Beginnings Credit Union
CFCU Community Credit Union announced its official launch of the new name Beginnings Credit Union on July 1.
Driven by the idea that there are new beginnings every day, the credit union’s new name and brand reflect a renewed commitment to progress and prosperity for its members.
“With the rebrand, our values will be communicated more clearly and effectively. Our new name, Beginnings, reflects our commitment to supporting members as they pursue their goals — helping them realize all that’s possible — and confidently begin their journey, wherever it may lead,” said Lisa Whitaker, president and CEO at Beginnings Credit Union.
Rebranding was a strategic decision, made in partnership between the credit union’s board of directors and leadership team, according to Blixy Taetzsch, board of directors chair at Beginnings Credit Union.
“We recognized the need for a name and identity that truly reflect who we are today and where we are headed. This change positions us for future growth, ensuring our outward image reflects the inclusive, forward-thinking credit union we’ve always been,” said Taetzsch.
Since announcing the anticipated rebrand in April, changes in brand appearance within the credit union’s branches, advertisements, and official social media pages have slowly begun.
Each of the credit union’s 17 locations, including those of its former division CORE in Syracuse, is in the process of aesthetic updates, according to Katie Foley, vice president of marketing and sales at Beginnings Credit Union.
“We’re updating our interiors and signage throughout 2025 and 2026 to reflect Beginnings’ new color palette and name,” said Foley. “Ribbon cuttings and other little ways to celebrate the exciting transformations of each branch with our members are currently being discussed.”
Founded as Cornell Federal Credit Union in 1953, the organization adopted the name CFCU Community Credit Union in 2003, after converting to a community charter for Tompkins and Cortland counties.
It has expanded considerably since then, becoming one of the largest credit unions in New York State. However, for some, the organization had outgrown its historic name.
“The acronym, CFCU, no longer means anything,” said Cathy Benson-Aloi, chief lending officer at Beginnings Credit Union. “It is time we have a name that resonates with our membership and our staff.”
While the new name and brand mark a new chapter, the credit union’s people-focused mission remains the same, reflected Benson — who has worked at the credit union for over 35 years.
Through award-winning youth financial literacy programs, like those seen at East Syracuse Minoa High School’s flagship student branch, and supporting local nonprofits (over 90 in 2024), the organization remains rooted in community service.
“Our brand is evolving, but our heart stays the same,” said Mallorie David, chief people officer at Beginnings Credit Union.
Members’ daily services will also remain unchanged, and there will be no impact on their account information, according to Foley.
While members will still have uninterrupted access to banking services during the rebrand, the credit union is already working to expand its digital tools, providing more flexibility and convenience for members through the Beginnings app (formerly CFCU More).
“This entire process has been rewarding to be a part of, and I’m so thrilled to see the reaction we’ll get from our members and our communities. Our team is excited to be there to answer their questions and support them throughout this rebranding process and onward,” said Foley.