IBMSECU Becomes iThink Financial

Delray Beach, Fla.-based IBM Southeast Employees Credit Union (IBMSECU) is changing its name to iThink Financial Credit Union on March 2, according to an announcement from the credit union.

The change includes a new logo and new brand colors, it said.

“We had three goals in re-naming our credit union: (1) Honor our IBM heritage, because without them, we wouldn’t be here today; (2) Incorporate what members tell us we do best; and (3) Create brand awareness in the communities we serve that will attract new members in the future. Our new name, iTHINK Financial, achieves these goals,” the credit union said in its announcement.

The credit union also said that the first letter of the new name honored the IBM legacy. It also said that the new name was easy to say and remember.

“Our new blue and teal colors were deliberately chosen because they are bold and energetic. Our new logo is designed with a ‘checkmark’ and represents the financial milestones we will help you achieve,” the credit union added.

The credit union will also change its URL and said it planned to send out new debit and credit cards over the next few months. In addition, it planned to launch new online banking and mobile banking platforms. In the new mobile banking app, members will have to register for biometric identification, the credit union noted.

IBMSECU has $1.5 billion in assets and about 91,500 members.

The credit union is one of many in the last year or so that have moved away from location-specific or employer-specific names. On Jan. 1, for example, 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. Later this month, Elyria, Ohio-based School Employees Lorain County Credit Union (SELCCU) has become Achieve Credit Union.

TrailNorth has $114 million in assets and about 9,800 members, and Elevate has $146 million in assets and about 12,700 members.