RANCHO CUCAMONGA, Calif. – CO-OP Financial Services announced this morning it is rebranding the CU Service Centers shared branch network and its “swirl” logo and signage it acquired in a 2012 merger with Financial Service Centers Cooperative with the CO-OP Shared Branch signage over the next two years.

Almost 1,800 credit unions participate in CO-OP Shared Branching, which CO-OP said enables members to enter any branch and conduct their business as if they were at their own credit union. CO-OP added 502 shared branches with last year’s merger of FSCC.

“The merger of CO-OP and FSCC last year has led to a rapid expansion of the industry’s shared branching network – and the opportunity to unify the brand and make the unique credit union concept of shared branching much better known to consumers,” said Stan Hollen, president of CO-OP Financial. “We can do this by drawing on the CO-OP name, which is already well known to them through our ATM network.”

In March, CO-OP Financial Services announced that CO-OP Shared Branch had reached 5,000 “live teller” branches nationwide, making it the nation’s third-largest branch network, behind only Bank of America, Wells Fargo and Chase. CO-OP Shared Branch also offers members access to more than 2,000 self-service locations at credit union branches and in select 7-Eleven stores nationwide.

The decision on the consumer branding initiative was approved by the boards of Service Centers Corporation, Credit Union Service Corp. and FSCC, LLC, the three entities that comprise CO-OP Shared Branching.

CO-OP Financial Services is making a slight revision to the ATM brand as well, to ensure that the ATM and shared branch networks present the same look and feel to consumers. CO-OP Network is being rebranded “CO-OP ATM."

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