New name reflects family of offerings
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The name outside is different, but the faces inside a handful of southeast Iowa financial firms are familiar.
Great River Financial Group in Burlington has changed its name to Two Rivers Financial Group that will package an extended menu of financial services under one brand.
“We want our clients to be able to take care of all their financial needs through one company with a staff they know and trust,” said Jim Olson, president of the financial group. “Two Rivers allows us to do just that.”
Although plans were announced earlier this year, the company Friday afternoon made the name change official by unveiling new signs above Burlington Bank and Trust and Cady Insurance on Main Street and other locations.
One lane of the downtown street was blocked as employees and guests applauded when the tarp covering the sign above the former BBT was removed. Before the tarp fell, Olson told the audience the event signifies a new era.
All combined, the BBT,
Henry County Bank in Mount Pleasant and Cady Insurance in Burlington have 140 years of service, Olson said.
“It’s an exciting day for Two Rivers,” he said.
Although business names have changed, Olson believes the true brand of the corporation is its employees.
“It’s familiar faces — the same people,” he said.
Olson also thanked customers of all entities, noting “that’s why we exist — to serve them.”
The financial group purchased bank and insurance companies in Des Moines a few years ago. Those entities also had names changed that reflect those in southeast Iowa.
Renaming so many institutions is a major undertaking, said Kent Gaudian, president of the Burlington bank.
“A lot of time and effort goes into this. Obviously there has been some expense,” he said, declining to say how much.
Logos will eventually be changed everywhere — from inside the buildings to golf course tee-off boxes, from coffee cups to shirts, from letterhead to the paper that an ATM dispenses.
“A lot of people have complimented that the logo has a crisp, new look,” he said.
Along with the name changes comes more integration of each entity’s financial services. Working together, each of these entities are able to offer their customers a larger team of professionals in all financial areas, a corporate news release said.
Staff and local management will remain the same and accounts will continue to be serviced on a local level. Current locations also will remain the same.
“It is important to note that this name change is not due to a change in ownership,” Olson said. “We are not being acquired by anyone. Our growth is allowing us to expand our services.”
He said the group wanted the new name to reflect the fact that it is an Iowa company with Midwestern values. Two Rivers was chosen because Iowa is between the Mississippi and Missouri rivers.
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