
How Canada’s 7th largest bank aims to go from unknown initials to a household name
BNN Bloomberg
Canada’s seventh-largest bank is a lender the vast majority of Canadians have never heard of. It has no branches, credit cards or wealth management offerings.
That could all soon change, says Chadwick Westlake, who became chief executive of EQ Bank last August and already announced a transformational, potentially career-defining deal to buy PC Financial in December.
“We will become a household name by the end of this year,” he said.
Buying the PC Mastercard portfolio and PC Money accounts, while bringing on Loblaw Cos. Ltd. and its PC Optimum loyalty program into a partnership, will put the EQ Bank brand into thousands of grocery stores and ATMs across the country.
Westlake said he knew when he stepped into the role that he had to make this deal happen to raise the profile of a bank that 80 to 90 per cent of Canadians don’t know.
“This was a top priority, because I truly believe this is the key to creating a scaled significant challenger for Canada. There’s no deal like this,” he said in an interview.

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