
By Paul Post
Arrow Bank’s newly rebranded name is taking aim at greater Capital Region market share.
The moniker replaces Glens Falls National Bank & Trust Company and its affiliate, Saratoga National Bank & Trust Company, which have operated together since the latter’s company’s formation in 1988.
The newly-named Arrow Bank is a subsidiary of Glens Falls-based Arrow Financial Corporation.
“We’ve been successful with the two brands, but in some instances the name has held us back a little bit,” said David S. DeMarco, corporation president and CEO. “If you go into a new market and you’re a strong company that’s got the name Arrow Bank it should be well perceived versus, ‘Wait a minute, I thought your bank was in Saratoga or Glens Falls.’ ”
“We have a very small market share in the Capital Region,” he said. “That’s really where our growth will be. That’s our target.”
A crowd of company officials and well-wishers recently gathered outside Glens Falls offices to celebrate the new designation, which took effect January 1.