News

Writing the next chapter of our story as Highlands Bank

For more than 124 years, The Grant County Bank has been a trusted part of the communities it serves. As the bank enters its next chapter, it is doing so with a new name and brand that was specifically designed to reflect both its storied history and its bright future. 

The brand has changed, but the heart of the bank will not. Customers will continue to see the same familiar faces, experience the same personalized service, and know that the same values that have guided the institution since 1902 are solidly in place. 

“The most important thing is that the only thing changing is our name,” explained George Ford, President and Chief Executive Officer. “We’re not changing the bank in any other way. It is simply a name change that better prepares us for future growth. We wanted a name that would tie to our region and our history. The Highlands Bank brand ties into our holding company name but it also refers to the Potomac Highlands, because that's where we're from.”

Since its founding in 1902, the bank has remained a strong, independent community institution, which is something increasingly rare in today’s financial landscape. Through economic cycles, industry shifts, and periods of rapid change, it has stayed true to its mission: serving local people with integrity and care. For over 124 years, the bank has remained locally owned, community-focused, and deeply invested in the region’s growth.

A Name That Reflects Our Future

So why change the name now? The answer lies in growth. Over the past several years, the bank has expanded well beyond Grant County, serving new communities and reaching customers across a broader regional footprint. With that growth comes the need for a name that reflects the broader region it serves. Highlands Bank was selected because it is regionally relevant, rooted in local identity, and aligned with both heritage and future direction. 

Don Baker Jr., who serves as Chairman of the Board of Directors, is well aware of the long history of service: his great grandfather was the founder of the bank. He shares how the leadership team approached the rebranding efforts. “The rebranding is something that we have talked about for a good while,” he said. “This is not something that we have gone into quickly. We've thought about it, we've talked about it, we've analyzed it. We have decided because we are going into a new area, the name Grant County doesn't fully capture who we are anymore. And so we think that rebranding ourselves in a new name is perfectly appropriate.”

It is important to emphasize what this change is not. It is not a merger. It is not an acquisition. It is not a buyout. Ownership is not changing. Leadership is not changing. This is a brand evolution designed to position the bank for long-term success while preserving everything customers value most.

That means even with a new name, Highlands Bank will continue to embody what makes community banking special: local decision-making, personalized service, faster relationship-driven banking, and deep investment in local communities. From small businesses to homeowners, families to local organizations, the bank’s commitment to supporting economic development has never been stronger.

“That personal touch does make a difference," shared Gerald Sites, Director Emeritus about the continued focus on meeting customers where they are. “When we go out on their farms or go to the places of business and people, that gives us a little better feeling of what type of business they have and how we can even help them expand or better serve their business with our banking services we have to offer them.” Gerald says those personal relationships have always been one of the bank's greatest strengths.

The People You Know and the Service You Trust

A new name is not changing the people behind the bank. Highlands Bank remains staffed by the same dedicated employees our customers know and trust. The culture, the involvement, and the commitment to service all remain firmly in place.

“We have always been a very community-focused bank,” shares George. “Our employees engage in a lot of volunteer activities, coach sports, serve on local boards. We want to bring that community-focused approach to new areas because we feel like we have something to offer.”

Veronica VanMeter, Marketing Director, agrees that the power behind the bank has been and will continue to be the care that employees put into engaging with clients. “They care about what's going on in your lives,” she shared. “They care if you're graduating or if you're moving to a new house, having a new baby, or getting married. They want to know all the details. We're here to support you. We're here for you.”

Highlands Bank is the next chapter in a story more than 124 years in the making. The legacy remains strong and the commitment remains unwavering. 

“I think the future of our bank is very good - it's very bright,” said Don. “We have a wonderful team in place. We have leadership in the bank that is really focused on growth, improvement, and profitability. And so consequently, I think that everything that we're doing with the rebranding just bodes well for good things in the future.”

As Highlands Bank begins this next chapter, customers can expect the same trusted relationships, the same commitment to their communities, and the same personalized service that has defined the bank for generations—now under a name that reflects where the bank has been and where it's headed.

Meet the Bank You Already Know. New Name. Same Great Community Bank.