Peapack-Gladstone Bank to Rebrand as Peapack Private Bank & Trust

Core Viewpoint - Peapack-Gladstone Financial Corporation is set to rebrand as Peapack Private Bank & Trust on January 1, 2025, unifying its banking and wealth management divisions under one name to enhance its market presence in the New York metropolitan area [1][2][3]. Group 1: Rebranding Strategy - The rebranding aims to leverage established brand equity while expanding the institution's reach in the New York metropolitan market [2][3]. - The new name reflects a holistic approach, allowing relationship managers to provide a comprehensive suite of solutions through a single point of contact [3][4]. - The decision to rebrand followed a multi-year research process, including brand discovery, awareness studies, and direct client feedback [4][5]. Group 2: Company Overview - Peapack-Gladstone Financial Corporation, founded in 1921, is a New Jersey bank holding company with total assets of $6.8 billion and assets under management of$12.1 billion as of September 30, 2024 [6]. - The company offers a client-centric approach, providing customized banking solutions to individuals, families, and businesses, emphasizing exceptional client service [6].