Little Rock, Ark. – On Monday, Oct. 26, Southern Bancorp Bank began operating under the new name Uplift Bank, marking the first phase of a multi‑year rebranding effort for one of the nation’s largest community‑development financial institutions.
Why the change matters locally
The organization’s leadership emphasized that the name change does not alter its core mission: providing capital and financial services to rural and underserved communities. CEO Darrin Williams said the new name “better reflects who we have always been” and highlights the bank’s long‑standing commitment to lifting up families, entrepreneurs and small businesses across the Southern United States.
New corporate identities
Along with the bank’s new brand, the holding company and nonprofit loan‑fund partner received updated names. Southern Bancorp, Inc. is now Uplift Financial Development Corporation, and Southern Bancorp Community Partners is now Uplift Capital Partners. Both entities will continue to operate under the same leadership and strategic goals that have guided the organization since its 1986 founding with a $10 million seed investment.
Scope of the institution
Uplift Bank now manages roughly $4.9 billion in assets and serves customers through 69 physical locations in Arkansas, Mississippi, Missouri, Oklahoma and Texas. The bank also runs a growing mortgage division with offices throughout the Southern U.S. and a digital platform, Elevault, that reaches customers in every state.
Phased rollout
The rebranding will unfold in stages through 2027. Digital assets—including the website (now uplift.bank), mobile apps, online banking portals and social‑media channels—were updated immediately. Physical signage will transition market‑by‑market, beginning with former Legacy Bank & Trust branches in Missouri, Oklahoma and Texas, followed by Southern Bancorp locations in Arkansas and Mississippi.
Customers may see dual branding during the transition, but the bank assures that services, checks, debit cards and other banking materials will continue to function without interruption.
Community impact
Uplift Bank remains a certified Community Development Financial Institution and a B‑Corp, underscoring its commitment to socially responsible banking. The institution’s loan‑fund partner, Uplift Capital Partners, continues to provide financing to projects that create jobs, affordable housing and economic opportunity in historically overlooked neighborhoods.
Williams noted, “We recognize that the Southern Bancorp name carries a great deal of history and meaning for our customers, employees and communities. We aren’t leaving that history behind – we are carrying it forward under a name that can represent our mission for the next 40 years and beyond.”
Looking ahead
With the new branding in place, Uplift Bank aims to expand its reach further into the Central United States, leveraging its strong regional presence to support more families and businesses seeking the American Dream. The organization’s continued focus on financial education—from teaching children how to save to helping entrepreneurs launch ventures—aligns with its long‑term vision of economic empowerment across the South.
Original reporting: NEA Report (Jonesboro) — read the source article.
