Liv and Union Coop partner with Mastercard to launch co-branded cards with 10% cashback
Dubai, UAE – February 11, 2026 — Liv, the UAE’s first digital bank by Emirates NBD, and Union Coop announced a strategic partnership with Mastercard to launch two co-branded credit cards offering up to 10% cashback on Union Coop purchases. The Liv Tamayaz Mastercard Platinum and World cards convert cashback into Tamayaz loyalty points, targeting enhanced everyday spending value for UAE consumers.
Overview
The cards deliver up to 10% cashback on purchases across Union Coop’s more than 30 UAE branches or online platforms, redeemable as Tamayaz loyalty points. Additional benefits include up to 3% cashback on international spending, 2% on fuel and dining, complimentary VOX Cinemas tickets, global airport lounge access, food and beverage discounts, and premium coffee deals. Liv Tamayaz World cardholders receive a AED 1,000 welcome bonus upon activation.
Stakeholder Perspectives
“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.”
— Marwan Hadi, Group Head of Retail Banking and Wealth Management at Emirates NBD
Why it matters: The integration demonstrates how digital banks are embedding financial services into retail ecosystems to boost customer retention.
“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.”
— Mohamed Al Hashemi, CEO of Union Coop
Why it matters: The statement signals Union Coop’s commitment to creating seamless loyalty ecosystems that merge retail and financial services.
Industry Context
The UAE’s fintech sector continues to accelerate through strategic collaborations between digital banks and retail players. Liv, serving nearly 500,000 users, is challenging traditional banking models through rewards-driven engagement. Co-branded cards represent a growing trend merging banking infrastructure with retail loyalty programs amid rising consumer demand for value-added payment solutions. Union Coop’s Tamayaz platform, launched in mid-2025, currently maintains 87% active user engagement, providing a robust foundation for the card program’s loyalty conversion mechanism.
The partnership positions both entities to capitalize on Dubai’s competitive retail market and the UAE’s broader digital economy objectives, potentially elevating transaction volumes across everyday spending categories in one of the region’s highest-growth markets.
Conclusion
The collaboration is expected to drive sustained customer engagement and market share capture by redefining retail banking value propositions in the UAE through integrated, rewards-focused financial products.
Sources: Zawya, Liv, Union Coop
