Ep 52. Wio, Women and What’s Next:
A Conversation with Amina Taher
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In this episode of Money Majlis with Suvo Sarkar, we look at the rise of digital banking in the UAE through the lens of one person’s journey: Amina Taher, Chief Marketing Officer of Wio Bank.
Amina has spent two decades moving across investment firms, media, aviation and now fintech, helping to shape some of the region’s most visible brands while continuously reinventing herself as a leader. Wio’s rapid scale-up to nearly 400,000 customers and over AED 50B in deposits provides the backdrop, but the real story here is how Amina thinks about brand, culture and people in a world where everything is becoming digital.
She describes why her word for 2025 was “elevate” - and how that applied not just to Wio’s growth, but to her own learning curve as she moved into banking, and to the teams she now leads. Elevating a brand, in her view, means elevating the customer: designing propositions like Wio Personal, Wio Business, Wio Invest, Wio Family and Wio Creator around real lives rather than internal product silos. Yet she is careful to stress that features and numbers only matter if they are built on trust, clear communication and a human tone of voice.
The conversation ranges from industry shifts to deeply personal reflections. Amina talks about growing up in a household shaped by the UAE’s founding values, her grandmother’s insistence that she study abroad, and what it felt like to build a career in male-dominated sectors without losing her sense of identity. She explains how those experiences inform the way she leads at Wio today - from obsessing about customer feedback and referrals to making sure the people behind the app are visible and relatable.
We explore the tension between long-term brand-building and short-term performance, a dilemma that every marketer at a high-growth company knows well. Amina shares how she balances big, emotionally resonant campaigns with the weekly reality of dashboards, acquisition targets and ROI pressure. For her, storytelling and data are not opposites but complements: the story sets the direction, the numbers tell you when to adjust. Amina also reflects on the UAE’s remarkable progress on women in senior roles, the dynamics of being the only woman in some boardrooms, and how she tries to use her position to open doors for others. She offers practical advice to young women drawn to marketing, technology or banking but unsure where to start: seek environments that truly back you, do not be afraid to change sectors, and treat curiosity as a lifelong habit.
Whether you care about fintech, branding or leadership, this episode is really about building a career that can hold both ambition and authenticity.
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Produced by : Poddster
Giving partner : Goodworld
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