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Vision, Mission and Values

Under the guidance of His Highness Sheikh Khalifa bin Zayed Al Nahyan, President of the UAE and Ruler of Abu Dhabi, and His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi, Deputy Supreme Commander of the UAE Armed Forces and Chairman of the Abu Dhabi Executive Council, the Government of Abu Dhabi published a long-term plan for the transformation of the Emirate’s economy, including a reduced reliance on the oil sector as a source of economic activity over time and a greater focus on knowledge-based industries in the future.


To provide quality services and exceed the expectations of our customers with extraordinary emphasis on creating value whilst offering complete service reliability.


To follow best practices as a responsible corporate entity, contributing to the sustainable development of society on multiple levels.

To preserve and enhance integrity in all our business dealings through continuous monitoring, control and intervention without compromise.

To achieve the leading position in each of our business sectors through sustainable growth.

To provide total customer satisfaction through the creation and delivery of quality products and services at competitive costs.



We know and understand our responsibilities, clearly define goals, and seek and provide the tools and authority to deliver on our corporate promise with urgency, passion and energy.

Customer Focus

We are customer focused at all times in order to anticipate, understand, engage and exceed expectations. Whether it’s the internal or external customer, an existing client or a prospective future account, the customer is central to everything we do.


We consistently adopt a forward-looking approach to driving innovation and embrace new ideas by anticipating customer needs and market opportunities.


We always do the right thing and place truth above self by developing internal and external relationships based on trust and respect.


We proactively share information, resources, knowledge and ideas, and ‘pitch in’ as part of the team in pursuit of the common goal.

Value Creation:

We consistently strive to create value for our customers, employees and shareholders.

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