SEBA Bank rebrands as AMINA, pledges improved range of services for customers

Swiss-based SEBA Bank has announced a rebrand to AMINA Bank in a move designed to signify its move toward improving its customer services.

The Swiss-based digital currency bank confirmed that the change in brand identity has been in the works since the start of the year, representing “the transformation” of the financial future of its clients.

As outlined in a statement, AMINA is gleaned from “transAMINAtion,” a term used to describe the transference of one compound to another, often to improve properties. AMINA CEO Franz Bergmueller noted that the firm’s new name signals “perpetual change” that will ultimately unlock new potential for clients.

“We are delighted to introduce the world to our new brand identity,” said Bergmueller. “While we say goodbye to the SEBA name, we remain forever proud of the achievements made by the group under the former brand.”

While under the SEBA moniker, the firm achieved several milestones, including securing a Swiss banking and securities dealer license in 2019. By 2021, the company had obtained a digital asset custody license from the Swiss Financial Market Authority (FINMA) in a pioneering move.

The company went on to rack up regulatory approvals in several jurisdictions, including Hong Kong, Singapore, and Abu Dhabi, onboarding a laundry list of institutional clients. Moving forward, the company says it will continue to operate in the intersection between traditional finance, digital currencies, and decentralized finance (DeFi) to improve the quality of its services.

“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,” said Bergmueller. “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.”

AMINA said the corporate rebrand will not be limited to only Switzerland but will affect all its subsidiaries, noting that subsidiaries have been directed by relevant authorities in their respective jurisdictions to apply for a change of name formally.

Customers remain unaffected

AMINA confirmed the firm’s current clients will be unaffected by the rebrand, saying that “all operations will be business as usual across the board,” with the firm keen on building on its previous successes since its launch.

In the digital assets ecosystem, rebrands are not an uncommon occurrence, with leading players changing the face of their corporate brand to evolve with the times. In 2022, OKEx was rebranded to OKX in a master stroke to complement its pivot to decentralization, while Hive Digital (TSXV: HIVE | OTCQX: HVBTF | FSE: HBF) ditched its “Blockchain” appellation to signal a pivot to emerging technologies.

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