The BWU Co-operative Credit Union Ltd. (BWUCCUL), one of Barbados’ leading and most respected credit unions, is now AffinityPlus Credit Union (AffinityPlus). News of the change came as the credit union, which was formed in July 1983 to provide financial products and services to members of the Barbados Workers’ Union (BWU), unveiled its fresh, new look and returned to its historic headquarters on Fairchild Street, Bridgetown after approximately 4 years.
Valerie Hope, the Marketing Manager of AffinityPlus, said that while the Credit Union’s core purpose – to improve the quality of life of its members – has remained consistent, in many ways, the Credit Union has evolved how it fulfils its purpose. Over the years, the Credit Union has diversified its range of financial products and services, built a robust digital footprint to make it easier for members to do business with the organization, and made its financial products and services more accessible to a broader cross-section of Barbadians in various stages of their life journeys.
According to Hope, the Credit Union uncovered insights into the brand’s strengths and competitive advantages through extensive research. Moving forward, the organization will be laser-focused on fortifying these strengths and launching initiatives that differentiate the Credit Union as a brand. “This means we will be more strategic and creative in our sales and marketing initiatives, speaking directly to our target members – the individuals, families and businesses that value our brand characteristics. This new approach calls for repositioning our brand in the minds of our members and prospective members, so we become their first choice for the financial solutions they seek. It also influenced us to update our visual and overall brand messages to potential members. Our new name and visual identity are now more distinctive, modern, and better aligned with our purpose.
She further added “We are also happy that our brand launch has coincided with the return of our Bridgetown operations to our upgraded facilities at the Walcott Brooks Building in Fairchild Street. As the former offices of the late National Heroes, Sir Grantley Adams, Sir Hugh Springer and Sir Frank Walcott, and the original home of the Barbados Workers Union, this building holds a lot of history for Barbados and needed to be restored as a national landmark. It will also add to the revitalization of this section of Bridgetown.”
With respect to the name change, Hope said that the Credit Union’s new name reflects its DNA as an organization. She explained that “Affinity” means “a feeling of closeness and understanding someone has for another person or entity because of similar qualities, ideas, or interests. “This part of our name,” she said “, speaks to our focus on service delivery, empathy, responsiveness and community, which are all key characteristics of our DNA as a company and critical to achieving and holding on to our desired brand positioning. It also pays homage to our roots in the Barbados Workers Union and the concept of solidarity. She added that “the inclusion of the word ‘Plus’ in our name is a bold proclamation that when you are a member of AffinityPlus, you will experience a distinct advantage, as our products and services provide additional value to your life.”
Hope also noted, “Even though we have changed our name, we will continue to honour our heritage and roots in the Barbados Workers’ Union, as this organization was instrumental in establishing our Credit Union.
AffinityPlus Credit Union has over 31,500 members and over BDS$200 million in assets under management and growing.
