CUNA Mutual Group Announces Plans to Unify Under One Brand
May 24, 2022
CUNA Mutual Group announced earlier this month plans to unify its businesses under a single brand, TruStage, in 2023. The company said this change will strengthen its ability to serve those who count on it most.
“We were born out of the Credit Union Movement more than 85 years ago and founded on the principle of ‘people helping people.’ As we’ve evolved how we help those we serve, we’ve always remained anchored to our purpose to make brighter financial futures accessible to everyone,” said Bob Trunzo, CEO of CUNA Mutual Group. “Now is the time for our brand to reflect all we do.”
All enterprise, business-to-business, and consumer brands will unify under the single brand name of TruStage and will be reintroduced in 2023 to represent all the company has become. In the next year, the company will engage in a thoughtful process that will focus on transitioning the touchpoints and experiences that have the greatest impact on those that CUNA Mutual Group serves. The company’s website, digital marketing materials, and collateral will be refreshed to coincide with the launch in 2023.
“A single identity will make it easier for customers to navigate our offerings. This transition reflects our drive to provide value to our customers and the consumers they serve and will allow us to provide our full array of products and services through a simplified experience,” said Eric Hansing, Senior Vice President of Corporate Strategy, Marketing, and Communications. “Through this journey, our commitment to our purpose is unwavering.”