Credit union re-branding



A credit union in the area is re-branding itself.

Wyoming-based My Personal Credit Union changed its name to Bloom Credit Union, effective Aug. 19.

The move is meant “to better represent the organization’s goal of helping people thrive financially,” according to Bloom.

“After a comprehensive review of our mission, vision, core values and an analysis of our market positioning, our board of directors and management team decided to make this exciting change,” said Daniel Baines, CEO, Bloom Credit Union.

“The new name and the credit union’s new mission of ’Helping cultivate your dreams’ will better position the credit union for the future.”

He said the former name was confusing to many, too long and “didn’t really fit with where we were going as an organization.”

“The new name is distinct, easy to remember, in line with our historical strengths, and it will allow us to focus on our passion for helping people thrive financially,” Baines said.

During the transition, members account numbers will remain the same, and their checks, debit cards, credit cards, online banking and app will all continue to function in the same way.

Members will soon begin to see the transition in branches. Its new website is

Bloom Credit Union

Founded in 1951, Bloom Credit Union is a nonprofit credit union serving members in Kent, Ottawa, Muskegon and Allegan counties.

Bloom Credit Union has over 14,000 members and branches in Wyoming, Coopersville, Kentwood, Grand Rapids and Jenison.

It offers personal and small business banking services, as well as financial planning through its subsidiary Financial Resource Advisors.

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