East Idaho CU Rebrands to Frontier
The name change reflects a growing and changing geographical membership and is a nod to the state's history.
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.”