FAIRHAVEN, Mass.–Southern Mass Credit Union has a new name and brand. The $293-million CU is now Alltrust Credit Union.
“The Alltrust name better expresses our focus on being a trusted financial partner for all our members, at every stage of life,” said Carmen Sylvester, president and CEO, in a statement. “Our new brand identity more accurately reflects our credit union’s core values and culture, as well as our mission to help our members create brighter futures for themselves and their loved ones.”
Alltrust is currently renovating its flagship branch in Fairhaven, Mass. The teller line at the remodeled branch is scheduled to open to members in the beginning of May, and improvements to employee offices will be completed during phase two of the renovation. The updated lobby will include more space and an improved layout to accommodate member requests, according to the CU.
“We felt it was the right time to update our credit union’s look and feel to give our financial institution a more modern appearance and provide an enhanced member experience,” said Sylvester. “We are committed to building a stronger credit union for all of our valued members so that we can thrive together, and we look forward to brighter futures ahead.”
Alltrust was founded in 1922 and has more than 14,000 members, primarily in Massachusetts and Rhode Island.