By Joshua Tosin Ogunsakin 
FBN Holdings Plc, one of Africa’s oldest and largest financial institutions, announced Tuesday it will rebrand as First HoldCo Plc, extending the name change across its entire group of companies.
The Lagos-based financial group, whose flagship subsidiary FirstBank has operated for over 100 years, said the rebranding aims to unify its diverse businesses under a single identity. However, FirstBank will keep its familiar name. The change will happen once government regulators give their approval.
“This transition represents more than a name change; it is a renewal of our purpose and vision,” said Wale Oyedeji, who leads the company as Group Managing Director. “We are better positioned to meet evolving market demands while strengthening the trust that has defined our relationships for over a century.”
The company said it wants to make it easier for customers to recognise all its different services – from regular banking to investment management and insurance.
FirstBank has been around since 1894, making it older than most banks in Africa. It started when Queen Victoria was still ruling the British Empire and has survived through Nigeria’s independence and into the modern digital age.
The “HoldCo” in the new name stands for “Holding Company” – basically, it’s the parent company that owns FirstBank and several other financial businesses.