First Bank’s holding company has announced a rebrand to unify its identity across all subsidiaries. This move is part of the bank’s efforts to create greater brand clarity and consistency across Africa and Europe. First Bank, one of Nigeria’s oldest financial institutions, operates branches in several African countries and Europe.
The holding company, FBN Holdings Plc, has officially been renamed First HoldCo Plc (FirstHoldCo). This announcement was made on Tuesday, February 11, 2025, as part of the company’s strategy to standardize its branding across its subsidiaries. According to the bank, the rebranding represents a step forward in FirstHoldCo’s focus on innovation, customer-centric services, and operational excellence.
A statement from the company emphasized that the flagship brand, First Bank Nigeria Limited, would remain intact, but the bank’s subsidiaries—including those in asset management, capital markets, securities, trusteeship, and insurance brokerage—will adopt new, uniform names. The statement confirmed that these changes would take effect after receiving the necessary regulatory approvals.
At the company’s 12th Annual General Meeting in November 2024, shareholders approved the name change from First Bank Holdings to FirstHoldCo Plc. The bank described this transformation as a significant milestone that not only honors its long history but also unifies its subsidiaries under a common identity and reinforces its leadership in the financial services sector.
Group Managing Director Wale Oyedeji described the rebranding as a pivotal event for the company. “The transition to FirstHoldCo Plc marks a defining moment in our history as we embark on a bold path toward the future,” he said. He explained that this move goes beyond a simple name change and represents “a reaffirmation of our purpose, vision, and commitment to providing world-class financial solutions to our stakeholders.”
Oyedeji noted that the rebranding would consolidate the company’s identity across all subsidiaries and regions, further strengthening its leadership role in Africa while maintaining its global presence. “It strengthens our dedication to creating lasting value while preserving the trust and confidence that have shaped our relationships for over a century,” he added.
In Nigeria, the unified brand structure is expected to enhance operational synergies, provide clearer service offerings, and improve tailored financial solutions for
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