Besides South Africa, the new Absa Group has a presence in 12 African countries and plans to open international offices in the UK and the US.
‘Our new name and brand are an expression of our new purpose and strategic direction, which commits us to growing in Africa. We are rallying around a shared sense of purpose and identity while celebrating our diversity,’ said ABSA CEO Maria Ramos.
The roll out of the new Absa brand design in South Africa will be completed in 2019, and to Absa Group’s Barclays banks in Botswana, Ghana, Kenya, Mauritius, Mozambique, Seychelles, Tanzania, Uganda and Zambia by mid-2020, subject to approvals, including from regulators in those countries. Product and service functionality will not be affected by the rebranding programme.
In renaming Barclays banks across the continent, the group will be able to build on the pedigree of the Absa brand as a strong and stable bank.