Starnews Credit Union

Starnews Credit Union

March 25, 2011 11:37 ET

Starnews Credit Union Changes Name to Luminus Financial

TORONTO, ONTARIO--(Marketwire - March 25, 2011) - Starnews Credit Union Limited has changed its name to Luminus Financial Services & Credit Union Limited. The change was approved at the credit union's annual general meeting on March 24. The launch of Luminus Financial and its new brand is slated for June 1, 2011.

"As a credit union that can now serve anyone in Ontario - and with other credit unions joining us – it was time to give a new identity to Starnews," said George De La Rosa, CEO. The name was selected after months of brand discovery and development, beginning in the fall of 2010, which included meetings with board members and staff. 

According to the rationale presented to the members, the new name – Luminus Financial – refers to "being illuminated and to seeing Starnews in a new light. A luminary is a wise or inspiring person who provides good advice. The 'us' in the name refers to all of us, and our commitment to always put members first."

De La Rosa says they decided to use "Financial" in their trade name because they wanted to reinforce the fact that Luminus provides a full range of banking services to everyone – and this may not be obvious to people who do not understand credit unions. He added that, "We are also dedicated to providing the unique advantages of a credit union to our members." De La Rosa says they will be rolling out their new identity as of June 1, beginning with a new website and signage. However, he quickly points out that they see the change as more than just a new name and logo. "We intend on expanding our brand, and to delivering fully on our brand promise of "Clearly better banking," he says.

That sentiment is shared by the entire board, says Board Chair Michael Mozewsky. "Our new name signals the beginning of a new era that will continue to add benefits for all of our members," he says. "As we have stated before, the stronger we become as a financial institution, the better it is for all of the people we serve. It is a commitment that will never change."

Contact Information

  • Starnews Credit Union Limited
    George De La Rosa
    (416) 366-5534 (ext. 227)