About NBAD

Vision & Strategy 2013-2018



To be recognised as the World’s Best Arab Bank.


Be core to our chosen customers, helping them grow by providing exceptional products and services across our West – East Corridor and provide an environment to attract and develop exceptional and diverse talent.


  • Put our customers at the forefront and “do the right things the right way”
  • Value our people and foster great teamwork
  • Empower our people and hold each other accountable for performance and behaviour
  • Respect our heritage and be loyal to our stakeholders

Customer and Brand Value Proposition

  • Connected
  • Relationship
  • Insight
  • Safety
  • Service

Our new mission to be core to our chosen customers will be built around 3 geographical pillars and will be achieved primarily through organic growth.

Pillar 1 : Home market –build the largest, safest and best performing bank first in the UAE, and over time in GCC.

Pillar 2 : Wholesale network markets – deepen our wholesale network across the new West-East Corridor & further integrate our existing European & North American platforms into this network.

Pillar 3 : New franchise markets - Build 5 international bank franchises in the largest and fastest growing economies in the West- East Corridor.


The Future

West-East Corridor

We’re expanding our footprint in key commercial hubs across the West-East Corridor – supporting our customers as they expand, facilitating trade and investment, and contributing to the sustainable growth of economies.

Find out more

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600 56 6223

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+971 2 635 8001

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