The FirstBank Brand
The FirstBank Brand – Your ideal partner
At FirstBank, we recognise the immutable merits of maintaining a “You first” mindset and culture, as a critical component of our business strategy. Our brand has evolved over the years, with strengthened brand muscles to match the constantly evolving expectations of our customers.
Since launching in 1894, FirstBank has established itself as a brand of strength and dynamism, with the vision to be the leading international banking group in Sub Saharan Africa. Our brand is at the heart of the holistic experience we seek to deliver to our stakeholders perpetually, which is essential to retaining patronage and the competitive edge that keeps us at the coveted position of the market leader.
Our brand interacts with our stakeholders and demonstrates an understanding of their busy modern lives or businesses, to support their aspirations. Hence, we have evolved over 120 years by respecting and upholding the shared heritage relevant not only to today's modern Nigerians but also today's modern world.
We live by our beliefs and consistently strive to Inspire Understanding, Drive Collaboration, and Build a Better Way to unify and strengthen our brand to delight all stakeholders. Consequently, we work daily to implement best practices through our culture and ultimately enable our employees to understand our customers’ lives and be driven to meet their needs appropriately.
Our brand purpose is to always put our stakeholders, customers and partners at the heart of our business, even as we are poised to standardise customer experience and excellence in financial solutions across Sub Saharan Africa, in consonance with our brand vision “To be the partner of first choice in building your future”.
With total assets of N3.3 trillion, customer deposits of N2.6 trillion and a strong capital adequacy ratio of 18.9%, well above the CBN mandated minimum of 10% FirstBank is the largest bank in Nigeria, and amongst the largest corporate and retail financial institutions in sub-Saharan Africa (excluding South Africa). There is no doubt that the bank has consolidated its position in Nigeria and sits in a very strong position from which to grow, both domestically and outside Nigeria. Not only is FirstBank the largest Nigerian bank by assets, but it has also consolidated its reputation for world class corporate governance and a conservative approach to risk management. All built on a platform of 120 years heritage of national development.
Our brand promise is thus to always deliver the ultimate “gold standard” of value and excellence. Our financial services knowledge and practices lead the market in ensuring that we understand our customers and surpass expectations by seeking for a better way of delivering first class service – The “You First” experience.
This dedication to delivering the gold standard is anchored on our inherent values of passion, partnership and people, to position “You First” in every respect.
In putting “You First” we promise to be:
- There for you, and committed to you, our customers and stakeholders
- A financial solutions group that listens, understands and connects with you as people
- A financial solutions group that will deliver the relevant experiences that exceed your expectations
- A financial solutions group that has the products and services that meet the diverse needs of modern Sub Saharan Africa
- A financial solutions group that you can trust and rely upon
- A financial solutions group that is there as a constant financial partner throughout our customers’ lives.
The Bank has been named "The Best Bank Brand in Nigeria" four times in a row – 2011, 2012, 2013, 2014 – by the globally renowned "The Banker Magazine" of the Financial Times Group. Winning this award four times in a row is a further affirmation of our brand promise - that we will continue to put YOU FIRST at the heart of our business.