After 51 years in New York, Banco Popular, a division of Popular Inc., will become Popular Community Bank on June 4 with signage and related rebranding changes at 32 branches in New York City and seven in New Jersey. The culmination of a two-year process, the name change reflects an increasingly diverse customer base, the bank said.
“The rebranding sends a clear message that we are a bank with the personal service of a community bank, deep roots in our communities and the capacity to meet the lending needs of any business,” said Popular CEO Richard Carrión.
The rebranding of the New York Metro branches completes the identity change that Popular launched as a pilot program in Illinois in 2010 and simultaneously rolled out to California and Florida in 2011.
“The rebranding has produced good results, more business and reenergized our branches at a time when communities are looking for that personal service,” said Carlos Vázquez, president of Popular Community Bank. “With the name change, we want to maintain our strong connection to our traditional Hispanic customers and broaden our appeal to all demographics in the communities we serve.”
Throughout the New York Metro area, Popular is investing in the refurbishment of its branch network and launching a region-wide advertising campaign and extensive multi-media financial literacy program, officials said.
Popular opened its first branch in New York City on Westchester Avenue in the Bronx in 1961. The bank has grown with the city, with branches in four of the five boroughs and seven branches in New Jersey within close proximity of New York City. Popular Community Bank provides a broad array of financial services for businesses and consumers, including mobile banking and mobile check deposit. Popular Community Bank also provides over 35,000 surcharge-free ATMs across the U.S.
“We’re changing in name only,” said Brian Doran, New York region executive. “Popular Community Bank remains committed to delivering superior customer service and staying actively involved in the communities where we do business.”