SoCal's SCE Credit Union Rebrands to 'Rize'

Published on July 30, 2024

Snapshot: Rize Credit Union, formerly SCE Credit Union, which serves Southern California and Nevada, has launched a comprehensive rebranding effort to reflect its commitment to community empowerment and financial inclusivity. The new brand identity, Rize CU, embodies the credit union's mission to combat poverty through financial education and equitable access to resources while honoring its legacy as a trusted financial partner. 

Jennifer Oliver, President and CEO of Rize, emphasized the institution's role in fostering financial security as a catalyst for personal and community-wide empowerment. The rebranding signifies a strategic shift towards a more impactful and inclusive approach to banking, centered on enhancing member financial literacy and supporting underserved communities through philanthropic initiatives. 

In 2005, Rize founded the Center for Financial Empowerment (CFE), with a mission to break the cycle of poverty by bringing financial education to underserved and disadvantaged youth. The rebrand helps underscore the credit union’s dedication to fostering meaningful connections and advancing social equity through accessible banking solutions and community partnerships.

Key quote: “Our brand invites like-minded individuals to become a part of something bigger than just a bank and to Rize 'Beyond Banking'. It’s a vision that is optimistic, fun, inclusive and inspirational.” Jennifer Oliver, President and CEO, Rize Credit Union

Full story: LV Business Press - Rize website

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