When Emirates National Bank of Dubai asked us to completely re-imagine what banking could be for Millennials, we set out to craft a service that could inspire the same emotional attachment & habitual use as Spotify, Netflix and Amazon.

So we created Liv. – the first lifestyle banking platform. Unlike the form-filling, statement-heavy apps to which we’ve become accustomed, it feels premium and dynamic.

Liv. adapts to you and your routine, getting to know your favourite lunch spot, your coffee order – using what it’s learned to serve relevant value, every day.

Liv. puts life back into banking.

THE PROBLEM

Millennials live fast and multitask, they prioritise experiences over things. What’s on offer from traditional banks is self-serving and hasn’t changed for years – it isn’t personal or proactive.

THE IDEA

So we designed a new bank: Liv. – the only fully digital lifestyle bank in the UAE. From the name, brand and service design, to the technical architecture that enables a truly personal experience, as well as the rapid rollout of updates which ensure continual user engagement.

A mobile-first retail bank that puts the customer front and centre.

Liv. - the only fully digital lifestyle bank in the UAE.

A far cry from the form-filling, statement-heavy apps to which we’ve become accustomed. Liv. feels premium - rich and alive, drawing users in not once a month, but daily.

Far exceeding ENBD projections of 10,000 new customers in its first year, it’s now over 150,000 – eclipsing even their main bank’s new customer sign-ups.

Liv. is the fastest growing bank in the region with more than 30% increase month-on-month.

Users are very positive about Liv. too, giving it a 4.5 star rating on the app store. It’s reached No. 1 in the finance category and been featured numerous times on the discovery page.

By learning about you, understanding your day-to-day and delivering contextual value, Liv. puts life back into banking.

When Emirates National Bank of Dubai asked us to completely re-imagine what banking could be for millennials, we set an ambition to craft an experience that achieves the same emotional attachment and habitual use as Spotify, Netflix and Amazon.

So we created Liv. – a platform driven by data and an understanding of human behaviour that leverages a new technical architecture, enabling a new type of banking experience.

Unlike the form-filling, statement-heavy apps we’ve become accustomed to, Liv. adapts to you and your routine, getting to know your favourite lunch spot, your coffee order – using what it’s learned to serve relevant value, every day.

A project where R/GA defined and worked on everything from research and strategy – to naming, branding, user experience and visual design.