MEMPHIS, Tenn.– Orion Federal Credit Union said it is rebranding as Orion Financial, the second credit union in a week to announce it is dropping the “Credit Union” from its name.
“For decades, Orion Financial has invested in community impact and prioritized financial literacy and shared success,” the $1.22-billion Orion Financial said in a statement. “The new name reflects an expanded vision that goes beyond traditional banking to serve as a lifelong partner, helping our customers realize financial independence, security, and growth.
“Our new name, Orion Financial, reflects the full scope of what we offer today, and our vision for the future,” President and CEO Ashley McDurmon said in a statement. “We are more than a financial institution—we are a trusted partner, dedicated to the long-term success of our customers. We want everyone who experiences Orion Financial, to feel known, supported, and empowered to take control of their financial future.”
Website Redesign
As part of the rebranding, Orion Financial reported it has launched a completely redesigned website that features an intuitive interface, enhanced online tools, and improved navigation, “making it easier than ever for customers to manage their finances, access services, and stay informed.”
Orion Financial said the redesigned site is part of its commitment to providing a seamless and cohesive experience across all delivery channels.
It added that it also continues to embrace innovation in digital banking, offering resources like financial calculators and budgeting tools to make financial management intuitive and accessible for everyone..
“Our vision is to deliver a financial experience that feels personal, accessible, and built on a foundation of trust and education,” McDurmon added in a statement.
The credit union has approximately 68,000 members.
Similar Rebranding
As the CU Daily reported here, in California Wescom Central Credit Union also recently said it is rebranding as Wescom Financial. It has also introduced a new tagline, “Bank Better.”
