Rize Credit Union's new name and logo.
For several decades, SCE Credit Union has served members living and working just east of Los Angeles in the City of Irwindale. On Monday, SCE Credit Union ($1.1 billion in assets, 68,952 members) announced it is going by a new name that echoes the organization's vision to "end poverty through financial empowerment" and is part of a refreshed brand identity. The credit union's name is now Rize Credit Union.
Rize Credit Union President/CEO Jennifer Oliver explained, "We wanted to create a brand identity that embodies the impact we have on our members and in our communities. Rize Credit Union is more than a financial institution. We have a responsibility to provide fair and equitable access. We believe financial security unlocks human potential. Our brand invites like-minded individuals to become a part of something bigger than just a bank and to Rize Beyond Banking. It's a vision that is optimistic, fun, inclusive and inspirational."
According to a statement from Rize, the new look and feel hopes to capture the credit union's vision to end poverty through financial empowerment "while celebrating the organization's rich history as a trusted financial partner."
On its website, officials explained the name change in greater detail: "To better serve our members, we recognized the need for growth, which was challenging with our previous name. Many people don't know what a credit union is or mistakenly believe they must work for a specific company to join ours. We sought a name that eliminates that confusion and aligns with our mission, vision and values. We believe our new name will enhance our ability to serve current members, expand our reach, and allow us to make an even greater impact for our members and our communities."
Oliver added, "We've seen firsthand how a lack of financial education can shape a community for generations and immediately understood we could provide critical resources to help uplift and embolden individuals toward a better future. When we Rize Beyond Banking, we acknowledge it takes all of us to change the direction of our community for the better and we're here to Rize to the challenge."
Of note, the credit union changed its website from scefcu.org to rizecu.com. In the FAQ section about the name change on its website, officials stated they changed the URL from .org to .com "to allow for greater recognition and improved search capability online."
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Michael Ogden
Editor-in-Chief at CU Times. To connect, email at [email protected]. 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.
