The Geneva-based BankMed (Suisse) is rebranding as Banque Des Monts Blancs, marking another milestone in its transformation journey, which began in 2023, according to a press release issued on Friday.

«The Monts Blancs, our new emblem, symbolize endurance, strength and stability. Like the snow-capped peaks, our bank is positioning itself as a reliable, financially robust partner that is ready to suppoert its customers wherever they are,» said CEO Antoine Raphaël explaining the new look.

The old name symbolized the connection to the Mediterranean region, where some of the bank's clients come from of have a strong connection to.

The renaming is more than just a name change. «It reflects our ambition to be a strong pillar, providing tailor-made financial services to meet the needs of our private and business clients while operating within the stable and secure framework of a Swiss private bank,» Raphaël added.

At the end of 2023, the boutique bank's total assets amounted to around 326 million francs.