RANCHO CUCAMONGA, Calif.-Over the next two years CO-OP Financial Services said it will be rebranding the CU Service Centers shared branch network and its "swirl" logo and signage it acquired in a 2012 merger with Financial Service Centers Cooperative.
Almost 1,800 credit unions participate in CO-OP Shared Branching; CO-OP added 502 shared branches with last year's merger of FSCC.
"The merger of CO-OP and FSCC last year has led to a rapid expansion of the industry's shared branching network-and the opportunity to unify the brand and make the unique credit union concept of shared branching much better known to consumers," said Stan Hollen, president of CO-OP Financial. "We can do this by drawing on the CO-OP name, which is already well known to them through our ATM network."
In March, CO-OP Financial Services announced that CO-OP Shared Branch had reached 5,000 "live teller" branches nationwide, making it the nation's third-largest branch network, behind only Bank of America, Wells Fargo and Chase. CO-OP Shared Branch also offers members access to more than 2,000 self-service locations at credit union branches and in select 7-Eleven stores nationwide.
CO-OP Financial Services is also making a slight revision to the ATM brand as well, to ensure that the ATM and shared branch networks present the same look and feel to consumers. CO-OP Network is being rebranded "CO-OP ATM."
