Etisalat has rebranded as 'e&' and will use fintech to achieve its goal of becoming a leading consumer player
"e& should use its assets and experience in its home market of the UAE to experiment with new fintech propositions before rolling them out in the rest of the region."
Etisalat Group changed its brand identity to ‘e&’ in February 2022. It also created a new dedicated business unit, e& life, to help it to expand its digital portfolio and reach by scaling up its existing propositions, such as fintech, into the rest of the Middle East and North Africa (MENA).
e& has a rich experience in operating mobile financial services and this should help it with its goal to become one of the main fintech companies in MENA by 2025. However, it will face challenges.
In this article, we analyse the rebranding and restructuring of Etisalat Group, review its fintech initiatives and discuss how it can achieve its regional expansion goals.