Beverly Municipal FCU Unveils New Name, Updated Branding

BEVERLY, Mass.–Beverly Municipal Federal Credit Union has rebranded as Beverly Credit Union, a move it said is designed to better reflect the institution’s long-term growth strategy.

The rebrand comes as the credit union approaches its 75th anniversary in 2027, the credit union explained, noting a need for “improved brand clarity” as it continues to grow beyond its municipal origins.

“Beverly Credit Union is a clearer expression of who we are today,” CEO Tom Hankard said in a statement. “Internally and informally, we have always referred to ourselves as ‘Beverly Credit Union,’ but our official branding did not line up.” 

Hankard added that  “the new trade name removes legacy limitations, strengthens our recognition in the community, and supports our continued growth while remaining true to our members.”

Ongoing Growth

Beverly Credit Union said it currently serves more than 1,900 members with approximately $27 million in assets, up from 1,500 members and $12 million in assets less than five years ago. Hankard said that the growth stands out in an industry facing increasing consolidation and margin pressure. 

“In a time of stagnant or even negative growth across much of the credit union industry, I’m proud to lead an institution that continues to grow, profitably,” Hankard stated.

Beverly CU said the rebrand features a cleaner, refreshed logo and updated visual identity designed to modernize the credit union. It is also working on a brand-new website to be launched mid-year. 

Gradual Rollout

Due to its size, the credit union said will implement a cleaner, refreshed logo in phases.

“Unlike larger institutions that can execute a full rebrand over a single weekend, we’re doing it in stages,” Hankard said. “We are rolling out the new branding vendor by vendor. Members will see a gradual transition culminating with a new website to be launched this Spring.”