BNY Mellon rebrands to BNY after 240 years in banking

“These changes complement the company’s evolution as a leading global financial services company. The updated brand conveys trust, resilience, and innovation, and helps us align the full breadth of our offerings and capabilities under one brand, to improve familiarity with who we are and all that we do for our clients.”

BNY Mellon has announced that after 240 years in operation and being America’s oldest bank, the financial institution has rebranded to BNY, with changes to the logo including a modern font, a refined arrow, and a distinctive teal color.

The BNY brand and logo will be deployed across the company immediately with some updates continuing over the next 12 months or more.

BNY Investments, BNY Wealth, and BNY Pershing

The goal is to improve familiarity with who they are and what they do. Under the updated company umbrella brand, several sub-brands will change:

  • From BNY Mellon Investment Management to BNY Investments
  • From BNY Mellon Wealth Management to BNY Wealth, and
  • From BNY Mellon Pershing to BNY Pershing.

The company’s legal parent name will remain The Bank of New York Mellon Corporation, overseeing nearly $50 trillion in assets on behalf of clients in more than 100 markets.

Natalie Sunderland, Global Head of Marketing and Communications at BNY, said: “These changes complement the company’s evolution as a leading global financial services company. The updated brand conveys trust, resilience, and innovation, and helps us align the full breadth of our offerings and capabilities under one brand, to improve familiarity with who we are and all that we do for our clients.”

BNY launched Universal FX and white labelled LiquidityDirect

A few months ago, BNY launched Universal FX, a comprehensive foreign exchange (FX) platform designed to streamline the trading experience for a broad range of clients. The platform comes as a timely response to the industry’s shift toward T+1 settlement and aims to provide unparalleled price transparency across the entire FX market.

Universal FX caters to various market segments, including investment managers, corporates, hedge funds, and wealth managers. The platform addresses the often fragmented and inconsistent FX execution experience that many investment managers face when managing portfolios across multiple providers. Universal FX enables clients to manage their entire portfolio from a single platform, regardless of where they custody, prime broker, or settle trades. It offers both Developed Market and Emerging Market currency execution, enhancing the global FX trading experience.

BNY Mellon also unveiled a White Labeling service for its LiquidityDirect platform to enable financial institutions to integrate LiquidityDirect’s technology into their own suites of offerings, thus creating a seamless user experience for their clients through a single sign-on. LiquidityDirect is a robust platform that handles nearly $15 trillion in annual transaction flow for over 6,000 of the world’s largest institutional investors.



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