Abu Dhabi Islamic Bank (ADIB) has delivered a remarkable transformation in its consumer banking proposition, combining digital innovation, financial inclusion and Shariah-compliant principles to cement its position as the Middle East’s best bank for consumers in 2025.
With an approximate 30% share of the UAE’s retail client base, Dh110 billion ($30 billion) in assets, Dh147 billion in liabilities, and a fast-growing customer base of 1.5 million, ADIB’s scale is matched by its customer-centric execution.
The bank’s retail banking division crossed $1 billion in net profit for 2024. ADIB doubled its digital account openings to 160,000 in 2024, with 85%-90% of new accounts now opened via mobile and digital channels. It also booked Dh8 billion in digital financing – double the previous year’s figure – enabled by its real-time, AI-driven credit decisioning engine that requires minimal documentation. These advances helped drive a 15%-20% increase in the consumer client base last year, with cost-to-serve per transaction falling 20% as digital uptake rose.
ADIB’s mobile platform now supports over 100 digital service functions, including KYC completion, investment onboarding, loan and card origination, account maintenance and real-time loyalty redemptions. The app consistently receives 4.7 to 4.8 stars on major app stores. The bank has also developed a standalone wealth app for investment services, including a pioneering fractional sukuk offering that enables clients to invest in Islamic bonds from just $1,000 – previously inaccessible to all but high-net-worth individuals.
New innovations continue to shape ADIB’s retail offering. These include near-instant mortgage approvals, cardless ATM withdrawals via one-time passwords and the embedding of ADIB’s onboarding journeys into third-party ecosystems such as Botim and Amazon, significantly expanding reach while maintaining regulatory and compliance integrity through integrations with UAE Pass, Emirates Face Recognition and national credit bureau data.
A dual commitment to innovation and accessibility – underpinned by ADIB’s trusted brand and deep connection to the Emirati population – sets the bank apart
The bank is also rethinking physical distribution. It has rolled out 25 interactive teller machines and opened four new smart branches, each blending self-service with assisted banking. These branches have already diverted 30%-40% of footfall away from high-traffic locations, helping ADIB maintain strong service levels while growing its customer base without expanding staffing levels.
ADIB’s approach to customer loyalty is equally inclusive. Through its Exceed rewards programme, customers earn points across a wide range of activities and can redeem them instantly for travel, retail or miles from top UAE airlines.
“Digital is our default, but never our only path,” says Hiren Raghuvanshi, head of digital and innovation at ADIB. “Our hybrid model ensures that while we drive self-service and automation, customers always have the option of human support – whether that’s for complex financial advice or simply onboarding assistance.”
This dual commitment to innovation and accessibility – underpinned by ADIB’s trusted brand and deep connection to the Emirati population – sets the bank apart. ADIB’s winning formula lies not only in what it builds, but in how it balances digital convenience with human reassurance.
