Fortis's Slogans & Taglines

Fortis N.V./S.A. was a Belgian financial company active in insurance, banking and investment management. Formed in 1990 through the merger of Belgian insurer AG Group and Dutch bancassurer AMEV/VSB, the name derived from the Latin word for "strong." The company rapidly expanded through acquisitions, including Generale Bank in 1998 and a share of ABN AMRO in 2007, becoming the world's 20th largest corporation by revenue with operations across 50 countries. Its core offerings encompassed retail and commercial banking, investment banking, asset management, life and non-life insurance, and bancassurance services. However, the 2008 financial crisis exposed severe liquidity strains from the ABN AMRO acquisition, prompting an €11.2 billion government bailout and the sale of its banking operations to BNP Paribas. The remaining insurance assets were rebranded as Fortis Holding in 2009 and formally renamed Ageas SA/NV in April 2010, ending the Fortis era.