Alliance Credit Union, with branches in Wilmington, has taken on a new name it feels reflects its mission. As of today, the financial institution is now called Excite Credit Union, officials announced.

“In 1952, Alliance Credit Union was established with the mission of ‘people helping people,’" the news release stated. “The new name reflects the credit union’s commitment to continually revitalize its products, services, and branches while maintaining its iconic personalized service to more than 40,000 members.”

The credit union, based in San Jose, California, was established by a small group of General Electric employees. It serves members in three Bay Area California counties as well as in New Hanover, Pender and Brunswick counties in North Carolina. It also serves about 400 businesses in both states by offering benefits to their employees.

Excite has two local offices.

The new name resulted from an internal process in which credit union leaders worked with the staff to redefine the institution’s values, the release said. The values that resonated with leadership and staff, according to the release, “include prioritizing people at the core of everything they do, and a commitment to investing in the neighborhoods they serve. From helping families achieve their financial goals, to partnering with local non-profits that are caring for foster youth and tackling homelessness, Excite’s focus is to support traditionally underserved communities.”

The local branches have established partnerships with other groups in the area.

“We are thrilled to be a part of the community and strengthen the relationships we have with our local partners, such as the Wilmington Sharks,” Richard DeCrescente, vice president of sales for the credit union’s North Carolina region, said in an email Friday. “The new name helps us stand apart in a crowded marketplace and reaffirms our commitment to our communities, members and staff."

Alliance – now Excite – believes that everyone is entitled to financial stability, DeCrescente continued.

“One of our goals is to ensure every child has a savings account to set them up for success. Our new name represents this exciting shift in our new strategy," DeCrescente said in the email.

Brian Dorcy, Excite’s CEO, said the credit union is announcing a three-year commitment, as the Grand Slam Founding Partner, with the Wilmington Sharks baseball team.

“This partnership sponsors the ‘Read Around the Bases’ reading program, encouraging literacy and reading comprehension, plus bringing underprivileged youth and children with handicaps out to the ballpark for a fun night of baseball,” he said in the release. “Our partnership with the Sharks is a major milestone of our involvement in the community.”