Emirates NBD has become the first bank in the UAE to offer personalised card art to its Visa cardholders, allowing customers to customise their payment cards with curated digital designs directly through the ENBD X mobile banking app.
Developed in partnership with Visa, the feature gives Emirates NBD cardholders access to a rotating portfolio of themed designs, including exclusive FIFA World Cup 2026-inspired artwork and Pep Guardiola card designs. Once selected, the personalised designs sync seamlessly across Apple Pay, Google Pay and Samsung Pay wallets, with the option to change or revert them at any time.
The initiative signals a broader shift in how banks are approaching card experiences, moving beyond functionality to offer customers a form of digital self-expression tied to their identity, lifestyle and the moments they value.
Rohit Garg, Group Head of Retail Products and Chief Digital Officer of Retail Banking and Wealth Management at Emirates NBD, said the feature was built on the bank's commitment to personalised, world-class experiences.
"We are giving our customers complete ownership over how they present themselves in the digital world,"
he added.
Salima Gutieva, Visa's VP and Country Manager for UAE, highlighted how the partnership leverages Visa's global assets, including its FIFA partnership, alongside its tokenisation capabilities to deliver secure and memorable payment experiences.
The solution is powered by Visa's tokenisation and digital credential technology, ensuring personalised designs are consistently and securely reflected across both physical and digital payment environments.
Emirates NBD plans to expand the offering with new themed collections, limited-edition collaborations and event-driven designs throughout the year.
The launch reinforces the UAE's position as a regional leader in digital financial innovation and reflects a growing industry push to humanise everyday banking through design and storytelling.
News Source: Burson Global
