City County Credit Union of Fort Lauderdale announced this week that it has changed its name to We Florida Financial.
The new moniker reflects the credit union's commitment to serve a larger and diverse community, according to the $400 million cooperative.
"Many people see our original name and think they have to work for a city or county to join this organization," Lloyd Gill, president/CEO of Ft. Lauderdale, Fla.-based institution, said in a press release announcing the rebranding.
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"Is the new name different? Sure," Gill said. "Yet, it is a word that resonates with everyone regardless of native language or background. It captures the essence of our brand and speaks to our relationship with members."
"It is symbolic," he continued. "Even the stylized "e" is meant to represent the e-services that we have developed for today and the future. We hope this new name stands out, sparks conversation and encourages everyone to take a second look."
The word "We" was selected because it is simple and direct, but purposeful and points to people helping people, unity, shared purpose, personal service and mutual trust, the credit union said.
The Florida cooperative said it has broadened its field of membership to all individuals and small businesses from Jacksonville to Key West.
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