LITTLE ROCK, Ark. – Southern Bancorp Bank has officially begun its shift to Uplift Bank, marking a new chapter for one of the nation’s oldest and largest Community Development Financial Institutions (CDFIs). The first phase of its name change was completed on Monday, Oct. 26, and additional phases will be completed in a staggered approach that will carry into 2027.
The change also brings new names for Uplift Bank’s holding company and nonprofit loan fund partner:
Southern Bancorp, Inc., a CDFI bank holding company, is now Uplift Financial Development Corporation.
Southern Bancorp Community Partners, a CDFI nonprofit loan fund, is now Uplift Capital Partners.
The organization’s mission, leadership, and commitment to creating economic opportunity for underserved communities remain unchanged.
“This is an exciting and historic moment for our organization, and what I hope our customers and communities remember most is that we are not changing who we are, what we do, or why we do it,” said Darrin Williams, CEO of Uplift Financial Development Corporation. “Uplift is simply a name that better reflects who we have always been and the work our team has been doing for 40 years – lifting up rural and underserved communities, opening doors to financial opportunity and helping individuals, families, and businesses build stronger financial futures, no matter their zip code or starting point.”
Founded in 1986 with an initial investment of $10 million, the organization was founded under the name Southern Development Bancorporation to deliver capital and financial services to communities often overlooked by traditional financial institutions. That mission has since grown into a $4.9 billion organization serving customers through 69 banking locations across Arkansas, Mississippi, Missouri, Oklahoma, and Texas; a growing mortgage division with offices across the entire Southern U.S.; and a digital offering (Elevault) with customers in every state.
The new name also provides a more distinct identity as the organization continues to grow across the region and country. The words “South,” “Southern,” and other synonyms, are present in the names of more than 40 other financial institutions, while “Uplift” provides an opportunity to more clearly distinguish the organization and communicate the unique mission behind its work.
The launch of the new name began immediately in digital spaces, while the physical transition will be more gradual.
Effective Oct. 26, the Uplift Bank name has been unveiled across the organization’s digital presence, including its website, online and mobile banking platforms, social media channels, and other digital communications. The bank’s new website can now be found at Uplift.Bank, a URL that will expand brand recognition and provide the enhanced security of a “dot” bank domain.
Branch signage and other physical branding will transition to Uplift Bank through an intentional, market-by-market approach beginning with the former Legacy Bank & Trust locations in Missouri, Oklahoma, and Texas, and followed by Southern Bancorp’s locations in Arkansas and Mississippi. This thoughtful, staggered process will continue into 2027.
During this period, customers may encounter dual branding as individual markets move through the transition. This overlap is expected and will not affect the bank’s services or customer experience.
Existing customers can continue using their current checks, debit cards, and other banking materials as the name transition takes place.
“We recognize that the Southern Bancorp name carries a great deal of history and meaning for our customers, employees and communities, and it does for us as well,” Williams said. “That’s why we are approaching this transition with the same thoughtfulness and care that went into choosing our new name. We aren’t leaving our history behind – we are carrying it forward under a name that we believe can represent our mission for the next 40 years, and beyond.”
About Uplift Financial Development Corporation
Founded in 1986 by some of the nation’s leading political, business, and philanthropic leaders with an initial investment of $10 million, Uplift Financial Development Corporation (formerly Southern Bancorp, Inc.), along with its development partners – Uplift Bank and Uplift Capital Partners – has grown into a $4.9 billion asset organization with 69 locations serving customers throughout the South and Central United States. The organization has a unique array of financial products and services designed to help individuals at all stages of life’s financial journey – from teaching kids how to save to helping entrepreneurs and families realize the American Dream. Uplift Bank is a certified Community Development Financial Institution, certified B-Corp, and proud member of the Global Alliance for Banking on Values. Learn more at uplift.bank.
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