Bob Trunzo, who became CEO of CUNA Mutual Group in 2014, said the company has remained fixed on its purpose to make brighter financial futures accessible to everyone.

CUNA Mutual Group will rebrand to TruStage in 2023. (Image from CUNA Mutual Group's website)

"We were born out of the credit union movement more than 85 years ago and founded on the principle of people helping people," Trunzo said. "Now is the time for our brand to reflect all we do."

CUNA and CUNA Mutual Group continued on parallel tracks within the credit union movement, with CUNA even having an adjoining office on CUNA Mutual Group's campus in Madison, Wis. CUNA lists its headquarters both as the Madison location and its office in Washington, D.C.

Meanwhile, CUNA Mutual Group has built numerous divisions, ranging from Bivvy pet insurance to CMFG Ventures, a venture capital limited liability company that focuses on strategic, early-stage investments in the credit union, financial services and insurance industries.

Eric Hansing, SVP of corporate strategy, marketing and communications, said adopting "TruStage" as a single marketing brand will help clarify its identity to the public.

"Often, our customers see only one part of what we do," Hansing said.

A news release from the company said it would use the next year to "engage in a thoughtful process that will focus on transitioning the touchpoints and experiences that have the greatest impact on those CUNA Mutual Group serves." The resulting launch next year will include a refreshed website, digital marketing materials and collateral.