Scaling Immersive Travel Within UAE's Leading Bank

The Challenge

While Emirates NBD had an established lifestyle ecosystem through MORE, travel experiences remained largely transactional and underutilized. The bank sought to modernize engagement while ensuring strict adherence to enterprise governance, cybersecurity standards, and regulatory compliance especially before extending the experience into its mobile banking app, ENBD X.

The Solution

Unravel first deployed a fully white-labeled, video-led travel discovery experience within the MORE lifestyle app that integrated immersive content, AI-guided booking journeys. Following strong engagement signals, the experience was expanded into ENBD X, embedding travel directly within the primary digital banking environment used by millions of customers.

Before integration into ENBD X, Unravel underwent extensive cybersecurity and compliance due diligence conducted by Emirates NBD’s security team. This included data privacy review, information security policy assessment, patch management evaluation, penetration testing by the ENBD cybersecurity team, PCI DSS AOC verification for the payment gateway, and third-party risk assessments covering infrastructure providers such as AWS. The platform successfully passed all required evaluations, reinforcing its suitability for deployment within a leading regulated banking environment.

The Impact

Travel evolved from a peripheral rewards feature into a secure, embedded engagement layer within mobile banking infrastructure. Customers now discover, plan, and book travel inside the same environment where they manage finances. The expansion from MORE to ENBD X, positions Emirates NBD as a regional leader in immersive, lifestyle-led digital banking.