Jax Federal Credit Union announced plans to fully rebrand the financial institution, including changing its name to RadiFi Credit Union, by late spring 2023.
Jax Federal Credit Union announced that it is changing its name and brand to RadiFi Credit Union on March 29.
This rebrand is the first in the credit union’s 88-year history. The nonprofit financial institution has more than 42,000 members and seven branch locations in Northeast Florida. Membership is open to anyone in Duval, Clay, St. Johns, Baker and Nassau counties. The new name is derived from the word “ratify,” which is defined by trust and approval, and “Fi," a nod to the digital age and being a financial institution, DeSalvo said.
John Servos, president and CEO of Jax Federal Credit Union, said the rebrand came about after market research showed the current name caused confusion among consumers who could join the credit union.
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