PLYMOUTH, Mich. — Community Financial Credit Union will adopt a new name—orsa credit union—on Jan. 27, marking a rebrand the $1.5-billion cooperative says reflects its 75-year legacy and long-term commitment to Michigan communities.
The credit union said the name change is designed to sharpen its identity while reinforcing its purpose of protecting people and helping Michiganders pursue ambitious goals. Leaders emphasized that the rebrand does not alter the organization’s mission, values, or focus on member service.
“This is an evolution of how we show up, not a change in who we are,” said Tansley Stearns, president and CEO of orsa credit union. “Our purpose, values, and commitment to Michigan remain firmly in place. The name orsa gives us a clearer, more distinctive way to tell our story and grow our impact.”
According to the credit union, the name “orsa” draws on its longstanding role as a protector and guide for members. The branding is anchored by Daisy, the organization’s mama bear, and inspired by the Ursa constellations—symbols traditionally associated with guidance and direction.
Board Chair Teri Kuehn said the decision followed extensive governance-led review.
“This change was the result of thoughtful listening, analysis, and planning,” Kuehn said, adding that a distinctive name will help the credit union expand its reach and better serve members across Michigan.