EFG Hermes Holding has officially rebranded to EFG Holding after the company’s shareholders signed off on the change during last week’s annual general meeting, according to a statement (pdf). 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,” the statement read.

There will be no changes to the company’s management structure or day-to-day operations on the back of the rebrand, the statement notes, adding that its three verticals will continue to work in tandem with one another. They are:

  • Investment banking firm EFG Hermes, which operates across frontier and emerging markets;
  • NBFI platform EFG Finance, which includes leasing and factoring company EFG Corp-Solutions, microfinance provider Tanmeyah, and mortgage finance firm Bedaya, among others. BNPL player valU is a “sub-brand” that is independently led;
  • Commercial lender aiBank, in which EFG Holding acquired a 51% stake in 2021.

Focusing on growth: Now operating across 12 markets with some 7.1k employees, EFG Holding has adopted “Realize More” as its new slogan. “It is 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,” said CEO Karim Awad.

Tags: