NEFCU & VSECU ARE NOW

EastRise
Credit Union

Watch our story
Vermont family standing in front of their sugaring barn

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.

INTRODUCING EASTRISE

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.

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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.

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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.

ALL THE

Difference

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.

For decades, New England Federal Credit Union (NEFCU) and Vermont State Employees Credit Union (VSECU) have been committed to a remarkably similar vision of creating a world where banking is a source of financial strength, great member service, and making a positive difference in the lives of all those we serve. That’s why when our organizations came together, the goal was always to determine the right name for our singular, unified brand that leans into the strength of both legacies. EastRise helps us do just that and represents a bright new day for our credit union.

The name EastRise is packed with meaning—it evokes a sense of place grounded by our strong local roots, lit by optimism, and inspired by the powerful promise of a new day and fresh beginnings for our members. Our new name is a proud reflection of our Vermont roots and deep commitment to helping our people and communities rise to their fullest potential.

Brand changes typically take between 12 and 18 months. After the merger of our organizations was solidified at the beginning of 2023, 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 the future.

Over the summer, our teams will be working to update all current NEFCU and VSECU branding inside our branches to the new EastRise name, look, and feel. In September, we’ll introduce the new brand to our broader communities with a newly redesigned website, refreshed mobile banking experience, social channels, and advertising.

The new brand won’t change anything about your banking experience with us. The faces you see inside our branches and all your account information will remain the same. You’ll still access your accounts, our services, and member service representatives the same way. And our commitment to delivering exceptional, personalized experience day-in and day-out will always remain the same. We simply have a new name and a look that better represents the purpose-driven spirit of the credit union we’ve become.

You’ll see our new name, logo, look, and feel everywhere our brand lives—from our website and mobile banking to our branches and advertising. If you visit our branches, you might notice some activity taking place throughout the summer as we update signage, but we will do our best to mitigate disruption during the transition.

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ALL THE

Difference