This article was originally published in the Brand Finance Nigeria 25 2026.
Interview with Alero Ladipo, Group Head of Brand, Marketing & Corporate Communications, United Bank for Africa
Banking is one of Africa’s most valuable yet competitive industries. How will UBA leverage its position as one of Africa's strongest banking brands to maintain and grow as new entrants from other regions and industries enter this competitive industry?
Group Head, Brand, Marketing & Corporate Communications, United Bank for Africa
In a highly competitive sector, sustained growth begins with clarity of purpose. For UBA, that means remaining anchored in the customer. The ambition is not simply to provide financial services, but to build a brand that is embedded in customers’ progress and everyday lives. Losing sight of that purpose risks eroding relevance, particularly in a market where new entrants are reshaping expectations. This places a premium on humility, insight, and responsiveness. Data and technology play a central role in this effort, enabling a deeper understanding of customer needs across segments, geographies, and demographics, and ensuring that engagement is informed rather than internally driven. UBA’s strength also lies in its deep understanding of the African market and our extensive Pan-African footprint. This positions us to facilitate intra-African trade and strengthen links to global capital markets, particularly through expanded trade finance capabilities.
The brand’s objective is to strengthen the ‘trust coefficient’ with our customers, as we continue to invest in technology, customer experience, brand and strategic partnerships that reinforce UBA’s commitment to empowering individuals, businesses, and communities across our areas on operations.
What would you consider as the defining moments or milestones in building and strengthening the UBA brand?
United Bank for Africa (UBA) PLC was founded in 1949 as the British and French Bank (BFB) in Lagos, Nigeria and formally incorporated in 1961, following the acquisition of its predecessor’s assets and liabilities. Since then, the brand has evolved through a combination of strategic ambition, customer focus, and consistent investment in innovation and scale.
While many moments have contributed to this trajectory, four milestones stand out in shaping UBA into one of Africa’s leading banking brands.
The UBA and STB Merger (2005)
One of the most significant moments for the brand was the 2005 merger between the Old United Bank for Africa (UBA) and Standard Trust Bank (STB) under Mr. Tony Elumelu’s leadership. More than consolidation, it represented a reset of the brand, combining distinct cultures and capabilities into a unified institution. This laid the foundation for UBA’s current positioning as “Africa’s Global Bank” and set the pace for subsequent expansion.
Pan-African and Global Expansion
Another defining milestone for the brand was the strategic Pan-African and Global expansion which has positioned the brand as ‘Glocal’ – Global Bank while maintaining local relevance across all our regions and countries of operations.
Today, UBA operates in 20 African markets, alongside a presence in global hubs, including a banking license in the US.
This expansion has not been purely geographic. It has reinforced UBA’s role as a connector, facilitating trade, investment flows, and financial integration across the continent. In doing so, the brand has strengthened its positioning as both a continental champion and a gateway between Africa and global markets.
Pioneering chat banking in Nigeria (The launch of LEO)
UBA has consistently invested in technology to enhance customer experience, from early adoption of ATMs and self-service banking to more recent digital solutions.
A standout moment was the launch of LEO, its AI-powered chatbot. This was a milestone for the brand and helped to shape perception, especially in the youth demography that makes up over 65% of the total population in Africa.
LEO marked a shift in perception, repositioning UBA from a traditional banking institution to a more agile, tech-driven brand. This also positioned the brand to capture the Gen Z and Millennial demographics in Nigeria and Africa.
UBA at 75 campaign – Re-enforcing resilience and trust
The UBA 75th anniversary campaign ran between 2024 and 2025 and served as a strategic moment to consolidate brand equity.
Beyond celebration, it highlighted UBA’s longevity, resilience, and continued relevance in a rapidly evolving sector. The campaign further amplified this legacy, reinforcing the institution’s role as a trusted financial partner and a catalyst for economic growth across Africa.
Additionally, the campaign coincided with a measurable uplift in brand performance, including growth in brand value and a significant improvement in Brand Strength Index (BSI) score to 92.4/100, with UBA emerging as Nigeria’s strongest brand in 2025. UBA also leaped from being Nigeria’s 9th most valuable brand in 2024 to becoming its most valuable brand in 2025. This progression reflects not just legacy, but the bank’s ability to translate heritage into contemporary trust.
