Under the leadership of President Jason Lee, Heritage Trust recently unveiled its new identity as it transitions to REV Federal Credit Union. The new brand was introduced as part of a greater strategic vision to better position the credit union and elevate its commitment to employees, members and the community.
The re-branding initiative began in 2019 when Heritage Trust embarked on a process to reassess its current brand and identified an opportunity to re-position itself in the market as a more modern financial institution. The name REV Federal Credit Union was selected because of the energy associated with it that will provide the credit union the opportunity to build upon its legacy while progressing the credit union in a modern, relevant and engaging way.
As part of its new strategic vision, the credit union will also deliver even better rates on loans and deposits and enhancements to products and services for existing and future members. Financial education and community outreach have always been key areas of focus for the organization. Being member and community advocates, these areas will continue to expand as the credit union is committed to making a larger impact in the community.
With these changes comes a shift in operational efficiency and the re-shaping of the financial institution’s current local footprint. While developing its strategic vision, credit union leadership identified an overlap of service within its network leading to the future closing of its Joint Base Charleston and Oakbrook branch locations. In addition to the shift, REV Federal Credit Union will be expanding with its newest branch in the West Edge development on the Charleston Peninsula.
“I’m excited to unveil our strategic vision and lead the credit union into a new era. As REV Federal Credit Union, we will be elevating the credit union in a more modern, relevant and progressive direction. However, the transformation is much more than just a name change. The strategic vision will include marked improvements in member experience, branding and community outreach efforts, and internal efficiencies.” commented REV Federal Credit Union President, Jason Lee.
About REV Federal Credit Union
REV Federal Credit Union was founded in 1955 and is now one of the largest credit unions in the greater Charleston Metro area with $650 MM in assets and serving over 50,000 members. With trust as a core value, the credit union offers a full suite of products, from savings, checking and investment options to real estate and commercial lending and business solutions.