First Financial Bankshares renames wealth unit to reflect broader services

First Financial Bankshares, Inc. (NASDAQ: FFIN) has renamed its wealth services subsidiary from First Financial Trust to First Financial Wealth Management, effective immediately, according to a press release from the Abilene, Texas-based company.

The company stated the change is a rebranding, not a restructuring. Leadership, staff, locations, and services remain the same. The unit operates across nine Texas markets and offers investment management, retirement planning, trust and estate administration, mineral management, real property management, and fiduciary services.

"First Financial Trust was a name that no longer told our full story," said David Bailey, President and CEO of First Financial Bankshares. "Our clients trust us with their investment portfolios, their family ranches, their mineral rights, and the legacy they want to leave behind."

Lon Biebighauser, President of First Financial Wealth Management, said the updated name reflects how the company has served clients for nearly a century. "We have always been a full-service wealth partner. The refreshed name better reflects how we work with clients."

The name change will be reflected across all communications, locations, and materials over the coming months. First Financial Bankshares also operates First Financial Bank, with 79 locations across Texas, and First Technology Services, Inc.

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