"Heartland" has always been the nickname for the group, which aims to become a bank and which was formed early this year from the merger of Marac, Canterbury Building Society and Southern Cross Building Society, currently named Building Society Holdings.
"The name Heartland fits with our long legacy of servicing urban and rural New Zealanders and their businesses - roots that go back to 1875," says managing director Jeff Greenslade.
While the company explored a number of alternative names over nine months, Heartland is "a name that resonated in the minds of our customers, staff and with the media," Greenslade says.
The company will progressively roll out the Heartland brand across all the group's operating divisions although its three legacy brands will continue in the meantime for its retail customers.
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