LANSING, N.Y. — CFCU Community Credit Union, which is based in the Ithaca area, on April 21 announced it is rebranding to Beginnings Credit Union this summer. “Since 1953, we’ve served our members by connecting them with financial opportunities that unlock greater possibilities and bring our communities closer together,” Lisa Whitaker, president and CEO of […]
LANSING, N.Y. — CFCU Community Credit Union, which is based in the Ithaca area, on April 21 announced it is rebranding to Beginnings Credit Union this summer.
“Since 1953, we’ve served our members by connecting them with financial opportunities that unlock greater possibilities and bring our communities closer together,” Lisa Whitaker, president and CEO of CFCU, said in the announcement. “We understand that every day is a new beginning, and our new name reflects the power in what’s possible. As the world evolves, and members need change, we need to improve our ability to tell our story. This rebrand will help us do just that.”
The Beginnings Credit Union brand will formally launch in July 2025.
While CFCU will undergo a “distinct change” in its name, logo, and brand appearance, its members can expect their personal account information and the organization’s daily services to remain the same, the credit union noted.
In a provided media kit, Blixy Taetzsch, who chairs the CFCU Community Credit Union board of directors, was asked why CFCU is rebranding and provided the following response.
“Rebranding was a strategic decision, made in partnership between the Board of
Directors and leadership team,” Taetzsch said. “We recognized the need for a name and identity that truly reflect who we are today and where we are headed. Our new name, Beginnings, captures the spirit, values and progress that define us. This change positions us for future growth ensuring our outward image reflects the inclusive, forward thinking credit union we’ve always been.”
Founded in 1953, CFCU Community Credit Union, based in the village of Lansing, serves nearly 77,000 members. With $1.4 billion in assets and 17 locations across its seven-county service area, CFCU describes itself as one of the largest credit unions in New York state.
When launched, the organization was originally known as Cornell Federal Credit Union, serving employees of Cornell University, per the CFCU website. In 1997, it adopted a state charter and became Cornell FingerLakes Credit Union. Then in 2003, it converted to a community charter for Tompkins and Cortland counties and officially became CFCU Community Credit Union, the website says.
