A new name, new ambitions: 
La Banque Postale Asset Management becomes LBP AM 

transitory logo LBPAM

In 2023, La Banque Postale Asset Management will join forces under a new visual identity and a new name, "LBP AM".

The decision was made in response to several challenges: modernizing the brand and strengthening its visibility. The aim is to support our positioning as a multi-specialist conviction manager and SRI pioneer in France and Europe, while affirming our attachment to our main shareholder, La Banque Postale.

Why has La Banque Postale Asset Management become LBP AM ? 
It's a question of adopting a short, punchy name that preserves the natural affiliation with La Banque Postale and the La Poste Group. This attachment is preserved by the acronym LBP AM - already widely used by the financial ecosystem to designate the asset management company - as much as by the properties of the new logo: retention of the "historic" colors, the silhouette and the symbol that take on an incomparable emblematic value (the stylized "blue bird", designed by Guy Georget in 1960).

The shortening of the name instinctively enhances the dynamism of the brand identity and puts the asset management profession back at the heart of our image, through the visibility given to the letters "AM" (for asset-management). What's more, the use of the LBP AM acronym reinforces our affinity with our investor clients and, more broadly, our ecosystem. 


A new page in our history, new ambitions   
In 2023, a new page in LBP AM's history is being written. The evolution of our brand identity faithfully illustrates our new ambitions. Indeed, LBP AM is accelerating its development: the planned acquisition of La Financière de l'Echiquier*, growth with third-party clients in France and Europe, and a broader offering in unlisted assets.

Our new brand platform is designed to be more unifying for our customers, and to promote the value of the brand internationally (once again, thanks to the visibility of the letters "AM" for asset management). An asset for exploring new European markets.

Discover our new identity on video.

*Acquisition project: the transaction remains subject to the approval of the Autorité des Marchés Financiers (AMF) and the Autorité de la concurrence. Acquisition subject to closing.

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