Source: Shutterstock.
The Irvine, Calif.-based CU Direct is officially transitioning its corporate branding from the CU Direct name to Origence, the financial technology CUSO announced Monday.
According to the announcement, the CUSO will rebrand key business touchpoints to reflect the Origence name and visual brand, including its web properties, social media channels and digital communications. The Origence brand, which the CUSO first introduced three years ago, represents "the company's vision to create the ultimate origination experience and help credit unions win in a digital-first world," it said.
Recommended For You
"The Origence name is meaningful because it was created by combining the words 'origination' + 'experience'. Origence clearly articulates our vision and the importance the origination experience plays in the success of our credit unions, especially in meeting the ever-evolving needs of modern borrowers," Origence President/CEO Tony Boutelle stated.
Origence said its indirect lending solution CUDL will remain a sub-brand of Origence, while all of its other products, including its new Origence arc platform consisting of arc DX (a digital experience portal), arc OS (formerly Lending 360 LOS) and arc MX (formerly Intuvo marketing automation) will unify under the Origence brand name. Origence noted CU Direct will remain in place as the name of its holding company CUSO for shareholder and board purposes.
"Through Origence and our many products and services, we have transformed the origination journey for credit unions and their members," Boutelle added. "Now, we will build on that momentum under one strong, industry-recognized brand that reflects our vision of creating the ultimate origination experience."
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
Natasha Chilingerian
Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.
