Rockland FCU in Rockland, Mass., rebranded as Arise Financial.
The $3.7 billion-asset Rockland said in a press release that the new name “will reflect the credit union’s evolution and vision for the future of member-focused banking.”
“Arise represents more than a new name and look. It reflects who we’ve always been and where we are going,” President and CEO Kristin VanBeek said in the release. “Helping members ascend to their callings and life goals has always been our focus, and this new brand aligns with the real lives our members are living today.”
The new brand will debut on Aug. 1.