A Brand With Verve: News from CUs Across the Country

CitizensFirst Changes Name to Verve

OSHKOSH, Wis. The board of directors of $580 million CitizensFirst CU approved its name change to Verve as part of a comprehensive rebranding initiative.

President and CEO Kevin J. Ralofsky said Verve captures the unique personality of the credit union.

"Our research was showing name confusion with other area financials, so we knew it was time to choose one to reflect the passionate, innovative work that sets us apart. We believe this new name speaks to our commitment to serving the community and our members.

A new spokesperson named Merv will accompany the name change and bring a refreshing new tone to the CU, according to Karrie Drobnick, chief marketing officer and the director of the rebranding effort.

"As a straight-talking spokesperson with all the right answers, Merv represents our understanding of our members' needs. Drobnick said.

GECU's CEO Taylor Retires

CINCINNATI General Electric Credit Union (GECU) announced that Patrick L. Taylor will retire from his position as CEO of the $2.1-billion institution, effective March 31.

Timothy D. Ballinger, current GECU President, will become CEO of the Cincinnati-based credit union.

However, Taylor will remain on the board of directors as the secretary/treasurer.

"This credit union has been my life for so long. I have dedicated a great deal of my life to serving others for a greater cause," Taylor said in a statement. "Over the years, I have had the pleasure of meeting and serving thousands of people and making a difference in their lives. It is this passion for service and building relationships that will be so difficult to leave. It's what has kept the fire burning inside."

Taylor has worked from GECU since 1958, when he began as a teller. By 1975 he had worked his way up to General Manager and was named President/CEO in 1982. As an advocate of the credit union movement, Taylor also served as a State Director and Chairman of the Ohio Credit Union League and as a National Director of the Credit Union National Association (CUNA).

"Pat Taylor has been a very strong leader, only the second leader in the company's exceptional 61-year history, and one who has managed the credit union through challenging times and economic conditions," said Mary Cay Vessells, chairperson of the board, in a statement. "The board is grateful for his innumerable contributions and his distinguished tenure as CEO."

CFE FCU Partners With Seminole State College To Offer Debit Card

Lake Mary, Fla. Central Florida Educators FCU announced that Seminole State College of Florida now has its own affinity debit card through CFE, coincident with the college's fiftieth anniversary.

Seminole State College is located in Sanford, Fla., a few miles from Lake Mary, where the $1.5-billion CFE is headquartered.

CFE said it will donate a portion from each purchase with the Seminole State affinity debit card to the Foundation for Seminole State College.

"We are so proud of the incredible partnership between CFE and Seminole State College," said Dr. John Gyllin, executive director of the Foundation for Seminole State College. "The resources CFE is providing to the Foundation will provide scholarships and program support that will help our students achieve success."

CFE said that its decision to offer the affinity debit card to Seminole State demonstrates the credit union's "commitment to establishing strong working partnerships" with the Central Florida educational community.

"To offer a Seminole State College affinity debit card during the same year as the college's 50th anniversary is just great timing," said Joseph A. Melbourne, Jr., CFE president and CEO. "The growth that Seminole State has experienced over the last half century has been substantial. We look forward to strengthening our partnership with Seminole State College."

Ventura County CEO Schroeder Inducted Into CU House Hall of Leaders

VENTURA, Calif. Ventura County CU announced that the Credit Union House inducted VCCU's president Joe Schroeder into its Hall of Leaders.

This honor, $700 million VCCU noted, was bestowed on Schroeder in recognition of the "significant contributions he has made as an advocate of the 'credit union movement' on a local, state and national level."

Specifically, Schroeder was lauded for his membership and participation in CUNA's Consumer Protection Subcommittee, and for having previously served on the Credit Union Leagues' Government Affairs Committee.

In addition, under his leadership of VCCU, the institution implemented an outreach program to agricultural workers in Ventura County and has since opened 500 new memberships to workers who previously had no links to any financial institutions.

"This is a well-deserved honor," said Linda Rossi, VCCU's senior vice president of strategic services, in a statement. "Joe is a true crusader for credit unions. He embodies the values by which the credit union movement was founded, and is committed to the members of VCCU and his community."

Schroeder has led VCCU since October 2009. Prior to that, he served as the CEO of San Diego Metropolitan Credit Union, a $255 million institution based in San Diego, from 2004 to 2009.

Along with Schroeder, Eric Bruen, the CEO of Desert Valleys FCU, a $25 million institution based in Ridgecrest, Calif., also received the Hall of Leaders honorific, making them the third and fourth inductees, respectively, from California since the program began in 2008.

MECU of Baltimore CEO Martin Hangs up the Gloves

Baltimore, Md. Municipal Employees Credit Union of Baltimore Inc. announced that its president and CEO, Gary J. Martin, is retiring.

John Hamilton, vice president-lending, will serve as the $1.2-billion credit union's president and CEO in an interim basis.

"John has proven to be a strong leader and he is backed by a strong leadership team," said Herman Williams Jr., chairman of the board of directors, in a statement. "We are confident he will embrace the exceptional standards that have shaped the credit union over its nearly 80 years."

According to MECU, Martin first joined the credit union in 1972 as a loan officer and eventually climbed to the position of senior vice president and chief lending officer. Martin was named president and CEO of MECU in July 2014.

Based in Baltimore, MECU has more than 106,000 members.

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