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CUNA Mutual Group plans to unify under one brand in 2023, to become TruStage®, “reflecting outstanding growth and continuing to improve customer experience,” the company announced on Thursday, May 5th.

All enterprise, business-to-business and consumer brands will unify under the single brand name of TruStage and will be reintroduced in 2023 to represent all the company has become, according to CUNA Mutual Group.

In the next year the company will engage in “a thoughtful process” that will focus on transitioning the touchpoints and experiences that have the greatest impact on those CUNA Mutual Group serves, while the company’s website, digital marketing materials and collateral will be refreshed to coincide with the launch in 2023.

“We were born out of the credit union movement more than 85 years ago and founded on the principle of people helping people. As we’ve evolved how we help those we serve, we’ve always remained anchored to our purpose to make brighter financial futures accessible to everyone,” said Bob Trunzo, CUNA Mutual Group CEO. “Now is the time for our brand to reflect all we do.”