The Board of Directors and Management Team of the Ogden, Utah-based, Weber State Federal Credit Union are excited to announce its name change to, Ascent Credit Union, effective May 1, 2020. The new brand identity is part of the 63-year old credit union’s journey to expand and grow membership beyond the Weber County community and to bring the credit union’s extraordinary service and technologies to those living in Davis, Box Elder and Morgan Counties.
The decision to change the credit union’s name was not made lightly. “While we will always be a dedicated partner to Weber State University, as our original founders were faculty/staff of the university, we needed a name that was more reflective of our membership as a whole and will allow us to grow and expand into new areas. We chose the name Ascent because it is unique, and represents what our true purpose is – to inspire upward financial success, and to help our members achieve their dreams,” said Vickie van der Have, President/CEO.
The new name is part of a strategic re-branding for the credit union. “We are here to be helpful, approachable, dependable, trustworthy and compassionate. We used these five values to help build the new brand. From the logo design and colors, to how we train and hire our employees, the new brand will affect everything within the credit union, and we couldn’t be more excited to bring this new name and brand to life with the same great service that our members have come to know and love from Weber State Credit Union.” said Cami Higgs, Marketing Manager.
While looking to the future, the credit union is honoring the past. “We would not be here without the loyalty of our founding members, and that legacy will not be forgotten,” said Brock Mortensen, Vice President/CFO. “We will continue to support our current members with even better products and services while working to expand the credit union and bring our great service to a broader community.”
Another important part of the rebrand includes the introduction of enhanced business services. The credit union will offer improved business accounts to facilitate the growth of small businesses within the communities it serves. Additionally, new business loans, such as Commercial Real Estate, Equipment, and Lines of Credit will be available to business members. “Expanding into different communities brings with it a whole new business demographic, and we’re ready to help in as many ways as we can,” said John Cole, the credit union’s Chief Lending Officer.
The upcoming name change is not the result of a merger, and the credit union will continue to operate with the same Board of Directors and staff members. “We will still have the same great people at our branches that you all know and love,” said Charles Ulrich, Chairman of the WSCU Board. “We are opening a new branch in the Syracuse area sometime in the summer of 2020 and are very excited to bring our great services and technologies to the people of Davis County.”