tailor-made to the unique requirements of customers, be it in the wealth creation, accumulation or financial succession planning stage. Emirates NBD has adopted the new strategy to further strengthen its standing as a wealth brand while providing a comprehensive range of financial and protection solutions for its Priority Banking customers.

Hussam Alhashimi, Head of Priority Banking, Emirates NBD said: "The new strategy is the next stage of our growth journey in establishing Emirates NBD as a wealth solutions brand. The fast-paced growth of the affluent segment in the UAE and the wider GCC has created a significant need for bespoke wealth management strategies that cater to their specific requirements, enabling them to invest and manage their wealth wisely. The new strategy further reinstates our philosophy of being customised in our approach to providing optimum solutions to customers based on their risk profiles."

The adoption of the new business strategy is supported by a 360 degree marketing campaign launch titled: Keep Writing Your Success Story. The newly unveiled campaign reinstates the suite of investment and insurance solutions, combined with attractive lifestyle privileges that Emirates NBD offers its affluent customers. It further establishes the bank's standing as a one-stop-shop wealth solutions brand for the Priority Banking segment.

"Emirates NBD's Priority Banking division empowers and encourages its customers to lead a life that is worth writing about. Through this campaign, we are reminding our customers that Emirates NBD is more than a banking partner in their journey of success and will be with them while they conquer more peaks and make new discoveries. Strengthened by an array of wealth management solutions, the campaign further underscores our standing as a trusted wealth brand in the UAE and the wider Middle East," Alhashimi added.

Depicting the different stages of financial responsibilities and goals of customers, the new campaign clearly conveys that right through the various phases in the journey of wealth; Emirates NBD ensures that innovative investment and insurance strategies address the changing needs of customers.

The unveiling of the bank's new strategy for its Priority Banking follows the recent launch of Wealth Optimizer, a first-of-its-kind proprietary profiling tool designed to meet the investment requirements of its affluent and emerging affluent customers. Wealth Optimizer assesses mid to long-term needs, financial responsibilities and risk appetite of a customer. Based on the investor's profile, Wealth Optimizer suggests an optimal asset allocation strategy with a recommendation from a wide array of the bank's wealth solutions.

"This innovative tool ensures that the recommended investment portfolio for a customer is in line with their individual needs, expectations, and financial goals. For instance, the financial responsibilities of a person in his mid-30's vary significantly from a person who is close to retirement, and that's why our wealth solutions are built around a scientific investment process tailored to individual financial goals." concluded Alhashimi.

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