PRINCE GEORGE, Va.–Fort Lee FCU is introducing a new name and brand.
The $261-million credit union is changing its name to Homebase Credit Union (but is retaining the federal charter).
“In 2019, we expanded our membership to include the Greater Richmond (Va.) area. We chose to change our name to better reflect our expanded service area,” the credit union explained on its website. “Our new name makes it clear to eligible members, even those without a connection to Fort Lee, that they are welcome here. Continued growth ensures a healthy, vibrant and thriving credit union long into the future.”
According to FLFCU, its new logo includes two heart shapes that represent its legacy and future, connected by the Homebase “H.” The shapes also resemble leaves, depicting growth, FLFCU said.
Fort Lee FCU introduced the new name at its annual meeting in late April, with the official name change to take place effective July 20 when much of the signage change will take place.
Clearing Up Misunderstanding
In a note to members on its site, the 17,000-member CU said it will remain a federal charter, but it dropping “federal” from its name because it can “lead people to believe they have to be a member of the military or be a government employee” to join.
“We’re excited to make our credit union more approachable to anyone within the membership area,” the future Homebase Credit Union told its membership.
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