First Citizens launches new Innovation Banking identity

First Citizens Bank has officially launched First Citizens Innovation Banking, a new brand for its division serving the US and international innovation economy, alongside a new marketing campaign positioning the bank as a long-standing partner to technology and high-growth businesses.

The launch follows the rebrand of Silicon Valley Bank’s former Technology & Healthcare Banking division, which First Citizens acquired in 2023. The business has more than 40 years of experience working with startups, investors and high-growth companies across technology, life sciences and healthcare.

Alongside the new brand, First Citizens has launched the campaign ‘Where Silicon Valley Banks’, which aims to connect the division’s Silicon Valley heritage with its continued focus on innovation and entrepreneurship.

The campaign will appear across digital, print and outdoor advertising in selected innovation markets across the US. It will also feature around First Citizens’ presence at major industry events and conferences, including San Francisco and Los Angeles Tech Weeks, Money20/20 and HLTH.

“Silicon Valley is more than just a region in California - it's synonymous with innovation, entrepreneurship and growth,” said Marc Cadieux, President of First Citizens Innovation Banking.

“For decades, we have helped founders, entrepreneurs and investors build and scale industry-defining companies. Our business was purpose-built for the innovation economy, and that will continue.”

The campaign is designed to reinforce continuity as the business moves away from the Silicon Valley Bank name, with First Citizens emphasising that its expertise, relationships and commitment to the innovation economy remain unchanged.

The bank has also launched First Citizens Fund Banking, a dedicated proposition for its private equity and venture capital clients.

Frank Holding Jr., Chairman and CEO of First Citizens Bank, said the new Innovation Banking identity builds on Silicon Valley Bank’s legacy while bringing the business the greater scale and resources of First Citizens.