Trust and integrity.
These were the words foremost in the minds of leaders of a 74-year-old credit union as they worked to find new brand, logo and name to represent their growing financial institution. This trust, integrity and service to others continues forward as 66 Federal Credit Union this month takes on a new name - Truity Credit Union.
“We are proud of our rich tradition and history with Phillips Petroleum Company since 1939 and, more recently, with ConocoPhillips,” says Kelly Diven, credit union president and chief executive officer. “However, Truity Credit Union will help convey that we serve not only these two employee groups, but others as well. It will help position the credit union for future growth and financial strength.”
The credit union hired a nationally recognized naming and branding firm to assist in the development of a new name. The firm reviewed extensive research conducted by the credit union last fall looking at financial preferences, product needs, market perception and name recognition of members and nonmembers in its region.
The research showed too many nonmembers were unaware they could join the credit union and take advantage of its products and services. By unifying the credit union’s name and brand, the board is enhancing its ability to deliver the best value and service to existing members, while bringing affordable financial solutions to more people in a cost-efficient manner.
“The relationships we have enjoyed with Phillips 66, ConocoPhillips, The University of Kansas, Tyson Foods and our other Select Employee Groups will continue uninterrupted with no change in the high quality of service we provide,”says Diven.
“Our vision, mission and core values that have served us well for many years will continue to be the core of who we are.” While the name is changing on credit union doors and letterhead, there are no changes in leadership or ownership at the institution.
“I want to make sure everyone understands that this change is in name only,”says Diven. “We have not been bought or acquired. The name change will not impact member accounts, the financial products we offer, or the
outstanding service we provide to members.”
Account numbers and routing numbers will not be affected by the name change, and debit and credit cards issued with 66 Federal Credit Union will continue to work as they always have. When new checks or cards are
issued, however, they will have the new Truity Credit Union name on them. The credit union’s website will remain the same until late October the end of the year when a new look will be revealed. A new mobile banking app also will be available soon.
Truity Credit Union stands strong and has increased in asset size and membership over the last several few years, now serving more than 60,000 members worldwide.
Even stronger growth is expected in the future because of the name change, which should help more people realize they are eligible to join Truity Credit Union.