Mashreq Bank, a prominent financial institution in the MENA region, is focusing on digitalization to enhance customer experiences and drive business growth. According to Mashreq group CEO Ahmed Abdelaal, the banking industry is set to face significant disruptions driven by geopolitical instability, changes in customer expectations, and technological advancements. He emphasizes that Mashreq is adopting a disciplined approach to leverage its legacy strengths while navigating these challenges.

Abdelaal predicts that artificial intelligence (AI) and hyper-personalization will play critical roles in shaping the banking landscape through 2025. He notes that banks are moving beyond basic digital services to fully AI-enabled experiences. The shift towards embedded finance is expected to see big tech companies and non-financial platforms integrating banking services directly into their ecosystems. Additionally, blockchain technology is becoming increasingly important, particularly for wealth management, signaling a major shift in financial infrastructure.

To stay competitive, Mashreq is enhancing its core systems for cloud and fintech integration while embedding banking into broader customer journeys. Abdelaal highlights that the bank is investing in cybersecurity and digital trust as foundational elements of its brand. He believes that AI presents an opportunity to hyper-personalize customer interactions, fostering a digital-first culture without compromising the trust that underpins client loyalty.

Mashreq has been recognized as a digital pioneer in banking. Abdelaal explains that the bank’s strategy is centered around creating an intelligent and seamless banking experience. He asserts that the next major disruption will be fueled by AI and automation, which are reshaping customer engagement by enabling predictive insights and real-time decision-making.

As the industry witnesses rapid growth in Banking-as-a-Service and open finance, Mashreq is committed to leading this transformation by expanding partnerships with fintech companies and enhancing digital-first solutions. Abdelaal stresses that successful digital transformation is driven by strong leadership and the bank’s focus on its employees as its greatest asset. This approach involves significant investment in talent development, equipping staff with the necessary skills to meet evolving customer expectations.

Mashreq’s regional expansion strategy is clear and disciplined, targeting markets with robust trade links to the UAE, such as Egypt, Pakistan, and Oman. The bank also aims to establish its presence in major global financial hubs. Through its NEO platform and Banking-as-a-Service models, Mashreq is redefining banking to be more personalized and accessible.

Customer experience remains at the core of Mashreq’s strategy, with a focus on creating a seamless and highly personalized banking ecosystem. Abdelaal asserts that technology is not the sole differentiator; the true value lies in how innovation fosters meaningful connections with customers. He envisions a future where customer engagement integrates both digital and human elements, balancing technological efficiency with a human-centered approach.