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As Altura continues to grow, so does our responsibility to clearly and authentically share who we are. Our brand refresh reflects what we heard from our Members, employees, and community; messages of trust, care, and belonging. It honors our legacy while preparing us for the future, strengthening the connection between people and the dreams we help support. At the heart of it all is our new tagline: All Welcome. All Together. Altura.
All Welcome. All Together. Altura.
Rooted in People. Driven by Purpose.
At Altura Credit Union, Members come first.
We exist to enrich, empower, and help them reach new heights.
Every decision we make starts with one simple idea: people helping people.
We are proud to serve the communities that make Riverside County home.
Why Refresh the Brand
As Altura continues to grow, so does our responsibility to express who we are in a clear and inspiring way.
Our brand refresh is about telling our story with purpose, unity, and pride.
It honors our legacy while preparing us for the future.
Our goal: Strengthen the emotional connection between our Members, our teams, and our community.
Listening To Our Members
We began by listening.
To Members. To employees.
To the community.
We heard consistent themes of trust, care, and belonging.
People described Altura as welcoming, supportive, and local. Those insights became the foundation of our refreshed brand.
Explore the Language of Belonging
As we explored how to express Altura’s story, we focused on three truths:
Everyone belongs here
Together, we are stronger
Altura is the place where both people and dreams grow and are empowered
These truths inspired the language and rhythm that shaped our tagline.
Tagline
Our new tagline captures the heart of who we are.
It reflects our commitment to inclusion, unity, and shared success.
It reminds every Member, team member, and partner that they belong.
All Welcome. All Together. Altura.
The Meaning Behind the Tagline
All Welcome. All Together. Altura.
All Welcome.
A reflection of our inclusive culture and belief that everyone deserves access to opportunity.
All Together.
A reminder that community, connection, and collective strength define us.
Altura.
The name that unites it all. A symbol of rising higher and empowering others do the same.
Our Promise
Altura has always believed in people helping people and enriching lives and empowering dreams.
This refreshed brand does not change who we are. It strengthens how we tell our story.
It captures the heart of our community and the pride of our purpose.
Our Brand in Action
Our brand refresh reflects who we are and what we stand for. This video brings our promise to life through the people, stories, and community that make Altura unique.
A Legacy of Growth and Financial Service
Humble Beginnings
Altura Credit Union’s journey began in 1957, when Secretary Peggy Green founded Riverside Schools Credit Union. Initially, its primary purpose was to provide financial services to employees of the county’s school district. This modest start marked the beginning of a significant financial institution that would evolve to serve a much wider community.
Expanding Horizons
Recognizing the growing needs of the region, the credit union expanded its field of membership in 2004. This expansion encompassed Riverside and San Diego counties, as well as select cities in Orange and San Bernardino counties. To reflect this geographic growth and its aspirations, the credit union rebranded itself as Altura Credit Union. The name “Altura” is Spanish for “height,” symbolizing the credit union’s commitment to reaching new heights and elevating the financial well-being of its members.
A Strategic Merger
In 2015, Altura further solidified its position as a leading financial institution by merging with Visterra Credit Union. This strategic move brought together two strong credit unions, creating a combined entity with over $1.1 billion in assets and 118,000 members. The merger allowed Altura to offer a wider range of financial products and services, enhanced technological capabilities, and increased its ability to serve the community.
A Community-Focused Approach
Altura’s growth has been driven by a commitment to its members and the communities it serves. The credit union’s focus on providing personalized service, competitive rates, and convenient access to financial services has contributed to its success. Additionally, Altura has been actively involved in various community initiatives, supporting local organizations and causes.
As Altura continues to grow and evolve, it remains dedicated to its core values of respect, innovation, integrity, passion, and excellence. By staying true to its mission, Altura aims to be the financial partner of choice for generations to come.
Rooted in People. Driven by Purpose.
At Altura Credit Union, Members come first.
We exist to enrich, empower, and help them reach new heights.
Every decision we make starts with one simple idea: people helping people.
We are proud to serve the communities that make Riverside County home.
Why Refresh the Brand
As Altura continues to grow, so does our responsibility to express who we are in a clear and inspiring way.
Our brand refresh is about telling our story with purpose, unity, and pride.
It honors our legacy while preparing us for the future.
Our goal: Strengthen the emotional connection between our Members, our teams, and our community.
Listening To Our Members
We began by listening.
To Members. To employees.
To the community.
We heard consistent themes of trust, care, and belonging.
People described Altura as welcoming, supportive, and local. Those insights became the foundation of our refreshed brand.
Explore the Language of Belonging
As we explored how to express Altura’s story, we focused on three truths:
Everyone belongs here
Together, we are stronger
Altura is the place where both people and dreams grow and are empowered
These truths inspired the language and rhythm that shaped our tagline.
Tagline
Our new tagline captures the heart of who we are.
It reflects our commitment to inclusion, unity, and shared success.
It reminds every Member, team member, and partner that they belong.
All Welcome. All Together. Altura.
The Meaning Behind the Tagline
All Welcome. All Together. Altura.
All Welcome.
A reflection of our inclusive culture and belief that everyone deserves access to opportunity.
All Together.
A reminder that community, connection, and collective strength define us.
Altura.
The name that unites it all. A symbol of rising higher and empowering others do the same.
Our Promise
Altura has always believed in people helping people and enriching lives and empowering dreams.
This refreshed brand does not change who we are. It strengthens how we tell our story.
It captures the heart of our community and the pride of our purpose.
Our Brand in Action
Our brand refresh reflects who we are and what we stand for. This video brings our promise to life through the people, stories, and community that make Altura unique.
A Legacy of Growth and Financial Service
Humble Beginnings
Altura Credit Union’s journey began in 1957, when Secretary Peggy Green founded Riverside Schools Credit Union. Initially, its primary purpose was to provide financial services to employees of the county’s school district. This modest start marked the beginning of a significant financial institution that would evolve to serve a much wider community.
Expanding Horizons
Recognizing the growing needs of the region, the credit union expanded its field of membership in 2004. This expansion encompassed Riverside and San Diego counties, as well as select cities in Orange and San Bernardino counties. To reflect this geographic growth and its aspirations, the credit union rebranded itself as Altura Credit Union. The name “Altura” is Spanish for “height,” symbolizing the credit union’s commitment to reaching new heights and elevating the financial well-being of its members.
A Strategic Merger
In 2015, Altura further solidified its position as a leading financial institution by merging with Visterra Credit Union. This strategic move brought together two strong credit unions, creating a combined entity with over $1.1 billion in assets and 118,000 members. The merger allowed Altura to offer a wider range of financial products and services, enhanced technological capabilities, and increased its ability to serve the community.
A Community-Focused Approach
Altura’s growth has been driven by a commitment to its members and the communities it serves. The credit union’s focus on providing personalized service, competitive rates, and convenient access to financial services has contributed to its success. Additionally, Altura has been actively involved in various community initiatives, supporting local organizations and causes.
As Altura continues to grow and evolve, it remains dedicated to its core values of respect, innovation, integrity, passion, and excellence. By staying true to its mission, Altura aims to be the financial partner of choice for generations to come.
GABRIELA HANSON | MEMBER SINCE 2002
"Thank you Altura, for making me feel like I'm family and not just a number. You guys have always been there for me, from 20 years ago up until now."
"I tell my friends and family that if you're looking for a great banking institution where they care and you feel like family, there's no one else but Altura Credit...
