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North Carolina credit union suing BB&T and SunTrust over name 'Truist'

Just days after the merging financial giants announced their new name, a credit union said not so fast.

ATLANTA — Less than one week after BB&T and SunTrust announced the new name for their merged bank, a Winston-Salem, N.C.-based credit union filed a suit contesting the new name.

The suit, which was filed Monday by Truliant Federal Credit Union on Monday in a North Carolina federal district court, claims the use of the name "Truist" is "likely to cause confusion among the consuming public, purchasers of personal and commercial financial services, as to the source, approval, sponsorship or affiliation of (the merged bank's) services with the like services of Truliant." 

RELATED | BB&T, SunTrust to become Truist in merger

In the lawsuit, Truliant says it holds trademarks on a number of phrases associated with the term "Tru," including: 

  • Truliances
  • Tru-Financial Checkup
  • Tru2Go
  • Truism
  • Truceratops
  • Truguidance
  • Truly Different ... Truly Caring ... Truly Refreshing ... Truly Helpful ... Truly Personal ... Truly Affordable
  • #TruCommunity

BB&T and SunTrust announced the new name last Wednesday. 

RELATED | The internet hates the new possible name for SunTrust Park, Truist

"Truist allows us to convey the message that we will remain true to our legacies," said Donta Wilson, BB&T's chief digital, client experience and marketing officer, who said the process of picking a new name was driven heavily by data derived from employee and client input. 

For more details, please visit our news partners at The Atlanta Business Chronicle.


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