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."
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