Benefit unveils new brand identity to reflect the continued evolution of the business

Manama, Bahrain – After 24 years, ADVANTAGE; The kingdom’s leading regional player in electronic financial transactions and FinTech solutions, unveiled its new brand visual identity to reflect the continued evolution of the business and its vision to shape the future of society through digital solutions innovative. The new brand was launched during a press conference on Sunday morning, at the new BENEFIT headquarters, in the presence of their employees and esteemed members of the media.

Over the past 24 years, BENEFIT has opened up vast opportunities in providing effortless payment solutions for all individuals and businesses in the Kingdom, and has created a success story for Bahrain in the financial technology arena. The new rebranding marks a new ADVANTAGE both inside and outside the company; and it is a testament to BENEFIT’s core mission and role, which is to develop cutting-edge business and lifestyle solutions that are essential to everyday life. The new brand story “Pulse of Bahrain” builds on the vision of BENEFIT, which is to shape the future of the company, being the foundation of life and the pulse that energizes the community.

Since its creation in 1997, BENEFIT has taken many steps, followed by the recent announcement of the operation of the first national electronic checks system in the MENA region, in addition to also becoming the first entity in the Kingdom to obtain a license for TRA trust services and electronic signature. , and more. BENEFIT has also helped to open up opportunities and nurture Bahrain’s next generation of entrepreneurs by introducing entrepreneurial skills, in line with Bahrain’s Vision 2030.

During his opening speech at the press conference, CE Abdulwahed AlJanahi said, “This marks an important step in our journey, and we want everyone to be a part of our transformation. Our value proposition is to offer reliable and innovative solutions that make life easier, smarter and more efficient for businesses and consumers. We wanted a brand that reflects this message within the Kingdom. Our original brand has played a role that we appreciate over the past few years and today. By advancing the new brand, we are continuing our journey which reflects our vision of the future, which must be essential, innovative, empowering and universal.

He added, “We would also like to express our appreciation and thanks to the Central Bank of Bahrain (CBB) for their continued support over the years and for being a proactive catalyst on our digital transformation journey. Behind our new look, we are still the same company with our talented team, dedicated to providing Bahraini society with solutions for its future and well-being. We are extremely proud of the work we do at BENEFIT and grateful to our team, our financial industry partners and others, stakeholders, customers and the media who have helped us get to where we are now.

Recent major announcements for BENEFIT include the recently launched transfer service functionality as part of its BenefitPay service, which will allow all app users to make international money transfers. Earlier this month, BENEFIT also announced the eCheque service, the world’s first national electronic check system. In addition, BENEFIT has a diversified portfolio of products, including connectivity to the financial network, the ATM network, point of sale terminals, BenefitPay; the national electronic wallet, eKYC service; the first of its kind in the region, covering the entire financial sector. BENEFIT has won many top local and international awards, such as 2021 e-government excellence award and 2021 best smart app award and many other awards.



BENEFIT was established in 1997 and is licensed by the Central Bank of Bahrain (CBB) as an ancillary service provider for the Kingdom’s financial services sector. BENEFIT is owned by banks in Bahrain, regulated by the Central Bank of Bahrain (CBB), to provide innovative payment capabilities, information management solutions and business process outsourcing services in different sectors of the Kingdom of Bahrain and the region.

BENEFIT’s range of services – supported by GCCNet in countries in the region – includes the operation of automated teller machines (ATM), point of sale (POS), GCCNet, GCCNet dispute management system, Credit Reference Bureau (CRB), Telecommunications Bill Payment (Tele BP), Direct Debit (DD), Payment Gateway (PG), Bahrain Check Truncation System (BCTS), Amex Card Withdrawal, National Electronic Wallet and national eKYC platform for financial sectors.

© Press release 2021

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