More credit union-rebrandng happening. Source: Shutterstock.

The Irvine, Calif.-based CU Direct is officially transitioning its corporate branding from the CU Direct name to Origence, the financial technology CUSO announced Monday.

According to the announcement, the CUSO will rebrand key business touchpoints to reflect the Origence name and visual brand, including its web properties, social media channels and digital communications. The Origence brand, which the CUSO first introduced three years ago, represents “the company’s vision to create the ultimate origination experience and help credit unions win in a digital-first world,” it said.

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Natasha Chilingerian

Natasha Chilingerian has worked in the credit union space for over a decade. She joined CU Times as managing editor in 2015 and was promoted to executive editor in 2019. Before that, she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union) in Los Angeles from 2013-2015, and as a CU Times freelancer from 2011-2013. She has been a professional writer and editor for more than 17 years, specializing in news and lifestyle journalism as well as marketing copywriting for companies in the finance and technology space.

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