The Bank’s new name and corporate identity have been created to better reflect a larger geographic footprint and an expanded portfolio of products and services
December 2, 2021
Glen Rock Savings Bank has officially been renamed Ascendia Bank. The new name and branding are not linked to any new ownership or acquisition, and there will be no changes in the staff of the bank. The bank’s new website is www.AscendiaBank.com.
The rebranding comes before the bank’s 100th anniversary. Originally called The Building and Loan Association of Ridgewood, the bank was formed in 1922 to provide area residents with fair returns on savings and secure residential mortgages. Over the years, the institution has become so associated with its location (in a valley opposite an iconic rock) that it changed its name to the Glen Rock Savings Bank in 1937.
In 2001 the bank built an administrative headquarters in Hawthorne and in 2015 acquired Llewellyn-Edison Savings Bank from West Orange. Today, the bank has four branches in New Jersey (one in Glen Rock, one in Hawthorne, and two in West Orange) with more than $ 260 million in combined assets.
The move to Ascendia Bank was made, in part, due to the geographic expansion of the bank’s footprint, far beyond its roots in the Glen Rock area. In addition, the bank wanted to communicate a fresher and more forward-looking brand image as it added a range of products and services that are essential in today’s rapidly changing economy, including: services online banking, online bill payment, mobile banking application. and commercial real estate loans.
The name Ascendia is derived from the word “ascension”.
“Although the corporate identity of the bank has changed, the core of our business – our dedication to exceptional customer service and strong financial products – has not changed,” said Ferdinand R. (Fred) Viaud , President and CEO. “The partnership between the bank, its employees and the communities we proudly serve will continue to be rewarding, collaborative and grounded in what is best for our customers.
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