First HoldCo Plc, formerly known as FBN Holdings Plc, embarked on a significant rebranding journey in late 2024, marking a pivotal moment in the company’s evolution. This transformation, approved by shareholders at the 12th Annual General Meeting, extends beyond a simple name change; it represents a comprehensive revitalization of the company’s identity, a unification of its subsidiary brands, and a reaffirmation of its long-standing heritage within the financial services industry. The rebranding serves to solidify First HoldCo’s position as a prominent player in the African financial landscape and reinforces its commitment to expanding its global presence. The new name, First HoldCo, embodies the organization’s forward-looking vision and signifies a renewed focus on delivering cutting-edge financial solutions to its diverse stakeholders.
Wale Oyedeji, the Group Managing Director of First HoldCo Plc, emphasized the strategic importance of this rebranding initiative. He highlighted that the transition represents a significant step in the company’s ongoing journey towards achieving its ambitious goals. Oyedeji explained that the rebranding goes beyond mere cosmetics; it signifies a fundamental shift in the company’s purpose, vision, and commitment to providing world-class financial solutions. The unified brand architecture, he stated, will create a stronger, more cohesive identity across all subsidiaries and geographical locations, further solidifying First HoldCo’s leadership position in Africa and bolstering its international presence. This unified approach will resonate with stakeholders, signaling a renewed emphasis on excellence, innovation, and the delivery of long-term value, thus strengthening the trust and confidence built over a century of operation.
The rebranding initiative is strategically designed to enhance First HoldCo’s ability to adapt to the evolving demands of the financial market, support its partners, and fulfill its promises in an increasingly interconnected global financial ecosystem. Locally, within Nigeria, the unified brand structure is expected to streamline operations, enhance synergy among subsidiaries, and clarify the company’s diverse range of offerings, leading to more seamless and tailored solutions for both businesses and individuals. On a global scale, the new brand identity will present First HoldCo as a formidable and unified entity, better positioned to capitalize on international market opportunities and solidify its role as a reliable and trusted partner in the financial services sector.
This rebranding reflects First HoldCo’s proactive approach to anticipating and staying ahead of industry trends, driven by a culture of innovation and a unwavering commitment to customer-centricity. Oyedeji underscores that the initiative is not merely about building a brand; it’s about shaping a lasting legacy that harmoniously blends heritage with progress, traditional values with transformative change, and local impact with global reach. The company’s flagship subsidiary, First Bank of Nigeria Limited, retains its prominent brand name, while other subsidiaries specializing in asset management, capital markets, securities, trusteeship, and insurance brokerage will adopt new, unified names under the First HoldCo umbrella.
First HoldCo’s rebranding underscores the company’s dedication to innovation, customer-centricity, and operational excellence. This renewed commitment focuses on providing integrated financial solutions that empower individuals and businesses to navigate the evolving demands of a dynamic marketplace. With roots deeply embedded in over a century of financial expertise through its flagship subsidiary, FirstBank, First HoldCo’s rebranding maintains the legacy of the First Bank of Nigeria Limited brand while introducing a cohesive naming convention for its other subsidiaries. This strategic approach streamlines the company’s diverse offerings under a single, recognizable brand.
The implementation of this rebranding initiative across the entire group is contingent upon receiving the necessary regulatory approvals. Once obtained, the unified identity is expected to elevate the group’s visibility and position it as a dynamic leader in financial services, both within Nigeria and internationally. With its headquarters in Lagos, Nigeria, First HoldCo Plc stands as one of Africa’s largest financial services organizations, poised to continue its legacy of growth and innovation under its newly strengthened brand. The company’s commitment to providing integrated financial solutions and adapting to the ever-changing landscape of the financial world sets it apart, solidifying its place as a key player in the African financial ecosystem.
