Heartland Financial USA, Inc. (NASDAQ: HTLF) announced today that it will rename its Wisconsin Community Bank subsidiary to “Wisconsin Bank & Trust.” Currently, Heartland’s Madison and Monroe-area banks operate under the Wisconsin Community Bank brand, while branches in Green Bay and Sheboygan operate as Heartland Business Bank. The new name will unite both entities and serve clients under a common brand, fostering opportunities to expand the bank’s presence in the state. The new name will be implemented over the summer.
“Though our name is new, our business approach and company remains completely unchanged, said Tom Wilkinson, Chairman and CEO of the Wisconsin-chartered bank. “Our attributes of financial strength, value-added services, and long heritage in Wisconsin make this change possible.
“Our customers will continue to count on the same employees they know and trust, the same solid community support, superior face-to-face personal service, and competitive financial products. We value our 100-year old heritage of community banking in Wisconsin. From our origins in 1912 as Cottage Grove State Bank, we now serve customers in multiple locations in the state.”
Customers in each of the bank’s markets will be notified of the change this week and will see no changes to their accounts or services during or after the transition to the new name. Said Wilkinson, “The only change customers will see is the bank’s new name and logo on buildings, our website and statements. We anticipate the transition to be complete by early September.“We believe our clients will find the new name reflects a solid and time-tested community banking organization that serves consumer, small business, commercial and wealth management markets. Our goal is to provide services that compete head-to-head with big banks—while offering the traditional personal service and timeless values that customers value in community banking.” About Wisconsin Bank & Trust Wisconsin Bank & Trust (WB&T), formerly Wisconsin Community Bank and Heartland Business Bank, is a community bank with assets of $500 million serving customers in the Madison, Monroe, Green Bay, and Sheboygan areas of Wisconsin. The bank operates seven branch offices, all located in Wisconsin, and is a subsidiary of Heartland Financial USA, Inc., (NASDAQ: HTLF). WB&T is a member of the Federal Deposit Insurance Corporation and an Equal Housing Lender.