GSB Brand Transition


GSB Leadership

Our name has changed, but our values never will.

With the opening of new branch locations in new markets, we made the decision to abbreviate our name as a reflection of the nickname given to us by our community. This change honored both our long-standing history while recognizing our geographical expansion beyond “Guilford” and our expanded service offerings well beyond “Savings.”

Our growth from a regional brand to a statewide financial institution has allowed us to bring more resources and expanded services to our neighborhoods — helping us to become one of the most successful, truly community-focused banks in Connecticut.

We may have a shorter name, but our commitment to the communities we serve is longstanding.

In the coming weeks, we will be updating the signage across all our locations — a highly visible stage of the name change process. Before you begin to see the physical changes to our brand, we want to take a moment to affirm that the core values and deeply held mission of GSB will never change. We are committed to continuing a tradition of personalized customer service, and community reinvestment paired with leading edge technology. We promise an excellent user experience, from the branch lobby to GSB online.

If so much remains the same, why change from Guilford Savings Bank to GSB?

This brand refresh has been 147 years (and 24 months) in the making. After conducting market research — completing surveys and consulting with brand experts — we considered many options but decided to stay close to our roots, while also branching out.

GSB’s operating model is a mix of commercial and consumer business lines, with physical locations from Branford to North Haven and along the shoreline to Old Saybrook - as well as personalized, seamless anytime-anywhere digital banking services. We are able to offer leading-edge digital services in existing and new markets, so this brand refresh is a way of re-introducing ourselves as GSB — a banking brand without boundaries.

Thank you for your continued trust, support, and valued business. We promise to continue to evolve with a goal of becoming the only bank you’ll ever need.

Follow our journey on Facebook and visit our website for real time updates and communication.

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