As part of its ongoing global strategy, the Swiss bank has announced that it is transforming its global brand identity.
The new name and brand was effective on Friday and will apply to all of SEBA’s operations from its headquarters in Switzerland, to its regulated MENA and APAC operations in Abu Dhabi and Hong Kong, the firm said in a statement.
The new brand identity represents its intentions to transform its clients' financial futures and new growth opportunities for the crypto bank. The group operates globally from its regulated hubs in Zug, Switzerland, Abu Dhabi and Hong Kong, offering its clients traditional and crypto banking services.
The Swiss bank recently secured a licence in Hong Kong from the Securities and Futures Commission, and also got clearance in the Gulf in February 2022. In 2019, it also became one of the first FINMA-regulated institutions to provide crypto banking services. This rebrand marks a new chapter for the company, which has been in operation for more than four years. The firm recently told this news service about its strategy for digital assets.
The name ‘AMINA’ stems from the term ‘transAMINAtion’, meaning transference of one compound to another, the firm said.
“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," Franz Bergmueller (pictured), CEO of AMINA, said. “Our brand signifies a new era in the company’s growth and strategy; we are a key player in crypto banking and are here to define the future of finance. With our client-focused approach, our years of traversing traditional and crypto finance, we offer a platform for investors to build wealth safely and under the highest regulatory standards.”
“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, building on all the successes we have laid down over the past years,” he said.
Operations of the bank will be unaffected.
The branch office based in Abu Dhabi and the subsidiaries in Hong Kong and Singapore will subsequently apply for a name change to align with the head office in Zug.