SAN DIEGO— USE Credit Union (USECU) has introduced a new name: BluPeak Credit Union.
“The new name better represents the broad and diverse communities it serves, to empower more people to achieve peak financial wellness in its five-county field of membership,” the credit union said.
The $1.2-billion credit union added its decision to rename as BluPeak is to showcase its “high-quality banking option” is available to all Californians who live, work or worship in Alameda, Sacramento, San Diego, Santa Clara or Yolo counties, as well as those employed by the state of California, and California university employees and students.
“In today’s world, the relationship and experience a member has with its credit union plays a vital role in the brand,” said Amber Fielder, senior vice president and chief marketing officer at BluPeak Credit Union. “The USE name, which stood for University & State Employees, could imply those are the only Californians we help, when in fact our membership is open to them along with other Californians where we hold community charters.”
New Messaging
In addition to the new name, the credit union also has a new logo and updated messaging to align with its growing membership. BluPeak CU said the new branding and imagery better embody the credit union’s Californian roots and gives a special nod to the majestic ocean and mountains that make up California’s unique landscape.
“We put our values under a microscope and found we needed to take a more intentional approach with our branding to reflect and represent our desire and ability to go above and beyond other financial institutions when it comes to being there for our members and our employees,” said Todd Tharp, president and CEO at BluPeak Credit Union. “The new name aligns with our mission to serve and uplift our neighborhoods, and the organization’s ambition to be a leader in the financial-technology industry.”
Enhanced Employee Benefits
In conjunction with the name change, BluePeak CU said it is also rolling out several enhanced employee benefits.
“Back in August of this year, the senior leadership team announced a Temporary Inflation Offset for 85% of its employees, excluding only those in the top 15% of compensation,” the credit union explained. “For six pay periods, eligible employees are receiving an additional $250 per pay period, on top of their base pay, to help ease the impact of the volatile economic environment.”
Recognizing the temporary increase would not fix the underlying issues, BluPeak said it also updated medical benefit structure for 2023. All individual employees would be fully covered for medical insurance, and employees with spouse and family medical plans would see a decrease in benefit costs of $235 per month, the CU added.
The credit union has more than 60,000 members.
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