Employees Lorain County Credit Union Renames to Achieve Credit Union
The new name took effect on Jan. 2 and CU leaders hope it will help mitigate confusion about who is eligible to join.
Elyria, Ohio-based School Employees Lorain County Credit Union (SELCCU) has become Achieve Credit Union.
According to an announcement from the state-chartered credit union, the new name took effect on Jan. 2 and helps mitigate confusion about who is eligible to join.
“We believe this name better encompasses and exemplifies who we are as a credit union and the level of service our members have come to expect and appreciate. We also don’t want our name to hinder us in the eyes of non-members, thinking they are unable to belong to the credit union,” Achieve CEO Neil Sommers said.
“We have come to realize that in order to maintain a strong, viable presence within the communities we serve, we needed to take a look at a variety of factors surrounding the products and services we offer, our technological capabilities and our overall awareness and perception among those who do not belong to SELCCU yet but could greatly benefit from our services,” Sommers added.
The credit union said it planned to update its website, branch signage and other elements in the coming weeks.
This isn’t the first time the credit union has changed its name. Achieve Credit Union began in 1958 as Midview Credit Union. Founded by a small group of teachers in Grafton, Ohio, the credit union later opened its field of membership to other Lorain County schools, and its name changed to School Employees Lorain County Credit Union, Inc.
Northfield, Minn.-based brand agency The BA Group helped develop its latest new name.
“Through our measures, BA developed the new name and brand identity that we are confident the credit union can stand behind and deliver to their members for years to come,” BA Group CEO Amy Herbig said.
“This new brand also allows the credit union to differentiate themselves in order to attract and acquire the potential membership out there looking for a place that can help them achieve their financial dreams and goals.”
The New Year has brought several name changes in the credit union industry. On Jan. 1, Grand Blanc, Mich.-based Dort Federal Credit Union became Dort Financial Credit Union, for example, and Ticonderoga, N.Y.-based Ticonderoga Federal Credit Union became TrailNorth Federal Credit Union. In addition, Brigham City, Utah-based Box Elder County Federal Credit Union became Elevate Credit Union.
Dort Financial has $978 million in assets and about 95,000 members. TrailNorth has $114 million in assets and about 9,800 members, and Elevate has $143 million in assets and about 12,700 members.