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                                                                   EXHIBIT 23(C)
 
                       CONSENT OF RYAN, BECK & CO., INC.
 
     We hereby consent to the references in the Proxy Statement/Prospectus
forming a part of this Registration Statement on Form S-4, as amended, to our
opinion, filed as an Exhibit thereto, with respect to the merger of Valley
National Bancorp and Rock Financial Corporation, and to our firm, respectively,
and to the inclusion of such opinion as an annex to such Proxy
Statement/Prospectus. By giving such consent, we do not thereby admit that we
come within the category of persons whose consent is required under Section 7 of
the Securities Act of 1933 or the rules and regulations of the Securities and
Exchange Commission thereunder.
 
                                        RYAN, BECK & CO., INC.
 
                                        By:  /s/ DAVID P. DOWNS
                                           -------------------------------------
                                             David P. Downs
                                            Senior Vice President
 
   
West Orange, NJ
October 17, 1994