WASHINGTON, D.C. – TRUST, the oldest and largest mutual fund created for and by credit unions, will launch its new brand identity at the 2013 Governmental Affairs Conference.
“We’ve gone through this rebranding effort to more accurately represent the TRUST brand and its three portfolios to the credit union industry. This process started with thorough market research to help us identify what credit unions value most about TRUST and how to best visually represent these pioneering credit union mutual funds,” remarks Jon Jeffreys, vice president of TRUST.
Based on the market research with credit union executives regarding their investment needs, TRUST was able to identify the key differentiators of the products it offers to the industry. The five key points are:
- Partnership and collaboration with its investors
- Knowledge and resource management to help portfolio managers make educated investment decisions
- Access to financial information to save our investors time when doing research
- Loyal partners that stand by TRUST and its investors
- Strategic resource to prepare its investors for credit union trends and forecasts
“Each of the five core values represents a different value provided by TRUST to support credit union’s investment process. The investment market is challenging in today’s environment and many credit unions are looking for trusted alternatives. Our branding campaign is a conscientious effort to raise the visibility of TRUST and its capabilities at a time when the industry liquidity is at an all time high and competitive options that fit balance sheet needs are desired,” says Jay Johnson, treasurer of TRUST.
TRUST is a collaborative brand that works with a range of expert business partners to bring solid investment options to the credit union industry. The founder and administrator, Callahan Credit Union Financial Services Limited Liability Partnership (CUFSLP) is represented by 36 leading credit unions who provide insight into the industry’s investment needs. Goldman Sachs Asset Management, the fund’s investment advisor, offers a team of world-class investment professionals to ensure strong performance of the funds and to provide an educational element to the investors of the funds.
Visit TRUST at booth 527 to get a first glance at the new logo, messaging, and visual identity. For more information on TRUST and its three mutual fund portfolio’s visit www.trustcu.com.
The Trust for Credit Unions (TCU) is a family of institutional mutual funds offered exclusively to credit unions. Callahan Financial Services is a wholly owned subsidiary of Callahan & Associates and is the distributor of the TCU mutual funds. Goldman Sachs Asset Management. L.P. is the investment adviser of the TCU mutual funds. To obtain a prospectus that contains detailed fund information including investment policies, risk considerations, charges and expenses, call Callahan Financial Services, Inc. at 800-CFS-5678. Please read the prospectus carefully.