FBN Holdings Plc rebrands as First HoldCo Plc

FBN Holdings Plc, a financial holding company, has announced a change in its brand name to First HoldCo Plc, FirstHoldco.

A statement from the firm on Tuesday stated that the rebranding would be adopted across all its subsidiaries.

At the 12th Annual General Meeting of the holding company held in November 2024, shareholders approved a change in the legal and brand names of the company from FBN Holdings to First HoldCo Plc and FirstHoldCo, respectively.

The financial institution said the transformation and rebranding marked a significant milestone in the company’s journey to redefine its identity, unify its subsidiaries, reinforce its heritage, and strengthen its position as a leader in the financial services industry.

First HoldCo emphasised that the new name reflected its forward-looking vision.

Speaking on the milestone development, Group Managing Director, First Holdco Plc, Wale Oyedeji, said, “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 locally, FirstHoldCo’s unified brand structure will enhance operational synergies and improve the clarity of our offerings, allowing us to provide seamless solutions tailored to the needs of businesses and individuals across Nigeria.

“Internationally, it positions the Group as a formidable organisation, ensuring that we leverage opportunities in global markets to reinforce our role as a trusted partner in financial services.

“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,” he said.

The statement added that the rebranding underscores FirstHoldCo’s dedication to innovation, customer-centricity, 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.

First Holdco Plc is one of the largest financial services organisations in Africa, with headquarters in Lagos, Nigeria.