City County Credit Union Changes Its Name to We Florida Financial

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Dec 03, 2014, 07:15 ET

FORT LAUDERDALE, Fla., Dec. 3, 2014 /PRNewswire/ -- GOBankingRates client City County Credit Union of Fort Lauderdale, Fla., officially changed its name to We Florida Financial. Effective October 2014, the rebranded name reflects the credit union's commitment to provide its large member base with much-needed, affordable financial products and services.

CLICK HERE for a video about the new We Florida Financial

Additional reasons for the recent name change include:

Resonating with the diverse communities the credit union serves, regardless of native language or background
Eliminating the misperception that customers need to work for a city or county in order to join the credit union
Using the stylized "e" in the new logo to represent the e-services that the credit union has developed for today's members

"The word 'We' resonates and embodies all our values as an organization—people helping people, unity, shared purpose, mutual trust, personal service to all of Florida's diverse communities," said Lloyd Gill, president and CEO of We Florida Financial.

"As the financial community evolves, so must local credit unions," said Casey Bond, GOBankingRates' managing editor. "Rebranding as We Florida Financial is a smart move that keeps this credit union relevant and receptive to current and future members."

About We Florida Financial:

Formerly City County Credit Union of Fort Lauderdale, We Florida Financial is a cooperatively owned, not-for-profit credit union with 50,000 members and over $400 million in assets. Founded in 1952 for the benefit of municipal employees in Broward County, the credit union now serves individuals and small businesses in 43 Florida counties from Jacksonville to Key West.

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