DALLAS–Employees Credit Union here has introduced a new name.
ECU, founded in 1952 to serve employees and families of the East Texas Motor Freight System, has changed its name to RelyOn Credit Union.
The $65-million CU said it made the move to reflect its expansion to more than 160 select employee groups, as well as a community charter to serve all who live, work, worship or attend school in both Dallas and Kaufman counties, Texas.
“With our recent charter expansion, it became clear that the credit union’s name no longer represented the audience we were serving,” said President/CEO Brant Hicks. “We are more than just a credit union for employees of various companies. We are a dependable financial partner who is there for our members whenever they need us; a place our members, staff and communities can have confidence in and can rely on.”
The BA Group, a brand agency in Northfield, Minn., helped to develop the new name.
“We believe this name better encompasses and exemplifies who we are as a credit union and the level of service our members can expect,” Hicks said. “We are transforming into a brand and company that will stand behind our new mission statement: To be the financial partner our members can RelyOn.”
The new logo incorporates a star within the center of the “O” to symbolize their local, Texan pride and heritage.
Along with the name change, RelyOn said it plans on making additional improvements to its website and online banking, as well as introducing a mobile banking app and other enhancements.