A new UK bank has launched following a major rebrand of the British arm of JN Bank, which has now been transformed into thisbank under new ownership and leadership.
Backed by investment from both the UK and the US, the rebrand marks a shift in positioning and identity, with the bank aiming to combine international banking experience with what it describes as a “distinctly British outlook”.
Alongside the new name, thisbank has unveiled a refreshed visual identity, a new online savings portal and a dedicated mobile savings app. The new look is designed to reflect the bank’s focus on simplicity, clarity and a more human approach to banking, moving away from complexity and transactional interactions.
Despite the new branding, the bank is keen to emphasise the depth of experience behind the launch. Its roots can be traced back more than a century, beginning with the founding of the Westmoreland Building Society and later evolving into the JN Group. That heritage, the bank says, underpins the rebrand, bringing together longstanding financial expertise with a modern digital proposition.
thisbank positions itself as a people-first institution, built around what it calls “common-sense banking”. While technology plays a central role, the bank says customers will always be able to speak directly to a person when needed, recognising that financial decisions are rarely straightforward.
Chris Waring, chief executive of thisbank, said the rebrand was driven by a desire to build a bank that feels approachable and grounded in real customer needs.
He said: “We’ve built thisbank around people. While we are technology forward, our approach will always be customer-first. Our goal is to deliver sustainable value and a service that feels human, not transactional.”
Waring brings experience from Lloyds Banking Group, Barclays and private equity, and was appointed as part of the bank’s broader transformation. The leadership team has been tasked with creating a modern British bank that serves everyday savers with fairness, transparency and trust.