Ribbon Cutting Ceremony Celebrates the Launch of Ellafi Federal Credit Union
Caption: Middlesex County Chamber of Commerce and Officials attend Ellafi Federal Credit Union’s Ribbon Cutting Ceremony (L-R) Jay Polke (Past Middlesex County Chamber of Commerce Chair), Ben Florsheim (Mayor of Middletown), Johanna Bond (President/CEO Middlesex County Chamber of Commerce), Robyn Swanson (SVP Ellafi FCU), Keith Wiemert (President/CEO Ellafi FCU), Betsy Somers (SVP Ellafi FCU), Rodney Bitgood (Current Middlesex County Chamber of Commerce Chair), Jorge Perez (State of Connecticut Banking Commissioner) and Joe Santaniello (Development Middlesex County Chamber of Commerce).
FOR IMMEDIATE RELEASE
Ribbon Cutting Ceremony Celebrates the Launch of Ellafi Federal Credit Union
New Brand Identity and Mission to Support Women Benefits Community
MIDDLETOWN, CT – May 12, 2025 – Ellafi Federal Credit Union, formerly Seasons Federal Credit Union, welcomed its members, local dignitaries, and community leaders to a Middlesex County Chamber of Commerce Ribbon Cutting Ceremony on Tuesday, May 7, 2025 at its Middletown branch, to celebrate its new name, logo, and signage. The rebrand was officially announced on April 28, 2025, marking a bold new chapter for the 90-year-old company. As Connecticut’s first credit union centered on women. Ellafi is focused on better serving its members and the broader community, with a mission rooted in economic resilience and financial independence for women.
The ceremony featured remarks from the Middlesex County Chamber of Commerce President/CEO, Johanna Bond, Mayor of Middletown, Ben Florsheim, and Keith Wiemert, President/CEO of the newly named Ellafi Federal Credit Union. Ellafi members, Allison and Calvin Vaughan, owners of the SoulFully Vegan food truck were on site to provide healthy plant-based food with a soulful flare to the attendees of the event.
“This is a moment of celebration, not just for our organization, but for the entire community,” said Keith Wiemert, President/CEO of Ellafi Federal Credit Union. “When women are financially strong, families grow stronger and communities become more resilient. With Ellafi, we’re building a financial home that supports women in leading, growing, and achieving lasting independence.”
Having undertaken extensive research and planning to better meet the needs of its members, and with the ribbon officially cut, Ellafi is poised to support women and families in their journey toward financial independence. The credit union is offering tailored financial solutions, personalized guidance, and accessible banking services.
“Ellafi’s renewed identity and mission is a commitment to creating greater opportunity and equity,” said Mayor Ben Florsheim. “By centering the financial needs of women, this credit union is investing in the long-term strength of our region. When we support women, we support families, entrepreneurship, and the health of our entire local economy.”
Why Ellafi?
The name Ellafi reflects the credit union’s mission: to Empower and Lead women+ with the goal to Lift economic resilience and help women, and their allies, Achieve Financial Independence. Inspired by this vision, ‘Ella’ represents femininity across cultures, while ‘FI’ stands for Financial Institution; uniting strength, identity, and purpose.
About Ellafi Federal Credit Union
Ellafi Federal Credit Union is a not-for-profit financial institution dedicated to enriching the lives of its members and communities, with an emphasis on economic resilience and financial independence for women+. The first credit union in Connecticut focused on women and their allies, Ellafi offers quality financial services and personalized support to individuals and families to achieve their financial goals. Membership is open to anyone who lives, works, volunteers, or worships in Middlesex County and select nearby areas. For more information, visit www.ellafifcu.org or follow Ellafi on Facebook and LinkedIn.
