SUMMERVILLE, S.C.–Heritage Trust Federal Credit Union has changed its name and also announced changes in its branches. The $645-million CU is now REV Federal Credit Union.
“Our new brand is part of a greater strategic vision to better position the credit union and elevate our commitment to members, employees and the community,” REV FCU said on its website. “Building upon our legacy, we will be creating greater brand awareness which will be essential to the credit union’s future mission to remain relevant and be the financial institution of choice. REV conveys a sense of energy and excitement! Powered by a new name and marketing strategy, we will re-position and advance our credit union in a modern, progressive and engaging way.”
The statement goes on to say the new vision will “reshape our members’ experience by enhancing technology and introducing a competitive suite of products and pricing. Newly enhanced deposit products and lower loan rate options will also soon be unveiled.”
Other Investments
In its statement, REV said it will strengthen its internal culture by “investing more in employees which will result in better service to our members,” that it will be expanding its community outreach efforts and support of nonprofits, and will also do more financial literacy work.
Following a study of its branch network that found overlaps, REV FCU said it is closing its Joint Base Charleston and Oakbrook locations, while opening a branch in downtown Charleston, S.C.
REV reported net income of $3.2 million for year-end 2019. It has approximately 50,400 members.