Industry Veteran Joe Brancucci Appointed First President of Newly-Formed CUSO

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CUSO seeks Brancucci’s widely respected expertise to market and further develop its highly successful products

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“In our experience, we have found that Rate Reset products are member friendly, highly efficient and cost effective,” said James Schenck, CEO of PenFed. “We are delighted to be part of this exciting new CUSO."

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Rate Reset, the provider of Loan Reset, Acquisition and Retention Software, today announced the formation of CURateReset, a Credit Union Service Organization (CUSO). CURateReset is a subsidiary of Rate Reset and is in collaboration with PenFed, and other credit unions and credit union service organizations to soon be announced. The CUSO’s mission is to enable credit unions to digitally grow and retain loan portfolios while improving member experience and profitability with innovative Loan Acquisition and Loan Retention Software. The company also announced the CURateReset Board of Directors appointed Joseph (Joe) Brancucci as the first President of CURateReset. Joe Brancucci is the former President and CEO of GTE Financial in Tampa, Florida, the former EVP-Chief Operating Officer of BECU and the founder and longtime CEO of Prime Alliance Solutions.

“CURateReset provides me the opportunity to help to refine and to redefine the credit union member lending experience,” said Joe Brancucci, “A positive lending experience relies on start-to-finish efficiency associated with the loan, from origination to maturity. These factors are the primary differentiators between CURateReset products and other antiquated lending processes— loan rate is only part of the equation necessary to accommodate the expectations of the next generations of credit union borrowers. CURateReset products, therefore, are designed to assure that credit unions effectively capture an increasing market share of future member loans. In this chapter of my career I want to help the industry I have dedicated my life to, and I believe I have found that with CURateReset.”

“We are delighted to have formed the new CUSO and will now focus all of our resources on the credit union industry.” said Keith Kelly, CEO CURateReset. “To that end, Joe brings to this new role many years of credit union lending leadership and innovation, and a keen sense of how credit unions can continue to attract and retain the next generation of members. As a recognized leader in credit union retail lending, indirect lending and mortgage lending, he will bring a powerful combination of industry knowledge and practical experience to CURateReset’s current and future clients.”

“In our experience, we have found that Rate Reset products are member friendly, highly efficient and cost effective,” said James Schenck, CEO of PenFed. “We are delighted to be part of this exciting new CUSO, and we look forward to sharing the innovative loan acquisition and retention technology that we have deployed for several years to our members with the credit union industry.”

About CURateReset:
CURateReset offers award winning products that allow the member to be in control of what has historically been routine administrative tasks that are time consuming for both front line and support staff. Both Auto RateReset and Mortgage RateReset, products successfully tested and adopted in the market, allow a member to reset the term of an existing auto loan, personal loan or mortgage based on credit union criteria. The software promotes loan retention at a very low cost, and provides a member with a favorable view of the member advocacy of the credit union. The LoanGen products make it simple and fast for a credit union to recapture member automobile loans, mortgage loans, personal loans and credit cards. For more information on CURateReset visit

About PenFed Credit Union:
Established in 1935 as the War Department Credit Union, PenFed Credit Union is one of the largest credit unions in the country, serving 1.4 million members worldwide; with $20 billion in assets. Its long-standing mission has been to provide superior financial services in a cost effective manner, while being responsive to members’ needs. PenFed Credit Union offers market-leading mortgages, automobile loans, credit cards, checking, and a wide range of other financial services with its members’ interests always in mind. PenFed Credit Union serves a diverse population, and no military service is required to join. We offer many paths to membership, including numerous employee groups and association affiliations. It’s easy to apply. We invite you to come see why you belong at PenFed Credit Union. PenFed Credit Union is federally insured by the NCUA and is an equal housing lender. To learn more about PenFed Credit Union, visit, like us on Facebook and follow us @PenFed on Twitter. Interested in working for PenFed? Check us out on Linkedin. We are proud to be an Equal Opportunity Employer: M/F/V/D.

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Keith Kelly
Rate Reset
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