Irvine, CA, November 15, 2022 — CU Direct, the parent company of CUDL—the nation’s largest automotive financing network of credit unions—has announced it will change its name and rebrand as Origence. The CUDL brand and name will remain the same.
“The change to Origence signals a new era for our company as we continue to lead the way by creating the ultimate origination experience,” said Tony Boutelle, president and CEO of Origence. “CUDL, as an Origence brand, will stay focused on its mission to connect automotive dealers with credit union financing. A single parent brand will help us build upon our momentum and create clarity for our clients, partners, shareholders, and the industry.”
CUDL will remain a sub-brand of Origence, continuing to connect automotive dealers and credit unions. Credit unions using the CUDL Network continue to be the nation’s largest auto lender as an aggregate, helping dealers sell 1.5 million vehicles through credit union financing (Jan. 1 – Sept. 30, 2022).
Over the next several months, the company will transition key business touchpoints to reflect the new Origence name and visual brand. This will include rebranding the CU Direct web properties, social media channels, and digital communications.
“Through Origence and our many products and services, we have transformed the origination journey,” stated Boutelle. “Now, we will build on that momentum under one strong, industry-recognized brand that reflects our vision of creating the ultimate origination experience.”
