GSB Announces Rebrand to Ascend Bank
GSB (Guilford Savings Bank) is proud to announce that it will change its name to Ascend Bank, a name that embodies its commitment to helping individuals, families, and businesses achieve financial heights. This rebrand marks the next chapter in GSB’s 150-year legacy of trust, service, and community-focused banking that continues on stronger than ever.
“This is an exciting and transformational moment for our organization,” said Timothy P. Geelan, CEO of GSB. “The name Ascend symbolizes our continuing dedication to helping our clients and communities rise to meet their financial goals. While our name is evolving, our unwavering commitment to the personalized, professional service we have delivered to our local communities for 150 years will remain the foundation of who we are.”
The name Ascend Bank allows the organization to broaden its reach, attract new clients, and remain strong in an increasingly competitive environment. GSB clients can rest assured that there will be no changes to how they bank.
“This change was certainly not taken lightly; this rebrand positions us for future growth while honoring the heritage that has made GSB a trusted name for generations,” said William Lee, Chairman of the Board of Directors. “We are committed to preserving the values that have guided us for the past 150 years, ensuring we remain a trusted partner for our clients and communities.”
“This rebrand is about growth, not a change in who we are,” said Kyle Eagleson, President. “We are proud of the legacy of GSB, and excited to introduce Ascend Bank; we’ll carry forward that same spirit of community, trust, and service while creating opportunities for more people to experience the very best in community banking.”
The new name and brand were developed over the last year through a partnership with the Rebellion Group, a CT-based strategic marketing agency, which leverages a unique, data-driven approach to understanding clients.
The timing of the rebrand is expected to coincide with the merger with Eastern CT Savings Bank scheduled for the third quarter of this year. Clients will be kept informed every step of the way.
About GSB
GSB has been serving the financial needs of individuals, families, and businesses in Connecticut for 150 years. Founded in 1875 by local business owners, it has grown into a $1.1 billion bank with eight banking offices, offering a full suite of banking services to clients throughout the state. For more information, visit mygsb.bank or follow GSB on Facebook and LinkedIn.
For further inquiries, please contact:
Renee Pallenberg
EVP, Director of Marketing, GSB
203-458-5411
[email protected]
