IRWINDALE, Calif.–SCE Credit Union has introduced a new name and brand. The $1.1-billion CU is now Rize Credit Union.
“This transformation reflects the credit union’s unwavering commitment to their members and ongoing mission to uplift communities by providing the knowledge, access, and care that empowers individuals to achieve lasting financial security,” the credit union said in a statement.
It added that the new look and feel “captures (its) vision to end poverty through financial empowerment while celebrating the organization’s rich history as a trusted financial partner.”
The name is similar to that of Raiz Credit Union in El Paso, Texas and pronounced similarly.
“We wanted to create a brand identity that embodies the impact we have on our members and in our communities. Rize Credit Union is more than a financial institution. We have a responsibility to provide fair and equitable access,” President and CEO Jennifer Oliver said in a statement. “We believe financial security unlocks human potential. Our brand invites like-minded individuals to become a part of something bigger than just a bank and to Rize Beyond Banking. It’s a vision that is optimistic, fun, inclusive, and inspirational.”
‘Dedicated’ to Helping
In its announcement, Rize CU said it is dedicated to helping individuals “realize their full potential and transform their lives for the better,” and that it has a “deep sense of responsibility to serve the greater good, rather than profit.”
It added its foundational pillars include impact driven service, enduring commitment to serve members throughout their lives, and treating everyone with dignity and respect.
‘First-Hand View’
“We’ve seen firsthand how a lack of financial education can shape a community for generations and immediately understood we could provide critical resources to help uplift and embolden individuals toward a better future,” Oliver said in the statement. “When we Rize Beyond Banking, we acknowledge it takes all of us to change the direction of our community for the better and we’re here to Rize to the challenge.”
The credit union which said it offers expert guidance and support to help members master their finances and shape their futures through a suite of quality financial products and philanthropic efforts, further said it has been a longtime community steward, utilizing its Center for Financial Empowerment (CFE) as an additional champion for its values.
Involved in Community
Rize CU said it has committed more than $1 million to the community to date in 2024, focusing on ending poverty through financial empowerment to underserved and disadvantaged communities.
In addition, in 2024 alone, Rize CU reported it has established community partnerships with the YMCA of Metropolitan Los Angeles, the Consulate of Mexico, Las Vegas, and the Los Angeles County Department of Children and Family Services.
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