MADISON, Wis. – CUNA Mutual Group reported it will unify its businesses under a single brand, TruStage, in 2023.
The change “strengthens the company’s ability to serve those who count on it most,” according to the company.
“We were born out of the credit union movement more than 85 years ago and founded on the principle of people helping people. As we’ve evolved how we help those we serve, we’ve always remained anchored to our purpose to make brighter financial futures accessible to everyone,” said CEO Bob Trunzo. “Now is the time for our brand to reflect all we do.”
CUNA Mutual Group said that all enterprise, business-to-business and consumer brands will unify under the single brand name of TruStage,” which will e reintroduced in 2023 to represent “all the company has become.”
In the next year the company further said it plans to engage in a “thoughtful process” that will focus on transitioning the “touchpoints and experiences that have the greatest impact on those CUNA Mutual Group serves.”
The company’s website, digital marketing materials and collateral will be refreshed to coincide with the launch in 2023.
‘Easier to Navigate’
“A single identity will make it easier for customers to navigate our offerings. This transition reflects our drive to provide value to our customers and the consumers they serve and will allow us to provide our full array of products and services through a simplified experience,” added Eric Hansing, senior vice president, corporate strategy, marketing and communications at CUNA Mutual Group. “Through this journey, our commitment to our purpose is unwavering.”