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“I need to feel gratified this second or I’m doomed.” — said no customer ever. Let’s cut through the noise for a second — no one really wants instant gratification. It’s become this buzzword that gets thrown around as if everyone’s dying for the next quick hit of satisfaction, but here’s the thing: what people really want is to buy in a way that fits their lifestyle. Whether that’s through loans, savings, or offers, what matters is the control and choice. People aren’t walking around saying, “I need to feel gratified this second or I’m doomed.” That’s not the way anyone thinks. What they’re saying is, “I want to live my life. I want to spend on what matters to me. I want options that make sense with how I manage my money.” For most of the post COVID time, ‘instant gratification’ is a convenient narrative that’s been pushed by those who profit from it. Sure, some people want to swipe and pay later, but it’s not about getting everything right now because they can’t wait. It’s about convenience, sure, but it’s also about flexibility. What people are really after is control over how they pay, spend, and manage their finances — whether it’s through savings, credit, or a smart offer that stretches their money a little further. I want to spend the way it fits into my lifestyle, not the way the financial system has decided I should. If that means using a loan to spread out the cost of something important to me, so be it. If that means dipping into my savings for something that aligns with my values, great. If it means hunting down the best deal or offer, you can bet I’m doing that too. But it’s not because I want things instantly. It’s because I want things intelligently. We’ve been conditioned to think it’s all about speed. The truth is, we’ve been sold this idea that speed is the ultimate goal. That getting what we want right now is the be-all, end-all of consumer happiness. The reality is, that’s just not true. Speed for the sake of speed is meaningless. Look at the way people actually spend. Take a second to think about the last big purchase you made. Did you just throw caution to the wind and swipe your card, thinking “Well, I need this NOW”? Probably not. You probably thought about it, weighed your options, checked your bank balance, maybe even looked at financing options to figure out the smartest way to buy. That’s what people are doing. They’re thinking about how to make their purchases work for them — not how to get things the fastest. The financial industry has this weird obsession with assuming that consumers are all about the rush, about swiping now and worrying later. But most people? Most of us are way smarter than that. We’re not blindly running after instant gratification. We’re thinking about how our purchases fit into our bigger picture. It’s about flexibility, not urgency. I want the flexibility to choose how I buy — whether that’s through cash, savings, or a loan. I want the option to pick what makes sense for me in that moment. And that’s not because I need it now. It’s because I want options that fit my lifestyle, not a one-size-fits-all solution that’s designed to keep me in the debt cycle. Sometimes, I’ll want to spread out payments with a loan because it works better with my cash flow. Other times, I’ll use the savings I’ve carefully built up because it’s important to me that I stay debt-free on certain purchases. And there are times when I’ll wait for an offer or discount because, well, who doesn’t love a good deal? It’s not about needing gratification in an instant — it’s about tailoring the financial experience to my life, my values, and my goals. Consumers want control, not just convenience. And that’s the real truth. Consumers aren’t looking for things to be faster — they’re looking for things to be smarter. We want the ability to control our finances in a way that makes sense for how we live, how we plan, and how we spend. We want the ability to mix and match — maybe use a loan here, pay cash there, or take advantage of a great deal when it pops up. It’s not about “now.” It’s about how. I want to live my life — on my terms. At the end of the day, it’s not about the gratification; it’s about making purchases that align with how I want to live my life. Sometimes that means paying now, sometimes it means paying later. What matters is that I get to choose the best path for me. I’m not chasing the dopamine hit of buying something on a whim — I’m thinking about how my financial decisions impact my life as a whole. And honestly, that’s the conversation we need to start having. It’s not about speed. It’s about options. It’s about control. It’s about creating financial tools that give people the ability to make the right decision for them, in whatever situation they’re in. So no, I don’t want instant gratification. I want to buy in a way that fits my life, my money, and my goals — on my terms. FAQs 1. What is Sav? Sav is a money-management app, allowing you to stick to your money goals, plan for the future, and spend confidently in the present.Your Sav card helps you meet your goals – just connect your bank account, top up your Sav card, choose goals you would like to set aside money for, and apply rules that automatically allocate funds toward your goals. The money set aside for your goals is safe. It is always available on your prepaid card and held with our partner financial institutions licensed by the CB UAE.You can use your Sav card to get additional rewards and cashbacks while spending. Check out our offer page to find the latest deals and promotions. 2. Is Sav a bank? No, ‘Sav Technologies Limited’ is a technology company registered in the Dubai International Financial …

“I need to feel gratified this second or I’m doomed.” — said no customer ever. Read More »

From “This is my bank” to “These are my options”: The new reality of finance Reality of Finance in a Multi-Bank, Multi-Product World: Where Do Loyalties Really Lie? My parents have been founders. They built their businesses from absolute scratch- and in the course of it, I got exposure an important aspect of Business – Money! Well, it was a dual income household too. Best part, as kids we were given a glimpse of the financial decision making process. It’s quite interesting to see how the financial world has shifted – both globally and locally. There was a time when one’s bank was practically their family’s bank. Our parents opened our first savings account when we were kids, and we stuck with that institution out of loyalty, trust, and a sense of stability. The bank was more than just a service – it was a relationship. Those days? They’re gone. (For another time, but now we are teaching our parents the product selection, the digital Apps and so much more). Coming back – today, in a world filled with open banking, fintech apps, BNPL services, and a slew of financial products that can all be accessed with a few taps, bank loyalty is dead. And if it’s not dead, it’s on life support. We live in a multi-bank, multi-product world. Think about your own financial life for a second. Chances are, you have accounts with multiple banks, you’re juggling more than one credit card, and you probably have an app or two that helps you track your spending, invest, or pay bills. That’s the norm now. We’ve moved from one-bank-for-life to whatever-works-for-my-life-right-now. It’s not just the tech-savvy millennials or Gen Z that are embracing this shift, either. This is happening globally, across age groups, across regions. People are realizing they no longer have to commit to a single institution for all their financial needs. Why should they? Banks used to have the monopoly on convenience. Now, the fintech ecosystem is all about flexibility. I’ve been lucky enough to observe this trend across different markets – from the GCC to APAC to (very recently) the West – and the same story plays out. People are taking charge of their financial choices in ways we’ve never seen before. They’re moving away from “This is my bank” to “These are my options.” In a multi-product world, loyalty isn’t to a brand – it’s to the experience. And that’s the game-changer. Loyalty isn’t built on history anymore; it’s built on who gets it right. The bank or app that gives me the best experience is the one I’ll use – for now. But the moment someone else does it better, offers me a more seamless interaction, or saves me time, I’m gone. This is where it gets interesting. It’s no longer just about rates or perks or even product variety. It’s about how these products fit into the broader ecosystem of your life. If one bank makes it easier to connect to all my accounts in one place, that’s the one I’m using. If another offers better data insights on my spending, I’m switching. It’s not personal; it’s just practical. But what about trust? I guess, this is where the human part comes in, and it’s something I’ve seen firsthand, especially in more traditional markets including UAE and KSA. Trust still matters. But it doesn’t come from brand recognition anymore – it comes from functionality. It comes from the feel of the product. When you connect multiple accounts, across different products, and give consumers real insights into their financial lives, that’s where trust is rebuilt. It’s no longer about walking into a bank branch and shaking someone’s hand; it’s about how well a product integrates into the flow of your life. People want control – real control – not just over their money but over the way they interact with their finances. They want the ability to switch between products effortlessly, to take advantage of whatever is best for them at the moment. And the platforms, apps, and banks that can facilitate that are the ones that will win. Financial selection is no longer about who has the best product. It’s about who fits into my world. I’ve seen this play out repeatedly in markets like the UAE and Saudi Arabia. There’s an entire generation coming up that isn’t married to one financial institution. They’re looking for flexibility. They want autonomy. They’re not interested in who has been around the longest or who their parents used – they’re interested in who can save them time, make them smarter with their money, and give them tools that actually work. And here’s the kicker: it’s not just about making things easier. It’s about anticipating what consumers want. We live in a world where people don’t even know what financial products they need half the time until the app in their pocket tells them. In a multi-bank ecosystem, the winners are the ones who can guide consumers effortlessly from one product to another without making them feel like they’ve even switched lanes. So, where does that leave banks? Banks need to rethink their position in this ecosystem. It’s no longer enough to be the all-in-one financial provider. People don’t want to be locked into one relationship – they want options. They want to mix and match, to take out a mortgage with one bank but hold their savings somewhere else, and maybe even invest through an entirely different app. Banks that try to hold on to their customers by forcing loyalty or locking them into products are going to lose. The successful ones are going to be the ones that partner, integrate, and enable choice. The future of finance is collaborative, not competitive. If I’ve learned anything from watching this shift play out, it’s that consumers will follow the path of least resistance. If one bank doesn’t let me connect my financial life in an easy, meaningful way, I’ll just move to the next one that does. This isn’t about the product anymore – …

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We started to build Google Maps for Money. But do consumers really know their destination? While building Sav, I’ve been always fascinated by the idea to build the Google Maps for money. A tool that doesn’t just help you track where you are financially, but guides you, step by step, to where you want to be. Easy, right? You set your goals, and we give you the most optimized route to get there. But here’s the twist no one talks about: Do we really know the destination? Someone asked me today. We all have these broad, shiny financial goals: Buy a house, retire early, pay off debt, build wealth. But as soon as you get close to one, the goalpost moves. It’s human nature. You saved $10,000? Now it’s $50,000. Got the job promotion? Well, now you want a bigger house to go with it. The finish line keeps shifting, and so does the route. It’s like constantly recalculating your journey on Google Maps. You think you’re headed somewhere, and then life throws a curveball — or you just want more — and now you’re rerouting. The path you were on suddenly doesn’t make sense anymore because the destination has changed. So, what are we really building? When I think about our initial ambition — Google Maps for money — it was rooted in simplicity. A path, a goal, and the fastest route to get there. But I’ve realized along the way that money doesn’t work like that. It’s not a straight line, it’s more like an endless loop of recalibration. The problem is, most people are just punching in random destinations because they’re told that’s where they should go. Save X. Buy Y. Invest in Z. It’s all formulaic until it isn’t. The moving goalpost problem. Let’s be real. How often have you had a financial goal that stayed the same? That didn’t evolve with your circumstances, your life, or your ambitions? Exactly. The truth is, your goals aren’t fixed. They change with every new job, every big purchase, every new responsibility, and, yes, every new shiny thing you want to add to your life. We’re sold this idea that once you set a financial goal, it’s like locking in coordinates. Just follow the route, and boom — you’ve “arrived.” But money doesn’t work like that. It never has. And that’s where a lot of financial products get it wrong. They assume that once you set a goal, you’re just going to plow through and get there. But in reality, the goalpost is constantly moving, and we have to recalibrate with every new turn. The real question: Do we even know the goal? That’s the kicker. We spend so much time focusing on the how that we forget to ask if we’ve even figured out the why. Why do you want to buy that house? Why are you so obsessed with a certain amount in your savings account? Why is retirement the golden goal when some people would rather build a life they never want to retire from? It’s not about the goal itself — it’s about the fact that goals are fluid, just like life. And that’s okay. But the challenge is being able to pivot when the goal changes, without feeling like you’re lost or falling behind. Money maps aren’t linear…. That’s why we’re not just building a simple roadmap for money. We’re building something dynamic. A system that doesn’t just plot a course but understands that you’ll change directions a dozen times before you get where you want to go. And maybe where you want to go isn’t even clear yet. Your path to financial freedom, security, or fulfillment won’t be a straight line — and it shouldn’t be. Sometimes you’ll take detours because life happens. Sometimes you’ll change the destination entirely because your priorities shift. But the key is to stay in control of the journey, no matter where it leads. The real question we should be asking: How do you want to live? We need to rethink what financial goals even mean. It’s not about getting from Point A to Point B. It’s about understanding the why behind the journey. Do you want to live a life that’s secure and steady, or one where you can take risks and enjoy the ride? Do you want to save for the future or live fully in the present? Or do you want a balance of both? The answer to those questions is different for everyone. That’s why we’re building something that’s not just a financial roadmap but an adaptable, personalized system that understands your journey will change as you do. Because ultimately, it’s not just about reaching the goal — it’s about enjoying the ride, recalibrating when necessary, and having the flexibility to change your destination whenever you feel like it. So, are we really building Google Maps for money? Not exactly. We’re building something better. A system that doesn’t just take you from Point A to Point B, but understands that your goals are fluid, your priorities shift, and your financial journey is personal. We’re not just helping you reach a destination — we’re helping you navigate the ever-changing landscape of your life, one recalibration at a time. FAQs 1. What is Sav? Sav is a money-management app, allowing you to stick to your money goals, plan for the future, and spend confidently in the present.Your Sav card helps you meet your goals – just connect your bank account, top up your Sav card, choose goals you would like to set aside money for, and apply rules that automatically allocate funds toward your goals. The money set aside for your goals is safe. It is always available on your prepaid card and held with our partner financial institutions licensed by the CB UAE.You can use your Sav card to get additional rewards and cashbacks while spending. Check out our offer page to find the latest deals and promotions. 2. Is Sav a bank? No, ‘Sav Technologies Limited’ is a technology company registered in the Dubai International Financial Centre, Dubai, …

We started to build Google Maps for Money. But do consumers really know their destination? Read More »

The honest truth about money (That no one talks about) Let’s talk about money. Honestly. There’s a certain discomfort in admitting how we really feel about it, right? On one hand, money is this shiny thing that can get us everything — security, freedom, status. On the other hand, it’s also this constant pressure, this weight that hangs over our heads, dictating so many of our decisions. People love to glamorize money. Just scroll through Instagram, and you’ll see it: the success stories, the “hustle harder” mindset, the influencers telling you how easy it is to level up. And look, I’m all for building wealth and creating freedom for yourself. But let’s get real for a second — money doesn’t always feel empowering. Sometimes, it feels like a constant chase, an exhausting game where the finish line keeps moving. Here’s the honest truth: Money isn’t just a tool, it’s emotional. And that’s what nobody talks about. We live in a world where everyone is so focused on what money can buy that we forget what it costs — mentally, emotionally, even physically. We tell ourselves things like, “I’ll be happier when I hit X amount.” Or, “I’ll finally feel free when I have enough to never worry again.” But when you’re constantly chasing money, there’s always going to be something more, something else. The goalpost keeps shifting. And let’s not even start on the anxiety. The fear of running out. The guilt of not saving enough. The comparison trap when you see someone living a life you wish you had. I’ve felt it all, and I know I’m not alone. Money doesn’t exist in a vacuum. It’s tied to how we see ourselves, how we compare ourselves to others, and the weight of expectations society places on us. People love to throw around the idea that money buys happiness — and sure, it buys comfort. It buys options. It buys freedom in certain ways. But what it can’t buy is peace. That comes from how we manage it, how we feel about it, and most importantly, how we control it instead of letting it control us. I’ve worked with people who make a lot of money but are constantly stressed, and others who live on less but have complete control over their finances and a deep sense of calm. It’s not about the amount — it’s about the mindset. And, ironically, the biggest thing money buys isn’t something you can see or touch. It’s control. Control over your choices. Control over your future. Control over your time. It’s not about earning for the sake of earning. It’s about knowing that you can walk away from a bad deal, take a break when you need to, or invest in things that align with your values, because you’re in control of your financial life. But here’s where we get stuck — gratification. Instant gratification is the killer. I get it, though. It’s hard to say no to something you can get right now with just a swipe. We’re constantly sold this idea that we need to have it all, and we need to have it now. So we spend. We indulge. And then we feel the weight of those choices later. That’s the emotional rollercoaster of money. It’s tempting, it’s empowering, but it can also feel suffocating when it’s not handled right. So, what’s the real conversation we need to have about money? We need to talk about the importance of getting comfortable with it — getting real about what it means to you, not what society tells you it should mean. We need to build a relationship with money that’s based on control and clarity instead of impulse and anxiety. And that doesn’t mean being rigid or never spending — it means understanding the why behind your spending, knowing when to indulge and when to hold back. Because at the end of the day, the goal isn’t to just have money. The goal is to have a life where money works for you, not the other way around. Where you don’t have to keep up with anyone else’s version of success, because you’ve defined your own. Money feels complicated because it is complicated. But the more we get real about it — about what it makes us feel, and what we want it to do for us — the more power we take back. FAQs 1. What is Sav? Sav is a money-management app, allowing you to stick to your money goals, plan for the future, and spend confidently in the present.Your Sav card helps you meet your goals – just connect your bank account, top up your Sav card, choose goals you would like to set aside money for, and apply rules that automatically allocate funds toward your goals. The money set aside for your goals is safe. It is always available on your prepaid card and held with our partner financial institutions licensed by the CB UAE.You can use your Sav card to get additional rewards and cashbacks while spending. Check out our offer page to find the latest deals and promotions. 2. Is Sav a bank? No, ‘Sav Technologies Limited’ is a technology company registered in the Dubai International Financial Centre, Dubai, UAE, with registration number # 5474. Through our banking partnership with Mashreq Bank, VISA and NymCard, we provide VISA prepaid cards. 3. Does Sav issue bank accounts? No, Sav does not issue any bank accounts. Instead, Sav offers prepaid Visa cards issued by our partner bank, Mashreq Bank PSC, pursuant to their license from Visa. The money in your savings goals is always held with our partner bank in your individual Sav Card.  4. How is my Mashreq account different to the Sav account? At Sav, we do not issue any bank account. It’s a prepaid Visa card. Share article Instagram Linkedin Facebook-square Twitter-square