CFCU Community Credit Union, a longstanding financial institution serving the Finger Lakes region since 1953, will soon operate under a new name: Beginnings Credit Union. The rebrand is set to take effect in July 2025.
The credit union announced the change as part of an effort to better reflect its mission and adapt to evolving member needs. According to CFCU President and CEO Lisa Whitaker, the new name is intended to emphasize the organization’s role in helping members navigate various stages of their financial lives.
“Our new name reflects the power in what’s possible,” Whitaker said. “As the world evolves and members’ needs change, we need to improve our ability to tell our story.”
Why is CFCU rebranding?
“Rebranding was a strategic decision, made in partnership between the Board of Directors and leadership team,” said Blixy Tatezsch, Chair, CFCU Board of Directors. “We recognized the need for a name and identity that truly reflect who we are today and where we are headed. Our new name, Beginnings, captures the spirit, values, and progress that define us. This change positions us for future growth, ensuring our outward image reflects the inclusive, forward-thinking credit union we’ve always been.”
While the name, logo, and overall brand identity will change, the credit union says its leadership, staff, services, and members’ account information will remain unaffected.
“Our members can rest assured that their day-to-day interactions with us will remain unchanged, and there will be no impact on their account information,” said Katie Foley, CFCU VP of Marketing and Sales. “We are the same trusted credit union — just with a refreshed look.”
CFCU has served communities across the region for over 70 years, and officials say that commitment will continue under the Beginnings Credit Union banner.
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