CU Direct to Rebrand as Origence
The CUSO transitions key business touchpoints to the Origence brand, retaining the CU Direct name for shareholder and board purposes.
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.
“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.”