Guilford Savings Bank Announces Name Change After 150 Years

GUILFORD, CT — GSB (Guilford Savings Bank) has announced that it will change its name to Ascend Bank, a move the organization says "embodies its commitment to helping individuals, families, and businesses achieve financial heights,"

"This is an exciting and transformational moment for our organization," said GSB CEO Timothy P. Geelan in a news release. "The name Ascend symbolizes our continuing dedication to helping our clients and communities rise to meet their financial goals. While our name is evolving, our unwavering commitment to the personalized, professional service we have delivered to our local communities for 150 years will remain the foundation of who we are."

In a news release, the bank said that the "Ascend Bank" name "allows the organization to broaden its reach, attract new clients, and remain strong in an increasingly competitive environment. GSB clients can rest assured that there will be no changes to how they bank."

"This change was certainly not taken lightly; this rebrand positions us for future growth while honoring the heritage that has made GSB a trusted name for generations," added William Lee, Chairman of the Board of Directors. "We are committed to preserving the values that have guided us for the past 150 years, ensuring we remain a trusted partner for our clients and communities."

President Kyle Eagleson said the rebrand is about growth.

"We are proud of the legacy of GSB and excited to introduce Ascend Bank; we’ll carry forward that same spirit of community, trust, and service while creating opportunities for more people to experience the very best in community banking," Eagleson said.

The new name and brand were developed over the last year through a partnership with the Rebellion Group, a Connecticut-based strategic marketing agency.

The timing of the rebrand is expected to coincide with GSB’s merger with Eastern Connecticut Savings Bank, scheduled to take place during the third quarter of 2025.