Zug-headquartered SEBA has unveiled a new brand identity that represents the next chapter of the Swiss crypto bank’s strategy.
SEBA Bank has changed its brand to become AMINA Bank, according to a statement. The rebranding kicked off in the Zug headquarters and applications for a name change will follow in the Abu Dhabi branch office as well as the subsidiaries in Hong Kong and Singapore. Daily business and operations are unaffected by the change.
«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,» said AMINA CEO Franz Bergmueller.
«Transamination»
According to the crypto bank, the brand name stems from the term «transamination» which is defined as the transference of one compound to another.
«AMINA is a brand driven by perpetual change, bringing together the various ‘compounds’ of traditional, digital, and crypto banking to unlock new potential and growth for our clients. This vision of change represents the transformation of our clients' financial future,» the statement explained.
«New Era»
According to Bergmueller, the brand marks a «new era in the company’s growth and strategy». «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 added.
Backed by Swiss private bank Julius Baer, AMINA was founded in April 2018 and headquartered in Zug. It received a Swiss banking and securities dealer license in August 2019. Earlier this month, it also secured a license in Hong Kong to conduct regulated digital asset-related activities.
