Kaiser Federal Bank Announces New Name, New Brand and New Mission

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Kaiser Federal Bank is changing its name to Simplicity Bank, effective Tuesday, November 13, 2012.

Simplicity Bank
As Simplicity Bank, we’ll be even stronger and better positioned for the future.

Kaiser Federal Bank is changing its name to Simplicity Bank, effective Tuesday, November 13, 2012. The new name, logo, slogan, colors and brand personality will emerge within the next several weeks throughout all the communities the bank serves in Southern California and Santa Clara County.

"As Simplicity Bank, we’ll be even stronger and better positioned for the future,” said Chief Executive Officer and President Dustin Luton. “Changing our name is really only the beginning of our strategic plans to broaden our scope and capacity for our customers, our communities and our employees.” With a commitment to a more simple banking experience, Simplicity Bank is focused on removing some of the complexities found with most banking relationships such as out-of-network ATM fees, transferring funds to and from multiple financial institutions and full mobile access to accounts, including mobile deposits.

The rebranding efforts reflect the bank’s desire to simplify the banking experience for its customers, relying on its reputation for personal relationships and problem solving. The new name is also a more obvious invitation to new customers. “We have a solid base of core customers who have trusted us for years,” said Luton. “We’re now building on that equity with a more easily embraceable name to better position the bank for the future.”

Simplicity Bank will launch with a marketing campaign that includes cable television, radio, print, online, cinema and outdoor advertising. The new branding elements have already been launched internally at a brand kickoff for all bank employees, and signage will be changing throughout all bank locations.

About Simplicity Bank:

Simplicity Bank is a full-service bank that provides checking and savings accounts, money market deposit accounts, certificates of deposits, holiday club accounts, individual retirement accounts, secured and unsecured loans, vehicle loans, home loans, home equity loans, income property loans and more. Formerly Kaiser Federal Bank, the financial institution was founded in 1953 and is based in Covina, California with branches in Covina, Pasadena, Downey, Fontana, Los Angeles, Harbor City, Panorama City and Santa Clara, California. For more information, visit the bank’s website at http://www.simplicitybank.com

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Ted Kim
Simplicity Bank
(626) 339 9663 1170
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