CitizensFirst Credit Union Announces New Name, Verve, a Credit Union

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CitizensFirst Credit Union announced a new name that caputures their commitment to serving their members and the community.

As part of a comprehensive rebranding initiative, CitizensFirst Credit Union will adopt the name Verve, a Credit Union, which was approved by its Board of Directors.

Kevin J. Ralofsky, President and CEO of CitizensFirst, says Verve captures the unique personality of the credit union. “Our research was showing name confusion with other area financials, so we knew it was time to choose one to reflect the passionate, innovative work that sets us apart. We believe this new name speaks to our commitment to serving the community and our members. Our groundbreaking merger with Lakeview and Best Advantage created the perfect opportunity to rebrand, and we now move forward with a name that stands for the enthusiasm, energy, passion and drive that we put to work every day along with a pursuit to improve technologies to support our services.”

A new spokesperson, Merv, will accompany the name change. According to Karrie Drobnick, Chief Marketing Officer at CitizensFirst and director of the rebranding effort, Merv will bring a refreshing new tone to the credit union. “As a straight-talking spokesperson with all the right answers,” she said, “Merv represents our understanding of our members’ needs. It’s very exciting to work for an organization so committed to improving member experience, and our new image reflects all that we do to meet our members at eye level.”

Members can expect to see Verve branding online and on building signage and advertisements beginning this week. The name change will also coincide with other developments for the credit union, such as the opening of a new branch in Neenah under the Verve brand. Located on Green Bay Road across from Festival Foods, the building will open for business later this month.

Verve, a Credit Union, is a member-owned, not-for-profit financial cooperative with more than $580 million in assets and serving nearly 47,000 members at ten locations. Membership is open to anyone who lives, works or worships in 15 Wisconsin counties from Brillion to Fond du Lac. Membership is also open to employees of Kimberly-Clark Corp., Neenah Paper and the medical services industry, and to the immediate family of any current member.


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Anna Allen
Verve, a Credit Union
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