Wescom’s updated branding is reflected at its Torrance branch in California’s Los Angeles County. (Credit/Wescom Financial)
The Pasadena, Calif.-based Wescom Credit Union has rebranded to Wescom Financial to better represent the range of products and services it offers, including banking, investments and insurance, the $6.2 billion institution announced Wednesday.
Wescom Financial is also rolling out a new tagline, “Bank Better,” which reinforces its commitment to being a better financial option for Californians, according to the credit union.
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What’s more, in a separate announcement Tuesday, the credit union’s technology CUSO, Wescom Resources Group, said it dropped the word “Group” from its name “to reinforce the seamless, service-first relationships it has with its loyal clients,” as well as unveiled a revamped website.
Wescom Financial’s rebranding will roll out over the course of this year at its branches and in signage, and is currently reflected on its website and remote banking channels.
“We want to grow within our communities so more Californians can bank better and have access to better rates, better digital tools, and all the products and services you would expect from a bank – but better,” Wescom Financial SVP, Chief Marketing Officer Ashley White said. “We’re still guided by the same core values that have distinguished us as one of the nation’s leading credit unions for over 90 years. Our new name puts our full range of financial solutions and member support at the forefront.”
The last time Wescom Credit Union rebranded was in 1996, when it changed its name from Telephone Employees Credit Union to Wescom Credit Union.
The Wescom Resources CUSO said its new website features a clean, modern design and easy navigability, which is in line with the brand of the entire refresh – to highlight its streamlined brand image and innovative client engagement model.
“We are not changing who we are, just how we describe ourselves,” Wescom Resources President David Cerwinski said. “At Wescom Resources, we offer our clients a wide array of resources to support their unique needs, including technological innovation, systems, processes, products, compliance, security – and above all – people.”
Wescom Resources’ technology solutions include a core hosting service, UNITRI, and a point-of-sale (POS) terminal and workflow solution, Tellergy. In 2024, the CUSO welcomed 15 new UNITRI core hosting client credit unions and five new Tellergy branch technology clients.
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Natasha Chilingerian
Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.
