NEFCU & VSECU are now
EastRise Credit Union
Our New Brand
EastRise Credit Union sees a better world – a world where banking is a source of personal strength, peace of mind, and collective empowerment.
That’s why we go above and beyond to provide the financial tools and guidance that protect the wellbeing of our people and communities, extending our Vermont roots to provide a sense of belonging to members everywhere.
From trusted digital banking and a relationship-first approach to affordable home ownership and green lending, we rise to the challenges of each new day and raise the bar for everyone.
Because EastRise is committed to doing better, and creating better experiences for our members, both in banking and in life.
That commitment is what makes all the difference.
The meaning behind our name
The name EastRise evokes the promise of a new day and fresh beginnings. This mindset is the core of who we are.
By delivering exceptional customer service and a full array of banking products, we elevate everyone, helping to build strong and sustainable financial futures for all.
Our Logomark: The Hermit Thrush
Featuring the Vermont state bird perched atop a mountain with the sun rising in the East. Our logo is a nod to our roots while looking ahead to a bright future.
The meaning behind our tagline
Inspired by our region and the poetry of Vermont’s very own Robert Frost, our tagline is our commitment to making a real, lasting impact for our members and our communities. We’re here to help you on whatever path you choose—with care, attention to what matters, and a dedication to doing better day after day.
Doing Better
New name
The goal was always to find the right name for our unified brand. EastRise is a nod to our Vermont legacies while better representing all of our members and communities.
Same team
You’ll be greeted by the same smiles when you come into our branches and hear the same voices when you talk to us over the phone.
Member focused
Our name has changed but our mindset hasn’t. From the financial products we offer to the customer service we provide, our focus remains on helping our members.
FAQs
We answered a few questions that we thought you might have about our new name and brand, and what you can expect with the change.
When New England Federal Credit Union (NEFCU) and Vermont State Employees Credit Union (VSECU) came together in a merged partnership, we made a commitment to our members that we would determine the right name for our combined members and credit union. EastRise leans into the strengths of both our NEFCU and VSECU legacies while representing a bright new day for our credit union.
After the merger of our organizations was solidified at the beginning of 2023, the credit union focused most of that year on a successful system integration that brought two memberships onto one operating system. During this time, we communicated that members would continue to see both NEFCU and VSECU as separate brands until a new name was created. That time has come. Changing our name to EastRise is the last phase of bringing our two organizations together as one unified credit union.
We set out on a year-long process to understand what matters most to our collective audiences. This approach included extensive market research, analysis of Vermont’s competitive landscape in the financial industry, and insights from member and employee focus groups. What became clear during this process was that to move forward as one unified credit union, we had to find a name where everyone could see themselves reflected, today and in the future, while upholding the legacies of both NEFCU and VSECU from a sense of place, origin, and commitment to our members.
Our teams have been working over the summer to update all current NEFCU and VSECU branding inside our branches to the new EastRise name, look, and feel. On September 19, we’ll introduce the new brand to our members and broader communities with a newly redesigned website, refreshed mobile banking experience, social channels, and advertising. You’ll continue to see updates in the weeks that follow as we get our new brand off the ground.
Transitioning to a new name for our combined credit union is the final chapter of our merger. When the legal name changes to EastRise on September 19, both NEFCU and VSECU will cease to exist as branded entities, while the spirit and history of both comes to life through our new EastRise identity and name.
Yes, both websites will cease to exist and no longer be accessible in an organic search, such as typing “NEFCU” or “VSECU” into Google. However, if you have bookmarked our websites or type in either URL (i.e. www.nefcu.com), you will automatically be redirected to our new website. From there you can bookmark the pages relevant to you, such as our Digital Banking sign-in.
There should be limited disruption to our members with our name change. There may be some instances where systems are down for a brief period while we make the necessary changes to upload the new name, logo, and color design into various systems.
Otherwise, your account information is not impacted. You’ll still access your accounts, our services, and member service associates the same way. Your NEFCU- and VSECU-branded checks, cards, and other documents in your possession will continue to work as usual.
Your experience in Digital Banking and our branches will remain the same, though both are getting a makeover. On September 19, we will unveil the new name and brand at our branch locations and give our online and mobile banking platform the new EastRise look and feel. For Digital Banking, your username and password will remain the same. Some iOS users may need to follow some standard prompts to reauthenticate for Touch/Face ID.
The new brand will not impact your account in any way. Your account numbers will remain the same and you will be able to continue using your cards and checks with the NEFCU or VSECU logos on them. We will not mass issue new checks or cards to members.
When it comes time for you to order new checks, you’ll receive them with the same account and routing number but a different name on the check: EastRise.
You’ll continue to use your current NEFCU and VSECU branded cards until they expire, at which time we will send you a newly designed card with our EastRise logo as soon as they are ready. We expect this process to be complete by the end of the year.
our new website.
If you haven’t already, hop on over to our home page. We have a brief tour to show you some of the changes and help you navigate our new site.
