Emirates NBD Launches Zero-Fee UAE Equity Trading on ENBD X

Emirates NBD has introduced commission-free trading for UAE-listed equities through its ENBD X mobile app, aiming to broaden retail investor participation in the country's stock markets.

The feature allows ENBD X users to buy and sell shares listed on the Abu Dhabi Securities Exchange and the Dubai Financial Market without paying brokerage commissions. Emirates NBD said the zero-fee model removes one of the primary barriers to equity investing for retail customers who have been deterred by transaction costs on smaller trades.

ENBD X has been developed as a super-app combining banking, payments, and wealth management in a single platform. The addition of commission-free equity trading extends the app's functionality beyond traditional banking services, positioning it as a comprehensive financial management tool.

The launch targets a younger, digitally native demographic in the UAE that has shown growing interest in investment but often lacks access to affordable brokerage services. Commission-free trading platforms have driven significant retail investor growth in markets including the US, where apps like Robinhood popularised the model.

Emirates NBD's entry into zero-fee trading intensifies competition in the UAE's retail brokerage market, where several fintech platforms and traditional brokerages have been competing for customers. The bank's advantage lies in its existing customer base and the integration of trading within an app that millions of customers already use for everyday banking.

The initiative aligns with the UAE's broader efforts to deepen capital market participation and develop its financial markets as part of the country's economic diversification strategy.