The largest business lending CUSO in the U.S. has changed its name to Extensia Financial LLC, the organization said.
The CUSO, formerly known as CU Business Partners LLC, engaged Baker Brand Communications in Santa Monica, Calif. for its rebranding efforts. Baker has done work for UnionBank, Capital Group and CityNational Bank, as well as Amgen, Qualcomm, Disney Television Group and Allergan, among others.
Extensia began working on an image shift early last year after enduring the demise of its founding credit union, Telesis Community. The California Department of Financial Institutions put that troubled credit union into conservatorship, and for much of 2012, the CUSO operated under the management of the NCUA, which then sold its controlling interest in Extensia in early 2013.
Three credit unions now have primary ownership in the CUSO: The $1.5 billion Public Service Employees Credit Union in Denver, Colo., the $653 million Farmers Insurance Group Federal Credit Union in Los Angeles and the $640 million Great Lakes Credit Union of Bannockburn, Ill.
"Our new identity is much more than just a name change," CEO Pam Easley said. "Extensia reflects the value of what we do – act as an 'extension' of our credit union clients by providing them with expertise, resources and innovative products and services that are unparalleled in the industry."
The makeover also includes a new logo. "A key goal with the redesign was to modernize the look," the company said on its website. "It was important to update the brand in a way that was inviting and engaging, while at the same time authoritative. The identity, including the new type and fresh colors, is also more legible and recognizable, and easily extends across applications and mediums."
Extensia is a CUSO for credit unions in over 40 states. It provides a variety of advisory services, and services approximately $750 million in commercial real estate and small business loans.
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