Liv, the digital bank launched by Emirates NBD, has partnered with Union Coop to introduce two co-branded credit cards in the UAE, in collaboration with Mastercard. The move brings together banking, retail and payments to offer cashback and loyalty benefits linked to everyday spending.
Co-branded credit cards
The partnership will see the launch of the Liv Tamayaz Mastercard Platinum Credit Card and the Liv Tamayaz Mastercard World Credit Card. Both cards offer up to 10% cashback on purchases made at Union Coop stores and online platforms.
Cardholders can also earn cashback on spending outside Union Coop, including up to 3% on international transactions and up to 2% on fuel and dining.
Cashback as points
All cashback earned is credited to the customer’s Union Coop loyalty account as Tamayaz points. These points can be redeemed for future purchases at Union Coop outlets.
In addition to cashback, the cards include lifestyle benefits such as complimentary VOX Cinemas tickets, food and beverage discounts, airport lounge access at selected international airports, and offers at coffee outlets. Customers using the Liv Tamayaz World Credit Card will also receive a welcome bonus of Dhs 1,000.
Marwan Hadi, Group Head of Retail Banking and Wealth Management, Emirates NBD, said: “This partnership with Union Coop allows us to embed banking into customers’ everyday spend in a way that is contextual, scalable and highly differentiated. It is a strong example of how we are building propositions to drive long-term engagement and sustainable growth for both parties.”
Rohit Garg, Group Head of Retail Products and RBWM Chief Digital Officer at Emirates NBD, said: “By combining our strong banking capabilities with Union Coop’s brand and loyalty ecosystem, we have been able to deliver a co-branded card that offers meaningful value, everyday relevance along with a seamless digital experience to our customers.”
Mohamed Al Hashemi, CEO of Union Coop, said: “This partnership with Liv reflects Union Coop’s strategic vision to elevate the shopping experience and deliver real, sustainable value to our stakeholders. By integrating the Tamayaz digital platform with innovative banking solutions, we are offering tangible rewards on everyday spending and strengthening customer loyalty through a smart, seamless experience aligned with the aspirations of the UAE community and the requirements of today and the future.”
J.K. Khalil, EVP and Division President, East Arabia, Mastercard, said: “Mastercard has been part of the UAE’s growth story 40 years, and our commitment to the country and its people has only deepened over the decades. At Mastercard, as the payments technology partner, we are proud to support this collaboration. Our partnership with Liv and Union Coop builds on that legacy as we bring together trusted relationships and a shared ambition to deliver products custom-made for consumers. By combining global expertise with decades of local insight, we’re helping make everyday payments simpler, safer and more rewarding for individuals and families across the UAE.”
Union Coop operates more than 30 branches across the UAE. Its Tamayaz Digital Loyalty Platform, launched in mid-2025, currently records an active user rate of 87%. The new credit cards are linked directly to this platform, integrating banking services with retail loyalty rewards.
tanvir@dubainewsweek.com
