Glen Rock Savings Bank: Rock Solid Since 1922
Glen Rock Savings Bank (originally called The Building and Loan Association of Ridgewood) was established in 1922 to provide a safe place for local New Jersey residents to get a fair return on savings and secure residential home mortgages. The bank was initially located across the street from the iconic “Rock” in the Glen and was eventually renamed Glen Rock Savings Bank.
The bank operated solely at this location until 1998, then expanded to Wyckoff and a new administrative headquarters in Hawthorne was constructed in 2001. By 2015, the bank had grown to $150 million in assets and continued to be a model of consistency and stability in the communities it served. These qualities are perhaps most evident in that from 1960 to 2016, the bank had only two president/CEOs, Leonard Pikaard (1960-1993) and Henry Ingrassia (1993-2016).
In the fall of 2015, Glen Rock Savings Bank acquired through merger a four-branch bank, Llewellyn-Edison Savings Bank of West Orange, NJ. The bank ultimately closed the Livingston, Augusta and Wyckoff branch offices, and emerged as a four-branch bank with over $260 million in assets.
Thanks to a dedicated staff, a supportive board of directors and loyal customers, the bank was – and still remains today – well positioned to grow and prosper. The bank added numerous products and services that are essential in today’s fast-paced economy such as internet banking, online bill pay, a mobile banking application and commercial real estate lending. The bank continues to respond to the needs of the communities it serves by remaining true to its founding purpose, expanding its product portfolio and providing exceptional customer service.
Glen Rock Office
2021: Ascendia Bank…
Reaching new heights together
In 2021, under the leadership of current President/CEO Fred Viaud, the management team made a strategic decision to re-name and re-brand the bank in advance of its 100th Anniversary. This initiative was undertaken in part due to the geographic expansion of the bank’s footprint beyond the immediate Glen Rock area, and to communicate a more contemporary, forward-leaning brand image of the bank for decades to come.
The bank’s new name and tagline – Ascendia Bank… Reaching new heights together – tells customers that they can rise to a higher level of financial security and enjoy an elevated banking experience at any one of our branch locations. It conveys that together, the bank and its customers, will go farther toward realizing their financial and life goals. Although the bank’s name, logo and tagline have changed, its mission, vision and relentless customer focus have only grown stronger. The partnership between our employees and the communities they proudly serve will continue to be rewarding and the relationship will be more collaborative than ever before.
Onward and Upward: Welcome to Ascendia Bank
It’s truly an honor to be the first to welcome you to Ascendia Bank.
At a time when many local banks are succumbing to acquisition, our new corporate identity showcases our evolution – our steady, surefooted progress over nearly a full century serving the personal and commercial banking needs of northern New Jersey. With that in mind, let me assure you that our branch locations, management and staff remain firmly in place, and our customer services – everything from debit cards and personal checking accounts to mortgages and commercial real estate loans – remain unaffected.
Our new corporate identity was motivated by two main factors. The first is geographic: in recent years, our footprint has expanded well beyond our Glen Rock-area roots.
The second involves our ever-expanding portfolio of financial products. Our fresher, more forward-leaning brand image reflects the diverse range of products and services essential in today’s fast-paced economy, including Internet banking, online bill pay, a mobile banking application, commercial real estate lending and business banking remote deposit.
Borrowed from the word “ascent,” the name Ascendia evokes our ongoing commitment to going above and beyond to ensure our customers’ financial security and overall satisfaction. Our new motto, “Reaching new heights together,” reinforces this mission.
As we move onward and upward, we take pride in our continuity. In 2022, we celebrate our 100th anniversary! Originally called The Building and Loan Association of Ridgewood, the Bank was established in 1922 to provide area residents with fair returns on savings and secure residential home mortgages. Over the years, the institution became so associated with its location – in a glen across the street from an iconic rock – that changing the name to what would become Glen Rock Savings Bank in 1937, was organic.
We’d like to think this latest corporate identity is just as organic – a natural evolution as we embrace the future. So again, welcome to Ascendia Bank. The coming months will bring new services and new tools… but the same reliable community-centric stewardship, service, and smiles.
Ferdinand (Fred) R. Viaud
Ascendia Bank, President/CEO
Glen Rock Savings Bank is now…
Frequently Asked Questions
The decision to re-brand is due, in part, to the Bank’s geographic expansion beyond the immediate Glen Rock area. The Bank was founded in 1922 in Glen Rock, however, it now has four branch offices in New Jersey – one in Glen Rock, two in West Orange and another (its headquarters) in Hawthorne.
In addition, the Bank will soon celebrate its 100th Anniversary and would like to communicate a fresher, more forward-leaning brand image since it has added a range of products and services that are essential in today’s fast-paced economy, including: Internet Banking, online bill pay, a mobile Banking application and commercial real estate lending.
You can continue to speak to the same friendly, knowledgeable staff you are accustomed to working with – during the same business hours. The Bank’s management team and branch employees will remain and the Bank’s mission, vision and relentless focus on customer satisfaction have only grown stronger.
The partnership between the Bank’s employees and the communities they proudly serve will continue to be rewarding and the relationship will be more collaborative than ever before.
Ascendia Bank… Reaching new heights together. The name, Ascendia, is derived from the core word of “ascent.” Together, the new name and tagline communicate that through partnership with its staff and use of its innovative products and services, customers may achieve a higher level of financial security and enjoy an elevated Banking experience at any one of its branch locations.
This new brand messaging conveys that the Bank will do everything it can to empower its customers to go farther toward realizing their financial and life goals.
A new, responsive, user-friendly website has been created to enhance your Banking experience. AscendiaBank.com will replace glenrockonline.com. [And, if you visit www.glenrockonline.com out of habit – no worries – the site will automatically redirect you to www.AscendiaBank.com.]
Over the coming months, you will also notice that existing Glen Rock Savings Bank printed and online materials (monthly statements, application forms, deposit slips, business cards, stationary, brochures, etc.) will gradually begin to utilize Ascendia Bank’s new corporate identity – name, logo, tagline and color scheme. Moving forward, all new print and digital materials will be re-branded as Ascendia Bank.
New exterior signage will soon be installed and minor interior décor changes will take place in each branch, however, it will not disrupt Bank operations. The cost of implementing these changes has been planned for and will not be passed on to you.
The first time you log into the Ascendia Bank online Banking portal, you’ll be prompted to complete a brief multi-factor authentication process, but it’s super easy. (And if you utilize face detection to log in, you’ll be prompted to re-agree to that method of authentication as well. It’s as simple as choosing ‘agree.’) After that, it’s business as usual. There is no other action required on your part. The transition will be seamless.
In addition, rest assured that you can still access your money and pay your bills exactly as you do today and your accounts/passwords will not change. All current products and services will continue in an uninterrupted manner. Your existing accounts will not be affected by this change.
Your checks and debit cards will also remain valid even if they don’t display the Ascendia Bank name and logo. Because your current cards will continue to function, there is no need to immediately reorder new debit cards or checks. They will be changed out over time.
This re-branding initiative is designed to make the Bank’s outward appearance a better reflection of who they are on the inside. It reinforces the Bank’s core values and highlights its ongoing commitment to customer service and innovation. The Bank will continue to respond to the needs of the communities it serves by remaining true to its founding purpose, expanding its product portfolio and providing exceptional customer service.
If you have any questions, feel free to speak to your local Ascendia Bank Branch Manager or call us at 201-652-8776.