CoastHills Credit Union

What CoastHills Credit Union does

CoastHills Credit Union is a state-chartered (with federal charter conversion approved January 2024) not-for-profit cooperative financial institution headquartered in Santa Maria, California, serving the California Central Coast across Santa Barbara and San Luis Obispo counties. Founded in 1958 as Vandenberg Federal Credit Union and rebranded in 2003, it operates 11 physical branches including a location on Vandenberg Space Force Base, surpasses 70,000 members, and has crossed the $1 billion asset threshold. The credit union holds NCUA-insured deposits up to $250,000 and obtained CDFI certification from the U.S. Department of the Treasury in 2021.

Its core offering is a full-service retail and commercial banking product set. Consumer products include Freedom Plus Checking and Super Checking accounts, a suite of savings vehicles (Basic Share, Special Share, Money Market, Peak Money Market, IRAs, Certificates up to 3.65% APY, youth savings at 5.64% APY), vehicle loans (as low as 4.75% APR), mortgages (30-year fixed at 6.463% APR, ARM and VA options), home equity loans, Visa credit cards (Platinum Rewards and Encore Signature), and personal loans including a CashPlease small-dollar alternative to payday loans. Business banking covers Business Preferred and Preferred Plus Checking, business savings and certificates, agricultural loans (up to 15-year terms), equipment financing, commercial real estate, construction and development loans, lines of credit, term loans, business vehicle loans, and a business Platinum Visa. Distribution is omnichannel: branch banking, online banking with a Next Gen Digital Banking platform, iOS and Android mobile apps (with mobile check deposit, biometric auth, card controls), 24/7 telephone banking (VoiceChoice), and national reach via the CO-OP Shared Branching network (5,000+ branches) and 30,000+ fee-free ATMs.

The business model is interest-income-driven, with a not-for-profit cooperative structure that returns earnings to members through competitive loan rates and higher savings dividends rather than distributing profits. Ancillary revenue comes from interchange, account service fees (Super Checking at $5.95/month with waivers under Relationship Rewards), wire and overdraft fees, and merchant services powered by WorldPay. Customer acquisition is community-led via branches, community events (Rancho Vino, Blue Jean Bash), youth financial literacy, the CoastHills Community Foundation, and a sales-led relationship model complemented by self-serve digital onboarding. CoastHills Wealth Management operates as an adjacent subsidiary for advisory services. Notable partnerships include Visa, AutoSMART, CUDL, WorldPay, Enrich (financial education), and TruStage. Leadership transitioned to a new CEO, James Ledford, in August 2025.

Name

CoastHills Credit Union

Legal name

CoastHills Credit Union

Website

https://coasthills.coop

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

101–250 employees

Short description

CoastHills Credit Union is a not-for-profit cooperative financial institution headquartered in Santa Maria, California, operating 11 branches across the Central Coast and serving 70,000+ consumer and SMB members with a full suite of deposit, lending, mortgage, credit card, wealth management, and digital banking products.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (52213), Credit Card Issuing (522210)

SIC

Savings Institution, Federally Chartered (6035)

akta.pro primary industry

Community Credit Unions (Retail/Consumer Focus) (FSABAEAA)

akta.pro secondary industry

Credit Cards & Revolving Credit (FSABAAAC)

Keywords

• Retail banking services
• Consumer lending
• Commercial lending
• Deposit accounts
• Credit union services

Headquarters

HQ city

Lompoc

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Interest Income from Lending: As a not-for-profit credit union, CoastHills generates primary revenue through interest earned on loan products including mortgages, auto loans, personal loans, credit cards, and commercial/business loans. Interest rates are competitive compared to traditional banks, reflecting the credit union's member-first philosophy.
2. Fee-based Services: Various banking fees including monthly service fees on certain accounts (Super Checking $5.95/month), ATM fees, wire transfer fees, and overdraft fees. Some fees are waived based on account balances or Relationship Rewards tier status.
3. Deposit-based Revenue: Earnings from investing member deposits (checking, savings, money market, certificates, IRAs) and paying competitive dividend rates. Credit union returns earnings to members through better rates on loans and savings products.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

CoastHills Credit Union is a not-for-profit, member-owned financial cooperative offering comprehensive personal and business banking services across California's Central Coast. Core products include deposit accounts (checking, savings, money market, IRAs, certificates), consumer lending (vehicle, mortgage, home equity, personal loans, credit cards), commercial lending (equipment, agricultural, real estate, construction, lines of credit, term loans), digital banking platforms (mobile, online, phone, digital wallets), and ancillary services such as wealth management and merchant payment processing through 11 branch locations.

Product overview

CoastHills Credit Union is a full-service financial institution offering a comprehensive suite of banking products and services for personal, business, and wealth management clients on California's Central Coast. The product portfolio includes core deposit products (Freedom Plus Checking, Super Checking, savings accounts, money market accounts, IRAs, and certificate accounts), lending products (vehicle loans, mortgages, home equity, credit cards, personal loans, and business/commercial loans), digital banking platforms (mobile app, online banking with Next Gen Digital Banking, Bank By Phone, digital wallets), and ancillary services (wealth management, financial education, fraud protection). Business services include checking, savings, merchant solutions through WorldPay, treasury services, and specialized commercial lending. The company operates 11 branches across Santa Barbara and San Luis Obispo counties and serves members through CO-OP Network access to 30,000+ fee-free ATMs nationwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Freedom Plus Checking High-dividend free checking account with no monthly fees, earning 0.50% APY on balances up to $25,000 when qualifying criteria (direct deposit, 10 debit transactions, eStatements) are met. Minimum $50 to open.
• Super Checking Premium personal checking account with $5.95 monthly fee (waivable with Relationship Rewards tier), 0.50% APY on qualifying balances, ATM fee reimbursement up to $10/month, identity protection (IDProtect), and cell phone protection up to $400 per claim.
• Basic Share (Savings) Account Entry-level savings account that establishes credit union membership ownership with competitive dividend earnings.
• Special Share Account Separate goal-based savings account for specific savings goals such as vacations, weddings, or large purchases, with no minimum balance and automatic transfer options.
• Health Savings Account Tax-advantaged savings account for qualified medical expenses with pre-tax or tax-deductible contributions and competitive dividend earnings.
• Holiday Club Account Year-round savings account for holiday expenses, with deposits transferred to checking in mid-November.
• Early Savers Shares High-yield youth savings account earning 5.64% APY on balances up to $500, designed for members newborn to age 17 to encourage consistent saving habits.
• Sammy Savers Youth savings account for children ages 12 and under, featuring a birthday bonus program offering $5 deposit for accounts with $1 minimum deposit within 60 days of birthday.
• Teen Scene Savings account for teens ages 13-17 for income from part-time jobs, with budgeting and goal-setting features; eligible for Freedom Plus Checking with debit card at age 16.
• Money Market Account Personal savings account with $5,000 minimum balance, offering competitive dividends with check writing access through online, mobile, and in-branch banking.
• Peak Money Market Premium personal money market account with $25,000 minimum balance, offering higher dividends and a tiered rate structure for higher balances.
• Individual Retirement Accounts (IRAs) Tax-advantaged retirement savings accounts including Traditional and Roth IRAs with competitive rates and NCUA insurance coverage up to $250,000.
• Certificate Accounts Share certificates with terms from 3 to 84 months, $500 minimum deposit, fixed rates with a dividend bump option, and no monthly fees.
• Vehicle Loans Financing for cars, trucks, SUVs, motorcycles, boats, and RVs with terms up to 84 months (up to 240 months for boats/RVs), pre-approval valid 60 days, and Credit Union Direct Lending (CUDL) program acceptance at many California dealerships.
• Mortgage Loans Home mortgages including fixed-rate, adjustable-rate (5/5 ARM, 15/15 ARM), jumbo, and VA loan options with competitive rates and local lending team support.
• Home Equity Loans Lump sum loans and lines of credit using home equity for purposes including home improvements and debt consolidation.
• Mortgage Refinance Home loan refinancing options to potentially reduce interest expense, with cash-out refinance options available.
• Platinum Rewards Visa Personal credit card with no annual fee, credit lines up to $25,000, earning 1 point per $1 spent, and an introductory 3.99% APR on balance transfers for 6 months.
• Encore Visa Signature Premium personal credit card offering 3x points on travel, 2x on dining, 1x elsewhere, 24/7 Visa Concierge service, credit limits $5,000-$50,000, and lost luggage/hotel theft protection up to $3,000/$500.
• Signature Loan Unsecured personal loan based on creditworthiness, with borrowing from $500 to $25,000 and payments as low as $25 per month.
• Line of Credit (Personal) Revolving personal credit line accessed through checks or digital banking, with interest charged only on funds in use.
• Share & Certificate Secured Loan Personal loan secured by existing CoastHills share or certificate account balances, offering low interest rates for credit building.
• CashPlease Small-dollar personal loan alternative to payday loans, borrowing $200-$875 with no fees to borrow, designed for quick cash needs.
• Mobile Banking Free mobile banking app for iOS and Android providing account balances, fund transfers, bill payment, mobile check deposit, and branch/ATM locator with biometric authentication.
• Online Banking Comprehensive online banking platform with Next Gen Digital Banking, Money Management tools, eStatements, account aggregation, and multi-factor authentication.
• Bank By Phone (VoiceChoice) Telephone banking service accessible 24/7 for account inquiries, fund transfers, loan payments, and check verification at (805) 733-7600 or (800) 262-4488.
• Digital Wallets Mobile payment integration with Apple Pay and Google Pay using encrypted tokenization for secure transactions.
• P2P Payments Peer-to-peer payment integration through Venmo, Cash App, and PayPal by linking CoastHills debit or credit cards.
• Visa Debit Card Free Visa debit card accepted worldwide with access to 30,000+ fee-free ATMs, Visa Zero Liability protection, and card management through mobile/online banking.
• Wire Transfers Domestic and international wire transfer service with low fees for outgoing transfers and no charges for incoming funds.
• ACH Transfers Electronic fund transfer service for moving funds between CoastHills accounts and outside accounts with no charges.
• Direct Deposit Electronic deposit service for payroll and pension payments with potential for funds up to two days earlier.
• LoanPay Online loan payment portal enabling payments from external financial institutions with Express Pay one-time option and registration for recurring payments.
• AD&D Insurance Accidental Death & Dismemberment insurance through TruStage providing $2,000 free coverage with optional additional protection starting at $1/month.
• Business Preferred Checking Business checking account with 400 free monthly transactions, electronic bill pay, and $1,500 minimum daily balance requirement to avoid the $10 monthly service fee.
• Business Preferred Plus Checking Premium business checking account earning competitive dividends on deposits, with $10,000 minimum balance to waive the $15 monthly fee and $5,000 maximum monthly cash deposits.
• Business Share Account Business savings account establishing membership with CoastHills, with $5 minimum opening balance and free online/mobile banking.
• Business Money Market

Quantifiable outcome

• SBA PPP Loans: $55 million to 1,032 businesses with 99% forgiveness rate during pandemic
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• CO-OP NetworkcoreTechnology or Integration · 1 January 2020Partnership with CO-OP Financial Services provides CoastHills members access to over 30,000 fee-free ATMs and 5,000+ shared branch locations nationwide. Members can perform transactions at partner credit unions as if at a CoastHills branch, extending the credit union's geographic reach significantly.
• AutoSMARTcoreTechnology or IntegrationFree auto-buying service partnership allowing members to compare prices, browse new and used vehicle inventories from local Central Coast dealerships, and lock in prices with Member Purchase Certificates. Streamlines vehicle purchasing process for members.
• TruStagesupportingTechnology or IntegrationAD&D insurance provider offering members $2,000 of no-cost coverage plus optional additional protection starting at $1/month. Insurance products help protect member families after serious accidents.
• Enrich (Financial Wellness Center)supportingTechnology or IntegrationPartnership with award-winning financial education provider Enrich offers personalized content, financial wellness checkups, articles, videos, and calculators. Free program available to all members through CoastHills website.
• WorldPaycoreTechnology or IntegrationTechnology partner providing Merchant Solutions including handheld Wi-Fi payment devices, inventory/POS systems, desktop scanners, webpage payments, and invoice payment portals. Supports business customers accepting card payments.
• Credit Union Direct Lending (CUDL)coreTechnology or IntegrationCUDL program accepted at many California dealerships including Central Coast locations. Enables members to finance vehicles directly through participating dealers with quick approval process.
• CO-OP Shared BranchingcoreChannel Partner/ Reseller/ DistributorNetwork participation allowing members to access more than 5,000 branch locations at partner credit unions nationwide. Members can perform transactions as if at their home credit union, essential for members traveling or relocating.
• VisacoreTechnology or IntegrationPartnership for debit and credit card issuance including Visa Zero Liability Policy protection, Visa Signature concierge services for Encore card, and access to luxury hotel collection. Cards accepted worldwide.

Scale indicators9 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Valley Strong Credit Union: California community credit union serving California's Central Valley with similar full-service consumer, business, and agricultural lending product set. Comparable asset scale and member-owned structure.
• First Northern Credit Union: Northern California community credit union in a comparable size tier, focused on consumer banking, mortgages, and small business services with local decision-making. Comparable regional cooperative model.
• Pacific Service Credit Union: California community credit union of comparable asset size (~$1.5B) serving similar consumer and small business segments with full-service banking and digital offerings. Comparable in scale, product mix, and member-focused model.
• Educational Employees Credit Union (EECU): California community credit union of similar asset size with full consumer and business product suite, digital banking emphasis, and shared-branch network participation. Comparable membership-cooperative operating model.
• SAFE Credit Union: Northern California credit union in a similar size tier (~$3B+ assets), focused on consumer banking, mortgages, and auto lending with strong community brand. Comparable operating model and product breadth.
• SESLOC Federal Credit Union: San Luis Obispo-based federal credit union serving the Central Coast with similar community focus, deposit and lending products, and overlapping branch geography. Most direct competitor given shared regional footprint.
• Travis Credit Union: Northern California credit union with comparable asset size (~$4B), offering consumer and business banking. Similar community-based mission, digital banking investment, and CDFI-adjacent community focus.

Broad incumbents

• SchoolsFirst Federal Credit Union: Large California credit union (~$25B+ assets) serving a defined membership group with comprehensive consumer, mortgage, and wealth services. Representative large-scale, mission-focused California CU peer.
• Golden 1 Credit Union: California's largest credit union (~$20B+ assets) with statewide retail footprint, full digital and physical channels, and consumer/business banking. Sets the competitive benchmark for mid-sized California CUs.
• Patelco Credit Union: Large Northern California credit union (~$7B+ assets) with similar full-service consumer and business banking, digital platforms, and California-only membership. Larger but operates a closely comparable product model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@coasthills
• Facebookfacebook.com/188912214512657
• LinkedInlinkedin.com/company/coasthills-federal-credit-union
• Instagraminstagram.com/coasthillscu
• Xx.com/coasthillscu

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CoastHills Credit Union