On July 22, 2022, TFCU held a press conference at Region 19, Starlight Event Center, to reveal its new name and organizational rebrand. This bold change recognizes a clear vision of growth for the credit union. Inspired by its members, El Paso heritage, and the teachers who made the credit union what it is today, the brand brings a fresh look, and new meaning to what managing your finances should be. President and CEO of Raiz Federal Credit Union, Max Villaronga, stated, “Today, we are looking to the future! As we introduce our new name and brand, we remember the seven teachers that founded our organization. Their selfless attitude created something that, little did they know, would impact generations to come.”
TFCU is now Raiz Federal Credit Union! Pronounced as "rise" and Spanish for “root”, the name illustrates a future potential for members and employees. "At Raiz, we guide our members to focus on what could be and help them get there. Rooted in our strong heritage and vibrant community, we envision a bold path forward, inspired to look up and ahead, leading the way with passion," shares Raiz VP of Marketing, Alejandro Yu. The new logo captures these ideas using an El Paso archway intersected by an upwards path, focused in a rectangular frame. The new colors, Raiz red and Raiz blue, are drawn from El Paso's beautiful sunset skies.
Committed to giving back and investing in the potential of their community, Raiz celebrated this momentous occasion by presenting three new programs as a surprise to local organizations. All programs are set to begin January 2023 and will continue annually, indefinitely:
$3,500 "Raiz Up" Professional Development Grant - Awarded to one teacher per Region 19 school district to attend a professional development conference or training of their choice.
$5,000 "Raizing Leaders" Scholarship - Awarded each year to one UTEP student from the Banking Academy and one UTEP student from the College of Education.
$25,000 "Together We Raiz" Community Grant - Awarded to two local non-profit organizations to help fund their needs such as new equipment, programs, staff development, materials, etc.
The rebranding will be done in phases to be completed by January 2023. Some of the first items to be updated include the website and URL, online and mobile banking design, and exterior signage at all physical locations.
Stay in the know of what changes will come next and learn more about the rebrand by visiting www.tfcu.coop. To get a sneak peek of who Raiz Federal Credit Union is, visit www.whatisraiz.com.