National Bonds has announced that it will replace the designation “housewife” with “Generation Builder” across all its electronic and digital transactions, while also introducing a package of rewards for Generation Builders and their children, including quarterly incentive prizes, child-specific rewards and year-round entertainment and educational activities. The move aligns 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 “Generation Builder” in place of “housewife”, and supports the priorities of the UAE’s Family Year 2026.
Rihab Lutah: supporting “Generation Builders” with solutions that reflect their reality
National Bonds, the UAE’s Sharia-compliant savings and investment company, said the initiative reflects a broader effort to recognise the role of mothers within the family and to translate that recognition into practical support. The company said it now has AED 505 million in assets under management contributed by Generation Builders, while digital engagement among this group has reached 64% through use of the smart app. Since the company’s launch, Generation Builders have also received rewards worth more than AED 22.8 million in total, in support of a savings culture.
The company said the national move redefines the central role played by mothers in building generations, shifting the concept from a social label to one of national responsibility. National Bonds views this change as a natural extension of its core mission to enhance the financial wellbeing of families in the UAE and to empower mothers as a key pillar of future financial stability.
It added that the “Generation Builder” initiative marks an important moment in reaffirming the strategic role mothers play in securing their families’ financial future. National Bonds said its response to the initiative rests on three national pillars: supporting the goals of Family Year, contributing to the UAE’s long-term social and economic agenda, and turning national appreciation into a genuine institutional shift within the financial sector.
A foundation for strong families
Commenting on the announcement, Rihab Lutah, Deputy Chief Executive Officer of National Bonds Group, said: “The decision to rename this vital segment of our society reflects the wise leadership’s vision and its deep appreciation for those who raise future generations. At National Bonds, we believe that celebrating Generation Builders is not limited to a title; it is a clear invitation for institutions to rethink how they serve and stand by this group. Generation Builders are the foundation on which strong families, and therefore a strong nation, are built, and our response to this initiative reflects a strategic commitment to walk alongside them, recognise their contribution, and support them with solutions that reflect the reality of their role. We are proud to align our efforts with this national direction and to place Generation Builders at the heart of our strategic priorities, in embodiment of the role the private sector can play in contributing to this year.”
The company said the move reflects a firm belief that financial institutions carry a national responsibility to translate leadership guidance into tangible frameworks that serve society. Through its ongoing initiatives, National Bonds said it continues to design savings and investment solutions that respond to the evolving realities of family life and support the UAE’s long-term aspirations for social stability and economic resilience.
The announcement, National Bonds added, marks the beginning of a wider strategic path through which it will continue aligning its initiatives with Family Year priorities, reinforcing its position as a trusted national partner in building financially secure Emirati families.