Orion Financial's new logo.
Orion Federal Credit Union has officially rebranded as Orion Financial, reflecting a broader vision to serve as a lifelong financial partner for individuals, families and businesses throughout the Mid-South and beyond.
“Our new name, Orion Financial, reflects the full scope of what we offer today, and our vision for the future,” Ashley McDurmon, president/CEO, said. “We are more than a financial institution — we are a trusted partner, dedicated to the long-term success of our customers.”
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With roots dating back to 1957, the Memphis, Tenn.-based Orion Financial remains the largest credit union in the region, serving over 70,000 members and managing more than $1.2 billion in assets. The rebrand came with the launch of a fully redesigned website, featuring enhanced digital tools, simplified navigation, and personalized financial resources such as calculators and budgeting guidance.
“Our vision is to deliver a financial experience that feels personal, accessible and built on a foundation of trust and education,” McDurmon added.
While the name and digital presence have evolved, Orion Financial emphasized that its dedication to competitive rates, personalized service and community impact remains unchanged. The credit union has long been known for its investment in financial literacy and shared success, and the rebrand signals an ongoing commitment to empowering members toward financial independence.
“We’re excited to continue helping our customers achieve their financial dreams and committed to a lifelong partnership,” McDurmon said.
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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.
