MIAMI–South Florida Educational Federal Credit Union has rebranded itself. The $1.5-billion CU said it is now operating as EdFed.
Founded in 1935 by school employees, the CU was initially chartered to serve Miami-Dade County Public Schools, and has since expanded its FOM to include Miami Dade College, Florida Memorial University, and other educational partnerships.
“This is an exciting change and represents the culmination of a multi-year effort to increase our support to our members throughout the educational community, said Mike DiBenedetto, president and CEO. “EdFed is not simply a new name; our rebrand also heralds a number of significant and meaningful service improvements that our members will see in 2021 and beyond.”
EdFed noted it has worked to empower the educational future of students by endowing undergraduate and graduate scholarships, as well as offering customized financial literacy and fundraising programs for K-12 schools, colleges, and PTAs. To date EdFed said it has granted more than $4 million dollars in financial support and operates an award-winning program that provides financial education and career training to high school students.
‘In Our DNA’
“At EdFed, we like to say that education is in our DNA,” added EVP Janell Upton. “We were founded by school employees to serve the educational community. Our new branding more succinctly conveys that mission, but will also enable our organization to build greater awareness for the strong support we provide schools and colleges.”
EdFed has launched a new website domain (edfed.org) and social media handle (@EdFedCU) for Facebook, Instagram, and Twitter.