A New Era in Banking
The skyline of Toowoomba CBD has a new landmark: the freshly installed “People First Bank” signs. These signs, each 13 metres by 3 metres, now sit atop the seven-storey building on Ruthven Street, replacing the Heritage Bank signage that had been in place since 1983.
This change follows the merger of Heritage Bank with People’s Choice Credit Union in March last year, forming one of Australia’s leading customer-owned banking organisations.
Rebranding for the Future
In March this year, the newly merged entity officially adopted the name People First Bank. According to CEO Peter Lock, this rebranding marks a significant milestone for the organisation.
“We’re extremely excited about launching our People First Bank name and brand into the Australian marketplace, and we’re literally shouting it from the rooftops here in Toowoomba,” he said.
This bold new brand aims to stand out in Australia’s competitive banking sector while honouring its history and what sets it apart.
Commitment to Dual Headquarters
As part of the merger agreement, People First Bank is committed to maintaining dual head offices in Toowoomba and Adelaide. The Toowoomba office is the first to see the new signage, with the Adelaide office to follow soon.
However, in the interim, the bank’s retail operations will continue under the existing Heritage Bank and People’s Choice brands, ensuring continuity for customers.
Looking Ahead
For Toowoomba residents, daily banking experiences remain unchanged for now, with branches continuing under the Heritage Bank branding. “All that has changed is the signage on our Head Office building, to reflect the fantastic new name and brand that will power our future,” said Lock.
This strategic move highlights People First Bank’s commitment to becoming a compelling national alternative to Australia’s big banks, signalling a bright future for the customer-owned banking sector.
People First Bank Australia is now poised to make a significant impact on the national banking landscape, starting with this iconic change in Toowoomba.
