Union Credit
Union Credit operates the first credit union-exclusive embedded loan marketplace, enabling credit unions to distribute firm, pre-approved one-click loan and credit card offers through publisher platforms, merchant checkout flows, and white-labeled digital experiences powered by TransUnion credit data and LOS integrations with MeridianLink, Origence, and Sync1.
- Company typePrivate
- Founded2023
- HeadquartersSanta Rosa, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Union Credit does
Union Credit operates the first credit union-exclusive embedded loan marketplace, founded in 2022 and headquartered in Santa Rosa, California. The company's core product is a plug-and-play marketplace that allows credit unions to distribute firm, pre-approved, one-click loan and credit card offers directly within digital experiences—publisher platforms, merchant checkout flows, and credit union websites and apps—without requiring a traditional loan application. Underlying the marketplace are three differentiated technology components: an embedded loan marketplace with one-click activation, the CreditKind™ soft-pull prequalification engine (which surfaces personalized offers without impacting credit scores until acceptance), and direct integrations with major credit union loan origination systems including MeridianLink, Origence, and Sync1. Borrower evaluation is powered by a partnership with TransUnion using trended credit attributes and anti-fraud algorithms, and the consumer-facing surface is white-labeled to preserve the credit union's brand identity throughout the experience.
Union Credit sells to two sides of the marketplace. On the supply side, credit unions—ranging from community institutions (Jovia Financial, Municipal Credit Union, Capital Credit Union, Y-12 Credit Union) to larger regional players—sign month-to-month subscriptions and pay transaction-based fees to participate; the cost-to-participate is described as low ("$" on the homepage) but specific pricing is not publicly disclosed. On the demand side, consumers are reached through a network of publisher and merchant partners including Experian, LendingTree, Way.com, Bankrate, QuinStreet, MoneyLion, and RAI Partners, which embed Union Credit offers via white-label and OEM integrations; these partners earn referral revenue on conversions. A secondary product, Further (GoFurther.app), extends the platform into merchant point-of-sale financing, enabling non-financial retailers to offer instant local credit union loan approval at checkout. The company has raised approximately $8 million across a 2022 seed round (TruStage Ventures, Marin Sonoma Impact Ventures) and a 2024 round (Experian Ventures, WP Global Partners).
Over its first two years Union Credit has onboarded 70+ lender partners, connected nearly 45,000 new members to credit unions, and facilitated approaching $1 billion in loans and credit lines. Reported outcomes include a 6,500+ new-member quarter in Q4 2023, a 60% under-40 demographic mix among acquired members, an average new-member credit score of 795, and a 99-second loan activation time. The company has won multiple industry awards including Finovate Top Emerging Fintech Company (2023), LendTech of the Year (2024), Best Embedded Solution at the Global BankTech Awards (2024), #1 Best Places to Work in Fintech from American Banker (2024), and Best Embedded Finance Solution at the 2025 Finovate Awards.
Union Credit firmographics
Firmographics- Name
- Union Credit
- Legal name
- Union Credit
- Website
- https://unioncredit.app
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Union Credit operates the first credit union-exclusive embedded loan marketplace, enabling credit unions to distribute firm, pre-approved one-click loan and credit card offers through publisher platforms, merchant checkout flows, and white-labeled digital experiences powered by TransUnion credit data and LOS integrations with MeridianLink, Origence, and Sync1.
- Ownership category
- akta.pro rank
Union Credit industry classification
Industry- Product category
- Embedded Lending Platform
- NAICS
- Depository Credit Intermediation (5221), Sales Financing (522220)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL)
- akta.pro secondary industries
- Federations/Centrals & Cooperative Banking Networks (2nd-Tier Co-ops) (FSABAEAL), Virtual / Digital-First Credit Cards (FSAKABAK)
Keywords
Where Union Credit is headquartered
LocationHeadquarters
- HQ city
- Santa Rosa
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Union Credit business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Marketplace Transaction Revenue: Revenue generated from facilitating loans and credit lines through the embedded marketplace. Credit unions pay to participate in the marketplace to acquire new members and originate loans. The cost to participate is mentioned as '$' with specific pricing details not publicly disclosed.
- Publisher/Partner Referrals: Revenue sharing arrangements with publisher partners (Experian, LendingTree, Way.com, Bankrate, QuinStreet, etc.) who embed Union Credit offers. Publishers receive compensation for driving qualified leads and loan conversions.
- Credit Union Subscription: Credit unions sign month-to-month subscription agreements to access the marketplace. The company must perform to retain credit unions, creating a performance-based revenue dynamic.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Credit unions pay a subscription fee to access the marketplace platform with month-to-month flexibility |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels7 records
Union Credit product offering
Product offeringCore offering
Union Credit operates an embeddable, plug-and-play loan marketplace that enables credit unions to deliver firm pre-approved, one-click credit offers directly within digital shopping experiences, publisher platforms, and point-of-sale transactions. Consumers receive soft-pull personalized pre-qualified offers without traditional loan applications, and credit unions acquire new members and originate loans through white-label integrations and embedded distribution channels.
Product overview
Union Credit operates as a marketplace platform with a core embeddable loan marketplace product at its center. The platform enables credit unions to deliver firm, pre-approved, one-click credit offers directly within digital shopping experiences. Supporting the core marketplace are CreditKind (a white-labeled prequalification tool for soft-pull personalized offers) and Further (an embedded lending toolset for merchants). The ecosystem connects credit unions with publishers and merchants to reach consumers at the point of purchase, converting shoppers into credit union members without traditional loan applications.
Differentiator
Problem solved
Functional benefit
Brands
- CreditKind™: A loan offers product that connects consumers with personalized lending products including personal loans, credit cards, and auto loans through credit unions' trusted brands. Uses soft-pull prequalification with no hard inquiry until offer acceptance.
- Further
Products and services
- Union Credit Marketplace An embeddable, plug-and-play loan marketplace that enables credit unions to deliver firm pre-approved, one-click credit offers directly within digital shopping experiences and point-of-sale transactions, facilitating member acquisition and loan origination without traditional applications.
- CreditKind A white-labeled prequalification tool that enables credit unions to offer soft-pull-based personalized loan and credit card offers to members, surfacing real rates in under 2 minutes with zero credit impact until offer acceptance.
- Further An embedded lending toolset and financial resource network that enables non-financial websites and retailers to offer instant loan approval from local credit union lenders at point-of-sale, adding value for users while creating new revenue streams for merchants.
Quantifiable outcome
- Nearly $1 billion in loans and credit lines facilitated over two years
- +5 more outcomes
Companies that use Union Credit
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
Union Credit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability1 record
Feature5 records
Union Credit partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and major.
- ExperiancoreUnion Credit delivers credit union offers directly within the Experian app, enhancing user accessibility to various financial products. Experian's prescreened credit bureau data is used to match consumers with credit union loan products, expanding reach to millions of credit-worthy consumers.
- MeridianLinkcorePartnership with MeridianLink (NYSE: MLNK), a leading provider of cloud-based digital lending platforms for financial institutions. The partnership integrates Union Credit's marketplace directly into MeridianLink's loan origination system (LOS), enabling credit unions to seamlessly access pre-approved loan offers, reduce manual data entry, and process applications faster. This addresses the 'memberization' challenge by meeting consumers at the digital point of sale.
- TransUnioncoreStrategic partnership using TransUnion's trended credit attributes, algorithms, and anti-fraud measures to intelligently evaluate borrower creditworthiness. The partnership enables Union Credit to assist lenders in determining appropriate loan amounts, interest rates, and repayment terms, resulting in more personalized loan options for consumers and a game-changing product for affordable credit access.
- Way.comcorePublisher partner embedding Union Credit's marketplace in their digital platform, enabling consumers to access pre-approved credit union loan offers within the Way.com experience.
- BankratecorePublisher partner embedding Union Credit's marketplace, allowing consumers to discover and activate pre-approved credit union loan offers through Bankrate's financial comparison platform.
- QuinStreetcorePublisher partner embedding Union Credit's marketplace, enabling lead generation and loan conversions through QuinStreet's financial services comparison network.
- LendingTreecorePublisher partner embedding Union Credit's marketplace, allowing consumers to access credit union loan offers through LendingTree's loan comparison platform.
- MoneyLionmajorPublisher partner embedding Union Credit's marketplace, providing access to credit union loan offers within MoneyLion's financial wellness platform.
- RAI PartnersmajorPublisher partner embedding Union Credit's marketplace, enabling consumers to access credit union loan offers through RAI Partners' digital platforms.
- Further (GoFurther.app)coreLaunch of Further (GoFurther.app), an embedded lending toolset and financial resource network that enables local merchants, retailers, and service providers to offer instant loan approval from local lenders at the point-of-sale. Non-financial websites and retailers can provide embedded finance solutions to their customers, adding value and unlocking new revenue streams.
- OrigencemajorLOS platform partnership supporting integration with Origence's lending technology, enabling credit unions to access Union Credit's marketplace through Origence's platform.
- Sync1 SystemsmajorLOS platform partnership supporting integration with Sync1 Systems' lending technology, enabling credit unions to access Union Credit's marketplace through Sync1's platform.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
Union Credit competitors and assessment
Company assessmentOthers
- MeridianLink: MeridianLink (NYSE: MLNK) provides cloud-based loan origination and digital lending platforms to credit unions and banks. It is a Union Credit technology partner and adjacent infrastructure provider rather than a direct competitor.
- Experian: Experian is both a Union Credit publisher partner (embedding offers in its app) and an investor (Experian Ventures). It is a credit bureau and consumer credit marketplace operator that overlaps functionally with Union Credit's marketplace model.
- TransUnion: TransUnion is a credit bureau providing data, trended attributes, and anti-fraud tools to lenders. Union Credit depends on TransUnion's data infrastructure, making it both a critical data partner and an adjacent fintech infrastructure provider in the same lending ecosystem.
Direct peers
- MoneyLion: MoneyLion is a consumer financial wellness platform and embedded lending marketplace. MoneyLion is both a Union Credit publisher partner and a comparable embedded-finance competitor serving similar consumers with personal loans and credit products.
- Credit Karma: Credit Karma provides free credit scores and matches consumers with personalized financial product offers across cards, loans, and banking. Union Credit competes in the personalized pre-approved lending marketplace space, with similar TransUnion/Experian data infrastructure.
- Upstart: Upstart operates an AI-driven lending marketplace that matches borrowers with bank and credit union lenders. Union Credit competes in marketplace-based consumer lending distribution and shares a similar lender-aggregation model.
- LendingTree: LendingTree operates a consumer loan comparison marketplace that matches borrowers with multiple lenders. Union Credit's marketplace is functionally similar but specifically curates credit union lenders and embeds pre-approved offers earlier in the consumer journey.
Broad incumbents
- SoFi: SoFi is a broad consumer fintech offering personal loans, credit cards, and banking. It competes with Union Credit's credit union-originated personal loans and credit cards but operates its own balance sheet rather than as a marketplace.
Emerging players
- Bankrate: Bankrate (owned by Red Ventures) operates a financial product comparison platform and is a Union Credit publisher partner embedding credit union offers. It overlaps in the loan comparison/marketplace category from the consumer-facing side.
- NerdWallet: NerdWallet provides consumer-facing financial product comparison content and lead-generation for credit cards and loans. It is comparable to Union Credit's publisher network model and competes for consumer attention at the top of the lending funnel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Union Credit social profiles
Digital presenceUnion Credit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Union Credit leadership team
Management profileNumber of profiles
Profiles6 records
Union Credit funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Union Credit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Union Credit
What does Union Credit do?
Union Credit operates an embeddable, plug-and-play loan marketplace that enables credit unions to deliver firm pre-approved, one-click credit offers directly within digital shopping experiences, publisher platforms, and point-of-sale transactions. Consumers receive soft-pull personalized pre-qualified offers without traditional loan applications, and credit unions acquire new members and originate loans through white-label integrations and embedded distribution channels.
Is Union Credit a public or private company?
Union Credit is a private company. It is classified as venture growth investor backed and is currently operating.
When was Union Credit founded?
Union Credit was founded in 2023. It employs 11 to 50 people.
Where is Union Credit based?
Union Credit is headquartered in Santa Rosa, United States, in the North America region.
How does Union Credit make money?
Three revenue lines are on record. Marketplace Transaction Revenue is the primary driver. The others are publisher/Partner Referrals and credit Union Subscription.
Who are Union Credit's main competitors?
Others on record are MeridianLink, Experian and TransUnion. Direct peers are MoneyLion, Credit Karma, Upstart and LendingTree. SoFi is listed as a broad incumbent. Emerging players are Bankrate and NerdWallet.
Does Union Credit have an API?
No public API is recorded for Union Credit.
What industry is Union Credit in?
Union Credit's product category is Embedded Lending Platform. Its primary akta.pro industry code is FSAKAAAL, Bank & Credit Union Personal Loans (Unsecured Installment), with a secondary code of FSABAEAL, Federations/Centrals & Cooperative Banking Networks (2nd-Tier Co-ops). Its NAICS code is 5221 and its SIC code is 6141.