ERIE, Penn.–Erie Community Credit Union has announced a name change.
The $110-million CU will now operate as Tendto Credit Union and said it made the change to reflect its community and avoid confusion with similarly named institutions.
Erie Community CU was chartered 60 years ago as Erie Insurance Credit Union, before dropping the Insurance from its name to reflect a broader field of membership.
The credit union said it in making the name change it is also seeking to differentiate itself from ErieBank and Erie Federal Credit Union.
“It’s really about making a name for ourselves,” Pamela Palotas, VP-marketing, told GoErie.com. “So many businesses in this area start with the name Erie. It was about a different course and letting the community know we have something great to offer. It’s not about changing who we are.”
According to Palotas, the name “Tendto” was developed through work with a branding firm and surveys of employees and members.
“It was about finding our niche,” Palotas told GoErie.com. “The idea was we tend to care a little more. We tend to see things differently. That is our new tagline.”
Palotas told the publication the new name will also be accompanied by a new schedule that either reduces or eliminates 40% of the credit union’s fees.