In a strategic move to unify its identity across all subsidiaries, First Bank Holdings Plc has officially rebranded as FirstHoldCo Plc (FirstHoldCo), a change that reflects the company’s commitment to innovation, customer focus, and operational excellence. The announcement was made on Tuesday in a statement released by the company.
The name change is part of the bank’s larger plan to provide clarity and consistency across its operations in various African countries and beyond. First Bank, one of Nigeria’s oldest and most respected financial institutions, operates in multiple African countries and Europe, and the rebrand aims to position the company for future growth while honoring its longstanding heritage.
According to a statement from FirstHoldCo, the new branding structure will retain First Bank Nigeria Limited as its flagship brand. Other subsidiaries across asset management, capital markets, securities, trusteeship, and insurance brokerage will adopt new, unified names. The rebrand will take effect once the relevant regulatory approval is obtained.
Group Managing Director Wale Oyedeji described the rebranding as a pivotal moment for the company, marking the beginning of a bold path toward future growth. “The transition to FirstHoldCo Plc is more than just a name change. It is a reaffirmation of our purpose, vision, and commitment to providing world-class financial solutions to our stakeholders,” Oyedeji said.
The company’s rebranding aims to consolidate its operations, enhance clarity in service offerings, and improve the delivery of financial solutions to both businesses and individuals across Nigeria.
Internationally, it strengthens FirstHoldCo’s position as a formidable player in the global financial market, opening up more opportunities for the company to expand its reach and reinforce its role as a trusted partner in financial services.
Oyedeji emphasized that the new unified brand structure would bring operational synergies, improve service clarity, and further solidify FirstHoldCo’s leadership position in Africa’s financial services industry.
“We are not just redefining a brand; we are shaping a legacy that blends heritage with progress, tradition with transformation, and local impact with global reach,” he added.
This rebrand, which was approved by shareholders at the 12th Annual General Meeting (AGM) of the holding company in November 2024, is aligned with FirstHoldCo’s strategic vision of staying ahead of industry trends through innovation and a customer-centric approach.
The rebranding marks the beginning of an exciting new chapter for the company, reflecting its focus on long-term growth and excellence in financial services both locally and internationally.
