Wio Bank has launched a new campaign for Emirati Women’s Day (EWD) that combines a practical commitment to supporting female entrepreneurs with a creative celebration of women inside its organisation.
To mark the occasion, the UAE’s first platform bank is offering new female Emirati customers a six-month free subscription to Wio Business and Wio Personal. The initiative reflects Wio’s ambition to build a more inclusive financial ecosystem, with smart tools designed to help women lead with confidence in business and in life.
Alongside the offer, Wio unveiled a 90-second short film directed by acclaimed Emirati filmmaker Nayla Al Khaja. Shot in a documentary style, the video captures raw, unscripted conversations with Emirati women across the bank’s risk, legal, marketing, and compliance teams. With dramatic music underscoring the personal reflections, participants speak openly about overcoming challenges, working in male-dominated fields, and sharing advice for younger generations. The result moves away from polished corporate storytelling to spotlight genuine personalities and everyday contributions.
“Directing Wio Bank’s Emirati Women’s Day film was an honour and a deeply meaningful experience,” said Al Khaja. “As both a filmmaker and a Wio customer, I have seen firsthand how seamlessly the bank empowers its clients. I was able to produce and direct my own feature film using Wio, with on-set payments handled effortlessly. When Wio entrusted me with this project, I felt both elated and proud to celebrate a day that recognises the women workforce, the true heartbeat of the UAE.
Amina Taher, Chief Marketing Officer at Wio Bank, added: “True empowerment comes from having the tools, trust, and confidence to take control of your financial future. We need to keep creating spaces for Emirati women to lead, build, and thrive – because when women are empowered, the entire ecosystem benefits.”
The campaign was supported by an exclusive gathering of female leaders and entrepreneurs hosted by Wio, which brought together voices including Al Khaja, Mona Walid, Chief People Officer & Head of Strategic Partnerships at Wio Bank, and Abeer Al Ameeri, Director of Ecosystem Development at the Sharjah Entrepreneurship Center (Sheraa). Discussions explored the pivotal role Emirati women play in shaping the UAE’s economy and the future of business and finance.
Women already play a significant role across Wio’s customer base. Female-led enterprises account for 26 per cent of Wio Business customers, with the segment growing 50 per cent over the past year. Meanwhile, women represent 31 per cent of Wio Personal customers.
With this campaign, Wio Bank is positioning itself as both a financial partner and a platform for visibility – linking tangible benefits for female entrepreneurs with authentic storytelling that reflects the women shaping its own organisation.
Credits
Client: Wio Bank
Film Director: Nayla Al Khaja
In-house Marketing: Wio Bank
