First Financial Bankshares Rebrands Trust Arm as Wealth Management Across Nine Texas Markets
FFIN•On July 9, 2026, First Financial Bankshares renamed its First Financial Trust unit to First Financial Wealth Management across all materials. The renamed division continues offering investment management, retirement planning, trust and estate administration, mineral and real property management and fiduciary services in nine Texas markets without structural changes.
1. Name Change Implementation
On July 9, 2026, First Financial Bankshares officially changed the name of its wealth services subsidiary from First Financial Trust to First Financial Wealth Management. The new designation will be reflected immediately across all client communications, branch signage and marketing materials over the coming months.
2. Continuity of Operations
The rebranding is purely nominal and does not involve any restructuring. Leadership, staffing, service offerings and fee structures remain unchanged, ensuring seamless continuity for existing clients.
3. Service Portfolio
First Financial Wealth Management continues to provide investment management, retirement planning, fiduciary services, trust and estate administration, mineral management and real property management. These offerings have been in place since 1927 and remain central to the unit’s value proposition.
4. Market Coverage and Brand Clarity
The wealth management arm operates nine locations across Texas, consolidating its bank and wealth services under a single identity. The refreshed name is intended to clearly convey the full breadth of services available to clients and communities.
