RIFCU has nearly $500 million in assets with more than 40,000 members. The credit union came to The Pod once they realized that fewer than 14% of their total membership was made up of their original railroad-based select employee group (SEG). RIFCU recognized the need to change to a name that appeals more broadly to potential members in their 900+ SEGs. The existing name caused brand confusion to non-members who thought the credit union was for railroad employees only.
The name, Trax Credit Union, speaks to the founders in the railroad industry, but it also relates to how the credit union will be side-by-side on the member’s journey to their “financial” destination.
Tagline: Make the journey count.
(Marketing Partner On Demand)
Branding / Renaming
Social Media Management