July 2020 (Louisville, KY): Jefferson County Federal Credit Union (JCFCU) opened its doors in 1969 as a credit union to serve the Jefferson County Police and then the employees of Louisville – Jefferson County Metro Government, as well as the employees of over three hundred companies and associations located primarily throughout the Greater Louisville Area. In the summer of 2004, membership in Jefferson County Federal Credit Union became open to persons who live, work, worship, or attend school in, and businesses and other legal entities located in Jefferson, Bullitt, Spencer, Shelby, Oldham, Henry or Trimble Counties in Kentucky or Clark or Floyd Counties in Indiana.
“We have come to realize that in order to maintain a strong, viable presence within the communities we serve”, states
JCFCU’s CEO Heather Walter (below), “we needed to take a look at a variety of factors surrounding the products and services we offer, our technological capabilities, and our overall awareness and perception among those who do not belong to JCFCU yet but could greatly benefit from our services.”
From these evaluations, the Credit Union realized they could greatly benefit from a restructure of their identity, to include a name change.
“Though we knew a name change was necessary”, says Walter, “we knew we didn’t want to change the foundation from which we became the credit union we are today. We want to continue to be able to promise our members that we will provide the same great products and personalized service they’ve come to expect and depend on – helping them advance through every stage in life and achieving their goals.”
From this, the credit union took the words right out of their own mouths and as of July 15, 2020, they will now be known as Advanz Credit Union.
“We believe this name better encompasses and exemplifies who we are as a credit union and the level of service our members have come to expect and appreciate,” says Walter. “We also don’t want our name to hinder us in the eyes of non-members, thinking they are unable to belong to the Credit Union.”
Wanting to partner with a well-respected and experienced brand agency, the Credit Union looked to the nationwide industry experts, The BA Group, located in Northfield, Minnesota. “It was a pleasure to work with the Credit Union’s leadership and management team to explore and discover the attributes the Credit Union has always possessed, along with those they are committed to adapt,” said The BA Group’s CEO Amy Herbig. “Through our measures, BA developed the new name and brand identity that we are confident the Credit Union can stand behind and deliver to their members for years to come. This new brand also allows the Credit Union to differentiate themselves in order to attract and acquire the potential membership out there looking for a place that can help them Advanz their financial dreams and goals.”
Additionally, this name change does not reflect a merger with another financial institution, or that we are changing our locations or staff. “We are still the same credit union with the team our members have come to know and respect – going above and beyond to help our members and their family’s financial wellbeing,” says Walter. “We’re excited to now be Advanz Credit Union as we also unveil our new website, branch signage and a number of other elements. We really want to showcase this new brand and that we are a solid, modern, and growing credit union.”
“Since our doors opened in 1969, the Credit Union has stood by our members, working with them through every stage in life as their trusted, financial partner,” says Walter. “We have helped families from opening a child’s first savings account, to saving for college, buying cars and homes, and planning for retirement. The Credit Union was founded on the principles of helping others establish and reach their goals, and we still believe in and operate under the same values today. And now, with our new name we also have a new member promise that We’ve got you covered A to Z – meaning we’re here to help our members and the communities we serve through all stage in life, helping to Advanz their lives and accomplish their goals.”