On 12 October 2022, United Finance held an event at the Crown Plaza Hotel, Qurum to celebrate its transformation progress to date and launched its new brand and strategy for the future. Some 180 guests attended the event, listening to a speech from CEO Mr. Nasser Al Rashdi, and viewing the company’s brand launch video. United Finance started its transformation initiative in 2021. This change programme has been deep rooted, covering every aspect of the company’s operations, its support infrastructure, management roles, staff training and, most importantly in how it relates to its customers. A significant part of this lay in ‘changing the language’ – to connect better with customers, and to clearly communicate its products and services. The new symbol of United Finance comprises two elements – a crucible shape representing care, and a flame symbolising the ambition of its customers –proudly using the red and green colours of Oman. This combines with a new slogan that offers a challenge to customers to “Achieve More” in their lives (with the help of United Finance) and also a challenge to staff and stakeholders to “Achieve More” for customers. One of the primary messages of the newly transformed company is “Whatever your ambition, we’ll help you achieve” – a statement that summarises its new mandate to provide friendly, helpful, and personal financial services. This underlying philosophy forms a foundation for all actions and guides United Finance in its future growth. Transformation isn’t a ‘one-off’. It is a continuous process of evolution and United Finance, armed with a dynamic new brand strategy, will continue to innovate, to launch new products and services, to grow more and achieve more.
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