Evangelical Christian Credit Union in Brea, California, is now called AdelFi.
The $582 million-asset organization is changing its name and brand to better serve Christian consumers, businesses, nonprofits and ministries.
“With ECCU being a digital financial institution, the new AdelFi name brings instant appeal to tech-savvy Christian consumers, while also demonstrating our continued commitment to our mission to give our members opportunities to invest in their faith,” said Abel Pomar, president and CEO of AdelFi, in a press release.
Following a year-long process to better understand how the ECCU brand was perceived by its staff, members, nonmembers and the broader Christian community, credit union leadership determined a new name and brand would better appeal to prospective members.
The research specifically highlighted challenges of the former ECCU name in providing a common definition and understanding among prospective Christian members who were uncertain if they would qualify for membership, the company said in the press release.
The new name derives from the Greek New Testament word adelphos, which means “brethren” with “Fi” representing the company’s commitment to financial expertise and biblical stewardship.
AdelFi was founded in 1964 as the Conservative Baptist Credit Union.
The credit union earned $5.8 million in 2021, after losing $2.7 million a year earlier, according to call report data from the National Credit Union Administration.
