Equity Targets More With ‘All Under One Roof’ Strategy

Equity has unveiled a new look in line with the ongoing transformation and regional expansion.

The new identity is aimed at creating a “sustainable growth path” in the rapidly changing financial services environment.

Equity will present itself as a unified brand, with one basket of products and services under one roof – ranging from banking to insurance and investment.

From an identity perspective, the new logo now features the “Equity” name without an entity name such as Group, Bank, Insurance, or Investment Bank.

Digital Banking era

Equity Group CEO and Managing Director Dr James Mwangi noted that the new positioning follows an extensive three-year process of sounding out its current and future customer segments.

“The evolution of our brand is an important part of our strategy for continued market leadership as well as an integral to the promise we made to all of our stakeholders when we began our journey of transformation to modernize,” he said.

Dr Mwangi said the Equity brand has carried the financial institution through a disruptive and trailblazing 35 years, during which it has evolved from a small building society to a leading bank in East and Central Africa.

“We have become a leading digital bank while our social impact investments hold promise to secure our young people as our future servant leaders,” he said during the launch of the new brand on 2^nd October 2019, at KICC, Nairobi.

He said the refreshed brand reflects the future it envisions: one which communicates its global capability, strong heritage, innovative culture and agile business model that will carry and give the brand momentum to scale its strengths across Africa and the world.

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The new-look will first roll out in Kenya and eventually in all other markets where the group has established its presence including Uganda, Tanzania, South Sudan, Rwanda, Democratic Republic of Congo (DRC) and now, Zambia, Mozambique, and Ethiopia.

Equity believes that the fresh identity matches the new realities, business model, customer segments and preferences and the evolving digital space. This will enable it to focus on key areas that will see it remain relevant to the diverse and current consumer needs.

Well positioned for growth

This will be driven by innovative solutions and infusing digital capabilities at all touchpoints. Customers will be further enabled to interact with the bank on self-service channels of mobile and internet devices or on the third party low variable cost infrastructure of over 46,000 agents and over 27,000 merchants.

“In developing this identity,” said Dr Mwangi, “we emphasize that our customers come first and that our primary focus is to ensure we are prepared and well-positioned to meet all the needs of our stakeholders in the most effective and seamless manner.”

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