Cover story: How EFG Holding is capitalising on its transformation journey

Cover story: How EFG Holding is capitalising on its transformation journey

EFG Holding has earned a coveted spot among global financial heavyweights, having participated in 10 initial public offerings (IPOs) worth a whopping $12.7bn in 2022. More recently, the group took another significant step, successfully unveiling a new brand identity from EFG Hermes to . The transformation is another strategic move to cement its influence across the frontier and emerging markets (FEM). Today, the company has established three verticals: EFG Hermes, the investment bank; EFG Finance, the non-bank financial institutions (NBFI) platform and aiBANK, the commercial bank. “It’s the optimal time to transform our brand to capture the breadth and magnitude of our product and service universe as well as reflect the resilience of our growth strategy,” Karim Awad, group CEO of EFG Holding, said at the time of rebranding in May. Awad is the man setting the tone for the company’s transformation journey. Since taking the helm in 2013, EFG Holding has evolved into a trailblazing financial institution with a universal bank in Egypt and the leading investment bank franchise in FEM. The company has grown substantially across four decades, driven by organic growth, innovation, mergers and acquisitions, and market dominance. With a footprint spanning 12 countries across four continents