Saturday, August 22nd, 2009 - Rural Bank
Rural Bank is forging ahead with a new name and brand identity as part of a strategy to become a leading player in Australia’s rural and regional banking sector.

Formerly known as Elders Rural Bank, the financial institution's change in name to Rural Bank on 17 August 2009 reflects the growing size and independence of its business as well as the recent increase in Bendigo and Adelaide Bank’s shareholding to 60 per cent.

Rural Bank Chief Executive Paul Hutchinson says the name change and rebrand signals a new era for the Bank and will see a focus on product and service development for customers, as well as exploring network expansion opportunities.

“Rural Bank will retain its strong relationship and heritage with Elders, but is now in a prime position to further expand its national footprint to deliver even more services to Australians,” Mr Hutchinson said.

Rural Bank’s products and services are currently available at more than 250 outlets across Australia, including selected Bendigo and Adelaide Bank branches and Elders Rural Services.

“With Rural Bank representatives living and working in rural and regional communities we know the challenges that our primary producers face each and every day. We are in a unique position to deliver banking products and services that help deal directly with those challenges,” Mr Hutchinson said.

“Our operating model has been highly successful to date and we will not be changing those elements that have contributed to the Bank’s success, such as our special relationship with, and proximity to, the rural sector.”

Since it was established in 2000, the Bank has gone from strength to strength, achieving a record after tax profit of $45.1 million in 2009 (up 10 per cent on 2008) with total assets under management of $3.7 billion.

Tomorrow (18 August) Rural Bank will also launch an Australian first with its publicly rated securitisation program worth $500 million called Agri Trust 2009-1.

The securitisation of about $500 million of bank-originated rural loans will be funded in early September through the issue of rated notes, backed by mortgages over rural property. The transaction has been arranged through National Australia Bank.

Rural Bank Chief Financial Officer Steven Laidlaw said: “There are very few rural lenders in the world offering such a program. It will improve the Bank’s liquidity and funding position, which ultimately means better pricing for our customers.”

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Rural Bank


Rural Bank was established in 2000 as Elders Rural Bank and is one of Australia’s leading banks servicing rural and regional Australia with more than 35,000 customers and assets under management in excess of $3.7 billion. Rural Bank’s products and services are available at more than 250 outlets throughout Australia, including selected Elders Rural Services and Bendigo and Adelaide Bank branches. For more information visit http://ruralbank.com.au
Alison Michell
P: 0417 873 855
W: www.communikate.net.au

Bec Tape

P: 0438 806 983

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Rural Bank is forging ahead with a new name and brand identity as part of a strategy to become a leading player in Australia’s rural and regional banking sector.

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