ITHACA, N.Y.–CFCU Community Credit Union has announced a new name and brand identity.

The $1.43-billion credit union said that effective in July, it will be known as Beginnings Credit Union. The 77,000-member CU was chartered in 1953 and has 17 branches.

“This rebrand is more than a change in name — it’s a renewed promise to our members,” President and CEO Lisa Whitaker said in a statement. “We understand that every day is a new beginning, and our new name reflects the power in what’s possible.”

According to CFCU Community, the new name and brand follow months of research, including focus groups and surveys. The credit union said the acronym “CFCU” no longer resonated with members. It was chartered as Cornell FCU and in 1997 moved to a state charter and became Cornell FingerLakes Credit Union.

New Tagline

Now, the credit union said, the name Beginnings Credit Union is designed to convey “progress, inclusivity, and optimism.”

The transition will include updated branding across all platforms — including signage, website, mobile app, and marketing materials.

The new name also comes with a new tagline, “All that’s possible.”