OSHKOSH, Wis.—CitizensFirst Credit Union here is changing its name to Verve, a Credit Union.
“Our research was showing name confusion with other area financials, so we knew it was time to choose one to reflect the passionate, innovative work that sets us apart,” CitizensFirst president/CEO Kevin J. Ralofsky said in a released statement. “We believe this new name speaks to our commitment to serving the community and our members. Our groundbreaking merger with Lakeview and Best Advantage created the perfect opportunity to rebrand, and we now move forward with a name that stands for the enthusiasm, energy, passion and drive that we put to work every day along with a pursuit to improve technologies to support our services.”
CitizensFirst is also in the process of merging La Crosse-based Community Credit Union. A video about the name change can be found here. https://www.youtube.com/watch?v=TgSg9pmbNo8