SAN ANTONIO– Air Force FCU has announced a new name and brand.
Effective April 2, the $670-million-member CU will be known as Soarion Credit Union.
“After an extensive strategic process, and research that uncovered name confusion in our markets, our board of directors chose to rebrand ourselves from AFFCU to Soarion Credit Union,” said AFFCU CEO Ryan Ross. “We believe this new name will propel us forward in the communities we cherish, enabling both existing and new members to reach their financial aspirations.
“Our commitment to lifting people up to reach their best life is ingrained in our identity,” Ross continued. “With our new name, we will continue to ensure that all members, old and new, feel valued and lifted up by our team as they navigate their financial journeys.”
According to Ross, the name change is part of a larger initiative that will include an expansion of its field of membership in Texas and Mississippi.
Rebranding Overseen by Strum
The rebranding was overseen by national branding agency, Strum.
“We are thrilled that the new name, Soarion Credit Union, reflects the credit union’s rich history of lifting people up to reach their financial goals, while it welcomes people across their communities,” said Strum CEO Mark Weber.
The credit union has approximately 55,000 members.
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