BluPeak Credit Union logo. BluPeak Credit Union logo.

The $1.2 billion USE Credit Union unveiled its new name, BluPeak Credit Union, to better represent the broad and diverse communities within the five counties it serves, the San Diego-based financial cooperative said Tuesday.

“In today’s world, the relationship and experience a member has with its credit union plays a vital role in the brand,” BluPeak Chief Marketing Officer Amber Fielder said in a prepared statement. “The USE name, which stood for University & State Employees, could imply those are the only Californians we help, when in fact our membership is open to them along with other Californians where we hold community charters.”

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