After 88 years in business, 5th largest credit union on First Coast changing its name

After 88 years in business, 5th largest credit union on First Coast changing its name (Courtesy of the Jacksonville Business Journal) — Eighty-eight years after it was founded to serve federal employees in Jacksonville, the fifth largest credit union on the First Coast is changing its name.

As of March 29, Jax Federal Credit Union will be known as RadiFi Credit Union, a name that credit union leaders say is both a reference to the trust the organization has built over almost nine decades and a nod to the digital age.

The process of rebranding began in earnest in April 2021, CEO John Servos said, building off of a sense that Jax Federal was too restrictive of a name — making customers think it only served federal employees and only in Jacksonville.

The credit union, which had $594 million in assets and 41,773 members of of June, serves anyone who lives, learns, works or worships in Duval, Clay, Nassau, Baker or St. Johns counties.

“We really wanted the name to be more inclusive of the entire community that we serve,” Servos said. “We’re moving into a digital-first positioning to serve our members better, with the main objective of really significantly enhancing our member experience.”

Getting to RadiFi took going through around two dozen options, as the credit union worked with Seattle-based financial branding group Strum Agency and got buy-in from the board and employees. 

 As part of the rebranding, the credit union is also rolling out a new tagline: “Making Waves.”

“We really want to help empower our members to live their life vibrantly through our care and guidance,” said Karen DeSalvo, the credit union’s chief experience officer. “We leaned into ‘making waves’ because it resonates with the community — with the beaches and the river — but also because it says empowerment, that we can help them accomplish their goals.”

After the name change becomes official toward the end of the month, the credit union will roll out a new website on March 30 and change branch merchandise in mid-April. 

After that, Servos said, the focus is on continuing to grow — and continuing to build the relationships that have gotten RadiFi to this point.

“We are definitely in growth mode,” he said. “And we’re looking forward to an opportunity to continue to serve this market and be relevant and help people the best we can.”

Photo courtesy of MyJaxChamber