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Ascendia Bank, Formerly Glen Rock Savings Bank, to Hold Rebranding Celebration at All Branches in Glen Rock, Hawthorne & West Orange – May 14th

Event will include a special “Ascending Rate CD” offer, giveaways, refreshments and raffle for a Microsoft® Surface Go 3

Hawthorne, NJ – Ascendia Bank, formerly Glen Rock Saving Bank, will celebrate its new name and refreshed identity with a Rebranding Celebration on Saturday, May 14th from 9am–12pm at all four branch locations:

  • 175 Rock Road, Glen Rock
  • 250 Lincoln Avenue, Hawthorne
  • 474 Prospect Avenue, West Orange
  • 83 Northfield Avenue, West Orange

The financial institution has served the personal and commercial banking needs of northern New Jersey customers since 1922. In advance of its 100th anniversary in September, this event is a relaunch celebration to officially kick off its new brand identity.

Festivities will include giveaways, refreshments, and a raffle for a chance to win a Microsoft® Surface Go 3 with 10.5” touch screen. The winner of the month-long raffle will be notified on June 1st. In addition, the bank will be offering visitors an exclusive Ascending Rate CD with a $500 minimum opening deposit and special annual percentage yield (APY). One of the day’s highlights also includes a true early-bird special: The first 100 adults to visit each branch office will receive a bag of Ascendia Bank giveaways and a free zippered pouch filled with cash ranging anywhere from $1 to $100, no purchase required.

The bank’s rebrand is the next step in a lengthy local legacy. 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 locale (just across from the town’s iconic rock) that it changed its name to what would become Glen Rock Savings Bank in 1937.

In 2001, the Bank constructed an administrative headquarters in Hawthorne and, in 2015, acquired Llewellyn-Edison Savings Bank of West Orange. Today, the Bank has four branch offices in New Jersey (one in Glen Rock, one in Hawthorne and two in West Orange) with over $260 million in combined assets.

The switch to Ascendia Bank was made, in part, due to the geographic expansion of the Bank’s footprint, well beyond its Glen Rock-area roots. In addition, the Bank wanted 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.

The name Ascendia (derived from the word “ascent”) exemplifies the Bank’s commitment to going above and beyond to ensure its customers’ financial security and overall satisfaction. A new motto, “Reaching new heights together,” reinforces this mission.

“We’re looking forward to officially welcoming our customers and the communities we serve to the next chapter in our bank’s deep-rooted history in northern New Jersey,” said President and CEO Ferdinand R. (Fred) Viaud. “Although the bank’s identity has changed, the heart of our business – our dedication to outstanding customer service and sound financial products – has not”.

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About Ascendia Bank

With four convenient, full-service branches in Glen Rock, Hawthorne, and West Orange (two locations), Ascendia Bank serves the personal and commercial banking needs of customers throughout the northern New Jersey area. The bank’s suite of products and services includes personal banking, mobile banking, mortgages, home equity loans and lines of credit, as well as commercial mortgages for multi-family/mixed-use properties. For more information, visit Member FDIC. Equal Opportunity Lender.