The transition started on the firm headquarters in Switzerland, with plans for an eventual change of identify and transformation throughout different workplaces positioned in monetary hubs like Abu Dhabi, Hong Kong, and Singapore.
The cryptocurrency financial institution, previously often known as Seba, is embarking on a serious rebranding effort because it transitions to a brand new identify – Amina Financial institution. The change comes following confusion with one other financial institution in Sweden named SEB. The report acknowledged that there was an settlement to undertake a recent identification to cease no matter confusion the equivalent names could trigger, particularly since they’ve related providers.
The previous identify Seba is alleged to be a brief type of its founder’s identify, Sebastien Merillat, however the brand new one seeks to mirror the big selection of providers that the corporate is providing. Based on CEO Franz Bergmueller, the identify Amina signifies the idea of “transAMINAtion”, representing how the financial institution combines conventional, digital, and crypto banking capabilities to unlock higher potential for shoppers. He framed the rebranding as a part of a serious transformation that goes past simply altering the identify. He stated:
“We are delighted to introduce the world to our new brand identity. While we say goodbye to the Seba name, we remain forever proud of the achievements made by the group under the former brand.”
The transition started on the firm headquarters in Switzerland, with plans for an eventual change of identify and transformation throughout different world workplaces positioned in monetary hubs like Abu Dhabi, Hong Kong, and Singapore. Nonetheless, Bergmueller assured that day-to-day operations would proceed undisrupted in the course of the gradual course of.
Amina (Former Seba) Units Eyes on Enlargement, a New Period of Progress
Whereas happy with Amina’s progress so far, Bergmueller careworn that this represents a pivotal new chapter. Amina, backed by Swiss establishment Julius Baer, was first launched in 2018 after securing the mandatory licenses in Switzerland. It has made efforts to realize licenses past these areas, which is a part of its extra normal objective of being licensed in varied areas of the world. The financial institution secured permission to function in Abu Dhabi final yr, which allowed it to open an workplace there. This yr, it acquired the license to operate in Hong Kong authorised by the Securities and Futures Fee within the nation.
The CEO additionally tied adopting ‘Amina’ to the financial institution’s imaginative and prescient for a “new era” of accelerated development. A part of the plan for 2024 is to proceed to broaden its footprint throughout strategic areas whereas protecting the banking expertise seamless for current shoppers. He mentioned:
“As we look forward to 2024, our ambition is to accelerate the growth of our strategic hubs in Switzerland, Hong Kong, and Abu Dhabi and to continue our global expansion.”
As a rising trade participant in cryptocurrency, Amina will keep providers spanning conventional funds and digital banking on the worldwide stage. Bergmueller famous that the hybrid mannequin immediately displays their mission to navigate ongoing adjustments reshaping the monetary panorama. Even amidst buying a brand new model, the central focus stays fusing these banking spheres.
