The product
Payit. The UAE's first fully-featured digital wallet, and the marketplace that got small businesses online.
I was senior copywriter on First Abu Dhabi Bank, the UAE's largest bank, across print, radio, digital, social and internal comms.
The main work was Payit, the UAE's first fully-featured digital wallet. In-app copy, press releases, social, and LinkedIn posts for senior FAB executives in their own voice.
In October 2020 Payit launched a Digital Marketplace, the first of its kind from a bank in the region. The pandemic had pushed thousands of small UAE businesses online overnight with no way of getting there. The Marketplace let them list and sell inside a wallet that already had an audience.
The problem was two segments at once. A shopper needs to know it's safe and quick. A small business owner, mid-crisis, needs to know it won't cost him and will put him in front of customers this month. Same launch, opposite anxieties.
All of it through bank compliance, which is a discipline of its own.
Payit at bankfab.com ↗ Payit on Google Play ↗ The Digital Marketplace ↗A bank product that deliberately does not require you to be its customer.