After operating for 73 years under the same name and for three decades with the same logo, the Colorado State Employees Credit Union is getting a makeover as the Credit Union of Colorado.
The rebranding is designed to broaden the credit union’s appeal, said Terry Leis, president and chief executive.
“We weren’t getting the message out,” Leis said, adding that many potential customers thought they couldn’t join because they didn’t work for the state.
About 30 percent of the credit union’s members are state employees, a figure that jumps to 80 percent once their relatives are added in.
The credit union’s field of membership, however, is much broader and includes municipal, county, special-district and school-district employees and their families.
Faculty, employees, students and alumni at community colleges, local district colleges, vocational schools and the Colorado School of Mines are also eligible to join.
The Credit Union of Colorado, with $720 million in assets and more than 80,000 members statewide, joins others in rebranding.
The U of C Federal Credit Union changed its name to Elevations Credit Union last year.
Also, DPS Credit Union, Safeway Rocky Mountain Federal Credit Union and Gateway Credit Union took the name Westerra Credit Union after they merged in 2006.
Staff writer Aldo Svaldi can be reached at 303-954-1410 or asvaldi@denverpost.com.
