Introducing Prosperity Now & Our Renewed Commitment to Helping Everyone Prosper

Today marks an important turning point in our organization’s history: as of this morning, CFED has changed our name to Prosperity Now.

I am thrilled with our new name, and about the opportunity to reflect on what our refreshed brand means to you and to the country.

In the past several weeks, you may have heard some rumors that we are rebranding. If so, the rumors are true! We wanted to create a new brand—including a new name, a new visual identity and a new set of key messages—that is more assertive, more inclusive and more accessible. As I’ve been asked about the rebranding rumors as I’ve talked with our partners and friends on the phone and on my travels around the country, many people have shared their excitement, and at the same time have wondered: why did you decide to change your name? The CFED brand carries with it a long tradition of helping build opportunity, they tell me, and our work remains critically important in the current social and political climate.

As I’ve reflected on these reactions, I’ve realized that the power of our brand and the importance of the work being done by our organization and our community are exactly why this is the right moment to introduce Prosperity Now to the world.

The power of our brand and the importance of the work being done by our organization and our community are exactly why this is the right moment to introduce Prosperity Now to the world.

The equity that CFED has built in our brand over the past 38 years isn’t lost. We’re still the same organization, powered by the same staff, all of whom are passionate about helping people to build financial security, wealth and prosperity, especially for those who have long been denied a seat at the table of opportunity. Likewise, the problems we aim to solve—and the solutions we bring to the table—aren’t changing. In that sense, everything you value about CFED is here to stay, and we are as committed as ever to supporting the communities you serve.

At the same time, we know that the challenges of wealth inequality and financial insecurity are as prominent as ever. We also know that the change we seek in the world isn’t possible without the ability to expand the community of advocates and practitioners, policymakers and philanthropists, experts and researchers committed to advancing a shared vision. Thus, we need a brand that immediately and clearly articulates what we believe to be true: that everyone deserves a clear path to prosperity, and that when anyone is kept off that path, we all lose.

Everyone deserves a clear path to prosperity, and that when anyone is kept off that path, we all lose.

We believe that Prosperity Now communicates this idea. While some of our strategies are focused on shorter-term financial stability, others are focused on the longer-term wealth-building opportunities that increase economic mobility. But at its core, all our work is in service of a single goal: helping people prosper.

We also believe Prosperity Now communicates the urgency of our message. For too long, we’ve accepted a system in which a person’s opportunities to get ahead are as much about chance—or worse, the ZIP code into which they are born or the color of their skin—as they are about the systems put in place that open doors to opportunity, no matter where you started in life.

Like you, we know that when most people in our country are just getting by, rather than getting ahead, something is broken. We’re working to make it right, and our transformation to Prosperity Now is just the beginning. In the coming days, weeks and months, we’ll be giving you the chance to get to know us better, and together, we will create the tools people need to achieve their dreams.

It’s time for change, and we couldn’t be more grateful to partner with you in this journey.

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