Louisiana credit union with shipyard roots rebrands

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ASI Federal Credit Union, a $350 million-asset institution based in Harahan, La., has rebranded as OnPath Federal Credit Union – a move that includes a new logo and tagline.

CEO Joey Richard said in a statement that credit unions have “changed dramatically” over the years, “and it is necessary for us to evolve to better meet the needs of our membership and expanding footprint.”

“To grow and provide our members with better service, products and opportunities, we redesigned our brand to be more inclusive of our mission, vision and the needs of our growing population,” Richard added.

Its new tagline is: Banking with direction. Changes also have been made to the CU’s website, and plans are in the works to upgrade the mobile banking system.

The credit union was chartered in 1961 by employees of Avondale Shipyard, Inc. It subsequently has grown to serve Southeast Louisiana, and today has more than 62,000 members, served through 11 branches in four parishes.

“We are excited for our new chapter and to live our brand promise of providing financial products and services to help our members stay on path to reaching their financial goals,” Richard said.

In its most recent call report, the CU listed $3.15 million in net income for the first nine months of this year, more than double the $1.45 million earned in the first three quarters of 2018. As of Sept. 30, 2019, its net worth ratio was 12.04% (“well capitalized”).

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