Ellafi Rebrand

What is the purpose of the rebrand?

The rebrand aims to position Ellafi as a leader in serving the unique financial needs of women and those who support them. We want to build a stronger, more focused community that fosters resilience, growth, and financial confidence.

What does “Ellafi” mean?

The name "Ellafi" is derived from two elements:

• Ella, which means “she/her” in various languages, symbolizing femininity, empowerment, and connection.
• FI, which stands for Financial Institution, emphasizing our expertise in financial services. Together, Ellafi represents a bold and inclusive approach to financial empowerment.

How do I pronounce Ellafi?

Ellafi is pronounced "Ella-fy" — like the name Ella + the ending of words like amplify or simplify.

Think: "Ella" + "fy" (like the beginning of finance and short for Financial Institution).

What does women+ mean?

Women+ is an inclusive term that represents women in all their diversity—cisgender, transgender, and non-binary individuals affected by financial disparities—along with allies of any gender who advocate for financial empowerment, equity, and success. It acknowledges those who uplift, support, and contribute to a more inclusive financial future.

Is this rebranding only for women?

No, Ellafi is for everyone! While we focus on empowering women, we are committed to serving anyone who supports our mission of financial inclusion and community building. Everyone is welcome to join Ellafi.

Why are you doing this, this feels political?

According to multiple studies, including one done by Nielsen and one by the US Census Bureau, by 2028 women will own 75% of the discretionary spending in the US. By 2030, women will control $34 trillion in assets. Even more studies show that women have a demonstrated need when it comes to handling those assets. We are positioning ourselves to support and serve that demographic. With that kind of transfer of wealth, we can expect to see many other businesses follow suit. It's not political. It's preparation. 

Is this just a marketing gimmick?

Not at all. Our rebrand to Ellafi is rooted in something much deeper than a new name or look—it's about aligning who we are with who we serve. We’re building a credit union that intentionally focuses on Women+ and those who support them, because we believe financial institutions should reflect the communities they serve and advocate for their success.

This new direction is the result of extensive research, member and staff feedback, and a desire to make a meaningful impact. It's about creating real change—not just changing colors and logos. Our products, services, partnerships, and member experiences are all evolving to support this new vision in tangible, lasting ways.

Have you been bought by another credit union?

No. We remain a proudly local, not-for-profit financial cooperative owned by our members. These changes are part of our growth—not the result of a sale or acquisition.

Will my accounts or services change?

No, your accounts, loans, and services will remain unchanged. The rebrand does not affect the terms or conditions of your existing financial products. You can continue using your accounts as usual.

Will the rebrand increase fees or rates?

No, the rebrand does not impact our fee structures or rates. Our focus remains on delivering value and affordability to our members.

Will my debit and credit cards be updated?

Your existing debit and credit card will remain valid until its expiration date. When your current card expires, you will automatically receive a new Ellafi-branded debit and credit card as a replacement. If a member wants a new Ellafi branded debit card, they can come into a branch for instant issue, or we can order a card to be sent to their home.

Are there any new membership benefits?

Yes! In addition to our traditional benefits, members will soon have access to expanded financial wellness resources, new account options tailored to different financial goals, enhanced digital banking features, more lending opportunities, and a stronger community focus. Our commitment to financial empowerment means more personalized support, improved banking tools, and greater opportunities to help you succeed.

What if this initiative doesn’t work?

Every bold step comes with some uncertainty—but doing nothing would be the bigger risk. This initiative is grounded in research, feedback from our members and staff, and a clear need for a credit union that truly supports Women+ and their allies. We’re not guessing—we’re building something based on real data, real voices, and a real commitment to meaningful change.

We’ve planned carefully, and we’re listening closely. If something isn’t working, we’ll adjust. That’s what growth looks like. But standing still in a rapidly changing world isn’t an option. We believe in this vision—and we believe it’s exactly what will set Ellafi apart and allow us to serve our community in a deeper, more powerful way.

Will my branch locations or member service contacts change?

No, your branch locations and member service contacts will remain the same. Our phone numbers, online banking access, and mobile app will not change – only the branding will have a fresh new look. However, on April 28, our website URL will be updating to www.ellafifcu.org, and online banking will be accessible through this new site. While the online banking platform itself remains the same, you’ll notice updated branding. You’ll also continue to access mobile banking through the same app.

Who designed your new logo and brand?

Our rebrand was created with a small, female-owned design firm based in Connecticut. We chose a local partner to support small business and bring a community-centered vision to life. The intention was a new modern logo to embrace the name Ellafi while reflecting our ongoing commitment to supporting and uplifting women.