Emirates Islamic launches ‘Flex’ cards

Emirates Islamic, one of the leading Islamic financial institutions in the UAE, today announced the launch of ‘Flex’ cards – a new range of cards that offers instant and flexible rewards redemption options against spends across travel, electronics, hotels, miles exchange with other frequent flyer programmes and instant face to face purchase. In collaboration with global payments technology company, Visa, the cards will be available in three variants: Flex Visa Platinum, Flex Max Visa Signature and Flex Elite Visa Infinite, each of which is tailored to the needs of the bank’s different customer segments. 

EI SmartMiles, the bank’s new loyalty rewards programme, will be offered exclusively to Flex cardholders. Through an online redemption portal and a customised mobile site, cardholders will have a wide choice of instant redemption options with EI SmartMiles, including booking tickets with any airline of their choice, booking at any hotel worldwide or shopping at any outlet or website across the globe with the unique Instant Purchase feature. The card also provides complimentary access to over 650 airport lounges internationally. Additionally, customers can benefit from easy payment plans that convert one-time purchases into monthly instalments at a zero percent profit rate. 

Commenting on the announcement, Hassaan Munir, Head of Cards at Emirates Islamic said: “At Emirates Islamic, our objective was to move away from other types of cards in the market that provide mono-line benefits, either on travel or telecom or retail. The idea was to launch a card that combines all these benefits onto one platform and provide customers with the freedom to choose what they want when it comes to points redemption. This would actually be the UAE's first all-in-one card.”  

Munir added: “While many existing cards restrict customers to redeeming points against one particular benefit or a set of limited partners, Flex Visa cards are the only cards in the market that allow customers to redeem their points for any transaction of their choice. Customers can choose to redeem for travel on any airline of their choice, they can make an instant redemption at any of their favourite outlets around the globe or they can choose from a wide variety of redemption options available at www.eismartmiles.ae.”

Selim Ergoz, Country Manager, Visa - UAE, Qatar and Pakistan, said: “We are delighted that our strategic partner Emirates Islamic is introducing Flex Visa cards, which offer exciting rewards across a host of purchases. Visa believes in providing consumers with a safe and convenient way to pay, and our association with Emirates Islamic is aligned with our ongoing efforts to promote electronic payments and encourage cashless transactions in the UAE.”

The launch of Flex cards is aligned with the bank’s strategy to expand its retail banking proposition and deliver a delightful and differentiated customer experience across its customer base. Flex cards will enjoy universal acceptance at over thirty million retail outlets and one million ATMs all over the globe. As part of the launch, customers signing up for the Flex card will receive up to 75,000 EI SmartMiles.