GEMC Credit Union becomes Go Energy Financial

GEMC Credit Union in Tucker, Ga., said on Monday that it has changed its name to Go Energy Financial.

The rebrand was official on Friday, according to the $128 million-asset institution’s website.

The word “go” references the credit union’s commitment to provide the financial services and products members need “anywhere and anytime,” according to the institution’s website. The word “energy” is a nod to its roots serving the area’s electrical cooperatives. The credit union was founded in 1969 by employees of Georgia Electric Membership Cooperatives.

Go Energy has more than 12,000 members, according to data from the National Credit Union Administration. It serves residents of eight counties in Georgia and employees and their families of Georgia’s electric cooperatives.

“Georgia’s electrical cooperatives inspire us,” Denise Swan, Go Energy Financial’s CEO, said in a press release. “We have a focus through our name to honor Georgia’s EMC community and rededicate ourselves to helping even more of our neighbors go where they want to go in life.”

A number of credit unions have recently changed their names to have broader appeal. For example, TruEnergy Federal Credit Union, the new name for Washington Gas Light Federal, still pays homage to its roots of serving employees of Washington Gas Light while being attractive for the community at large. And one major bank rebrand recently prompted a lawsuit from a credit union in the same market with a similar name.

Go Energy earned roughly $166,000 in the first quarter, down almost 23% from the same period a year earlier, according to call report data from the National Credit Union Administration.