NMTW Community Credit Union of Lowell, Mass., last week announced that it will change its name to Align Credit Union this fall.
NMTW, which stands for Northern Massachusetts Telephone Workers, has grown since it was founded in 1922 to serve the financial needs of area telephone company employees. After being granted a community charter in 2005, NMTW membership is now open to anyone who lives, works or goes to school in communities in eastern Massachusetts and southern New Hampshire.
“First and foremost, our name is truly the only thing that is changing and we are not being bought out or merging with another institution,” said Ken Del Rossi, NMTW president/CEO. “I am extremely proud of our telephone worker heritage but I am equally excited for this change and what it means for our future.”
“We have a long history as a financially sound institution. We care about our Members’ well-being and that tradition will continue when we become Align,” said Tom Hammond, NMTW executive vice president and CFO. “As our membership has grown, so have our products and services and our new name not only reflects where we’ve been but where we’re going.”
The new name is the result of more than a year of research, analysis and planning that touched all levels of the organization. Once the decision to explore a new name was made, NMTW partnered with Single Source Marketing of Danvers, Mass., to execute a collaborative brand development process.
“A lot of people have been asking, ‘Why Align?’” said Lauren Robinson, NMTW assistant vice president and marketing director. “A major part of the brand development process involved getting to the core of who we are and what sets us apart. What we discovered is that as NMTW, our approach has always been member-driven. That’s where Align was born. It’s about providing the right products and services, tailored to each member’s needs.”