This summer brought several name changes within the credit union industry, with three credit unions and one credit union service provider unveiling new brand identities. Here’s a rundown of what’s changing.
1. Greater New Orleans FCU Rebrands as EPIC FCU
Things are getting EPIC at a Louisiana credit union, according to an announcement from earlier this summer. On July 1, the $167 million, Metairie, La.-based Greater New Orleans Federal Credit Union got a new name: EPIC Federal Credit Union.
According to EPIC’s executive team and Board of Directors, the new name positions the credit union to grow beyond its Greater New Orleans footprint and better reflects the dynamic approach to serving the community that EPIC will be delivering.
“In choosing ‘EPIC,’ we take on a name that reflects the style of services and products we will provide, but also, it reflects the level of personalized care we have always stood for,” EPIC CEOO Shelley Sanders said. “In fact, we see it as an acronym; E- Educating, P- Protecting, I- Impacting and C- Community.”
The credit union said the name change came after months of contemplation and was done intentionally in a manner that will not adversely affect its members, noting that all accounts, loans, investments and all other areas of the credit union’s business will remain the same.
2. CFCU Is Now Beginnings Credit Union
Another credit union name change announced earlier this summer came out of Ithaca, N.Y. – the $1.4 billion CFCU is now called Beginnings Credit Union.
According to a landing page on Beginnings’ website, the meaning of its “CFCU” acronym evolved multiple times since the credit union’s founding in 1953, causing confusion and diluting its power; therefore, it was time to establish a strong unified brand that reflects the reality of who the credit union is today and shines light on its personal approach to banking.
“Our new name, Beginnings Credit Union, communicates our commitment to connecting people with better financial opportunities that unlock everyday possibilities,” the landing page stated. “Beginnings represents a bright new day for our credit union, while moving us into a future focused on empowering all people to achieve financial well-being.”
To accompany the new name, the credit union has a new logo and look, which is now visible in every place its brand shows up, from its website and digital banking to its branches and advertisements.
The credit union noted to its members that their accounts, cards and passwords will remain the same, however it pointed out that its digital banking platform, CFCU More, is now referred to as Beginnings Digital Banking or the Beginnings Mobile App.
3. First Imperial Credit Union to Become Corazo Credit Union
On Sept. 8, 2025, the $219 million, El Centro, Calif.-based First Imperial Credit Union will officially adopt its new name: Corazo Credit Union.
The name Corazo – inspired by the Spanish word corazón, meaning “heart” – reflects the credit union’s deep roots in the community and profound commitment to putting people first, according to the credit union’s announcement. The soon-to-be Corazo is also getting a new slogan, “People are the Pulse,” to further honor its values while embracing a vibrant, inclusive future, it said.
“This name change is a celebration of who we are and who we serve,” First Imperial President/CEO Fidel Gonzalez said. “Corazo Credit Union represents people who are the heart of our mission. Our members have always been the pulse of our credit union, and this new identity reflects our continued promise to serve with compassion, strength and unity.”
In describing the new logo, the credit union said it features heart elements arranged symmetrically, with their pointed ends converging toward a center dot, symbolizing the credit union’s commitment to placing members at the core of everything it does. The color palette includes a deep teal and warm desert-inspired shades of orange, reflecting the vibrant spirit and landscape of the communities served, the credit union added.
“Corazo speaks to the connection we have with our members and communities. We are proud to evolve while staying true to the people who are at the core of every decision we make,” First Imperial Chief Experience Officer Marlena Renteria said. “We work hard for positive outcomes and providing real help to our members is our specialty.”
First Imperial said the new name and brand will be implemented in a phased approach over the next year, and assured members that all products and services will continue to function as intended throughout the transition.
4. SMA Technologies Becomes Continuous
Finally, on Aug. 20, intelligent automation platform provider SMA Technologies announced that it changed its name to Continuous to reflect a commitment to helping banks and credit unions simplify their operations, strengthen security and serve their communities with greater efficiency.
The name change coincided with an expansion of its offerings: The company said its existing workload automation platform, OpCon, now includes intelligent document processing solutions from Encapture, as well as expanded information security functions with the addition of provisioning and access management solutions from Sycorr.
“Banks and credit unions are under tremendous pressure to modernize, but they also can’t compromise on reliability or security,” Continuous CEO Todd Dauchy said. “Continuous represents our promise to institutions: To help you move forward with confidence, streamlining day-to-day operations while keeping your focus where it belongs – on the people and communities you serve.”
The Houston-based Continuous, which currently serves more than 1,600 financial institutions, said by combining automation, document intelligence and identity security in one platform, it will help institutions scale efficiently while protecting the trust they’ve earned in their communities.
“Financial institutions have trusted OpCon for decades as the backbone of automation,” Continuous Chief Product Officer Ryan Dimick said. “With Encapture and Sycorr now part of the platform, customers gain even more support for running securely, reliably and continuously – without increasing complexity.”
© Arc, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to TMSalesOperations@arc-network.com. For more information visit Asset & Logo Licensing.