FBNHoldings rebrands as First HoldCo to strengthen market position
BY TEMITOPE ADEBAYO
FBN Holdings Plc, one of Africa’s leading financial institutions, has officially rebranded as First HoldCo Plc (FirstHoldCo) in a strategic move to unify its subsidiaries and reinforce its legacy of trust, resilience, and innovation.
The rebranding, which will extend across all subsidiaries, marks a significant milestone in the company’s journey to enhance its corporate identity and strengthen its leadership in the financial services industry.
According to FirstHoldCo, the new identity underscores its commitment to delivering integrated financial solutions while adapting to evolving market demands. The transformation will see the flagship First Bank of Nigeria Limited retain its name, while subsidiaries in asset management, capital markets, securities, trusteeship, and insurance brokerage will adopt new, unified names, pending regulatory approvals.
Group Managing Director, Wale Oyedeji, described the rebranding as a defining moment for the company, stating: “This transition represents more than just a name change; it is a renewal of our purpose and vision. It allows us to unify our identity across subsidiaries and geographies, creating a strong, cohesive brand that reflects our leadership position in Africa while sustaining our global presence.”
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Oyedeji emphasised that the rebranding would enhance operational synergies and clarity of offerings, ensuring seamless financial solutions for businesses and individuals. He added that FirstHoldCo’s stronger brand structure would amplify its local and international visibility, positioning it as a trusted partner in global financial markets.
“Ultimately, this transformation reflects our strategic foresight and determination to stay ahead of industry trends. We are not just building a brand; we are shaping a legacy—one that balances heritage with progress and tradition with transformation,” he said.
FirstHoldCo reiterated its commitment to delivering customer-focused solutions, driving growth, and setting industry benchmarks for innovation and sustainability as it embarks on this new chapter.
