Fanar Advisor (Fanar), a UAE-headquartered boutique advisory firm, has entered into a Memorandum of Understanding (MoU) with National Bank of Fujairah (NBF) to establish a structured Direct Sales Agent (DSA) partnership.
The agreement provides a formalized distribution framework designed to support NBF’s SME and corporate customer acquisition strategy through a disciplined, compliance-led model.
The partnership will enable structured lead generation, onboarding coordination, and market outreach for selected banking products while ensuring full adherence to UAE Central Bank regulations and NBF’s internal governance protocols.
Under the MoU, Fanar will operate exclusively as a DSA and referral partner, introducing pre-qualified SME, startup, and corporate clients to the bank. All product approvals, credit decisions, contractual arrangements, and customer relationships will remain solely with NBF.
Dr. Abhishek Jajoo, Chairman of AJMS Group, stated that, “This partnership is anchored in a robust compliance framework. Our mandate is to support NBF’s growth objectives through structured market engagement while maintaining the highest standards of regulatory alignment, transparency, and conduct discipline. We also see scope to support digital banking initiatives, including structured universal account frameworks and AI-enabled operational efficiencies.”
Strengthening SME and digital banking strategy
The initiative aligns with NBF’s strategic focus on expanding its SME franchise through controlled, scalable distribution channels that preserve regulatory integrity.
Adnan Anwar Chief Executive Officer NBF
“Our engagement with Fanar reinforces our commitment to disciplined, compliance-led expansion. Customer protection, regulatory adherence, and service excellence remain fundamental to our operating philosophy. This partnership strengthens our distribution ecosystem and supports our digital and relationship banking model tailored to entrepreneurs and growth-oriented enterprises.”
The arrangement enhances NBF’s digital banking services by making it easier to find new customers and manage their onboarding, backed by performance reports based on data. The framework incorporates comprehensive safeguards to ensure regulatory integrity and operational clarity.
The partnership is structured to deliver tangible outcomes by ensuring a steady flow of pre-qualified SME and corporate prospects, streamlining onboarding processes, and broadening market reach within the UAE’s entrepreneurial landscape.
