The brand that matters in banking & finance in 2026

Fast Company Middle East unveils the Brands That Matter 2026 list, celebrating 32 winners across 19 categories. These brands are making a real difference, combining purpose with performance to create lasting impact. From advertising and banking & finance to retail and technology, they’re reshaping industries and championing values that matter most today

The Middle East’s banking and finance sector is balancing transformation with resilience. As more people use digital services and fintech grows, established banks are investing in new technologies and navigating complex regulations across markets. Sovereign capital still provides stability, but the main competition now is over who can offer better products and experiences.

Binance 

For making digital assets more accessible and trusted

Over the past year, Binance has focused on building trust and making digital assets easier for more people to access. The company has achieved key regulatory milestones, launched educational programs, and introduced new products. Getting a license in Abu Dhabi was a major achievement, enabling Binance to offer regulated services and further strengthen its role in the fast-changing financial landscape.

In addition to its main platform, Binance is working to improve financial literacy through programs such as Binance Academy and Binance Junior. By partnering with schools and universities, it is helping more people learn about digital assets. Binance has also created products for local needs, such as Sharia-compliant options that connect traditional finance with new technology. Through education, community involvement, and practical payment solutions, Binance is helping digital assets and blockchain become more common.

botim

For bringing financial services into everyday digital life

botim is making financial services easier to access by integrating them into a communication platform people already use. Created by Astra Tech, the app brings together messaging, payments, remittances, investing, and lending in one place. This helps remove many of the barriers that have made digital finance hard to reach, especially in a region where many people still lack access to traditional financial services.

AI-powered features, integrated financial tools, and a redesigned user experience have helped simplify everything from cross-border transfers to digital investing and credit access. With more than 157 million users globally and strong adoption across remittance and investment services, the platform reflects a growing shift toward financial products that are integrated into everyday digital behavior. By meeting users where they already are, botim is helping broaden participation in the digital economy while reshaping expectations around accessibility and convenience in financial services.

Mashreq Bank 

For expanding the role of banking beyond financial services

Mashreq is focusing more on the idea that banks can do more than just offer financial services—they can support communities, promote sustainability, and help people’s financial well-being. In the past year, the bank has run environmental projects, digital campaigns, and purpose-driven programs to connect with people in different countries. Its main Climb2Change program, which reached India in 2025 after earlier work in Nepal, Pakistan, and Egypt, brought together volunteers, local communities, and partners to work on conservation and reducing waste.

Alongside sustainability initiatives, Mashreq has experimented with new ways of engaging customers through digital experiences, including AR-powered campaigns and content designed to reach younger audiences. Financial literacy, fraud awareness, inclusivity, and community wellbeing have also featured prominently across its brand initiatives. By blending social impact with digital innovation and community-focused storytelling, Mashreq is seeking to redefine how a modern bank builds relationships with customers beyond traditional banking products.