FBN Holdings Plc, a financial holding company, has formally revealed its rebranding to First HoldCo Plc, also known as FirstHoldCo. This strategic shift and rebranding represent a crucial step in the company's efforts to reshape its identity, consolidate its subsidiaries, honor its legacy, and enhance its status as a leader in the financial services sector.
In a statement released on Tuesday, the company indicated that this new branding will be implemented across all its subsidiaries.
During the 12th Annual General Meeting held in November 2024, shareholders voted in favor of changing the company's legal and brand names from FBN Holdings to First HoldCo Plc and FirstHoldCo, respectively.
The financial institution noted that this transformation and rebranding signify a pivotal moment in its journey to reshape its identity, consolidate its subsidiaries, honor its heritage, and enhance its standing as a leader in the financial services sector.
First HoldCo highlighted that the new name embodies its forward-thinking vision.
Group Managing Director of First Holdco Plc, Wale Oyedeji, commented on this significant development, stating, “This transition to First Holdco Plc is a defining moment in our history as we chart a bold course for the future. The rebranding represents more than a name change; it is a renewal of our purpose, vision, and commitment to delivering world-class financial solutions to our stakeholders.
“It allows us to unify our identity across subsidiaries and geographies, creating a strong, cohesive brand that reflects our leadership position in Africa and sustains our global presence.
“For our stakeholders, this transformation signals a renewed focus on excellence and innovation. It ensures that we remain steadfast in delivering long-term value while strengthening the trust and confidence that has defined our relationships for over a century. As FirstHoldCo, we are better positioned to meet evolving market demands, support our partners, and deliver on our promises in an increasingly interconnected financial ecosystem.”
Oyedeji stated that domestically, FirstHoldCo's unified brand architecture will foster operational synergies and enhance the clarity of our service offerings, enabling the seamless delivery of tailored solutions to businesses and individuals throughout Nigeria. Internationally, this positions the Group as a significant player, enabling us to capitalize on global market opportunities and solidify our position as a trusted financial services partner.
He added that “Ultimately, this rebranding represents our strategic foresight and determination to remain ahead of industry trends, driven by innovation and a customer-centric approach. We are not just building a brand, we are shaping a legacy, one that balances heritage with progress, tradition with transformation, and local impact with global reach.”
The statement further highlighted that the rebranding signifies FirstHoldCo’s commitment to innovation, customer focus, and operational excellence.
“It represents a commitment to providing integrated financial solutions that empower individuals and businesses while addressing the evolving demands of a dynamic marketplace. Rooted in a legacy of over a century of financial expertise through its flagship subsidiary, FirstBank, First HoldCo Plc’s rebranding includes the retention of First Bank Nigeria Limited for the flagship business and the adoption of new and unified names for its other subsidiaries in the Asset Management, Capital Markets, Securities, Trusteeship and Insurance Brokerage.
“FirstHoldCo intends to implement this name change across the Group, as soon as the necessary regulatory approvals are received. Expectedly, this unified identity will amplify the Group’s visibility and position it as a dynamic leader in financial services, both locally and internationally,” it stated.
FirstBank, established in 1894, is one of the oldest banks in Africa. Its inception occurred during Queen Victoria's reign over the British Empire, and it has successfully navigated Nigeria's journey to independence and the transition into the contemporary digital era.
The term “HoldCo” in the new designation refers to “Holding Company,” which signifies that it is the parent entity overseeing FirstBank along with various other financial enterprises.