Branding

The change reflects the name of the Susser family, which bought the bank in 2018.

Now known as Alltrust Credit Union, the Fairhaven, Mass.-based institution serves more than 14,000 members across New England.

The Iowa company, which operates a dozen individually branded banks, now has a name that matches its stock symbol.

The new name is meant to position the credit union as a leader in technology and service.

The credit union service organization's newest chief executive took the helm April 1 and a new name for the company will debut in June.

Wells Fargo is dropping the Abbot Downing name for managing ultrarich clients’ money as wealth and investment management head Barry Sommers remakes the unit.

The onset of COVID-19 forced the industry’s largest trade group to put its Open Your Eyes campaign on hold, but nearly a full year later it’s still struggling for industry buy-in.

The decision comes after a decade in which several U.S.-based institutions elected to drop the words "credit union" from their branding.

The new name is the first major change since Dennis Zember became the company's CEO last year.

Truist, First National Bank of Omaha and Peoples Bank in Washington state are finding creative ways for loan officers, financial advisers and others to become ambassadors on platforms including Facebook and Instagram.