WILLISTON, Vt.–A new name and brand have been announced by the credit union that has been formed by the merger of New England FCU and Vermont State Employees FCU.
The two CUs, which announced members had approved the merger in 2023 over opposition by some, including from four former board chairs and the CEO of Vermont State EFCU, will now operate as EastRise Credit Union, which the credit unions said “represents a bright new day for the credit union’s members.”
New England FCU reported $3.024 billion in assets and 167,708 members as of March 31, while Montpelier-based Vermont State Employees had $1.26 billion in assets and 71,598 members as of the same date.
‘Empowering Banking Experience’
“We’re excited to bring our new name and brand identity to the market and our members,” John Dwyer, CEO of New England FCU, said in a statement. “For more than 75 years, our legacy organizations have each worked to create an empowering banking experience that is a source of steady financial strength and impact for our members and communities. In our promise to stay true to that commitment and continually strive to do better, EastRise is the perfect name as we look to a brighter future ahead and build on momentum to provide a sense of belonging to everyone.”
The credit unions said the name EastRise is “inspired by the powerful promise of a new day.”
State Bird is Featured
The visual identity for the new brand is a dynamic representation of Vermont’s state bird, the Hermit Thrush, perched in front of a rising sun. The credit unions said the new tagline, “All the Difference,” is inspired by Vermont’s very own Robert Frost and “demonstrates their commitment to the impact they strive to make in the lives of others through the tools, resources, programs, products, and services they offer.”
“The new EastRise brand shows our ongoing commitment to our members and local communities,” says Yvonne Garand, chief brand and marketing officer for the unified NEFCU and VSECU credit union soon to become EastRise Credit Union. “As a purpose-driven organization with roots that are deep and wide, we remain 100% invested in our members. We’re confident that the new EastRise brand will make us a stronger organization and put us in an even better position to provide financial tools to protect and grow the well-being of all we serve.”
September Unveiling
The credit unions said the market will begin seeing the new EastRise brand in mid-September.
Additional information can be found here.