Big Pittsburgh bank isn’t just consolidating brands, now it’s compacting its name

PITTSBURGH — One of the biggest financial institutions in Pittsburgh is shortening its name. Actually, Citizens Financial Group Inc. is cutting the word “bank” from its retail arm and several other business units.

Providence, Rhode Island-based Citizens (NYSE:CFG) confirmed the rebrand to the Pittsburgh Business Times via email. CEO Bruce Van Saun revealed the change in an interview with MarketWatch, but Citizens (NYSE:CFG) said it began quietly during the summer and is unfolding gradually. You could call it dollars to donuts, since the analogy Citizens offered was fast food chain Dunkin’ Donuts, which shed its original product’s name a few years ago to rebrand as Dunkin’ to reflect an expanded menu.

Citizens said it expects the process will take a couple of years.

Read more from our news partners at the Pittsburgh Business Times.

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