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.
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