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Why Kentucky's Jefferson County FCU Changed Its Name to 'Advanz CU'

Jefferson County FCU, which opened more than 50 years ago in Kentucky, now has a new name: Advanz CU.

The name change, effective July 15, came about as officials at the Louisville, Ky.-based credit union studied how best to make non-members more aware of products, services and technological capabilities.

“We believe this name better encompasses and exemplifies who we are as a credit union and the level of service our members have come to expect and appreciate,” Advanz CEO Heather Walter said in a statement. “We also don’t want our name to hinder us in the eyes of non-members, thinking they are unable to belong to the credit union.”

Walter said that although the credit union knew a new identity was necessary, “We knew we didn’t want to change the foundation from which we became the credit union we are today.”

“We want to continue to be able to promise our members that we will provide the same great products and personalized service they’ve come to expect and depend on—helping them advance through every stage in life and achieving their goals,” Walter said.

Advanz ($129,335,442 in assets, 10,781 members) connected with The BA Group, in Northfield, Minn., on the rebranding, which also included a website redesign.

BA Group CEO Amy Herbig said in a statement that “this new brand also allows the credit union to differentiate themselves in order to attract and acquire the potential membership out there looking for a place that can help them Advanz their financial dreams and goals.”

Jefferson County FCU opened in 1969, first serving the county police and then employees of Louisville – Jefferson County Metro Government and the employees of more than 300 companies and associations in the Louisville metropolitan area. Membership was opened more broadly in 2004 to seven more counties in Kentucky and two counties in Indiana.

“The Credit Union was founded on the principles of helping others establish and reach their goals, and we still believe in and operate under the same values today,” Walter said. “And now, with our new name we also have a new member promise that We’ve got you covered A to Z—meaning we’re here to help our members and the communities we serve through all stage in life, helping to Advanz their lives and accomplish their goals.”

Source & Original Article: Credit Union Times, Mike Scarcella, July 20, 2020