President & CEO John J. Howard has announced that Merrimack Valley Credit Union (MVCU) will officially change its name to BrightBridge Credit Union. The change will take effect in 2025, pending member and regulatory approval. Staff and members were recently informed about the name change, following a vote by the MVCU Board of Directors.
“The Merrimack Valley Credit Union name, while strong, is very specific to one region, one part of our history. It does not reflect the many communities our family tree has served, and we continue to serve. As we work to remain responsive to the needs of current members and new generations of members, our new name will position us for growth and reflect our values and goals for the future,” said Howard in a recent letter to members.
MVCU currently serves more than 115,000 members and 1,100 employer groups in Massachusetts, New Hampshire and Rhode Island and operates 19 retail branches. In the southeastern region of Massachusetts, MVCU branches are named Bridgewater Credit Union, A Division of Merrimack Valley Credit Union, after a merger between the two organizations in 2019.
“Coming up with a new name isn’t easy. The rigorous process of renaming and rebranding began in August of 2023 and has involved hundreds of hours of meetings, extensive market research, with thousands of names considered,” said Howard. “BrightBridge Credit Union will be a new beginning for all of us. It honors our history while opening a world of possibility for our future.”
The credit union says that while their name and brand will change, there will be no changes to members’ banking experience and all current services and benefits will remain in place. The release of its new name is the first phase of the credit union’s rebranding process.
To keep up with MVCU’s new brand and to watch a video about it, please visit the credit union’s rebranding page.
