ADCB Reports 82% Growth in New Credit Card Customers Driven by Digital Onboarding

Abu Dhabi Commercial Bank has reported 82% year-on-year growth in new credit card customer acquisitions, crediting the surge to its streamlined digital onboarding process.

The figures, disclosed in ADCB's financial results, highlight the impact of the bank's investment in digital acquisition channels. The bank's revamped onboarding flow allows prospective credit card customers to complete applications entirely through digital channels, eliminating the need for branch visits and reducing approval times significantly.

ADCB said the digital onboarding improvements included simplified identity verification, pre-populated application forms for existing customers, and faster credit decision engines. The bank has also invested in targeted digital marketing campaigns to drive applications through its app and website rather than traditional channels.

The results reflect a broader shift across the UAE banking sector, where digital customer acquisition has become a critical competitive differentiator. Banks that have invested in frictionless onboarding are capturing disproportionate market share as consumers increasingly expect to open accounts and apply for products without visiting a branch.

ADCB's Q4 results also showed a 38% gain in net profit, beating analyst forecasts and underscoring the bank's strong overall performance. The credit card growth contributed to higher fee income, a key revenue line that UAE banks have been targeting as interest margins face pressure.

The 82% growth rate stands out in a market where several major banks have reported double-digit increases in card acquisitions, suggesting ADCB's digital-first approach is delivering outsized results.