Emirates NBD has introduced a new way for residents to invest in gold, becoming the first financial institution in the UAE to offer gold bars directly to customers through a fully digital platform. The move sets a new benchmark for accessible, flexible and secure gold investments in the local banking sector.

The offering reflects growing demand for alternative assets that combine stability with liquidity.

A Digital Approach to Physical Gold

Through the ENBD X app, customers can now purchase gold in any denomination, removing traditional barriers associated with minimum weights or fixed investment sizes. The system allows investors to build exposure gradually, based on personal financial goals.

Purchased gold is held digitally within the platform, ensuring a high level of security while maintaining full ownership.

Flexibility to Hold or Redeem

One of the key features of the service is its flexibility. Customers can choose to:

• Store gold digitally for convenience and safety

• Redeem holdings into physical gold bars when desired

• Manage and track investments in real time via the app

This structure allows investors to move seamlessly between digital and physical ownership, depending on market conditions or personal preference.

Why This Matters for Investors

By combining digital accessibility with the option of physical redemption, Emirates NBD has introduced a modern gold investment model that aligns with evolving investor expectations. The service offers liquidity, transparency and control—features traditionally difficult to achieve simultaneously in precious metals investing.

The launch positions gold as a more practical asset for both first-time investors and those seeking portfolio diversification.

A Shift in the UAE Investment Landscape

As financial institutions continue to innovate, offerings like this signal a broader shift toward technology-driven wealth management in the UAE. By simplifying access to traditionally physical assets, banks are reshaping how residents engage with long-term value stores such as gold.