Heritage and People’s Choice have selected ‘People First Bank’ as the new name of their merged entity.
The rebranding process will commence from March next year.
Heritage and People’s Choice was formed by the merger of Heritage Bank and People's Choice in March 2023. The bank has 730,000 customers, 2000 employees and A$23.3 billion in assets.
CEO Peter Lock said the brand was “underpinned by extensive consultation with customers and employees who said that they wanted the organisation to continue to put people first.
“From the outset, we promised we would develop a single new brand following the merger, which customers overwhelmingly supported.
“We had no intention of adopting a multi-brand approach, as we have always aspired to create a strong new national brand that genuinely challenges the profit-maximisation model of the listed banks.”