FOR IMMEDIATE RELEASE:
November 24, 2020
Alltru Credit Union Commemorates New Name
St. Louis Credit Union Completes Rebranding
St. Louis, MO – 1st Financial Federal Credit Union officially changed its name to Alltru Credit Union on November 17, 2020. Alltru Credit Union is a member-owned, not-for-profit financial cooperative that has provided its members with a full line of dependable financial products and services for over 50 years.
The name change results as an outcome to better reflect its mission and demonstrate the collective ownership and shared integrity of its members. The new name better tells the story of Alltru and will differentiate themselves from fellow credit unions in the area. The name change is part of the company’s growing focus to expand their membership and provide equitable access to financial services in all communities.
“Our new name reflects back on our members and draws to the fact that they are all part-owners of this institution. It is a reminder of their shared ownership and influence. We are all in this together, just as we’ve always been,” said Carol Minges, CEO of Alltru.
The Credit Union completed the much-anticipated change on November 17th. Alltru has made widespread renovations to all of its branches that reflect the modern brand. Amongst these rebranding changes are a new logo and website redesign that will contribute to the growing brand.
While the name has changed, the company has not been sold or merged with another financial institution. Their tagline The Better Way To Bank will remain the same. Laura Woods, Vice President Of Marketing and Community Presence, states, “We are the same cooperative that we’ve always been and will be. When our members succeed, so do we, and our shared successes build a better community for us all.”
The company-wide mantra, ‘New Name. Same Mission. Same Us.’ , has been adopted by all employees throughout the name change transition. For more information on the name change or to learn more about Alltru, visit www.thebetterwaytobank.org.
About Alltru Credit Union
Established in 1968, Alltru Credit Union is a full-service community development financial cooperative (CDFI) whose mission is to improve the financial well-being of its members. With assets exceeding $290 million, Alltru serves more than 35,000 people throughout St. Louis City, St. Louis County, and St. Charles County.
VP of Marketing and Community Presence