Addition Financial

Strum

Addition Financial, located in Central Florida, began its brand identity transformation in 2019. Originally CFE, which stands for “Central Florida Educators,” was founded in 1937 to serve local educators, but has since expanded to serve all who live, work, worship, volunteer or attend school within its four-county region. With a desire to pursue a state charter and expand out of Central Florida, it was time for a change and they made the decision to change names and transform their brand. The word “Addition” ties into our legacy of teaching and learning, while also demonstrating our dedication to adding value to members’ lives. As Addition Financial, we want our brand to reflect our commitment to education and financial empowerment. Addition Financial strives to help members create successful outcomes by building trusted relationships through a people-first mindset. No matter where our members are in their financial journeys, we want them to count us in.

Target Audience:
Addition Financial’s primary target audience encompasses 20-40 year-olds, in Central Florida, that are culturally diverse in their demographics. The target audience is comprised primarily of borrowers – people with first-time lending needs from beginning families, such as couples starting a family, to families with children that are experiencing major financial firsts such as a first-time homebuyer.

The secondary audience consists of niche groups and younger adults comprising of Educators and college students.