AFFCU CEO Ryan Ross (third from left) is joined by (from left to right) SVP Ric Ledezma, Executive Assistant Debbie Smith and EVP Greg Barnes at the AFFCU Annual All-Employee Meeting on Feb. 19, 2024, where the credit union's new brand and name were unveiled to staff. (Credit/AFFCU)
Founded in 1952 by 10 airmen at the Joint Base San Antonio-Lackland Air Force Base in San Antonio, Texas, Air Force Federal Credit Union has strong roots with the U.S. Air Force. But now that its membership has expanded to about 55,000 members and is open to anyone who lives, works, worships or attends school in qualified areas of San Antonio, Del Rio, Texas and the Mississippi counties of Clay, Lowndes and Oktibbeha, AFFCU leaders felt it was time for a name that reflects those changes.
Beginning April 2, the $663 million, San Antonio-based AFFCU will be known as Soarian Credit Union. According to a statement on the credit union's website, "'Soarion' is a combination of 'Soar' (to fly high) and 'orion' (a prominent constellation representing guidance.)" The statement added, "We're here to help every one of our members fly higher than they ever have before."
"After an extensive strategic process, and research that uncovered name confusion in our markets, our Board of Directors chose to rebrand ourselves from AFFCU to Soarion Credit Union," AFFCU CEO Ryan Ross stated. "We believe this new name will propel us forward in the communities we cherish, enabling both existing and new members to reach their financial aspirations."
The new name is accompanied by a new logo and both will be featured on exterior signage, brochures, stationery and a rebranded website beginning April 2. The credit union said the rebranding process was facilitated by national branding agency Strum in collaboration with its Board and leadership team.
Mark Weber, president/CEO of Strum, stated, "We are thrilled that the new name, Soarion Credit Union, reflects the credit union's rich history of lifting people up to reach their financial goals, while it welcomes people across their communities."
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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.
