United Bank for Africa (UBA) has emerged as Nigeria’s strongest brand, according to the Brand Finance Nigeria 25 2025 rankings.
UBA moved from ninth position in 2024 to first place in 2025, achieving a Brand Strength Index (BSI) score of 92.4 out of 100 and earning a prestigious AAA+ rating. This milestone reflects not only the bank’s sustained growth but also a robust strategy rooted in digital transformation and customer-focused innovation.
According to the report, UBA posted exceptionally high scores across the key metrics of brand strength: familiarity, preference, and consideration. The bank’s improved reputation also propelled it into the global spotlight, ranking as the 13th strongest banking brand among the world’s top 500.
Beyond brand strength, UBA also ranked as Nigeria’s sixth most valuable brand, with a brand valuation of N341 billion ($213 million)—a testament to its financial performance and market positioning.
This recognition stems from more than just brand equity. UBA is currently Nigeria’s second-largest bank by customer base, serving over 45 million customers through 738 branches in 20 African countries. It also operates 507 touch points across the continent—evidence of a broad and deep physical footprint that complements its digital scale.
The strategy behind the surge
UBA’s dramatic rise, from ninth to first in just one year—can be directly traced to its strategic pivot toward digital banking, innovation, and customer-centric investments. In 2024, Group Managing Director and CEO Oliver Alawuba reaffirmed the bank’s commitment to a “Customer First” (C1st) philosophy and the aggressive pursuit of innovation as core drivers of growth.
This strategy is visible in the bank’s record-setting financial results. In 2024, UBA was Nigeria’s third most profitable company, posting a profit after tax of N767 billion, a 26.1% increase from N608 billion in 2023. Its gross earnings reached N3.167 trillion, and the bank reinvested N103 billion into its infrastructure, of which N9.1 billion went toward new computer hardware. These tech upgrades fueled a 107.8% year-on-year increase in digital banking income.
According to Alero Ladipo, the bank’s Group Head of Marketing and Corporate Communications, this growth is not accidental. It is a result of “strategic investments and an unwavering focus on customer satisfaction.”
The numbers back it up. Between 2023 and 2024, UBA’s customer base grew from 35 million to 45 million. Of these, 32.6 million were digital banking customers by the end of 2024, up from 30.2 million in the previous year. The bank’s AI-powered chatbot, Leo, grew to 5.8 million users, gaining one million new users in a year. Meanwhile, mobile app subscriptions rose from 7 million to 8 million in the same period, highlighting growing digital engagement.
Read also: UBA, First Bank top Nigeria’s strongest brands amid volatility
A Pan-African and Global Footprint
UBA’s growing brand familiarity and strength are not confined to Nigeria. Its operations span 20 African countries, and ex-Nigeria business contributed 51.7% of group revenue in 2024, up sharply from 31% in 2019. Beyond Africa, UBA’s presence in the UK, US, UAE, and France underscores its evolving status as a pan-African institution with global relevance.
The competitive landscape
The Brand Finance rankings also reflect shifting dynamics among Nigeria’s top banks. First Bank of Nigeria was close behind UBA with a BSI of 92.1/100, also earning an AAA+ rating. GTCO placed third with a score of 89.5. Yet UBA’s rapid climb above these long-established competitors underscores the impact of its aggressive innovation and digital expansion strategy.
A promise to stay ahead
Commenting on the outlook, Alero Ladipo added, “We remain steadfast in our mission to adapt to the evolving landscape, ensuring we consistently deliver exceptional value and keep our customers delighted.”
This promise is already in motion. In 2025, UBA rolled out enhanced POS terminals and revamped its UBA Moni app, features aimed at improving SME engagement and boosting transaction convenience for small businesses and retail users alike.
Consumer trust, satisfaction, and social proof
At the heart of UBA’s brand strength lies customer satisfaction and trust. The 2024 KPMG West Africa Banking CX Survey highlighted UBA’s leap in customer perception: the bank rose from 14th to 3rd place in retail banking, from 6th to 2nd in SME banking, and from 8th to 4th in corporate banking.
This sentiment is reflected in hard numbers. By the end of 2024, UBA’s customer deposits reached N21.9 trillion, up 47% from N14.9 trillion the previous year, demonstrating growing trust even amid economic uncertainty.
From social media to app stores, user feedback further validates UBA’s trajectory. With its widely used AI assistant Leo operating across WhatsApp, Facebook, Instagram, and Apple Messages, UBA remains digitally present in the daily lives of millions.
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