CU Service Network Unveils New Name & Corporate Brand
The CUSO's new brand represents the essence of the organization - to provide extra assistance when times are tough.
CU Service Network, a CUSO created for credit union outsourcing, has announced its new company name and brand: Aux.
As it has transformed as an organization, the Lakewood, Colo., company said it “made sense to create a brand that aligned with the company’s current mission and services.” Furthermore, the need to rebrand was made more pressing when the original shared branching servicing component of CU Service Network moved to a new organization in June of 2020, called InNetwork, in order to provide collaborative and partnering opportunities with other networks.
“We have worked collaboratively with our partner credit unions over the last several years introducing innovative new products,” Aux President/CEO Doug Burke said. “It’s only fitting as part of our transformation our name would change as well.”
Burke is also president/CEO of InNetwork.
“We are excited to introduce InNetwork to the shared branching community and the endless opportunities to introduce a new level of collaboration among the various service providers,” Burke said.
InNetwork will continue to be an operator of the CO-OP Shared Branching network and provide service and support to regional credit union clients. In addition, they will now offer a variety of support services for other independent networks operating throughout the U.S.
Many networks do not have a dedicated shared branching team to support their credit union, requiring one person to manage selling, marketing, reports and client support. InNetwork is designed to shoulder some or all of that burden and provide relief to those CUSOs struggling as the shared branching support business model changes, as well as provide ownership and profit-sharing opportunities.