TUSCALOOSA, Ala.—Tuscaloosa Teachers Credit Union has changed its name to RiverFall CU.
The $120-million CU expects the new name will appeal to a larger number of consumers in its market.
"We worked very hard to develop this new identity, starting with a close look at our important heritage and examining in depth how we can best serve the needs of the people and communities in our area," said Susan Butler, marketing director, in a release.
The CU said that "RiverFall” encompasses a direct reference to the Black Warrior and Tombigbee rivers as well as the fall line in Alabama that separates the hilly Cumberland Plateau from the flat Coastal Plain. These rivers flow through the six counties of the credit union's market, which includes Bibb, Fayette, Greene, Hale, Pickens and Tuscaloosa. The city of Tuscaloosa, where the credit union was established, was developed along this topographical trait known as the fall line.
"Beyond the geographical meaning of the new name, the RiverFall brand is about empowering our members to overcome life's challenges with smart financial tools and guidance. The river is analogous to the ever-changing pace of daily life. Just as the river adapts its course to overcome obstacles, our fresh and flexible approach to banking is designed to help our members find their pace and grow their lives," the release stated.
Tuscaloosa Teachers CU was established in 1953 and has more than 8,400 members.