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Broadview: The Credit Union That Forgot Its Own Name
A deep dive into the rebranding chaos and digital identity crisis of sefcu.com
For over 85 years, SEFCU was a trusted name in upstate New York. Then, in a move that baffled loyal customers and SEO strategists alike, they became Broadview Federal Credit Union—keeping the old domain sefcu.com while plastering a new name everywhere. This is the story of a legacy brand caught between two identities.
"They changed their name but kept their domain—a digital identity crisis that screams 'we're not sure who we are anymore.'"
The Human Cost of Rebranding
Broadview's transition from SEFCU wasn't just cosmetic—it was confusing. Long-time customers searching for 'SEFCU' still land on sefcu.com, where the homepage boldly declares 'Broadview Federal Credit Union.' This creates immediate cognitive dissonance. The 489 employees must navigate this identity split daily, answering questions about why the name changed but the website didn't. It's a classic case of rebranding without full commitment to the change.
The Digital Footprint Paradox
Despite having a robust tech stack (jQuery, Tailwind CSS, Bootstrap, Cloudflare, AWS CloudFront), Broadview's digital presence is surprisingly muted. The domain sefcu.com shows zero monthly visits in our data—a red flag for a financial institution with $128.4M in revenue. Their social media profiles (@broadviewfcu) are active across Twitter, Facebook, LinkedIn, and Instagram, but the disconnect between their digital infrastructure and measurable traffic suggests either tracking issues or a fundamental SEO failure.
The tech stack reveals a modern, cloud-native approach with AWS CloudFront and Cloudflare for performance, yet the zero-traffic metric suggests either a data gap or a serious visibility problem. For a credit union serving communities, this digital invisibility is particularly concerning—how do you serve customers who can't find you online?
- Domain schizophrenia: sefcu.com redirects to Broadview branding
- Revenue stability: $128.4M with 489 employees suggests solid operations
- Tech modernization: Cloud-native stack but questionable digital reach
- Social presence: Active across 4 platforms but disconnected from domain identity
- Leadership gap: No CMO or digital lead listed in key people
The Unfinished Rebrand
Broadview's digital identity is a work in progress that's costing them visibility and clarity
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Broadview Federal Credit Union | Broadview Federal Credit Union
Welcome to Broadview Federal Credit Union. Here, the big picture is all about you. Broadview is devoted to your financial well-being, the strength of our communities, and employees who deliver on the values we share.
Broadview Federal Credit Union
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About sefcu.com
Welcome to Broadview Federal Credit Union. Here, the big picture is all about you. Broadview is devoted to your financial well-being, the strength of our communities, and employees who deliver on the values we share.
Company Overview
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Technology Stack
sefcu.com uses 14 technologies across their website including UserWay, Google Maps, Font Awesome, Google Fonts, and more.
Accessibility
UserWay
Maps
Google Maps
Fonts
Font Awesome, Google Fonts
CDN
cdnjs
Cloud & Hosting
AWS CloudFront, Cloudflare
Analytics & Marketing
Google Tag Manager, Google Analytics
Traffic & Audience
sefcu.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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