PLYMOUTH, Mich.–Community Financial Credit Union has announced it is changing its name.
The $1.48-billion CFCU plans to rebrand as orsa credit union.
In a video, President and CEO Tansley Stearns and Chair Teri Kuehn said the move is being made to provide clarity, as the word “Community” creates confusion in the market. Stearns explained the credit union has already been through five name changes since its founding in 1951 as Daisy Air Rifle Employees Credit Union (the bear in its log, named Daisy, is a tribute to its heritage) and said the name change follows considerable thought that “sparked from a need to tell Michiganders who we are, who we serve, and to distinguish our value proposition in the crowded landscape for financial institutions,”
Kuehn added that, “Many credit unions in Michigan have ‘Community’ in their name” and that it has heard “lots of confusion when people say, ‘What, wait, which credit union are you with? That confusion makes it harder for people to identify and remember us and that diminishes our impact, it blurs our story, and as we’ve taken bold steps in our recent past to enhance our technology, build strong partnerships and act as the best friend in financial matters, it’s become clear that we need a name as distinctive as the work that we’re doing; something memorable something that belongs to us and only us.”
About the Name
In a statement, Community Financial CU said, the name orsa “reflects the credit union’s longstanding role as a protector and guide for its members. Anchored by Daisy, the organization’s mama bear, and inspired by the Ursa constellations, a timeless symbol of guidance and orientation, the new name reinforces the cooperative’s focus on relentless care, courage, and forward momentum.”
‘Evolution’ For Next 75 Years
Stearns said the new name marks an “evolution” for the credit union and as it marks its 75th anniversary it sets the CU up for the next 75 years. Stearns added that members will begin to see the new branding for orsa credit union beginning Jan. 27.
At the same time, Community CU said it will also be expanding its branding relationship with the Detroit Music Hall.
