About NBAD

Vision & Strategy 2013-2018

Our mission and values are the critical ingredients of our One NBAD Customer and Brand Value Proposition


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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UAE Helpline

600 56 6223

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+971 2 635 8001

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