Northern Massachusetts Telephone Workers Credit Union recently announced that is has changed its name to Align Credit Union and opened a new branch in Amesbury, Mass.

The $547 million credit union in Lowell, Mass., joins a growing list of institutions launching major re-branding efforts to reflect an expanded field of membership. After being granted a community charter in 2005, the credit union widened membership to include anyone who lives, works or goes to school in many communities in eastern Massachusetts and southern New Hampshire.

“I could not be more excited about beginning this next chapter as Align Credit Union,” said Ken Del Rossi, president/CEO of the 25,000-member Align. “While NMTW certainly holds a great deal of emotional equity, it was time to update our name to better represent who we are today. As Align, expect the same level of service and community commitment – just with a brand new look and enhanced product and service offerings.”

The launch of the new name coincides with the opening of Align's sixth branch at 19 Haverhill Road in Amesbury. The full-service branch features a drive-up ATM and teller window.

The new name and tagline – “Connecting all your banking needs” – were developed as a tribute to the credit union's commitment to customization and full-service approach, with the word “connect” providing a nod to its telephone worker heritage, the credit union said.

Other changes include a new website and media campaign, in addition to a refresh of all branch signage, collateral and internal tools.

The new name is the result of more than a year of research, analysis and planning that touched all levels of the organization, the credit union said.

“This has been an exciting process for our organization,” said Lauren Robinson, Align's vice president of marketing. “Members, employees and community partners have all rallied behind the new name, helping to make the transition as seamless as possible. We are thrilled to fully transition to Align and continue to deliver superior financial solutions.”

Instant Insights /

NMTW CU Changes Name to Align With Expanded FOM

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