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Against the backdrop of a broad shift in how regional banks position their wealth franchises, First Financial Bankshares, Inc. (NASDAQ: FFIN) has renamed its wealth services subsidiary.
The Abilene, Texas-based holding company announced July 9 that the unit, previously known as First Financial Trust, now operates as First Financial Wealth Management. The change took effect immediately.
A name that signals strategy The move from "Trust" to "Wealth Management" tracks a sector-wide pattern.
Regional banks across the United States have spent recent years reshaping trust departments into more comprehensive advisory platforms, competing for clients who expect integrated financial planning alongside traditional custody and estate services.
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