WENTZVILLE, Mo.–1st Financial Credit Union here has a new name. The $282-million CU is now called Alltru Credit Union.
“For many years, we’ve existed as 1st Financial Federal Credit Union. A name that, while common and quite institutional, didn’t tell the story of us. The story that we have been trying to tell anyone who would listen for fifty-two years,” said CEO Carol Minges in a message to members. “We are a credit union that chooses to exist every day to meet needs that so often are ignored or avoided. We go where we are needed, showing up in communities that have been divested by the banking industry for generations, leaving only payday lenders in their place. We are laser focused on building innovative financial tools and providing equitable access to all. We are a not for profit cooperative, driven by integrity and a desire to fill the gaps of the financial service industry for all communities. That’s our story…
“So, we’ve decided to change our name to tell that story more clearly. Our members, employees and community supporters helped us find this name,” added Minges.
According to the statement, Alltru is a name that “reflects our collective ownership and demonstrates our shared integrity. We are all in this together, just as we always have been. Just as we always will be. When you succeed, so do we, and our shared successes build a better community for us all.”
Alltru has approximately 35,000 members. A video on the name change can be found here.