First Bank Financial Centre Announces Name Change,
Will Become Bank Five Nine

Oconomowoc (January 20, 2020) – In 2020, First Bank Financial Centre (FBFC) will be changing its name to Bank Five Nine. The Bank’s Board, executive team, employees, and locations are remaining in place. This evolution is not the result of a merger or acquisition, but rather is a strategic decision by the organization to raise its visibility in the marketplace.

“In an industry that is getting more competitive, the ability to differentiate ourselves is critical,” said FBFC President & CEO, Mark W. Mohr. “It is imperative that customers and prospects alike are able to correctly identify us and our mission as a local, community bank.”

In the state of Wisconsin alone there are 22 banks with the word “First” in their name. That’s 10 percent of all banks in the state. Further, the evolution of technology has enabled FBFC, and others, to attract customers nationally. As such, the Bank may now be mistaken for any other “First Bank” in the country.

FBFC Marketing Director Jeff McCarthy explained, “When looking for a new name, we wanted something that would be unique to us. As we explored different options, it was clear that we needed a name that would honor our past, while being contemporary and memorable at the same time. While it was not an easy task, we are excited that we’ve achieved our objective.”

Mohr added, “We’ve been a proud, independent community bank since 1859. Our new name, Bank Five Nine, pays tribute to our founders who believed that they could help build their community and support local families and businesses. We hold those values dear today as well, as we live our mission to Make Lives Better.”

The organization believes that the new name, logo and colors will allow them to stand apart in a crowded financial services field.

The Bank Five Nine brand will come to life online and in branches in the coming months. For more information about the new name, visit the Bank’s website at www.fbfcwi.com/bankfivenine.