Cairo: 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.”

ALEXBANK

ALEXBANK is one of Egypt’s leading private sector banks established in 1957 and participated by the Intesa Sanpaolo Group since 2007.  ALEXBANK owns one of the largest private sector branch networks with a total of 173 branches located in every major Egyptian governorate employing over 4,300 individuals who proudly serve 1.85 million customers. ALEXBANK actively serves the widest spectrum of segments by providing value added financial products, services and solutions to Retail, Small Business, Medium and Corporate Enterprises.

ALEXBANK is currently in the midst of a radical digital transformation aimed at providing our customers with the most unique of banking experiences, via our seamless multi-channel experience incorporating Internet & Mobile Banking, Cards, Electronic wallets, and the latest generation of point-of-sale & ATMs, all powered through the power of Big Data and empowered by key players in the Fintech ecosystem.

Intesa Sanpaolo
Intesa Sanpaolo, with €425 billion in loans and more than €1.5 trillion in customer financial assets at the end of December 2025, is the largest banking group in Italy, with a significant international presence.

It is a European leader in wealth management, and operates an integrated Wealth Management, Protection and Advisory platform, built on fully owned product factories and distribution networks working under full strategic control.

With a world-class position in social impact, Intesa Sanpaolo is also committed to decarbonization and to supporting clients in the sustainable transition.

The Bank’s network of museums, the Gallerie d’Italia, hosts its owned artistic heritage and cultural projects of recognized value.

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