Seasons Federal Credit Union Rebrands to Ellafi Federal Credit Union

Connecticut’s First Credit Union Focused on Women and Their Allies

Seasons Federal Credit Union is embracing a bold new chapter, rebranding as Ellafi Federal Credit Union on April 28, 2025. As it celebrates 90 years of service and 20 years as Seasons, the credit union is evolving to better serve its members and community, with a mission centered on financial independence and economic resilience for women and their allies, collectively referred to as women+.

Ellafi is Connecticut’s first credit union dedicated to women+, offering banking solutions, financial resources, and a supportive community built on inclusion and empowerment. More than a name change, this transformation reflects a commitment to closing financial gaps, fostering independence, and helping members thrive at every stage of their financial journey.

“Ellafi Federal Credit Union is proud to be Connecticut's first women focused credit union - created to champion equity, empower women, and serve every member of our community,” says Keith A. Wiemert, President/CEO of Ellafi Federal Credit Union. “Our products, services and culture are designed around the unique financial journeys of women, while remaining inclusive and accessible to all.”

Financial barriers continue to limit opportunities for many, from securing loans to finding banking solutions that promote long-term stability. Ellafi is committed to breaking down these obstacles by providing the tools, guidance, and community support members need to build wealth, gain financial confidence, and achieve their goals.

“Financial empowerment is about more than money; it’s about confidence, security, and opportunity,” says Robyn Swanson, Senior Vice President of Ellafi. “When we invest in women, we strengthen families, businesses, and entire communities. At Ellafi, we’re committed to providing the resources and support that make financial independence possible for everyone.”

While Ellafi is designed to better serve women+, it remains fully inclusive. All current members will continue to receive the same great service, with no changes to their accounts. Instead, they’ll experience an enhanced approach to banking, one that prioritizes financial wellness, opportunity, and community-driven support.

Why Ellafi?

The name Ellafi reflects the credit union’s mission: to Empower and Lead women+ with the goal to Lift economic resilience and help women, and their allies, Achieve Financial Independence. Inspired by this vision, ‘Ella’ represents femininity across cultures, while ‘FI’ stands for Financial Institution; uniting strength, identity, and purpose. Greyfound Design led the branding efforts for this transformation.

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About Ellafi Federal Credit Union

Ellafi Federal Credit Union is a not-for-profit financial institution dedicated to enriching the lives of its members and communities, with an emphasis on economic resilience and financial independence for women+. As the first credit union in Connecticut with this mission, Ellafi provides innovative banking solutions and personalized support to help individuals and families achieve financial success. Membership is open to anyone who lives, works, volunteers, or worships in Middlesex County and select nearby areas. For more information, visit www.ellafifcu.org or follow Ellafi on Facebook, Instagram, and LinkedIn.

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"Ellafi Federal Credit Union is proud to be Connecticut's first women focused credit union - created to champion equity, empower women, and serve every member of our community," says Keith A. Wiemert, President/CEO of Ellafi Federal Credit Union.