WILLINGBORO, N.J. –ABCO FCU said it will unveil a new name and brand effective July 1.
The $255-million credit union will become EdiFi Credit Union next week, saying the “new name better reflects the values and the future that we envision for our credit union.”
“The name, ABCO, was created when we served educators in the southern region of New Jersey. Today, we proudly provide financial solutions to members from a broad range of communities, educational systems, healthcare facilities and employers,” CEO Jill Peterson said in a statement. “Our new name, EdiFi, speaks to our roots as a credit union for educators and our current vision to empower a broader range of members with knowledge to make well-informed decisions to build generational security.”
Goal to ‘Better Connect’
Added Chairman John Agner, “The board voted unanimously to rename the credit union to help us better connect with our existing and potential members. As a board, we understand our role is to keep an eye on the future and support strategic initiatives that keep us growing among people of all ages, backgrounds and professions, to ensure we’re here for generations to come.”
According to Tallahassee, Fla.-based The Pod, which helped develop the new name and brand, the goal was to “honor the past with an eye to the future.”
Website Gets Update & More
With the new name the credit union said it will also introduce a new, improved website and online banking interface, newly branded debit/credit cards, and updated branch signage. Additional enhancements are planned to roll out over the next year and beyond.
A video about the new name can be viewed here.