CHICAGO – United Credit Union has announced a new name and brand.
The $293.3-million CU is now called Vicinity CU. It said the “rebranding is a better reflection of its mission and deep-rooted connections within neighborhoods in Cook County, Ill.”
“Vicinity represents our commitment to being at the heart of our community, close to our members, and integral to their daily lives,” CEO Mario Aguirre said in a statement. “While our name has changed, our dedication to personal relationships and community engagement remains steadfast. This evolution marks a significant milestone in our journey, emphasizing our roots as a teachers’ credit union and our expansion to serve a broader community.”
Founded Inside a School
Vicinity Credit Union noted it was founded inside a high school in 1930 by 15 teachers as Union Teachers Credit Union, which changed its name to United Credit Union in 1986 when it converted to a community charter.
“The new name, Vicinity Credit Union, reflects the closeness and familiarity that Vicinity aims to embody, reinforcing the credit union’s role as a community champion,” the CU said in a statement.
It added it is all about “being engaged, tenacious, and resourceful – always ready to empower members to find success financially.”
Remaining ‘Human-Centric’
“In an era where digital transactions often replace personal interactions, we choose to remain human-centric,” Aguirre added in a statement. “Our team are more than just staff; they are our ambassadors in the community, deeply engaged in local events and initiatives that impact our members’ lives.”
Vicinity Credit Union said that taking care of the undeserved banking community in Cook County has driven growth over the past five years of 57.52%, with membership approaching 20,000.
On Oct. 3, Vicinity Credit Union said it will enhance its digital services through a banking system upgrade that will include significant improvements to technology and security. In addition, construction continues at its Pulaski branch to create what it said will be a state-of-the-art space reflecting the credit union’s new vision, mission, and brand.