Image of Frontier Credit Union's new logo on its website. Credit/Frontier CU After 25 years, East Idaho Credit Union ($656 million in assets, 48,735 members) has outgrown its name and is now called Frontier Credit Union.
The name change, which happened earlier this month, reflects a broader change in the field of membership for the Idaho Falls, Idaho-based credit union.
According to the newly-branded Frontier website, the credit union is one of the fastest growing credit unions in the state and therefore, it was time for a change.
In an Aug. 14 letter to members, President/CEO Dan Thurman said, "We are in a time of financial stability and strength. Thanks to our incredible employees, who consistently uphold our values of integrity, dependability and kindness, our membership is growing. With that growth, we've expanded our reach, opening new locations across Idaho and earning the recognition of "one of the fastest growing credit unions in the state."
Thurman continued, "Twenty-five years ago, our leadership recognized we'd outgrown our name. A year and a half ago, our leadership team recognized a similar opportunity to evolve. After months of deliberation, strategic planning and valuable input from our brand committee members, we're proud to unveil our new name and brand to you today."
According to the credit union's website, the name change "better reflects" Frontier's evolution to provide financial services across the state and beyond Idaho's borders. The name Frontier is a nod to the state's history of exploration of the western U.S.
Thurman added, "I firmly believe this is the right, strategic step to honor our past and better represent each of you, our members, and look towards a promising future of continued growth."
The central piece of the new name and logo is the red outline of a flag. According to a statement from Frontier, "The flag symbolizes many things — ownership, beginning, commitment. As our members embark on their own financial journeys, the flag of Frontier serves as an encouraging starting point, and a memorable reminder that we're here to guide them on their path to building a better life."
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Michael Ogden
Editor-in-Chief at CU Times. To connect, email at mogden@cutimes.com. As Editor-in-Chief of CU Times since 2016, Michael Ogden has led the editorial team in all aspects of content strategy and execution, including the creation of the publication’s exclusive and proprietary research database of the credit union industry’s economic landscape. Under Michael’s leadership, CU Times has successfully shifted to an all-digital editorial product with new focuses on the payments, fraud, lending and regulatory beats. Most recently, he introduced a data-focused editorial product for subscribers that breaks down credit union issues into hard data, allowing for a deeper and more factual narrative for readers. In 2024, he launched the "Shared Accounts With CU Times" podcast, which offers a fresh, inside-the-newsroom perspective through interviews with leaders from the credit union industry and the regulatory world. He dives into pressing credit union issues, while revealing the personalities working behind-the-scenes to push the credit union world forward. His background includes years as a radio and TV anchor/reporter and a public relations and digital/social media manager, where he covered the food and music industries, as well as cooperatives and credit unions. Over the years, he has launched numerous exclusive video and podcast series, including a successful series of interactive backstage interviews with musicians at music festivals, showcasing his social media and live streaming production skills.
