FBN Holdings Plc has officially announced its rebranding to First HoldCo Plc (FirstHoldCo). This change was approved during the company’s 12th Annual General Meeting (AGM) on November 14, 2024, where shareholders passed special resolutions allowing the directors to implement the name change and update the company’s Memorandum and Articles of Association accordingly.
Rationale Behind the Change
The rebranding, disclosed on February 13, 2025, on the Nigerian Exchange (NGX) and signed by Company Secretary Adewale L.O. Arogundade, aims to redefine First HoldCo Plc’s identity. The new name symbolizes a forward-looking vision while maintaining the group’s legacy of trust, resilience, innovation, and exceptional service delivery. The transition is intended to unify the company’s various subsidiaries under a single brand, enhancing its market presence and operational coherence.
Structural Changes
Under the new branding, First Bank Nigeria Limited will retain its name as the flagship business. Other subsidiaries will adopt new, unified names reflecting their roles in asset management, capital markets, securities, trusteeship, and insurance brokerage. This restructuring will take effect once all necessary regulatory approvals are secured.
Leadership Perspective
Group Managing Director Wale Oyedeji described this rebranding as a pivotal moment in the company’s history, emphasizing its role in setting a new strategic direction. He stated, “This transition signifies a renewal of our purpose and commitment to delivering world-class financial solutions.” Oyedeji highlighted that the rebrand would unify the company’s identity across its operations, strengthening its leadership in Africa and expanding its global footprint.
Local and Global Impact
Locally, the unified brand structure is expected to enhance operational synergies and clarify the offerings of First HoldCo Plc, allowing for more tailored solutions for Nigerian businesses and individuals. On an international scale, Oyedeji noted that the rebranding positions First HoldCo as a formidable player, capable of leveraging global market opportunities to reinforce its role as a trusted partner in financial services.
Background
First HoldCo Plc, previously known as FBN Holdings Plc, is based in Lagos, Nigeria, and operates as one of Africa’s largest financial services groups. Through its wide array of subsidiaries, it offers commercial banking, asset management, capital market services, trusteeship, and insurance brokerage, serving a diverse customer base both locally and internationally.
This rebranding marks a significant step in the evolution of First HoldCo Plc, aligning its corporate identity with its strategic vision for growth and innovation in the financial sector.
