EFG Hermes Holding has rebranded to EFG Holding to ensure the brand evolves in line with the Group’s expansion across three distinct verticals: EFG Hermes, the investment bank, EFG Finance, the non-bank financial institutions (NBFI) platform, and aiBANK, the commercial bank.

In addition, the name change on the group level will entail changing the EFG Hermes Foundation’s name to become the EFG Foundation.

Karim Awad,  Group CEO of EFG Holding, said: “ In recent years, the Company’s business model has significantly evolved as we diversified our product offering and geographical presence to better serve our growing client base and to create value for our shareholders.”

“It is this strategy that has allowed us to build what is now a financial powerhouse that provides businesses of all sizes and people of all income levels with the tools and access to finance that they need to live better lives, build their businesses, and drive sustainable change in the communities in which we live and work. It’s the optimal time to transform our brand to capture the breadth and magnitude of our product and service universe as well as reflect the resilience of our growth strategy,” he said.

The change in the brand name of the holding company will not impact the current management structure and reporting lines, day-to-day operations, or the level of support and cross-selling that will continue between the Group’s three verticals and the level of support provided by the holding company. 

With a shared vision, purpose, and set of values under the new slogan ‘Realize More’, the rebrand reflects EFG Holding’s growth from one of Egypt’s first pure-play, independent investment banks to what is now a financial powerhouse with the ability to serve people of all income levels and companies of all sizes across 12 markets through the unmatched expertise of over 7,100 employees.

“‘Realize More’ is the throughline from where we were almost 40 years ago to where we want to be tomorrow. Today, we realize more for clients looking to us as a gateway to some of the most compelling equities in FEM; for investors who want to deploy capital into impact investments in renewables, healthcare, and education; for consumers who need innovative financial solutions to gain financial freedom, from helping them purchase a home or educate their children; for businesses of all sizes looking to unlock their full potential; for shareholders who require visibility, profitability, and confidence in our growth strategies; and communities that need development to drive sustainable change,” Awad said.

“As we look ahead, our goal is to build an ecosystem of businesses that work seamlessly together to provide clients with best-in-class, end-to-end financial solutions at every stage of their lives or of the growth of their businesses, creating a positive impact on societies, economies, and the environment,” he added.