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 generally known as Seba, is embarking on a significant 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 said that there was an settlement to undertake a recent id to cease no matter confusion the equivalent names could trigger, particularly since they’ve related companies.
The previous identify Seba is claimed to be a brief type of its founder’s identify, Sebastien Merillat, however the brand new one seeks to mirror the big selection of companies that the corporate is providing. In accordance with 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 significant transformation that goes past simply altering the identify. He stated:
“We’re delighted to introduce the world to our new model id. Whereas we are saying goodbye to the Seba identify, we stay without end happy with the achievements made by the group below the previous model.”
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 throughout 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 burdened 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 achieve licenses past these areas, which is a part of its extra basic aim of being licensed in numerous 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 period” of accelerated development. A part of the plan for 2024 is to proceed to increase its footprint throughout strategic areas whereas holding the banking expertise seamless for present shoppers. He stated:
“As we look ahead to 2024, our ambition is to speed up the expansion of our strategic hubs in Switzerland, Hong Kong, and Abu Dhabi and to proceed our world growth.”
As a rising business participant in cryptocurrency, Amina will keep companies spanning conventional funds and digital banking on the worldwide stage. Bergmueller famous that the hybrid mannequin instantly displays their mission to navigate ongoing modifications reshaping the monetary panorama. Even amidst buying a brand new model, the central focus stays fusing these banking spheres.