Meedaf will also deliver customer-centric digital solutions, such as loyalty programme management, designed to drive client engagement and improve overall service delivery. Ala'a Eraiqat, Group CEO of ADCB, commented: "Meedaf marks a pivotal milestone in ADCB's evolution beyond traditional banking, reinforcing our commitment to innovation and transformation. By delivering scalable, innovative solutions for institutions across the GCC, this initiative is a bold statement of our vision for an agile and efficient financial sector. Our objective is to help unleash the industry's potential to drive significant positive impact across the wider economy." To drive its ambitious agenda, Eng. Abdulla Abdul Aziz AlShamsi, Managing Director and CEO of Meedaf, will lead the company's strategic direction and growth while continuing his role as ADCB's Group Chief Business Officer. Eng.