Southern Mass Credit Union Announces New Name and Brand

Renovated Fairhaven Branch Teller Line Anticipated to Open Soon After Rebranding

(FAIRHAVEN, MA – April 19, 2021) – – After nearly 100 years of serving the community, Southern Mass Credit Union (SMCU) is excited to announce that it is unveiling a new name and brand. The financial institution’s new name will be Alltrust Credit Union.

“The Alltrust name better expresses our focus on being a trusted financial partner for all our members, at every stage of life,” said Carmen Sylvester, President and CEO of SMCU. “Our new brand identity more accurately reflects our credit union’s core values and culture, as well as our mission to help our members create brighter futures for themselves and their loved ones.”

SMCU was founded in 1922 as a member-owned, not-for-profit credit union offering quality financial products and friendly personal service. Since then, the credit union has grown to $300 million in assets and has more than 14,000 members in Massachusetts and Rhode Island.

As a local credit union, Alltrust is dedicated to giving back to the community, and the team is passionate about helping members succeed. Alltrust has been concentrating on strategic improvements and growth plans over the last few years, including increasing membership, enhancing product offerings, and upgrading technology.

In addition to expanding the credit union’s convenience services, Alltrust is currently renovating its flagship branch in Fairhaven, Massachusetts. The teller line at the remodeled branch is scheduled to open to customers in the beginning of May, and the Alltrust team members’ offices will be completed during phase two of the renovation. The updated lobby will include more space and an improved layout to accommodate member requests.

Sylvester added, “We felt it was the right time to update our credit union’s look and feel to give our financial institution a more modern appearance and provide an enhanced member experience. We are committed to building a stronger credit union for all of our valued members so that we can thrive together, and we look forward to brighter futures ahead.”

For more information, call 508.994.9971 or visit


About Alltrust Credit Union:
Established in 1922, Alltrust Credit Union (formerly known as Southern Mass Credit Union) is celebrating 99 years of service excellence and financially sound operations. The credit union has assets of over $300 million and provides banking services to more than 14,000 members. The main office is in Fairhaven, Massachusetts, with branch offices in Fall River and New Bedford, Massachusetts. Follow Alltrust on Facebook, Twitter, Instagram, and LinkedIn.