Small South Carolina CU Reveals New Name: TRU FCU

To better reflect its recent charter expansion, as well as its mission and core values, the $65.3 million, Greenwood, S.C.-based Greenwood Municipal Federal Credit Union will change its name to TRU FCU on Jan. 2, 2025, the credit union said Monday.

Originally chartered in 1974 as a Sponsor Employee Group credit union serving local municipalities, school districts and certain employers, GMFCU widened its charter in 2022 to include the South Carolina counties of Greenwood, Abbeville, Laurens, Newberry, Saluda and McCormick. It now serves 7,257 members.

GMFCU said the acronym selected for its new name represents its three core values: Trust, Respect and Unity. What’s more, it said the new name and brand identity reflects its commitment to innovation, growth and dedication to providing exceptional service to its members.

“Our new brand identity is more than a name change,” GMFCU CEO Phil Heinlen stated. “It embodies our mission, core values and our aspirations for the future. The rebranding signifies our dedication to becoming a more reflective and approachable financial partner for the communities we serve. We are committed to maintaining the same high level of service and trust that our members have come to expect, while also embracing new opportunities and innovations within the credit union industry.”

The soon-to-be TRU FCU said its members and partners can expect to first see the new brand identity rolled out across all platforms, including its website, social media channels and physical locations in Greenwood, S.C.; the new identity will later be brought to locations within the other counties it serves.

This week also brought news of a refreshed brand at a credit union further up the east coast – the $423 million, Rochester, N.H.-based Holy Rosary Credit Union (HRCU) has a new logo and tagline, “Your Neighborhood Credit Union.”

The new brand identity precedes the opening of HRCU’s newest branch in Greenland, N.H., scheduled for November, the credit union said.

“As we prepare to enter a new market in Greenland, New Hampshire, we seized an opportunity to work with our staff, board and members to create a new, refreshed look,” HRCU President/CEO Brian Hughes stated. “We also ensured our mission and core values reflect the high quality, personalized services that members and our community have come to know and trust. I am looking forward to the next chapter for HRCU.”

HRCU serves 24,537 members throughout New Hampshire and York County, Maine.