Peapack-Gladstone Financial in Bedminster, N.J., is rebranding its bank and wealth management operations under a single name as it looks to make more inroads into New York.
The $6.8 billion-asset company said that Peapack-Gladstone Bank will rebrand as Peapack Private Bank & Trust, or simply Peapack Private.
“There is established brand equity and a uniqueness in the name Peapack-Gladstone Bank,” Denice Pace-Sanders, the company’s marketing director, said in the release.
“We see an opportunity to build on that equity and establish ourselves more broadly in the New York metropolitan market,” Sanders added. “As a leading financial institution, anchored by robust wealth management, commercial and personal banking solutions, we are uniquely positioned to provide bespoke experience level service.”