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Mortgage, business lending CUSOs announce rebranding
April 6, 2015
ALBANY, N.Y., and NORTHRIDGE, Calif. (4/7/15)--Two credit union service organizations (CUSO) announced rebranding initiatives Monday.
CUC Mortgage Corp. has changed its name to OwnersChoice Funding Inc., part of an overall brand refresh that also includes a new logo, tagline and website, the New York Credit Union Association reported (The Point April 6).
The full-service mortgage corporation is a CUSO owned by the league.
"Using just the OwnersChoice component of the name in our everyday communications and conversations will highlight to credit unions and their members that we are service-focused and a preferred option when it comes to home mortgages." said Edward Kovalefsky, OwnersChoice senior vice president.
The company decided to implement the brand refresh in an effort to increase the credit union market share in a highly competitive home mortgage marketplace. The tagline, "Your home-lending partner," is intended to appeal directly to both partner credit unions and homebuyers.
"A second reason for the name change is to make it more practical for credit unions if they choose to co-brand their mortgage program promotions in the future with the OwnersChoice name--creating an even more seamless partnership," said Kovalefsky.
CU Business Partners LLC, a member business lending CUSO, unveiled its new brand name and identity, Extensia Financial LLC, as well.
Extensia Financial's new name and visual identity is coupled with a new corporate website.
"Extensia reflects the value of what we do--act as an 'extension' of our credit union clients by providing them with expertise, resources and innovative products and services that are unparalleled in the industry," said CEO Pam Easley. "We partner with credit unions to expand their lending opportunities, achieve growth and strengthen their relationships with the business members and communities they serve."