Southern Bancorp Bank has begun changing its name to Uplift Bank, marking a new identity for an Arkansas-founded financial institution focused on underserved communities.

The first phase of the transition was completed October 26, with additional phases planned into 2027.

The organization's holding company, previously Southern Bancorp Inc., is now Uplift Financial Development Corporation.

Its nonprofit lending partner, Southern Bancorp Community Partners, has become Uplift Capital Partners.

A mission that began in Arkansas

Founded in 1986, the organization was created to increase access to financial services and capital in communities underserved by traditional institutions.

The bank now describes itself as part of a $4.9 billion organization operating 69 branches across five states: Arkansas, Mississippi, Missouri, Oklahoma and Texas.

It also has a growing mortgage presence and digital banking services.

What customers should expect

The new name is appearing first across digital channels, including online and mobile banking and the website at Uplift.Bank.

Physical branch signs will change gradually, starting in other states before Arkansas and Mississippi.

CEO Darrin Williams says the new name is intended to clarify the organization's identity, not change its underlying mission.

Customers should follow official bank notices for any account-related information and be cautious about unsolicited messages claiming that a rebrand requires immediate action.

The change is a notable business development with roots in Arkansas and reach throughout the region.