PSCU Financial Services has shortened its name and lengthened its product list.

The 680-member St. Petersburg, Fla., CUSO has dropped "financial services" from its name and is now simply "PSCU" and has adopted "FORWARD" as a new positioning statement and logo.

The big CUSO used the Governmental Affairs Conference to reveal its new brand and name and tout operational streamlining it said already has resulted in new efficiencies and quick product launches.

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