BEVERLY, Mass.--Beverly Municipal Federal Credit Union has rebranded as Beverly Credit Union, a strategic move designed to better reflect the institution’s long-term growth strategy, the CU said.
The rebrand comes as the credit union approaches its 75th anniversary in 2027. Leadership cited the need for improved brand clarity as the credit union continues to grow beyond its municipal origins.
“Beverly Credit Union is a clearer expression of who we are today,” said Tom Hankard, CEO of Beverly Credit Union. “Internally and informally, we have always referred to ourselves as ‘Beverly Credit Union,’ but our official branding did not line up.” Hankard added, “the new trade name removes legacy limitations, strengthens our recognition in the community, and supports our continued growth while remaining true to our members.”
Beverly Credit Union currently serves more than 1,900 members with approximately $27 million in assets, up from 1,500 members and $12 million in assets less than five years ago. Hankard noted that the growth stands out in an industry facing increasing consolidation and margin pressure.
“In a time of stagnant or even negative growth across much of the credit union industry, I’m proud to lead an institution that continues to grow, profitably,” said Hankard.
The rebrand features a cleaner, refreshed logo and updated visual identity designed to modernize the credit union. The credit union is also working on a brand-new website to be launched mid-year.
Due to its size, the credit union will implement a cleaner, refreshed logo in phases.
“Unlike larger institutions that can execute a full rebrand over a single weekend, we’re doing it in stages,” according to Hankard. “We are rolling out the new branding vendor by vendor. Members will see a gradual transition culminating with a new website to be launched this spring.”