EL SEGUNDO, Calif. — The $770 million Xerox Federal Credit Union announced today it will publicly launch a new name and brand, Xceed Financial Credit Union, on March 31. The new brand is the result of about nine months of consultancy, research, testing and meetings with Xerox and other major SEGs.
The prominence of the letter X in the new name and logo honors the credit union's close relationship with its original sponsor, still the employer of record for credit union employees.
CEO Teresa Freeborn said the re-branding is part of a larger growth initiative that will include new branches, products and services. Rather than focus on community growth, Xceed Financial will strengthen its position as a workplace credit union, demonstrated by its new tag line, "At work for you."
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