Page 38 - Banking Finance July 2025
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the social side of finance, creating not just utility, but to in-app redemptions removing the delays and friction of
belonging. When customers feel like they're part of a legacy voucher systems.
mission, tribe, or cause, are more emotionally invested in
the brand boosting long-term engagement and loyalty. Machine learning helps identify the most high-perceived
value rewards based on customer profile and context, while
Maximising Spends & Savings with also determining the best channel for delivery whether
mobile apps, QR codes, or partner integrations.
Gamified Banking
AI and machine learning are empowering banks to shift from These frictionless, high-value reward delivery reinforces
reactive loyalty to proactive engagement. By analysing positive experiences in real time making customers more
patterns in behaviour, spend, and intent, banks can now likely to return and engage again.
anticipate customer needs offering the right incentive at the
right moment, such as a travel perk before a holiday or a Loyalty 2.0
cashback offer when spending peaks.
As digital disruption accelerates, the banks that lead won't
Pairing this intelligence with gamification like spin-the-wheel just offer smoother apps or better interest rates-they'll build
rewards, leaderboard challenges, or goal-based savings emotional equity. AI and machine learning are no longer just
missions adds a layer of excitement. ML algorithms about automation or efficiency; they're the backbone of
dynamically adjust these experiences based on user activity, experiences that are predictive, personal, and purpose
preferences, and drop-off points, turning routine banking driven.
into an interactive, rewarding journey that builds loyalty over
time. Gamified, proactive interactions builds a habit loop The future of retention will be won by those who go beyond
that encourages consistent use of banking products. transactions to deliver timely rewards, social engagement,
seamless journeys, and real value, all powered by intelligent
Frictionless API-Enabled Rewards & tech and grounded in human understanding.
Redemption In 2025 and beyond, customer loyalty won't be earned
Today's customers expect experiences that are not just through points alone it will be built through relevance,
relevant, but effortless to redeem. AI-driven platforms now empathy, and trust. And AI will be the engine behind it
enable instant, API-integrated rewards from SMS-based gifts all.
Asian Banks Fuel Over $2 Billion Loan Boom Across the Middle
East
Asian banks are rapidly emerging as key financiers in the Middle Easts booming loan market, collectively backing
more than $2 billion in deals this year alone. Driven by strong liquidity, competitive pricing, and a strategic push to
expand global footprints, banks from Japan, India, China, and South Korea are actively participating in syndicated
loan arrangements and project finance across the Gulf region.
These institutions are increasingly funding energy, infrastructure, and sovereign-linked projects, particularly in the
UAE, Saudi Arabia, and Qatar. Experts attribute the trend to Middle Eastern borrowers seeking diversification of funding
sources beyond traditional Western lenders, alongside Asian banks' appetite for stable, asset-backed returns.
The growing presence of Asian lenders also reflects deeper economic ties between Asia and the Middle East, with
trade and investment corridors expanding rapidly.
This financing surge highlights a shift in global capital flows and reinforces Asias role as a rising powerhouse in
international banking and cross-border finance.
34 | 2025 | JULY | BANKING FINANCE
