BREA, Calif.– Evangelical Christian Credit Union has changed its name and brand, saying doing so allows it to better serve Christian consumers, businesses, non-profits, and ministries.
The $582-million credit union is now called AdelFi CU. In a statement, the CU said the name AdelFi strongly aligns with the institution’s mission. It derives from the Greek New Testament word Adelphos/Adelphe/Adelphoi, which means “brethren/sister/brother,” with “Fi” representing the company’s commitment to financial expertise, and biblical stewardship.
“Following an extensive year-long process to better understand how the ECCU brand was perceived by its staff, members, non-members and the broader Christian community, ECCU leadership determined a new name and brand would better appeal to prospective members and help fuel future growth,” AdelFi said in a statement.
The credit union added that research specifically highlighted challenges of the former ECCU name in providing a common definition and understanding among prospective Christian members who were uncertain if they would qualify for membership.
‘Instant Appeal’
“With ECCU being a digital financial institution, the new AdelFi name brings instant appeal to tech-savvy Christian consumers, while also demonstrating our continued commitment to our mission to give our members opportunities to invest in their faith,” said President/CEO Abel Pomar.
Added VP-Marketing Jimmy Lee, “Our new name will also feature the tagline ‘Better banking. Higher purpose.’ In recent years the credit union has improved its digital banking services, and under the new brand we will continue our commitment to supporting the spread of the Gospel by giving back 10% of profits every year to Christian non-profits, ministries and organizations.”
AdelFi said that while it offers a variety of banking options including checking, savings, loans, home mortgage and credit cards, all of which are available through a digital banking experience, it added it also provides more than mere banking transactions.
‘God-Given Financial Resources’
“With a global membership, AdelFi’s members join in partnership with fellow Christian believers working together to protect their God-given financial resources, improve their fiscal lives and substantially impact the world for Christ through purposeful investing,” the credit union said. “Each member account contributes to funding loans to churches and ministries that spread the Gospel and helps provide banking services to missionaries serving internationally, as well as grants to ministries and Christian non-profits.”
AdelFi was founded in 1964, originally as the Conservative Baptist Credit Union, which merged in 1984 with the Association of Christian Schools International Credit Union to form the current CU.
AdelFi has more than 14,000 members.