National Bonds currently holds an estimated AED 505mn of total assets
National Bonds, the UAE’s Sharia-compliant savings and investment company, has announced the adoption of ‘Generation Shaper’ as the new designation replacing ‘Housewife’ across all its digital and electronic transactions, alongside a rewards package directed at Generation Shapers and their children.
These include quarterly incentive rewards, dedicated rewards for children, and year-round recreational and educational activities.
National Bonds currently holds an estimated AED 505mn of total assets under management contributed by Generation Shapers, while smart app usage among them has reached 64%-an indicator of their active digital engagement in managing their savings. In addition, Generation Shapers have received rewards with a total value exceeding AED 22.8mn since the company’s inception, aimed at reinforcing a culture of savings.
Pivotal role
This national direction redefines the pivotal role Housewives play in shaping generations, elevating it from a social classification to a position of recognized national responsibility. National Bonds views this shift as a natural extension of its core mission of enhancing the financial well-being of families in the UAE.
“We are proud to align our efforts with this national direction and to place Generation Shapers at the heart of our strategic priorities — embodying the role the private sector can play in contributing to this year,” commented Rehab Lootah, Deputy CEO, National Bonds.
This announcement marks the launch of a broader strategic path, through which National Bonds continues to align its initiatives with the priorities of the ‘Year of Family’, reinforcing its position as a trusted national partner in building financially secure Emirati families.
