CU Direct Announces Name Change to Origence | New

Irvine, Calif., Nov. 15, 2022 (GLOBE NEWSWIRE) — CU Direct, a leader in financial technology solutions for credit unions, announced that it will rebrand the company as Origin. The change reflects the company’s vision to create the ultimate origination experience and help credit unions win in a digital world.

“Three years ago, CU Direct launched the Origence brand to provide our credit union partners with next-generation financial technology,” said Tony Boutelle, President and CEO of Origence. “The name Origence is significant because it was created by combining the words ‘origin’ + ‘experience’. Origence clearly articulates our vision and the importance that the origination experience plays in the success of our credit unions, particularly in meeting the ever-changing needs of modern borrowers.

The company’s indirect lending solution, CUDL, will remain a sub-brand of Origence, continuing its mission to connect car dealerships to credit union financing. Credit unions using the CUDL network continue to be the largest auto lender in the nation as a whole, helping dealerships sell 1.5 million vehicles with credit union financing (January 1 – September 30, 2022).

All other products, including new Original bow rig composed of arc DX (digital experience portal), arc OS (formerly Lending 360 LOS) and arc MX (formerly Intuvo marketing automation), will unify under the Origence brand. Over the next several months, the company will transition key business touchpoints to reflect Origence’s new name and visual branding. This will include rebranding the company’s web properties, social media channels and digital communications.

CU Direct will remain the CUSO holding company for shareholder and board purposes.

“Through Origence and our many products and services, we have transformed the origination journey for credit unions and their members,” Boutelle said. “Now we will build on this momentum under a strong, industry-recognized brand that reflects our vision to create the ultimate origination experience.”

About Origin

Origence is a credit union service organization (CUSO) that provides financial technology that enhances the origination experience to increase loan volume, create efficiencies, and grow accounts. With Origence, financial institutions can offer consumer and indirect lending with increased levels of productivity and scale while providing a convenient and personalized borrower experience. Solutions also include marketing automation, automatic purchases, loan operations, and more. Origence is headquartered in Irvine, California. For more information, visit and follow us on Twitter and LinkedIn.

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James Flores Origin [email protected]

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