First Atlantic Merchant Bank Rebrands

In its bid to respond to keen competition in Ghana’s banking industry and reposition itself, First Atlantic Merchant Bank has been rebranded First Atlantic Bank Limited (FABL).

The bank, one of the few financial institutions to operate commercially in Ghana, is now operating under the Class 1 Banking License.

It is expanding its business proposition to incorporate the full suite of commercial banking solutions to enrich its banking experience.

At the relaunch in Accra, Martin Ofori, Acting Managing Director of FABL said “today FABL, a rebranded off-shoot of the old merchant banking concept is launching its new brand on the brink of an outbreak of innovation solutions anchored on technology upgrade and service redefinition.”

He stated that in line with this, the bank is to reposition itself to become a technology providing financial solutions rather than a financial institution using technology to deliver solutions.

“In our bid to facilitate a speedy and convenient service delivery to our customers and enable a stress free banking experience, First Atlantic Bank is upgrading all Information Technology equipment and thus presenting new ideas, mobile and internet focus, flexibility in operations and a strong customer focus in order to make a remarkable difference.”

He emphasised that the bank would build customer trust, provide tailor-made products and services both online and offline.

Odun Odunfa, Director, FABL also stated that “we are preparing internal stakeholders audience to live the new brand by conducting service training, improving our service processes, working on our various product portfolios to make them more enjoyable to our various external customers. We will prepare a new strategic plan for 2013 to ensure that we live up to the new brand promise.”

Millison Narh, the Deputy Governor of the Bank of Ghana, congratulated the bank for the innovative ideas it plans to roll out as part of its rebranding programme and said it would go a long way to further deepen competition in the industry.