Bankers are not known for their marketing flair, and Fortis is no exception if we judge from the web presence. Fortis appeared in 1991 from a merger of AG Group, VSB and AMEV. The emerging corporate identity was inspired from the Latin word for strength. In 1999, Fortis merged with General Bank and CGER, two Belgian banks, as well as Credit Lyonnais Bank Nederland, which General Bank had just acquired. Through several of its merged companies, Fortis' roots go back to the 19th and even 18th century low countries, which now form the Benelux custom-union of the Netherlands, Belgium and Luxembourg. Among others, the Assurantie Stad Rotterdam Company was founded in 1720, and VSB and General Bank, go back to 1817 and 1822 respectively.
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