ADCB Launches TouchPoints Flex: Spend Loyalty Points Anywhere via Jaywan Digital Card

Abu Dhabi Commercial Bank has launched TouchPoints Flex, a digital payment solution that converts loyalty points into instant spending power via the Jaywan national card scheme. This move signals a shift toward reward liquidity, allowing customers to use points as a real-time payment method across the UAE’s domestic infrastructure.

What was announced

ADCB’s TouchPoints Flex is a digital card innovation designed to integrate banking rewards directly into the payment journey. Unlike traditional loyalty programmes that often restrict redemptions to a specific network of participating merchants or require a secondary credit or debit card to facilitate a transaction, TouchPoints Flex draws directly from a customer’s existing TouchPoints balance. This allows the rewards to function as a real-time payment method that is accepted anywhere the Jaywan scheme is supported across the UAE.

The service is delivered through the ADCB Mobile Banking App, where users can instantly activate a TouchPoints Flex Card. Once activated, the card can be added to a preferred digital wallet for secure, contactless purchases in physical stores. The underlying infrastructure is provided by Jaywan, the UAE’s national card scheme, which serves as the foundation for this homegrown payment solution. By establishing this infrastructure, the national payments ecosystem is enabling financial institutions to move beyond conventional loyalty models.

TouchPoints remains one of the most prominent banking reward programmes in the region, with customers accumulating points through a variety of activities including card spending, savings, investments, and general banking transactions. By enabling these points to be used instantly for everyday retail transactions, ADCB is moving the programme beyond conventional redemption models and into the realm of functional digital currency. The launch reflects a broader evolution in customer expectations, where banking value is expected to be immediate, intuitive, and available at the point of sale.

"TouchPoints Flex transforms customers’ TouchPoints into instantly accessible spending power through a digital card, allowing them to use their rewards directly for purchases in stores across the UAE. By establishing the infrastructure for a new generation of homegrown payment solutions, Jaywan is creating the platform for institutions such as ADCB to innovate beyond conventional models and deliver new forms of value to customers."

Abu Dhabi Commercial Bank (ADCB).

The companies involved

Abu Dhabi Commercial Bank (ADCB) is a major financial institution in the United Arab Emirates, providing a wide range of retail, commercial, and investment banking services. The bank has established a significant digital presence in the region, focusing on integrating advanced technology into its consumer offerings, such as its mobile banking application and various sustainability-linked tools for business clients. ADCB operates as a key player in the UAE's financial landscape, often being among the first to adopt national payment innovations.

Jaywan is the UAE’s national card scheme, representing a critical component of the country’s sovereign payments ecosystem. It was developed to provide a domestic alternative to international card networks, fostering local innovation and ensuring that payment data and processing remain within the national infrastructure. By providing the rails for products like TouchPoints Flex, Jaywan enables local banks to create bespoke financial products that are tailored specifically to the UAE market. The scheme is part of a broader national effort to modernise the financial sector and reduce reliance on external payment architectures, positioning the UAE as a leader in domestic payment sovereignty.

What FF News has reported before

FF News has closely followed the rollout of the Jaywan scheme and ADCB’s digital initiatives. In 2026, we reported that Etihad Airways Becomes First Airline to Accept UAE Domestic Jaywan Card Payments, highlighting the scheme's expansion into the travel sector. This followed our coverage of the Al Etihad Payments and Mastercard Launch World’s First Jaywan Co-Badged Credit Card, which integrated domestic and international payment capabilities. Regarding ADCB, FF News previously covered the bank's sustainability efforts when ADCB introduces the region’s first Mastercard Carbon Calculator to support sustainability ambitions of business clients. Additionally, we noted the bank's digital expansion in 2023 when HUAWEI AppGallery Forges Strategic Partnerships With Leading Banking Apps in the UAE.

What this means

The launch of TouchPoints Flex marks a turning point where loyalty points transition from a marketing tool into a legitimate form of liquid capital. By removing the friction of traditional redemption portals, ADCB is putting pressure on other regional banks to provide similar levels of utility for their reward schemes. This move also validates the strategic importance of national card schemes like Jaywan; without a domestic rail, such deep integration into the local retail environment would be far more complex. The industry must now consider whether this increased liquidity will lead to a re-evaluation of point values as they begin to compete directly with sovereign currency in daily commerce.