TFCU rebrands as Raiz Federal Credit Union

TFCU is now Raiz Federal Credit Union. The name Raiz, pronounced "rise,” is Spanish for “root.” This bold change recognizes a clear vision of growth for the credit union. 

Inspired by its members, El Paso heritage, and the teachers who made the credit union what it is today, the brand brings a fresh look and new meaning to what managing your finances should be.

President/CEO Max Villaronga said, “Today, we are looking to the future. As we introduce our new name and brand, we remember the seven teachers that founded our organization. Their selfless attitude created something that, little did they know, would impact generations to come.”

"At Raiz, we guide our members to focus on what could be and help them get there,” said VP of Marketing Alejandro Yu. “Rooted in our strong heritage and vibrant community, we envision a bold path forward, inspired to look up and ahead, leading the way with passion,"

The new logo captures these ideas using an El Paso archway intersected by an upward path in a rectangular frame. The new colors, “Raiz red” and “Raiz blue,” are drawn from El Paso's beautiful sunset skies.

To underscore its commitment to giving back and investing in the potential of the community, Raiz also announced three new grant and scholarship programs. All are set to begin next January and will continue annually:

1. $3,500 "Raiz Up" Professional Development Grant. Awarded to one teacher in the Region 19 school district to attend a professional development conference or training of their choice.
2. $5,000 "Raizing Leaders" Scholarship. Awarded each year to one UTEP student from the Banking Academy and one UTEP student from the College of Education.
3. $25,000 "Together We Raiz" Community Grant. Awarded to two local nonprofit organizations to help fund their needs for new equipment, programs, staff development, and materials. 

The rebranding will be done in phases with a scheduled completion of January 2023. Some of the first items to be updated include the website and URL, online and mobile banking design, and exterior signage at all locations.

Updates on the rebranding can be found at www.tfcu.coop. For a video overview, visit www.whatisraiz.com.