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Why the UAE’s cashless push hinges on mobile payments growth - Finance Middle East
empathy, cultural awareness, and a deep respect for the user’s lived reality. When users feel genuinely understood, platforms
earn not just their business, but their trust.

Inclusion as a business imperative

Its cultural diversity and economic ambition define the UAE’s social fabric. This makes inclusive design not just a core
business strategy, but also a moral responsibility. For many users, digital wallets are their first formal interaction with the
financial system. This touchpoint must be inclusive and accessible, regardless of digital fluency, income level, or language
proficiency.

Effective inclusion goes well beyond multilingual interfaces. It must include transparent fee structures, simple UI/UX, guided
onboarding, customer education, and localised support. In this broader context, the ease of accessibility of a platform
becomes a form of empowerment for its users. Financial platforms that can deliver meaningful inclusion on a scale are not
only expanding their market reach, but they are also actively contributing to the national vision for equitable and inclusive
growth.

Credit

Relevance drives retention

Customer retention is also closely linked to a platform’s ability to remain relevant in the daily lives of its users. In the UAE,
mobile wallet users value practical, seamless features such as utility bill payments, international money transfers with
competitive exchange rates, mobile top-ups, and local peer-to-peer transactions. However, relevance sometimes goes
beyond basic functionality. It encompasses intelligent and context-aware services, including saving reminders, personalised

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