ROCKLAND, Mass.–Rockland FCU has announced a new name and brand.
Effective Aug. 1, the $3.73-billion Rockland FCU will rebrand as Arise Financial, an identity it said, “will reflect the credit union’s evolution and vision for the future of member-focused banking.”
“This next chapter marks a significant milestone in the organization’s century-long history,” the credit union said. “Rooted in the cooperative principles that have guided it since 1922, the new brand reflects both continuity and progress, honoring the credit union’s people-first legacy while positioning it for the future.”
A ‘Clear Purpose’
According to Rockland FCU/Arise Financial, at the heart of the new brand is a clear purpose: to uplift members at every stage of their financial journey. Through expanded services, modern banking tools, and a more intuitive member experience, Arise Financial will reflect the belief that financial institutions should do more than provide services; they should grow alongside the people they serve.
The credit union said the name Arise was chosen to reflect growth, possibility, and forward momentum.
“Paired with a clean, contemporary visual identity, the brand is designed to better connect with members across all stages of life. All of it is grounded in a simple idea: Life is complicated. Banking shouldn’t be,” Arise Financial stated.
‘Where We are Going’
“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 a statement. “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.”
Beginning August 1, 2026, the Arise brand will begin to roll out across all member
touchpoints, including branch locations, digital banking platforms, communications, and a new website experience, according to the credit union.
Rockland FCU/Arise Financial has more than 200,000 members.
