Santander converts Polish affiliate to its brand

Santander has expanded its brand to its Polish affiliate rebranding the branch network of Bank Zachodni WBK, as well as its customer service and banking channels and its web page and ATMs.

The Polish affiliate of Santander is the third bank in Poland, with a market share of approximately 12%.

The executive chairman of Banco Santander, Ana Botín, said: “The Santander name has been recognised as a symbol of trust and credibility for over 160 years. Today the brand is known to millions of people across Europe and the Americas, and represents the ‘simple, personal and fair’ values that lie at the heart of everything we do. Poland is one of our core markets, and is a country with incredible talent and potential. We are extremely proud to serve 6.5 million customers here. The decision to introduce the Santander brand in Poland demonstrates how important the business is to the group, and reflects our commitment to helping people and businesses in Poland prosper”.

Gerry Byrne, chairman of the Supervisory Board of Santander Bank Polska, added: “We are proud of all the successes we have achieved as Bank Zachodni WBK, and now with our new image we are going to strengthen our competitive position in the market. The Santander brand reflects values such as stability and tradition, but also smoothly corresponds with the digital reality we all live in. I am convinced, that the combination of these attributes makes Santander Bank Polska the bank customers want”.

In 2013, the retail network of Bank Zachodni WBK incorporated the Santander Group as part of its brand and started offering Santander products and services to its corporate and private banking clients so they would become familiarised with the brand.

Santander Bank Polska leads the digital transformation of the banking sector in Poland. It is part of the Santander One Pay FX project, the service that makes international transfers fast and agile using blockchain-based technology that Santander launched last April in four of its main markets.

Banco Santander bought BZ WBK from Allied Irish Bank in 2011 and subsequently bought the Polish business of KBC (2013) and Deutsche Bank (2017), whose 115 branches will convert to the Santander brand before the end of the year once the technological integration is completed. These acquisitions required investment of €4.2bn for 70% of an entity that now has market capitalisation of €8.6bn.

Eugenia Jimenez
Eugenia Jiménez speaks Spanish and is Iberia Correspondent for Investment Europe covering Spain & Portugal, as well as assisting with coverage of Italy. She holds a UK NCTJ- accredited Multimedia News Reporting course and studied Journalism at the University of Sevilla. She has worked for local media organisations in Sevilla and Málaga, mainly in broadcasting as a news reporter, among other roles. She has also worked for a local newspaper in Sevilla, reporting on current affairs, local government and culture.

Read more from Eugenia Jimenez

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