RADCLIFFE, Ky.–Fort Knox Federal Credit Union is changing its name. The $1.66-billion FKFCU said it will become Abound Credit Union effective Feb. 18.
“The word itself means to thrive and that is what we have been doing for the community and military and members for the last 70 years,” Ray Springsteen, president and CEO of the credit union, said in a statement.
The credit union said it also made the name change to reflect its diverse membership beyond just the military base it was originally chartered in 1950 to serve.
“We really wanted to step into the meaning,” Springsteen said. “It signifies how we help people thrive. We conducted extensive research with our current members, and those in our community who have not yet joined the credit union, to understand their perceptions of our brand. This research indicates that many residents in our service area did not recognize they could become members of any credit union.”
Springsteen added, “With 80% of Kentuckians not utilizing a credit union today and the state ranked 45th in financial literacy, we need to eliminate that type of confusion. That’s why we decided to change the name of the credit union. We want to help Kentuckians make more possible in their lives through affordable financial services and solid financial education.”
A brand video and other information can be found at fortknoxfcu.org.
The new Abound Credit Union has more than 111,000 members.