The Bank That Gets Out of Your Way

If you’re a startup founder, freelancer, or small business owner in the UAE, you already know the hustle is real. Between managing clients, building products, and keeping the lights on, the last thing anyone wants is to get bogged down by clunky, time-consuming banking processes.

That’s exactly the point ruya—the UAE’s first digital Islamic community bank—is making in its latest campaign, “You’ve Got Better Things to Do.” It’s a short film, but with a message that hits home for many in the entrepreneurial community: your time is valuable, and your bank shouldn’t be the thing slowing you down.

Built entirely using generative AI, the film breaks from tradition both in form and function. It shows the everyday realities of business owners—from freelancers at their desks to SME teams working late—all pushing their ventures forward. Throughout it all, ruya quietly powers the background, promising a simpler banking experience that doesn’t interrupt the flow of business.

For ruya, this isn’t just about marketing differently. It’s about making a point. In a banking sector that can still feel outdated and overly complex, ruya is positioning itself as the alternative—digital-first, mobile-friendly, and guided by ethical Islamic principles like fairness, transparency, and community focus.

The film itself is a statement. Instead of using conventional production methods, ruya chose to build the entire campaign with AI. This decision isn’t just about riding the tech trend. It reflects the same mindset the bank applies to its services: doing things smarter, faster, and more efficiently. Or as the film subtly suggests, “You’ve got better things to do… than make an ad the old-fashioned way.”

According to Christoph Koster, CEO of ruya, that’s very much the point. “As a digital-first Islamic bank, we believe technology should simplify life, not complicate it,” he said. “Embracing AI in our marketing is a natural extension of how we think about banking—simple, smart, and aligned with the pace of today’s world.”

The campaign also lines up with the UAE’s broader national ambitions to lead in AI and digital transformation. By using generative AI not just behind the scenes but as the core of its creative expression, ruya is walking the talk.

But beyond the tech, the message is refreshingly straightforward: running a business is hard enough. Banking shouldn’t be. With ruya, there are no hidden fees, no paperwork delays, and no unnecessary complexity—just fast, ethical financial services designed for people who’d rather spend their energy on growing their business.