CUNA Mutual Group logo at CUNA GAC.
The company that sells TruStage insurance products to credit unions and consumers said Thursday it will adopt that name for its subsidiaries, forsaking "CUNA Mutual Group."
The company was born from CUNA, the not-for-profit trade group established in 1934. The association's leaders thought there should be a company dedicated to providing insurance to credit unions, so the CUNA Mutual Society was established in 1935.
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It later changed its name to CUNA Mutual Holding Company, a mutual insurance holding company, and adopted "CUNA Mutual Group" as a trade name. It launched "TruStage" in 2012 as a trade name for its insurance products as it began expanding its products to consumers.
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.

"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.
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