University & State Employees CU Unveils New Name, BluPeak Credit Union

The San Diego-based financial cooperative also introduces a new logo and updated messaging that embodies its Californian roots.

BluPeak Credit Union logo.

The $1.2 billion USE Credit Union unveiled its new name, BluPeak Credit Union, to better represent the broad and diverse communities within the five counties it serves, the San Diego-based financial cooperative said Tuesday.

“In today’s world, the relationship and experience a member has with its credit union plays a vital role in the brand,” BluPeak Chief Marketing Officer Amber Fielder said in a prepared statement. “The USE name, which stood for University & State Employees, could imply those are the only Californians we help, when in fact our membership is open to them along with other Californians where we hold community charters.”

The credit union’s field of membership is also open to people who live, work or worship in Alameda, Sacramento, San Diego, Santa Clara or Yolo counties, as well as those employed by the state of California, and the state’s university employees and students.

In addition to the new name, BluPeak also introduced a new logo and updated messaging that better embodies the credit union’s Californian roots and gives a special nod to the majestic ocean and mountains that make up the Golden State’s unique landscape.

“We put our values under a microscope and found we needed to take a more intentional approach with our branding to reflect and represent our desire and ability to go above and beyond other financial institutions when it comes to being there for our members and our employees,” BluPeak CEO Todd Tharp said. “The new name aligns with our mission to serve and uplift our neighborhoods, and the organization’s ambition to be a leader in the financial-technology industry.”

BluPeak said it pioneered now-mainstream technologies including online banking, mobile banking and mobile deposit.

According to the credit union’s 2021 annual report, it expanded digital banking by moving more applications for membership and accounts online, launched person-to-person transfer, introduced voice banking, and made it possible for members to receive real-time account alerts and view credit scores.

BluPeak’s 162 employees operate six branches that serve more than 50,000 members.