By Henry Kargbo
Former Keystone Bank Sierra Leone Limited was last Thursday 8th December 2022 rebranded as Bloom Bank Africa (BBA) Sierra Leone Limited during a ceremony held at the bank’s headquarter, Radown Street in Freetown.Speaking at the unveiling of the new name, the Managing Director and Chief Executive Officer (MD-CEO) of Bloom Bank of Africa Ndubuisi Ejiofor said that the name and the rebranded identity are part of bank’s strategic plan to be a Pan-African focused bank, after they have acquired by Oakwood Green Capital Limited and their tagline is now: “We Make It Happen”, but their logo, brand and colours have changed to Blue, Orange and Green, to reflect on their new direction and vision.
Ejiofor stated that the Bank PHB to Keystone is serving the good of the people, adding that the acquisition and transformation process of Keystone Bank Sierra Leone started in 2020 but on Thursday 8th December 2022 the bank’s acquisition by Oakwood Holding Ruby LTD was completed with the emergence of a new bank now known as BBA.
“Boom Bank Africa is a member of the Oakwood Green Africa Group, why Bloom one may ask, Bloom represent budding, flourishing and prosperity, he said’’, and adds; “As a bank, we are passionate about helping businesses, individuals and institutions in the country to grow and develop by providing products that speak to their inherent needs. Our Bank is committed to providing the right mix of capital, technology and the expertise through partnership that engender the movement of resources from areas of surplus to areas of deficit”. He said that the brand outlook is Pan-Africa, and their system realized that Africa is the new frontier.
The Chairman Board of Directors of Bloom Bank Africa Limited, Aminata Kamara informed that the bank’s customers’ debit cards have changed, but can still use their old Keystone Bank debit cards to transact on their ATMs and other bank’s ATM’s for a specified period which will be communicated to them in due course.
She said their signs and pylons at the branches would be changed to reflect the new brand identity, adding that customers would also find their brand colour painted in and around the branches to reflect the brand.
Kamara said their transition from KeyStone Bank Sierra Leone Limited to Bloom Bank of Africa limited was born out of a passionate desire to reposition the bank as a major conduit for capital into and through Sierra Leone for exponential development, and to offer the needed support to businesses and individual Sierra Leoneans.
She reassured that was just the beginning of bigger things to come and encouraged Sierra Leoneans to build that dream, adding that the bank is grateful to Almighty God for seeing them through and being a backbone against which they will learn to do the things they are doing.
Madam Kamara declared the occasion officially opened with a simple significant message barrowed from mantra “it is time to bloom”
She noted that they are passionate about the rising Africa and that it is embodied in their guest to Enable Greatness across Africa and the catalyst for growth and possibilities from everyone, dares to dreams.
‘We aim to be conduit for capital into and through Africa for development, creating value for business, big or small and empowering Sierra Leoneans and Sierra Leoneans businesses to achieve more,’ he reassured.
She reassured that they are dedicating to providing sound financial advice and support to SME with the indigenous businesses which she said they are the oil that keeps the nation running.
She concluded urging Sierra Leoneans to join them on the exciting journey to make great thing happen for the people of Sierra Leone.
Deputy Governor of the Bank of Sierra Leone, Dr. Ibrahim Stevens said seeing KeyStone Bank render quality services to Sierra Leonean, changing to Bloom Bank Africa is welcome news.
He said they have over the years supported the bank and KeyStone Bank now Bloom Bank Africa will also throw support to making sure they be the top bank in country like others. He urged the board to open branches across the country to earn customers access finance.
