Amid digital transformation, e& life, which focuses on financial technology and video streaming services, wants to generate value for stakeholders by exploring innovative opportunities, says Khalifa Al Shamsi, CEO of e& life, part of the telecom e& Group. Every venture and business pillar of e& life aims to join the “ranks of unicorn companies,” he says. 

In response to the surging demand in the fintech industry, e& life has sharpened its focus on this thriving sector. The company’s flagship fintech service, e& money, is wholly owned by e& life. Al Shamsi says, “Over the past year, we’ve witnessed exponential growth, with a significant increase in subscribers. Our registered user base has surged to 750,000. Notably, the launch of our digital cards in March marked a milestone, with over 150,000 users onboarded. This accomplishment is not just about numbers; it signifies our commitment to extending financial inclusion to segments of society often overlooked by traditional players.”

In the face of prevailing inflation, Al Shamsi asserts that each product offering from e& life has been designed to reward customers. This is achieved through a”pull” strategy rather than “a push,” ensuring customers receive a fresh rewards experience. 

Al Shamsi says, “Our goal was to offer consumers a novel rewards system featuring cashback without additional charges or premiums. Customers can either claim the cashback or convert it into vouchers, enhancing their overall experience.”

e& life has been adopting AI as the driver of its next generation of services — from identifying user behavior to designing packages and pricing.

When it comes to adopting cutting-edge technologies like AI within the business, Al Shamsi says that e& life has been proactive in integrating AI-based solutions from the outset. 

As e& life continues to launch innovative ventures in the digital space, the company is poised to achieve substantial growth and make a lasting impact on the competitive landscape of the digital economy.