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Glen Rock Savings Bank Rebrands as Ascendia Bank

Bank’s new name and corporate identity created to better reflect a wider geographic footprint and an expanded portfolio of products and services. Branch locations, management and staff remain unchanged.

West Orange, NJ – Glen Rock Savings Bank, which has served the personal and commercial banking needs of northern New Jersey customers since 1922, has officially rebranded as Ascendia Bank, effective as of October 25, 2021. The new name and brand image is not tied to any new ownership or acquisition, nor will there be any changes to the bank’s personnel. The Bank’s new website is

The rebrand comes in advance of the Bank’s 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 locale (in a glen across the street from an 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.

At the foundation of the bank’s rebrand, its core values remained unwavering:

“Although the Bank’s corporate identity has changed, the heart of our business – our dedication to outstanding customer service and sound financial products – has not,” said President and CEO Ferdinand R. (Fred) Viaud. “The partnership between the bank, its employees, and the communities we proudly serve will continue to be rewarding, collaborative and rooted in what’s best for our customers.”

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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.