Jax FCU to Rebrand to a 'More Inclusive' Name
The credit union announces plans to change its name to RadiFi Credit Union later this month.
The Jacksonville, Fla.-based Jax Federal Credit Union has spent the past two years working on and developing a new name and branding to help clear up any confusion over membership eligibility. On Wednesday, the $582 million credit union announced it will change its name to RadiFi Credit Union on March 29.
According to the credit union, this is the first rebranding in the credit union’s 88-year history.
Credit union officials stated they began communicating the branding changes and new name to its 42,759 members this week. “Our current name has often been a cause of confusion over membership eligibility, and subsequently, became an obstacle for some to join our credit union. Our new name, RadiFi, is more inclusive and will assist with growth opportunities while reflecting who we are and our unique culture,” the credit union stated in the FAQ section of its website.
According to a statement describing the new branding, the tagline “Make Waves” indicates the credit union’s “innovative approach to financial services and creating impactful changes in the lives of the credit union’s members, as well as the community at large.”
Jax President/CEO John Servos said, “We are a forward-looking institution built on a foundation of trust and excellence in the financial services industry. The RadiFi brand speaks to the innovative evolution and dynamic growth of our organization, our community in Northeast Florida, and most importantly, our mission to empower our members to live vibrantly through our care and guidance.”
During the multi-year brand development process, the credit union worked with the Seattle-based Strum Agency in creating the new name and brand.
“As the financial services sector is always evolving, we remain committed to providing our membership with the best experience and technology to meet their ever-changing needs,” Jax Chairman of the Board of Directors Charles McLeod said. “The RadiFi brand signals a vibrant new chapter for our credit union, as we continue to expand our services to meet the needs of our community.”