FORT WORTH, Texas — Fort Worth Community Credit Union has officially rebranded as Worth Credit Union, a move the organization said is intended to reflect its broader membership base and growth beyond its historic geographic identity while maintaining the same ownership structure, services and leadership.
The $1.3 billion credit union, which traces its roots to 1940 and serves approximately 75,000 members across North Texas, said the name change is designed to align the organization’s brand with how its field of membership and service footprint have evolved over time. Fort Worth Community Credit Union changed from a federal charter to a Texas state charter in 2001 and expanded eligibility beyond its original government employee base to broader community membership.
“Our new name better represents who we are today and where we’re headed,” Michael Massey, who was named as the CU’s president and CEO in March, said in a statement released by the credit union.
Massey said the organization wanted a brand that reflects its membership, community roots and long-term focus on helping members build financial strength.
The organization has adopted the tagline “New name. Same people.” in member communications and said signage, digital platforms and other branded materials are being updated in phases.
