Liv launched with significant marketing buzz targeting young professionals in UAE. The promise: banking designed for the smartphone generation. After using it as my secondary account for 18 months, I have mixed feelings about whether it lives up to that promise, especially regarding their cashback and rewards system.
The Sign-Up Experience
I'll give Liv full credit here: opening an account took exactly 8 minutes. I downloaded the app during my lunch break, uploaded my Emirates ID and passport photos, took a selfie, and had a virtual account number before finishing my coffee.
The physical card arrived at my office three days later. No branch visits, no lengthy form filling, no waiting for callbacks. If you've ever experienced the traditional UAE bank account opening process with its endless document requests, Liv feels revolutionary by comparison.
The Liv Goals feature for savings was what initially attracted me. Setting aside money for a trip home or emergency fund feels more engaging when you can name your goal and watch visual progress.
Understanding Liv's Rewards System
This is where things get complicated. Liv doesn't operate a straightforward cashback system like traditional credit cards. Instead, they use a points-based "Liv Rewards" program that took me about three months to fully understand.
You earn points for various activities: card transactions, paying friends, completing in-app challenges, and maintaining certain account balances. These points convert to vouchers for partner retailers rather than direct cashback.
Points Reality Check
1 point equals roughly AED 0.01 in voucher value. A typical AED 100 restaurant transaction might earn 50-100 points depending on current promotions. That's 0.5-1% return, but only spendable at specific partners like Deliveroo, VOX Cinemas, or selected restaurants.
For someone who shops at random and doesn't frequently use the partner network, many points end up expiring. I've probably lost AED 200+ worth of points simply because the voucher options didn't match my lifestyle during their validity period.
The Card Itself: Daily Usage
Liv provides a debit card, not credit. This fundamental difference matters for cashback chasers. You're spending your own money immediately rather than riding a 45-day interest-free period like credit cards offer.
The card design is admittedly sleek. The matte purple finish stands out, and I've had cashiers comment on it positively. Superficial? Sure. But in a region where image matters, having a distinctive card isn't nothing.
Contactless payments work flawlessly. Apple Pay integration was seamless. The app shows pending transactions almost instantly. These small quality-of-life features make daily usage pleasant.
Where Liv Genuinely Excels
International transfers through Liv are surprisingly competitive. Sending money to my UK account costs less than traditional banks, and the exchange rates are transparent (though still include a margin). For expats who regularly transfer home, this matters.
The split bill feature is fantastic for social situations. When dining with friends, one person pays and can instantly request splits from other Liv users. The money arrives in seconds. I use this feature weekly, and it's eliminated the awkward "I'll transfer you later" scenarios that everyone forgets about.
The Social Banking Angle
Liv positions itself as social banking, and some features deliver on this. You can see which friends are on Liv and send money using just their phone number. There's a leaderboard of sorts showing your spending habits compared to peers (anonymized), which is either motivating or depressing depending on your financial situation.
The savings challenges where groups of friends commit to goals together is genuinely clever. My colleague and I did a "no delivery food for a month" challenge through the app. Having accountability and visible progress helped both of us actually complete it.
The Frustrations
Customer support remains Liv's weakest point. There's no phone line. Everything goes through in-app chat, which can take hours for responses during busy periods. When my card was blocked after a suspicious transaction (that was actually me shopping in Abu Dhabi), resolving it took 36 hours of back-and-forth messaging.
For routine queries, chat works fine. For urgent issues, the lack of phone support is genuinely problematic. If you're traveling and your card gets blocked, waiting for chat support while standing at a hotel reception is not fun.
What Works
- Instant account opening
- Clean, intuitive app design
- Great split bill feature
- Competitive international transfers
- Goals and savings tools
- Instant transaction notifications
What Doesn't
- Complex, partner-limited rewards
- Points expire quickly
- No phone customer support
- Debit only, no credit option
- Limited to Emirates NBD ecosystem
- Lower earning rates than credit cards
Real Numbers: My 18-Month Summary
Full transparency on what I actually earned through Liv's rewards:
Total Card Spending: AED 34,200
Points Earned: 42,800
Points Redeemed (vouchers): AED 285
Points Expired: AED ~130 worth
Effective return: approximately 0.83% when you account for expiration. Compare that to a decent credit card's 1-3% cashback, and the mathematics favor traditional cards for pure rewards optimization.
Who Should Consider Liv?
Liv makes sense for specific users. If you're new to UAE and need an account quickly without the document drama of traditional banks, Liv delivers. If you have a social circle where split bills happen frequently, the peer-to-peer features genuinely improve life.
For pure cashback maximizers? Liv shouldn't be your primary spending card. Use it for its convenience features and social aspects, but pair it with a proper cashback credit card for the bulk of your spending.
The Emirates NBD parent company ensures Liv is stable and regulated, which provides peace of mind that smaller fintech startups can't match. Your deposits are protected under UAE banking regulations.
My Current Usage
I keep Liv as my secondary account with a few thousand dirhams for daily small purchases, splitting bills with friends, and occasional international transfers. For significant spending where I want maximum rewards, I use dedicated cashback credit cards that offer straightforward percentage returns.
Final Verdict
Liv is excellent at being a modern, convenient banking app. It's less excellent at being a rewards-maximizing financial tool. Know what you want from it, and you'll likely be satisfied.
If Emirates NBD ever launches a Liv credit card with actual cashback instead of partner vouchers, I'd reconsider it as a primary option. Until then, it remains a useful companion to more reward-focused cards.
Questions about Liv or want to compare notes? Get in touch. I'm especially interested in hearing from long-term users who've figured out ways to maximize the points system better than I have.
