SCE Credit Union has unveiled its new name — Rize Credit Union (Rize CU) — as part of a refreshed brand identity. This transformation reflects the credit union’s unwavering commitment to its members and ongoing mission to uplift communities by providing the knowledge, access and care that empowers individuals to achieve lasting financial security. Rize CU’s new look and feel captures their vision to end poverty through financial empowerment while celebrating the organization’s rich history as a trusted financial partner.
“We wanted to create a brand identity that embodies the impact we have on our members and in our communities. Rize Credit Union is more than a financial institution. We have a responsibility to provide fair and equitable access,” said Jennifer Oliver, Rize Credit Union president and chief executive officer. “We believe financial security unlocks human potential. Our brand invites like-minded individuals to become a part of something bigger than just a bank and to Rize Beyond Banking. It’s a vision that is optimistic, fun, inclusive and inspirational.”
Rize CU is dedicated to helping individuals realize their full potential and transform their lives for the better. Their deep sense of responsibility to serve the greater good, rather than profit, shines through in the foundational pillars at the heart of the organization — impact-driven service, enduring commitment to serve members throughout their lives and treating everyone with dignity and respect.
“We’ve seen firsthand how a lack of financial education can shape a community for generations and immediately understood we could provide critical resources to help uplift and embolden individuals toward a better future,” furthered Oliver. “When we Rize Beyond Banking, we acknowledge it takes all of us to change the direction of our community for the better and we’re here to Rize to the challenge.”
Rize CU offers expert guidance and support to help members master their finances and shape their futures through a suite of quality financial products and philanthropic efforts. Their approach revolves around people, not transactions, offering a myriad of affordable banking products and services including traditional loans, insurance, checking and savings accounts, financial education workshops, and one-on-one coaching.
Rize CU is a longtime community steward, utilizing its Center for Financial Empowerment (CFE) as an additional champion for its values. The credit union has committed more than $1 million to the community to date in 2024, focusing on ending poverty through financial empowerment to underserved and disadvantaged communities. In 2024 alone, Rize CU has established community partnerships with the YMCA of Metropolitan Los Angeles, the Consulate of Mexico, Las Vegas and the Los Angeles County Department of Children and Family Services.
Rize Credit Union is part of the CO-OP ATM & Shared Branch Network, a national coalition of credit unions that handle transactions for each other’s members, resulting in a network of more than 5,500 branches and more than 30,000 surcharge-free ATMs nationwide, including at most 7-Eleven stores.
Founded in 1952 by members of IBEW Local 47 and later becoming SCE Credit Union, Rize Credit Union is a not-for-profit, mission-driven financial institution serving Southern California and Southern Nevada and helping its members thrive — realizing potential through education and a full suite of banking products. Their mission is to uplift communities by providing the knowledge, access and care that empowers all individuals to achieve lasting financial security and providing banking in underserved areas is a core commitment. It is a Community Development Financial Institution (CDFI) designated by the U.S. Department of Treasury. For more information on Rize Credit Union, visit RizeCU.com.
