ROCKLAND, MA. — May 21, 2026 — Rockland Federal Credit Union has announced plans to rebrand as Arise Financial on August 1, 2026, introducing a new name and identity that will reflect the credit union’s evolution and vision for the future of member-focused banking.  

This next chapter marks a significant milestone in the organization’s century-long history. Rooted in the cooperative principles that have guided it since 1922, the new brand reflects both continuity and progress, honoring the credit union’s people-first legacy while positioning it for the future.  

At the heart of the new brand is a clear purpose: to uplift members at every stage of their financial journey. Through expanded services, modern banking tools, and a more intuitive member experience, Arise Financial will reflect the belief that financial institutions should do more than provide services; they should grow alongside the people they serve.  

The name Arise was chosen to reflect growth, possibility, and forward momentum. Paired with a clean, contemporary visual identity, the brand is designed to better connect with members across all stages of life. All of it is grounded in a simple idea: Life is complicated. Banking shouldn’t be. 

“Arise represents more than a new name and look. It reflects who we’ve always been and where we are going,” said Kristin VanBeek, President and CEO. “Helping members ascend to their callings and life goals has always been our focus, and this new brand aligns with the real lives our members are living today.”  

Beginning August 1, 2026, the Arise brand will begin to roll out across all member touchpoints, including branch locations, digital banking platforms, communications, and a new website experience. While the brand will evolve, Rockland Federal Credit Union’s core purpose remains the same: serving the financial wellbeing of its members and putting their needs first. 

Today, the organization serves more than 200,000 members with a full range of financial services and has earned national recognition, including being named Forbes’ Best Credit Union in Massachusetts for 2025 and receiving a 5-star rating from Newsweek as one of America’s Best Credit Unions & Banks for 2026. 

About Arise Financial (Coming August 1, 2026) 

Arise Financial will be a member-owned financial cooperative built to help people move forward. With intuitive tools, trusted expertise, and a focus on real life, Arise will simplify banking so members can spend less time managing finances and more time focusing on what matters most. Headquartered in Rockland, Massachusetts, Arise will continue to support the financial well-being of the communities it serves today and into the future.