Published: 2:54 PM, 09/28/2009

Last updated: 12:52 PM, 11/17/2009

By: Melanie Marshall

Banking got a new brand Monday morning. AF Banking, Insurance and Investments unveiled LifeStore with a new name, logo and additional services. This change was not the result of a merger or buyout.

"We are here today to show we are not static, but willing to change and grow with our customers," said David Cottell, market president of LifeStore.

The LifeStore has been in operation for 70 years, with six name changes including the Monday announcement. The chain consists of 13 locations and is headquartered in West Jefferson. The re-branding to LifeStore has been in the works for more than four years.

The Boone location opened 11 years ago and the store has been remodeled in connection to the change. The interior made more open to allow tellers to move around. Two computer stations were set-up to allow customers access to the new LifePlan Web site to manage the financial aspects of events such as a marriage, home purchase or birth of a child.

A new image system has been integrated into the teller station to eliminate the need for paper deposit tickets, as LifeStore moves toward greener operations. Tellers no longer have a cash drawer. An automated system connected to the teller's computer dispenses the exact cash a customer requests or accepts a cash deposit.

The change includes a re-branding as a retail store.

"A store is a destination to meet your needs," said Judy Current, marketing and public relations director. "LifeStore is a place where you shop for your life, plan, prepare and evaluate how you will manage the chapters of your life."

LifeStore offers banking and investment services. Insurance, including auto, home, health, life and commercial, is also available. LifeStore introduced a new line of brand merchandise to accompany the change. T-shirts, bags, travel mugs and financial planning books are for sale in the Boone location.

The store also extended the hours of operation. The LifeStore lobby is open from 8 a.m. to 6 p.m. Monday through Friday and 8 a.m. to noon Saturday. The drive-thru is now open from 8 a.m. to 7 p.m. Monday through Friday and 8 a.m. to 4 p.m. Saturday.

For more information visit www.golifestore.com or call the Blowing Rock Road location in Boone at (828) 265-2580.

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