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PSCU Financial Services rebrands--now PSCU
ST. PETERSBURG, Fla. (3/20/12)--PSCU Financial Services is rebranding and repositioning with a new business model, and will now be known as PSCU, the credit union service organization (CUSO) announced Sunday.

The announcement was made in conjunction with the Credit Union National Association's Governmental Affairs Conference, which meets through Thursday in Washington, D.C.

"The status quo is our enemy. We have redefined our organization in order to better serve the credit union industry and our member-owners," said PSCU President/CEO Michael Kelly. "This evolution was a necessary part of our life cycle in order to fully deliver on our promise to be an innovative payments leader that empowers credit unions to compete and prosper."

St. Petersburg, Fla.-based PSCU, whose new positioning statement is "FORWARD,"  streamlined its business operations and created a Credit Union Experience Team to act as the hub of its service model to consult with credit unions on product and portfolio growth solutions based on individual needs.

PSCU will use a new payments strategy called MoPRO, member owner payment revenue optimization, to provide agile operating systems and innovative payment solutions so its credit union clients can increase member engagement and acquisition to generate gains in revenues and succeed in the marketplace.

"Partnerships are not based on transactions," Kelly said. "They are based on results that deliver mutual success. To that end, we've restructured to eliminate inefficiencies in interactions with our credit unions and to deepen and strengthen our engagement with our members."

PSCU has created an Innovation Lab to collaborate with credit unions to bring solutions to the market faster.  Within the first 90 days of opening the lab, three innovative solutions were generated: a PSCU Service Availability App, a Portfolio Performance Benchmarking App and the company's first mobile wallet solution, PSCU's Mobile Container."

PSCU is owned by more than 680 member credit unions representing 16 million credit, debit, prepaid, online bill payment, mobile and electronic banking accounts.


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