National Bonds changes the title of “housewife” to “generation maker” in all its transactions

National Bonds, the Sharia-compliant savings and investment company in the UAE, announced the adoption of changing the name “Housewife” to “Generation Maker” in all its electronic and digital transactions, in addition to a package of rewards directed to generation makers and their children, including quarterly incentive rewards, others designated for children, and entertainment and educational events throughout the year.

This interaction comes in line with the vision of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, to adopt the title “Generation Maker” as an alternative to “Housewife”, and in support of the priorities of the Year of the Family 2026.

Today, National Bonds includes a contribution estimated at 505 million dirhams from the total assets managed for female generations, while the percentage of using the smart application among them has risen to 64%, which indicates their active digital involvement in managing their savings.

Generational makers have received rewards worth a total of more than 22.8 million dirhams since the company’s launch, with the aim of promoting a culture of saving.

This national trend comes to redefine the pivotal role that heads of families play in building generations, moving it from the framework of social classification to the level of national responsibility.

Rehab Lootah, Executive Vice President of the National Bonds Group, said that the decision to rename this vital segment of our society reflects the vision of the wise leadership and its deep appreciation for those who raise future generations, stressing the group’s belief that celebrating female generation makers is not limited to the title, but rather represents an explicit call to institutions to reshape the way they serve this group and stand by them, as they are the foundation on which strong families, and thus a strong nation, are built.

She added that National Bonds’ interaction with this initiative represents a strategic commitment to walk alongside them, appreciate their contribution, and support them with solutions that touch the reality of their role, expressing pride in aligning the group’s efforts with this national trend, and placing generational makers at the core of its strategic priorities, embodying the role that the private sector can play as a contribution this year.