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The holding company for Peapack-Gladstone Bank announced Nov. 1 the Bedminster-headquartered commercial bank will rebrand on or about the start of the new year.

Through the update, the bank and its wealth management division will come together under one name and brand, Peapack Private Bank & Trust (Peapack Private). Previously, the units operated separately.

The organization said it did not make the decision lightly. Additionally, it follows a years-long research process that included direct client feedback.

Company leaders believe the refreshed branding represents a more holistic institution where relationship managers can offer a full suite of solutions through a single point of contact. The name Peapack Private Bank & Trust incorporates tradition, history and a solid foundation while also allowing for expansion throughout the region.

Founded in 1921, Peapack-Gladstone Financial Co., the holding company, boasts total assets of $6.8 billion and assets under management and/or administration of $12.1 billion as of Sept. 30, 2024.

“We have been in business for more than a century and have built a compelling reputation of delivering exceptional client service and providing value-added banking solutions with the utmost integrity and trust,” said President and CEO Doug Kennedy. “It is our intention, as Peapack Private Bank & Trust, to continue expanding this capability – ensuring our clients are successful.”

Managing Principal, Brand and Marketing Director Denise Pace-Sanders noted the name Peapack-Gladstone Bank offers established brand equity and a uniqueness.

“However, we see an opportunity to build on that equity and establish ourselves more broadly in the New York metropolitan market,” said Pace-Sanders. “As a leading financial institution, anchored by robust wealth management, commercial, and personal banking solutions, we are uniquely positioned to provide bespoke experience level service.”

More information on the rebrand is available here.

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