The background
According to a March 18 news release, officials with Air Force Federal Credit Union sought to put forward a new company name and logo that clearly distinguish their financial institution from others.
CEO Ryan Ross said research and a strategy process found that many people confused Air Force Federal Credit Union with other credit unions, especially those with a large military member clientele.
Ross said the name “Soarion” reflects the company’s mission to advance communities in which they operate, and to lift up existing and new members.
Serving 55,000 members, AFFCU has financial centers in San Antonio, Del Rio and Columbus, Mississippi.
Company officials said credit union members will see other changes later in 2024, including redesigns to its financial centers, website, and credit/debit cards.
What they’re saying
Ross said the credit union’s core mission remains the same.
“Our commitment to lifting people up to reach their best life is ingrained in our identity. With our new name, we will continue to ensure that all members, old and new, feel valued and lifted up by our team as they navigate their financial journeys,” Ross said in a statement.
Collaborating with the credit union’s board and leadership team, a rebranding process was facilitated by national branding agency, Strum.
Strum President and CEO Mark Weber shared Ross’ sentiment in the change in name and logo to Soarion.
“We are thrilled that the new name, Soarion Credit Union, reflects the credit union’s rich history of lifting people up to reach their financial goals, while it welcomes people across their communities,” Weber said in a statement.
