Ellafi SVP Robyn Swanson stated, “Financial empowerment is about more than money; it’s about confidence, security and opportunity. When we invest in women, we strengthen families, businesses and entire communities. At Ellafi, we’re committed to providing the resources and support that make financial independence possible for everyone.”

2. Rock Valley Credit Union’s New Website

The next credit union on this list won’t be changing its name, but it has a whole new look online. The $166 million, Loves Park, Ill.-based Rock Valley Credit Union worked with the northern Illinois marketing firm Chartwell Agency to complete a full website redesign.

According to Rock Valley, the primary goal of the redesign was to create a modern, user-friendly online experience for both current and potential members. The new website features improved navigation, mobile optimization and enhanced search engine optimization, with key features including clear calls to action, simplified navigation and integration with online banking services and social media platforms. Rock Valley also implemented a content management system (CMS) that allows staff to easily update and manage the site.

“From the start, the team took the time to understand our vision, brand identity and desired user experience. In today’s fast paced world, creating a seamless and intuitive experience was a top priority – because no one wants to dig through endless pages to find what they need,” Rock Valley President/CEO Darlyne Keller stated. “The team delivered a site that truly reflects who we are, and we’re proud to share it with both our members and future members.”

3. Interior Federal Credit Union’s New Website

Another credit union that recently unveiled a new website was the $286 million, Washington, D.C.-based Interior Federal. In the works for the past six months, the new website is a reflection of the credit union’s refreshed brand that rolled out last year.

According to Interior Federal, the new website was designed to empower members to take full advantage of digital banking, and is equipped with the knowledge, tools and protection members need to get started with digital banking, with support readily available every step of the way.

“We’re incredibly proud of how the new website has come together,” Interior Federal SVP Kimberly McCallum stated. “It’s the result of months of collaboration, creativity and dedication from our team. This site not only looks great, but it also provides a more seamless and engaging experience for our members and visitors.”

4. Professional League Resources’ New Name: Carrick Professionals

Professional League Resources (PLR), a consulting and business solutions subsidiary of the Carolinas Credit Union League (CCUL), changed its name to Carrick Professionals.

Developed in collaboration with the Columbus, Ohio-based Origo Branding, the name was inspired by the Carrick Bend knot in the CCUL’s logomark, which symbolizes the strength of cooperation and Carrick’s mission to work together with credit unions and businesses in building stronger, more sustainable futures, according to the May 22 announcement.

The new name and rebranding is part of a strategic initiative by CCUL’s leadership to clarify the distinct missions of the League and its business services arm, and includes a new website for Carrick Professionals that went live this month.

“We are incredibly excited to introduce Carrick Professionals to the credit union community and our valued partners,” Carrick Professionals COO Craig Beach said. “This new brand embodies our commitment to helping credit unions grow and thrive, while staying true to the collaboration and excellence that has always defined our work.”

Carrick Professionals is a for-profit subsidiary that operates under its own seven-member board, whose members are elected by the CCUL Board of Directors.

5. River Region and Missouri Credit Unions Become Multipli Credit Union

Following the merger of River Region Credit Union and Missouri Credit Union, which was finalized on April 1, 2025, the combined organizations now have a new name: Multipli Credit Union.

According to the combined, Jefferson City, Mo.-based credit union, which has approximately $1.3 billion in assets post-merger, the name transition will be completed by Nov. 1, 2025, when the merger is fully operational.

“We’re excited to share our new name with our members and partners,” Multipli President/CEO Rick Nichols stated. “We may have a new name, but our mission hasn’t changed. It’s still about helping our members grow, thrive and achieve more.”

6. Newly-Merged Member One to Rebrand as Virginia Credit Union

Following the 2024 merger of the Roanoke, Va.-based Member One Federal Credit Union into the $7 billion, North Chesterfield, Va.-based Virginia Credit Union, the combined credit union announced it will operate in all markets as Virginia Credit Union beginning in spring 2026.

The decision to unify the two organizations under the Virginia Credit Union brand followed an extensive brand research project and a careful evaluation of both brands’ strengths and awareness in current markets, according to the announcement. Factors in the decision included the fact that Virginia Credit Union has operated continuously for almost a century and enjoys strong existing brand awareness, as well as cost and efficiency.

“As a member-owned, not-for-profit cooperative, and in light of the need to be good stewards of members’ resources, the significant cost associated with the various competing brand options was also an important consideration,” according to Virginia Credit Union. “Also considered were the inefficiencies that would result if the organization continued to operate as two distinct brands.”

“The Virginia Credit Union brand has almost a century of history behind it and boasts a proven track record as a member-focused organization, one that’s driven by its mission and focused on delivering value for members through its products, services and resources,” Virginia Credit Union President/CEO Chris Shockley stated. “We know this merger will continue to benefit our members, staff and the communities we proudly serve, and we look forward to further building on our proud tradition of member and community service under the Virginia Credit Union name.”