OwnersChoice Funding (formerly CUC Mortgage Corporation) announced a brand change that it hoped would lead to greater market share in competition to originate purchase money loans.
The New York Credit Union Association owned mortgage CUSO serves credit unions in New York, New Jersey, Connecticut, New Hampshire, Pennsylvania, Vermont, Delaware, Florida, North Carolina and South Carolina.
The new brand included a new logo, tagline and website at www.ownerschoice.com, the CUSO said.
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The company decided to implement the brand refresh in an effort to increase the credit union market share in a highly competitive home mortgage marketplace. The CUSO meant the the tagline, "Your home lending partner," for example, to appeal directly to both partner credit unions and homebuyers.
"A second reason for the name change is to make it more practical for credit unions if they choose to co-brand their mortgage program promotions in the future with the OwnersChoice name – creating an even more seamless mortgage partnership." Edward Kovalefsky, OwnersChoice senior vice president said.
"Our new name, when combined with our new tagline, makes a strong and positive statement about who we are," William J. Mellin, NYCUA president/CEO and OwnersChoice board chairman, said. "Ultimately, this new brand tells all members that credit unions are committed to providing the outstanding support and loan options that enable prospective homeowners to achieve their dreams."
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