Rakbank rebrands after 50 years, doubles down on digital banking
The bank said the new identity reinforces its commitment to combining digital innovation with personalised banking services
09 September, 2026
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Rakbank has unveiled a new brand identity as it looks to strengthen its position as one of the UAE’s leading financial institutions, marking the latest step in its digital transformation and long-term growth strategy.
The rebrand reflects the bank’s evolution over the past five decades from a community-focused lender into a diversified financial institution serving more than 250,000 businesses, alongside expanding its wholesale banking and wealth management operations.
Rather than a purely visual refresh, the bank said the new identity reinforces its commitment to combining digital innovation with personalised banking services, under the theme “Digital with a Human Touch”.
Raheel Ahmed, group chief executive officer of Rakbank, said: “For 50 years, our brand has stood for trust, innovation and expertise. As we evolve, we are not just modernising how we look. We are rehumanising Rakbank itself.
“Our brand is not built by a logo. It is built by the way our people welcome, listen, care and take ownership every single day. It is shaped by 55 nationalities and five generations working together, united by a shared belief that banking must remain human.
“Technology gives speed, but people give confidence. When customers are buying their first home, growing a business or planning their wealth, they want both digital efficiency and human reassurance. They should never have to choose between the two.”
The bank said the refreshed identity reflects its ambition to deepen customer relationships while continuing to invest in digital capabilities and artificial intelligence.
As part of its transformation, Rakbank’s digital channels have recorded more than 50 million logins, while its in-app digital assistant, rai, now supports more than 270,000 users with personalised services.
The bank also highlighted the growth of Skiply, its digital school payments platform, which serves more than 350,000 students and their families, alongside its Microfinance programme, which has issued more than 590,000 loans to support financial inclusion.
The new brand introduces an updated logo inspired by Rakbank’s heritage, refreshed typography, a more customer-focused tone of voice and an enhanced mobile banking experience designed to simplify customer journeys across digital and physical channels.
The rollout extends across branches, payment cards, digital platforms and customer communications as the lender continues to expand its SME, wealth and wholesale banking businesses while supporting the UAE’s long-term economic vision.



















