Strategic Overview

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Our Five Strategic Pillars

Our core pillars have served to underpin our success, helping to build a resilient and innovative organisation with exceptional customer service.

Our Mission

To build partnerships with customers that last a lifetime, by:
Treating every customer as an individual
Offering innovative products and unparalleled service
Never forgetting that our customer has a choice

Our Vision

To be the number one bank of choice in the UAE. A constantly innovating, financially successful organisation of the highest integrity, respected by our customers, by our competitors and by the community.

Our Values

These cornerstone principles guide our actions every minute of every day.

Integrity

We do the right thing even when no one is looking

Care

We protect our people and honour our commitments

Ambition

We strive to be the best every day

Respect

We value our collective diversity

Discipline

We do things right every time

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