By weaving environmental action into everyday finance, the bank is crafting a new narrative for Islamic digital banking in the region
In a region where sustainable banking is becoming a strategic lever for differentiation, the UAE’s Ruya has taken a bold leap by embedding environmental conservation directly into its customer savings model. The bank’s launch in 2024 of the NatureProtect initiative reflects a broader ambition to align Islamic financial values with real-world action, positioning itself as both a digital challenger brand and thought leader in ethical Islamic banking.
Purpose meets product
NatureProtect means that for every AED 1,000 ($272.30), Ruya conserves a square foot of primary forest for 10 years. This linkage between deposits and conservation is more than symbolic as it is operationalised within the Ruya app, where users can track their ‘Forest Conservation’ balance alongside their financial one. In doing so, Ruya ensures sustainability is not just a corporate message but a customer experience.
The environmental returns from NatureProtect are equally tangible. By safeguarding primary forests – vital carbon sinks and biodiversity hotspots – Ruya is helping mitigate emissions and support global climate action. These outcomes are verified through partnerships with internationally recognised conservation organisations, lending credibility and impact to every customer contribution.
Customer-led innovation
Ruya’s vision of environmental stewardship is not just corporate; it is deeply participatory. According to internal survey data, 85% of customers said the NatureProtect programme influenced their decision to bank with Ruya. This early traction is underpinned by the 60,000 customers and within the first year of the initiative’s launch. NatureProtect has successfully driven not just engagement but loyalty, particularly among younger and sustainability-conscious demographics.
Building systems, not slogans
Behind the scenes, Ruya has tackled key challenges to make NatureProtect viable, from forging partnerships with reputable conservation organisations to addressing customer education around green banking. The result is a solution that balances environmental integrity with business growth.
In-app education and campaigns have helped bridge awareness gaps, while internal alignment has ensured environmental goals have not come at the cost of financial performance. This approach has not only ensured operational feasibility but also established a scalable blueprint for integrating corporate social responsibility (CSR) into core banking operations.
A model for future banking
NatureProtect is helping shift expectations around what a digital bank can achieve, not just through product innovation but through purpose-led business design. The initiative has already influenced other institutions in the region to consider similar programmes, further amplifying its impact. By connecting financial behaviour with environmental responsibility, Ruya is demonstrating a scalable, values-driven path for digital banks – one that blends profit with purpose.
These achievements have seen Ruya Bank recognised with the Best CSR Initiative award at the Mena Banking Excellence Awards 2025 – Retail, Digital & SME.