MIDDLETOWN, Conn.– Seasons Federal Credit Union has unveiled a new name it says is designed to reflect its focus on serving women.
The $178,4-million Seasons FCU is now Ellafi FCU. It said the new name reflects how it is evolving to better serve its members and community, with a “mission centered on financial independence and economic resilience for women and their allies, collectively referred to as women+.”
According to the credit union, the name Ellafi reflects its mission to “empower and lead women+ with the goal to Lift economic resilience and help women and their allies to achieve financial independence…‘Ella’ represents femininity across cultures, while ‘FI’ stands for financial institution; uniting strength, identity, and purpose.”
‘Connecticut’s First’
Ellafi FCUC, which has approximately 12,636 members, said it is Connecticut’s first credit union dedicated to women+, offering banking solutions, financial resources, and a “supportive community built on inclusion and empowerment.”
“More than a name change, this transformation reflects a commitment to closing financial gaps, fostering independence, and helping members thrive at every stage of their financial journey,” the credit union said in a statement.
‘Created to Champion’
“Ellafi Federal Credit Union is proud to be Connecticut’s first women-focused credit union – created to champion equity, empower women, and serve every member of our community,” President and CEO Keith A. Wiemert said in a statement. “Our products, services and culture are designed around the unique financial journeys of women, while remaining inclusive and accessible to all.”
The 90-year-old Ellafi (it changed its name to Seasons FCU 20 years ago before the rebranding) said financial barriers continue to limit opportunities for many, from securing loans to finding banking solutions that promote long-term stability.
‘More Than Money’
“Financial empowerment is about more than money; it’s about confidence, security, and opportunity,” SVP Robyn Swanson said in a statement. “When we invest in women, we strengthen families, businesses, and entire communities. At Ellafi, we’re committed to providing the resources and support that make financial independence possible for everyone.”
The credit union said that while it is designed to better serve women+, it remains fully inclusive.
‘Enhanced Approach’
“All current members will continue to receive the same great service, with no changes to their accounts,” Ellafi FCU said. “Instead, they’ll experience an enhanced approach to banking, one that prioritizes financial wellness, opportunity, and community-driven support.
The rebranding was led by Greyhound Design.
