This article was originally published in the Brand Finance Banking 500 2025 report
Mashreq's brand value has increased 22% to $1.8 billion in 2025. This means the brand has entered the top 150 most valuable banking brands globally and has recorded the highest brand value growth amongst Middle Eastern banks over the last 5 years.
Group Chief Executive Officer, Ahmed Abdelaal, shares his insights on the key strategies driving this brand growth and what is in store for the brand as it continues to expand and innovate.
Interview with Ahmed Abdelaal
Group Chief Executive Officer,
Mashreq
Mashreq has entered the Top 150 Most Valuable Global Banks this year and has recorded the highest brand value growth amongst Middle Eastern banks over the last 5 years. What key strategies have contributed to the brand’s sustained success over the years?
Mashreq’s journey to entering the Top 150 Most Valuable Banking Brands in the world has been an incredible one. It reflects our ability to anticipate market shifts, innovate at scale, and create transformative financial experiences.
Our success is anchored in five key pillars: state-of-the-art customer experience, digital transformation, operational resilience, sustainability, and people—each shaping the future of banking.
At the core of our strategy is an unwavering commitment to delivering superlative customer experience. Every interaction—whether in retail, corporate, or wealth management—delivers seamless, personalised, and intelligent financial solutions.
Digital transformation underpins our evolution. We were among the pioneers in the region to take a digital-first approach and remain steadfast on this path — we expanded NEO into Egypt and Pakistan, and our Banking-as-a-Service (BaaS) models are reshaping financial accessibility.
By leveraging AI-powered advisory, blockchain-based trade finance, and cloud-native banking infrastructure, we are building a scalable, future-proof financial ecosystem. This digital agility keeps us resilient through global economic shifts as much as it ensures efficiency as we expand into high-growth markets.
“By continuously challenging conventions, investing in innovation, sustainability and people, and building a future-ready financial ecosystem, Mashreq is not just keeping pace with change—we are defining it.”
Sustainability is deeply embedded in our growth strategy. Our ESG-driven finance solutions align with global and regional sustainability priorities and benchmarks, delivering long-term, responsible value creation.
Our people are our greatest asset. A collaborative culture and active investment in the growth of our people has ensured they are equipped with the knowledge and expertise to meet future business demands and deliver unparalleled client service.
By continuously challenging conventions, investing in innovation, sustainability and people, and building a future-ready financial ecosystem, Mashreq is not just keeping pace with change—we are defining it.
Sustainability is becoming a core priority for businesses worldwide, and Mashreq has embedded it into its growth strategy through initiatives like Climb2Change, green financing options, and alignment with the UAE’s Net Zero Goals. How can banking brands play a role in building a more sustainable future?
At Mashreq, our ‘Rise Responsibly’ ethos underpins our commitment to creating shared value for all stakeholders, embedding ESG principles across our operations, and championing the transition to a low-carbon future.
In 2024, we unified all our ESG initiatives under Climb2Change, our award-winning global initiative, that consolidates our efforts across sustainable financing, responsible banking products, environmental and social impact initiatives. This integrated approach not only positions Mashreq as a leader in sustainable banking within the MENA region and beyond, but also drives large-scale environmental programs such as the world’s largest mountain clean-up campaign across Nepal, Pakistan, Egypt, and China.
Our pledge to facilitate sustainable finance of AED 110 billion by 2030 represents our commitment to empowering clients to integrate ESG principles into their businesses, through innovative financial products like sustainability-linked loans, and specialised advisory services. Our leadership in sustainable finance is exemplified by landmark deals, including the groundbreaking $3.25 billion leverage buyout sustainability-linked financing for GEMS Education.
By blending financial innovation with sustainability, banks like Mashreq drive client growth while advancing global environmental and social progress.
As Mashreq expands into new markets like Oman, how does digital transformation support its expansion strategy, and how will this drive global brand growth?
Digital transformation is both our backbone and growth catalyst, as it enables our expansion across the Middle East, Africa, and Asia.
Mashreq’s expansion into Oman reflects our commitment to fuelling economic growth, empowering local businesses, and strengthening trade and investment corridors across the region. Our strategy in Oman is built on three pillars—innovation, talent development, and sustainability. We are dedicated to not only deliver best-in-class financial services but also contribute to the country’s long-term development.
We are also deeply passionate about our vision to drive financial inclusion and enhance accessibility in emerging markets. We rolled out NEO CORP across the GCC and Egypt and launched Egypt’s first-ever BaaS partnership with e&, in pursuit of this vision.
Through advanced technology, Mashreq is both extending its reach and reshaping the future of banking — enhancing accessibility, security, and elevating the customer experience across all our markets. It reflects in how our brand value has grown 3.4x in 5 years - the highest amongst Middle Eastern banks.
Mashreq is redefining traditional banking, leading the shift toward a digital economy. How does the brand prioritize customer needs and differentiate itself from conventional banks?
At Mashreq, customer needs are always front and centre, in every sense possible – this has been our strategy and a key differentiator since our existence. We are relentless in our drive for excellence across all customer interactions, across all our markets.
Achieving this has required a cultural shift towards client-centricity. Our ‘Rise Every Day’ initiative encapsulates this commitment to daily excellence in service and innovation.
We harness AI, GenAI, and machine learning to hyper-personalise customer engagements, making them intuitive, seamless, and human-centric. Our Mashreq UAE app has surpassed 1.5 million downloads and maintains a 4.8 rating for its superior digital banking experience. These strategic initiatives have helped us become the fastest growing UAE bank in the Top 150.
Our leadership extends beyond digital banking. As pioneers in BaaS, we prioritise customer experiences over transactions, creating an ecosystem that fosters engagement and innovation – reaching customers where they are.
Our digital-first approach has earned us industry recognitions - Mashreq was named Best Performing Bank in the UAE by The Banker for three consecutive years, Best Digital Bank in the Middle East for five consecutive years, Fastest-Growing Middle East Banking Brand by Brand Finance in 2024, and Strongest Digital Banking Brand in the UAE for Mashreq NEO.
