alinma 2025
العربي Download

Theme of the Year

Strategy delivered.

Accelerating innovation.

Driving sustainable growth.

Our strategy is designed to be practical, measurable, and executable across economic cycles. In 2025, execution was the central theme. Across the organization, teams delivered against well-defined priorities with stronger coordination, sharper accountability, and improved speed of decision-making, achieving our Strategy 2025 goals and laying a strong foundation for our Strategy 2030 that was launched this year.

We advanced our core banking activities, maintaining a disciplined approach to capital allocation and risk management. Growth was pursued selectively, with a focus on segments where alinma has clear competitive strengths and the ability to build long-term relationships. At the same time, we continued to refine our internal processes, governance frameworks, and performance management, ensuring that scale did not come at the expense of control.

This execution has resulted in measurable outcomes supported by structural change. Over the course of the strategy cycle, operating income more than doubled, while net income grew by more than three times. Returns strengthened materially, with return on equity and return on assets improving significantly. This execution discipline has become a differentiating strength. It allows alinma to move faster where opportunities exist, adapt to changing conditions, and deliver consistently across business cycles.

Investor Relations Department

P.O. Box 66674, Riyadh 11586

Al Anoud Tower, King Fahad Road, Riyadh

Kingdom of Saudi Arabia

E-mail: IR@alinma.com

Phone: +966-11-218-5555

New Brand Success Story

New Brand Success Story

A refreshed brand for a new era of financial leadership

Since 2009, alinma has grown into one of Saudi Arabia's most influential financial brands, but rapid technological change, shifting customer expectations, and a more dynamic national landscape required a modernized identity. Research confirmed the strength of the Bank's core attributes — trust, innovation and customer-centricity — which guided a strategic refresh rather than a full rebrand.

Keeping alinma:

One Step Ahead

The refresh focused on simplifying, strengthening, and future-proofing how alinma shows up across every touchpoint. Key elements included:

  • New tagline, One Step Ahead, to signal foresight, agility, and leadership in digital banking
  • Updated vision and mission to present alinma as a forward-thinking partner empowered by intelligence and seamless experiences
  • Stand-alone “alinma” name and enhanced icon for stronger digital flexibility and recognition
  • A bold, deep blue palette and custom Kufic-inspired typeface to convey confidence, modernity, and cultural authenticity

These updates created a unified omni-channel experience that reflects the Bank’s digital-first ambition and resonates with new generations, women, SMEs, and entrepreneurs while preserving legacy trust.

A modern identity built for digital excellence

alinma introduced a revitalized brand identity in 2025 that reflects the Bank’s evolution into a digital-first, customer-centric financial partner aligned with the Kingdom’s ambitions for the future. The refresh strengthened the Bank’s relevance for a younger, more diverse population, modernized its visual and verbal expression, and reinforced its position as a trusted, Shariah-compliant institution committed to staying One Step Ahead of customer expectations.

Impact across customers, employees and the market

The refreshed identity delivered measurable gains across awareness, engagement, and adoption:

  • Stronger equity anchored in Shariah-based authenticity and modern relevance
  • Increased appeal among young, tech-savvy consumers and growing traction with SMEs and women
  • Recognition as Most Innovative Rebranding Initiative – Banking (2025) by Global Business Outlook
  • Higher digital usage, stronger brand consistency, and improved internal pride and alignment
  • A more intuitive, AI-enabled digital ecosystem that raised speed, convenience, and personalization

alinma reinforced its renewed ambition by securing the exclusive naming rights to King Abdullah Sports City Stadium in Jeddah, now alinma Stadium. This move extended the brand into daily life through sports, entertainment, and community experiences, strengthening visibility far beyond traditional banking channels.

Expanding brand impact through strategic sports partnerships

alinma Bank partners with Visa to deliver premium motorsport experiences

alinma entered a strategic partnership with Visa to activate the title partnership of the Visa Cash App Racing Bulls (VCARB) team across key regional races in Bahrain, Saudi Arabia, Qatar, and Abu Dhabi. This collaboration strengthened alinma’s brand visibility on the global stage while reinforcing its commitment to delivering distinctive value to its customers.

Through this partnership, alinma cardholders are offered exclusive access to world-class motorsport experiences, creating meaningful engagement opportunities and elevating customer loyalty. The initiative also supported alinma’s broader brand objectives by aligning the Bank with innovation, performance, and international platforms, further enhancing its presence across high-impact regional and global touchpoints.

EA FC26 game sponsorship

alinma expanded its digital footprint by becoming the exclusive Saudi Arabia broadcasting assets advertiser within EA FC26, the Kingdom’s most-played football gaming platform. The partnership embedded alinma’s presence across seven in-game advertising formats, ensuring sustained and contextual brand visibility within an environment deeply rooted in youth culture and everyday digital entertainment. In 2025, the activation achieved more than 1.07 billion impressions, supported by over 813 million matches played and 8.9 billion minutes of gameplay, reinforcing strong top-of-mind awareness at exceptional scale. This initiative strengthened alinma’s connection with younger segments, enhanced digital engagement, and positioned the brand as a forward-thinking institution within one of Saudi Arabia’s most influential entertainment ecosystems.

Highlander Aseer Hiking sponsorship

This initiative builds on the Highlander Aseer Hiking sponsorship by strengthening alinma’s association with active lifestyles, national experiences, and community engagement among both Saudi nationals and expats. The sponsorship reinforces the brand’s presence within outdoor, wellness, and exploration-focused activities, creating authentic connections with younger, adventure-oriented audiences, and the expat community. Through sustained visibility and engagement, the initiative supports strong top-of-mind awareness and positions alinma as a progressive institution aligned with lifestyle, inclusivity, and meaningful experiences across the Kingdom.

Accelerating digital marketing growth and customer engagement

In 2025, alinma continued to strengthen its digital marketing performance, delivering strong year-on-year growth across key engagement and acquisition metrics, supported by data-driven decision-making, advanced targeting capabilities, and enhanced digital marketing infrastructure

Social media engagement increased by 165%, reflecting deeper audience interaction and more effective content reach, while the Bank’s digital fan base expanded by 63%, demonstrating sustained brand affinity across platforms. Digital account openings rose by 101%, underscoring the success of alinma’s digital-first acquisition strategy and personalized, insight-led engagement approaches. App usage also grew by 63%, highlighting increased adoption and ongoing engagement across the Bank’s digital ecosystem.

Collectively, these results reflect alinma’s continued focus on scalable digital marketing growth, personalized customer experiences, and building long-term customer relationships through high-impact, data-driven digital channels.

Digital account openings rose by 101%, underscoring the success of alinma’s digitalfirst acquisition strategy and personalized, insight-led engagement approaches.

In 2025, alinma continued to strengthen its digital marketing performance, delivering strong year-on-year growth across key engagement and acquisition metrics, supported by data-driven decision-making, advanced targeting capabilities, and enhanced digital marketing infrastructure.

Advancing AI-powered marketing capabilities in partnership with Visa

Building on its strong digital marketing momentum in 2025, alinma achieved another significant milestone by becoming the first bank globally to implement Visa’s AI-powered marketing (AIM) program; marking a major step forward in the Bank’s digital marketing transformation.

Developed by Google and Boston Consulting Group (BCG), with Visa as a strategic partner, the AIM program introduces a structured, world-class framework designed to elevate marketing maturity across five core pillars: measurement, media, creative, data, and audience strategy. Through this framework, alinma strengthened its ability to embed advanced analytics and intelligence across its digital ecosystem, enabling more relevant customer engagement, improved marketing effectiveness, and scalable, insight-led decision-making.

This initiative further reinforces alinma’s commitment to customer-centric innovation and advanced digital capabilities, supporting the Bank’s broader strategic objectives while contributing to the Kingdom’s Vision 2030 agenda for digital transformation and financial sector advancement.