ALBUQUERQUE, N.M.—The $4.16 billion Sandia Laboratory FCU has rebranded as Sunward, Albuquerque Business First reported.
The transition will be complete in Q1 of 2025, the CU said.
Founded as the credit union for Sandia National Laboratories, overtime, the people it served expanded beyond the Labs beginning in 1986, Albuquerque Business First said.
“Our name and our brand, overall, really has this premium perception within the marketplace — but it also has this exclusive perception within the marketplace,” said Alex de la Cruz, executive vice president of Sunward, adding that because Sandia National Laboratory is in the name, people may not know they don't have to work at or be affiliated with the Labs to join. “That’s the primary driver into why we wanted to make an adjustment in our name,” de la Cruz said.
SLFCU conducted “considerable research” over the past year among members, stakeholders and employees of both the credit union and the Labs, said CEO Stephanie Sherrodd.
While the name will change, Sherrodd said the credit union remains proud of its connection to the Labs and plans to “double down” on its commitment to those employees with exclusive and expanded services, Albuquerque Business First said.