A Strategic Shift for a Legacy Institution
FBN Holdings Plc, one of Africa’s most established financial groups, has announced a rebranding initiative, adopting the name First HoldCo Plc. This change will apply across all its subsidiaries, although FirstBank, its flagship financial institution, will retain its well-known brand. The transition awaits regulatory approval before it takes full effect.
Unifying Operations Under One Identity
With over a century of operations, FirstBank has played a pivotal role in Nigeria’s financial landscape. However, FBN Holdings believes the rebrand will enhance its market positioning by bringing its diverse financial services—spanning commercial banking, investment management, and insurance—under a single, easily recognizable identity.
“This transition is not just about a new name—it’s about reaffirming our purpose and vision,” said Wale Oyedeji, Group Managing Director. “We aim to meet evolving market needs while deepening the trust that has defined our relationships for over 100 years.”
A Legacy of Resilience and Growth
Founded in 1894, FirstBank predates Nigeria’s independence and has withstood various economic shifts, adapting to modern financial trends while maintaining its leadership in the industry. The “HoldCo” in the new name reflects its status as a holding company, overseeing FirstBank and other financial subsidiaries.
This strategic move aligns with global trends, where major financial institutions streamline operations under a parent brand for better market recognition and operational efficiency.
