Jacksonville-based Jax Federal Credit Union rebranding as RadiFi Credit Union

Alexandria Mansfield, Florida Times-Union
·2 min read
Jax Federal Credit Union is headquartered at 562 Park St.
Jax Federal Credit Union is headquartered at 562 Park St.

Jax Federal Credit Union announced that it is changing its name and brand to RadiFi Credit Union on March 29.

The Jacksonville-headquartered credit union recently sent a letter to members unveiling the new name and logo with intentions to implement the changes through the spring and summer.

This rebrand is the first in the credit union’s 88-year history. The nonprofit financial institution has more than 42,000 members and seven branch locations in Northeast Florida. Membership is open to anyone in Duval, Clay, St. Johns, Baker and Nassau counties.

Karen DeSalvo, the credit union's chief experience officer, said the rebrand should be fully implemented by late spring, with an unveiling event for the community.

The new name is derived from the word “ratify,” which is defined by trust and approval, and “Fi," a nod to the digital age and being a financial institution, DeSalvo said.

Jax Federal Credit Union is rebranding as RadiFi Credit Union, including a new logo and colors.
Jax Federal Credit Union is rebranding as RadiFi Credit Union, including a new logo and colors.

Jax Federal Credit Union partnered with the Seattle-based Strum Agency, which specializes in branding for financial institutions, in creating the organization’s new name and brand in a collaboration that began over two years ago.

John Servos, president and CEO of Jax Federal Credit Union, said the rebrand came about after market research showed the current name caused confusion among consumers who could join the credit union.

"These consumers heard the word 'federal' and thought that we only served federal employees, which is not the case," he said. "Jax Federal Credit Union is also too geographically specific, and many consumers thought that we did not serve people living outside of the Jacksonville city limits. Anyone who lives, works, goes to school or worships in Duval, Clay, Nassau, Baker and St. Johns County is eligible to join."

Additionally, many companies have "Jax" in their names, and Servos said the credit union wanted to be more distinctive.

This article originally appeared on Florida Times-Union: Jax Federal Credit Union to undergo full rebrand by late spring 2023