FORT LAUDERDALE, Fla.—City County Credit Union here has changed its name to We Florida Financial.
It said the new inclusive name reflects the commitment of the credit union to serve a large and diverse community with much needed, affordable financial products and benefits.
“Many people see our original name and think they have to work for a city or county to join this organization,” said President/CEO Lloyd Gill. “Is the new name different? Sure. Yet it is a word that resonates with everyone regardless of native language or background. It captures the essence of our brand and speaks to our relationship with members. It is symbolic. Even the stylized ‘e’ is meant to represent the e-services that we have developed for today and the future. We hope this new name stands out, sparks conversation and encourages everyone to take a second look.”
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