UAE banks are under growing pressure to deliver integrated digital and in-person services, as a new survey by Arthur D. Little reveals that 72% of customers now prefer mobile apps as their primary banking channel.
The findings highlight a strong demand for convenience, intuitive interfaces, and personalized financial tools—making mobile banking a dominant force in the industry’s transformation.
Despite this digital surge, many customers still turn to physical branches for complex, trust-based services. About 35% of respondents prefer face-to-face interactions for transactions such as mortgage consultations and loan applications. High-income clients, in particular, favor digital tools for routine needs but continue to rely on in-branch advisory services for high-stakes financial decisions.
The report, based on feedback from 24 UAE banks, emphasizes the importance of blending high-tech solutions with human touchpoints.
“Banks must focus on seamless integration of digital and physical interactions to retain trust and loyalty,”
said Martin Rauchenwald, Partner at Arthur D. Little.
Mobile wallet adoption is also gaining momentum, especially among younger and tech-savvy middle-income groups. To stay competitive, banks are encouraged to invest in advanced self-service technologies, AI-driven personalization, and digital literacy programs that ensure consistent experiences across apps, kiosks, and branches.
“The path to true omnichannel excellence lies in merging digital efficiency with trusted human support,”
said Rezwan Shafique, Principal at ADL Middle East. The report urges banks to adopt a “phygital” model—where digital innovation meets personalized service—to meet evolving customer expectations and drive sustainable growth in a competitive market.
News Source: Emirates News Agency
