The UAE's long-awaited domestic debit card scheme, Jaywan, is preparing for a wide-scale rollout, backed by attractive incentives, cashback, and promotional deals aimed at encouraging early adoption among users.
The card, developed under the oversight of Al Etihad Payments (a subsidiary of the UAE Central Bank), is set to become the standard debit option across the country. Its launch is being supported with a variety of user-centric features, including multiple card variants and value-based rewards.
“Jaywan will be used for grocery shopping, online payments, ATM withdrawals, and everyday transactions,” said Jan Pilbauer, CEO of Al Etihad Payments. “To meet UAE users’ expectations, we’ve ensured the card delivers real value from the moment of launch.”
Built for UAE Shoppers’ Expectations
UAE consumers are accustomed to premium card experiences, and Jaywan intends to meet those standards. Pilbauer explained that the card will come in multiple ‘variants’, with each offering tailored benefits such as:
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Buy-one-get-one-free deals
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Access to airport lounges
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Discounts on entertainment and dining
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Travel and insurance perks typically seen in credit cards
Each user will be assigned a specific variant by their bank or issuer, depending on eligibility and preferences. “We want every swipe of Jaywan to feel rewarding,” Pilbauer added.
Nationwide Mandate & Global Integration
Starting mid-2025 and continuing into 2026, every debit card issued in the UAE will be Jaywan-compliant. This could include co-branded cards developed in partnership with international payment giants like Visa, Mastercard, Discover, UnionPay, and others.
Pilbauer confirmed, “Jaywan is technically live. Some customers already have their cards, and by mid-year, banks will begin issuing them to all eligible account holders and salary card users.”
Jaywan cards will also work outside the UAE, thanks to the international network collaborations already in place.
Expanding Into E-Commerce and Digital Wallets
Although in-store use is ready, online transaction support is still being refined. Pilot programs are running across various e-commerce platforms, with backend integrations underway with Apple Pay, Google Pay, and Samsung Wallet.
“Getting global platforms to recognize and tokenize Jaywan has taken time. But we’re making progress so users can eventually use it across apps and devices seamlessly,” Pilbauer stated.
The rollout of Jaywan is not just about launching a card, it’s about creating a UAE-first financial ecosystem that is convenient, secure, and fully integrated with both local and global systems.
