We're uniting under the Servus brand!

As our credit union unites, it's important for our brand to reflect this unity. Our merged credit union will operate under the Servus Credit Union brand going forward.

This decision considers a variety of factors, including independent third-party analysis. Key considerations include Servus being a more established brand, while the connectFirst brand is relatively new. Extending the Servus brand to connectFirst properties is also considerably more cost-effective than other options.

Over the coming months, you'll see our connectFirst branches, social media channels and websites updated to reflect the Servus brand.

Say hello to our co-branded logo! To help bridge this transition and celebrate our unity, we are pleased to introduce a temporary co-branded logo, which you will start to see in January and throughout most of 2025. This logo symbolizes the legacy, union and partnership between connectFirst and Servus.

The Servus brand is a trade name used by Connect First and Servus Credit Union. We want to assure you that this brand transition will not impact your accounts, online banking, mobile banking, or any other aspects of your banking experience with us at this time.

Joining forces under a unified brand is a key step in our merger journey and will allow us to continue meeting the evolving needs of our valued members.

Frequently Asked Questions

Our merger represents an exciting new chapter for all of us, allowing us to serve Albertans even better! As our credit union transforms, our shared identity also needs to grow and change.

In June 2024, our newly merged credit union decided that we would move forward under the Servus Credit Union brand. Reflective of our commitment to you during our merger journey, this decision considers various factors, including independent third-party analysis, and is the most cost-effective option for uniting our two brands, allowing us to focus our resources on serving you, our members.

The brand transition journey is a complex process that requires significant effort. It involves updating all connectFirst-branded materials and documents, including branch signage. To help bridge this transition, we're introducing a temporary co-branded logo that will be used in communication with members of legacy connectFirst for a period of time.

Our new co-branded logo is a strong symbol of the collaboration between connectFirst and Servus, reflecting our shared vision for the future. It represents our unification while honouring the rich history, core values, and positive contributions connectFirst has made over the years.

Every time you see the co-branded logo, we want you to remember that connectFirst's contributions are integral to our joint future under the Servus brand. We're proud of our history and excited about what lies ahead under the Servus brand!

Yes. As legacy connectFirst members, you will soon notice a gradual shift to the Servus name and co-branded logo, replacing the connectFirst name and logo. Our goal is to ensure that you experience minimal disruption during this process.

Legacy connectFirst members will begin to see the connectFirst name and logo replaced with the co-branded logo in our member communications, employee email signatures, website, social media channels, and in-branch posters and digital signage for a period of time.

The Servus brand operates as a trade name of Connect First and Servus Credit Union. Please note that our recent brand decision and the introduction of our co-branded logo will not affect your accounts, online or mobile banking, or any other aspects of your banking with us at this time.

Legacy Servus members will be informed about the brand decision, including introducing the co-branded logo. However, since these members are already familiar with the existing Servus brand, the co-branded logo will not be used in communications directed at them.