New Brand Positioning Underlining Intesa Sanpaolo’s Commitment to Supporting Clients in Financial Decision-Making
Cairo, 2 April 2026: ALEXBANK, part of the Intesa Sanpaolo Group within the International Banks Division, announced the launch of its new brand positioning, “Bank on the Right Advice.” The campaign will be rolled out across all the Group’s International Banks operating in Egypt and Central and Eastern Europe. This milestone reinforces the Bank’s dedication to continuously delivering an enhanced, sustainable customer experience and creating long-term impact, in line with the Group’s broader vision.

The new brand positioning reflects Intesa Sanpaolo’s recognized leadership in Europe in Wealth Management and Protection. The Group’s 2026–2029 Business Plan identifies the development of the International Banks Division as a key driver of sustainable growth, with the expansion of advisory capabilities as a central element of the strategy.

A detailed roadmap outlines the expansion of advisory networks across the Group’s International Banks in Egypt, Slovenia, Slovakia, Croatia, Serbia, Hungary, Romania, Albania, Bosnia and Herzegovina, Moldova, Ukraine, and the Czech Republic, supporting the development of Wealth Management and Protection across these markets.

Within this framework, ALEXBANK is strengthening its commitment to delivering high-quality financial advice to both retail and corporate clients in Egypt, combining digital innovation with human expertise.

The creative concept of “Bank on the Right Advice” plays on the cultural phenomenon of “advice overload” — the constant flow of unsolicited and often unreliable recommendations people encounter daily — positioning the Bank’s professional guidance as a trusted alternative.

Mr. Paolo Vivona, CEO & Managing Director of ALEXBANK, expressed his enthusiasm for this step, commenting: “The new brand positioning, “Bank on the Right Advice,” marks a strategic approach toward renewing our commitment to offering an integrated, customer-centric banking experience.”

He added: “Our role is to support our clients in their financial decisions as a reliable financial partner, providing clear, responsible and tailored advice within long-term relationships in the Egyptian market. We aim to create value for our clients by leveraging the Group’s internationally recognized advisory expertise.”