UP Federal Credit Union

What UP Federal Credit Union does

UP Federal Credit Union (legal name: UP Arkansas Federal Credit Union) is a federally chartered, not-for-profit financial cooperative headquartered in North Little Rock, Arkansas, with two branch locations (Pike Avenue and Vine Street). Membership is open to any Arkansas resident through a partnership with the Arkansas Consumer Council (ARCC), as well as through employer-sponsored programs, and accounts are federally insured to $250,000 per depositor by the National Credit Union Administration. The institution is certified as a Community Development Financial Institution (CDFI) by the U.S. Department of the Treasury, anchoring its mission to serve economically disadvantaged individuals in underserved communities.

The credit union operates a standard retail banking product suite organized around deposit products (UP-Lifted, Level UP, and Straight UP checking accounts; share savings, money market, share certificates, IRAs, and youth/Earnie Engineer accounts), consumer lending (auto, home equity, mortgages, personal, recreational, credit-builder, and share secured loans), and a MasterCard Platinum credit card with no annual or balance transfer fees. Underlying technology comprises online banking, iOS/Android mobile apps with remote deposit capture and CardLock, the proprietary MessagePay text-based loan payment system, video and text banking, and integrations with MoneyPass (3,000+ surcharge-free ATMs), Mastercard, Bazing (for premium checking benefits), NADA vehicle pricing, TruStage insurance, and the Enrich financial wellness platform. Channel delivery extends through Dealer Direct auto financing at the point of sale and a network of employer and community partnerships.

Revenue is generated primarily through net interest income on loans paid out at higher rates than dividends credited on member deposits, supplemented by transaction and account fees (overdraft, NSF, courtesy pay, card replacement, monthly maintenance fees of $3 on premium and fresh-start checking). Pricing is creditworthiness-based with APRs ranging from 5.22% on autos to 17.99% on credit cards; share rates tier from 0.15% APY on basic savings to 3.75% on six-month share certificates. Marketing and member acquisition rely on a hybrid approach: direct-to-consumer channels (website, mobile apps, Facebook, email/newsletter) combined with channel partnerships (ARCC statewide membership, employer sponsorship programs, and community/school financial education programs including Reality Fairs, Retirement Fairs, and the UP Next Financial Academy). The cooperative structure returns excess earnings to members through lower loan rates and competitive dividends rather than to external shareholders.

Name

UP Federal Credit Union

Legal name

UP Arkansas Federal Credit Union

Website

https://upfcu.org

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Not-for-profit federally chartered credit union serving Arkansas residents with deposit accounts, consumer and home loans, credit cards, and credit-building products, delivered through two North Little Rock branches and mobile, online, and ATM banking channels.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

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

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

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

akta.pro secondary industries

Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL), Credit Cards & Revolving Credit (FSABAAAC)

Keywords

• Retail banking services
• Consumer lending products
• Credit union services
• Community banking
• Deposit accounts

Headquarters

HQ city

North Little Rock

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income on Loans: Primary revenue stream from interest charged on auto loans, home equity loans, mortgages, personal loans, recreational loans, credit builder loans, and credit cards. Rates vary by product type and creditworthiness.
2. Share Savings and Certificate Dividends: Credit union pays dividends on member deposits (share savings, money market, share certificates). Revenue generated from lending at higher rates than paid on deposits.
3. Fee Income: Various account and transaction fees including overdraft fees ($15), NSF fees ($15), courtesy pay fees ($15), loan processing fees, wire transfer fees, card replacement fees, and service fees on accounts like the Uplifted Checking ($3/month).
4. Credit Builder Loan Fees: Small origination fees on credit builder loans: $10 for 6-month/$550 loan, $15 for 12-month/$1,000 loan, $20 for 18-month/$1,500 loan. All loans carry 10% interest rate.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

UP Federal Credit Union is a not-for-profit, member-owned financial cooperative that provides retail banking products to Arkansas residents and small businesses. Core offerings include deposit accounts (checking, savings, money market, share certificates, IRAs), consumer and small business lending (auto, home mortgage, home equity, personal, recreational, credit builder, and share-secured loans, plus credit cards), and digital banking services supported by mobile apps, online banking, and free financial education programs.

Product overview

UP Federal Credit Union operates as a not-for-profit financial cooperative offering a comprehensive suite of banking products organized around three pillars: deposit accounts (checking, savings, money market, and business accounts), lending products (auto, home, credit cards, personal, recreational, and specialized credit builder and share secured loans), and digital services (eServices platform, mobile apps, and the Enrich financial wellness ecosystem). The credit union also provides investment products including IRAs and Share Certificates, and community-focused financial education through coaching, Reality Fairs, and the UP Next Financial Academy. The digital banking infrastructure integrates with Mastercard for payment processing, MoneyPass for surcharge-free ATM access, and MessagePay for mobile loan payments. Membership is available to Arkansas residents through the Arkansas Consumer Council partnership, with accounts insured up to $250,000 by the NCUA.

Differentiator

Problem solved

Functional benefit

Products and services

• UP-Lifted Checking Premium checking account powered by Bazing offering cell phone protection, roadside assistance, ID theft restoration, local merchant discounts, travel savings, and courtesy pay with a $3/month service fee.
• Level UP Checking Fresh-start checking account with no overdraft fees, free ATM usage, free bill pay, and free check cashing for $3/month. Does not allow checks or Courtesy Pay.
• Straight UP Checking Basic checking account with no service charge and mobile app access including remote card lock feature.
• Share Savings Account Primary savings account required for credit union membership with competitive quarterly dividends, MasterCard ATM access, and direct deposit capability. Minimum $5 opening deposit.
• Money Market Savings Account Tiered money market account with competitive quarterly dividends. Requires $2,500 minimum opening deposit and average daily balance.
• Earnie Engineer Kids Club Youth savings account teaching children basic financial transactions and the value of saving. Opened with $5, with free first $5 for infants under one year.
• Business Savings Business savings account required to establish business membership with no monthly fee for e-statements, $100 minimum opening deposit, and 3 free monthly withdrawals.
• Business Checking Business checking with no minimum balance and free MasterCard debit card. Includes 100 free items per month, $0.50 per item thereafter.
• Business Money Market Business money market account with $5,000 minimum opening deposit and tiered dividends. Six free withdrawals monthly, $5 per additional withdrawal.
• Individual Retirement Account (IRA) Tax-advantaged retirement savings account available in Traditional and Roth variants with potential tax-deductible contributions and automatic distribution options.
• Share Certificates Fixed-term savings certificates available in 3, 6, 12, 18, and 24-month terms with competitive dividend rates. Minimum $1,000 balance; can be used as IRA investments.
• Auto Loans Financing for new and used vehicles, trucks, vans, and SUVs with rates from 5.22%-17.60% APR for terms up to 84 months; includes refinancing and Dealer Direct options.
• Home Mortgages First mortgage loans for conventional homes and mobile homes with land, featuring competitive rates and personalized service under NMLS#530601.
• Home Equity Loans Home equity financing up to 100% LTV with terms up to 15 years and closing within 7-10 days; rates from 7.05%-11.25% APR.
• MasterCard Platinum Credit Card Low-rate Platinum credit card with no annual fee, no balance transfer fee, and same low rate for purchases and cash advances; APR ranges from 11.49% to 17.99%.
• Credit Builder Loans Credit-building loans requiring no credit check; available in $550/6-month, $1,000/12-month, and $1,500/18-month options at 10% interest rate with small origination fees.
• Share Secured Loans Loans secured by existing share savings or certificates, offering the credit union's most attractive rates while allowing continued dividend earnings on deposited collateral.
• Personal Loans General-purpose loans for debt consolidation, vacations, holiday expenses, medical emergencies, or unexpected events with rates from 8.80%-17.70% APR for terms up to 48 months.
• Recreational Loans Financing for recreational vehicles including boats, ATVs, personal watercraft, motor homes/RVs, campers, and motorcycles with competitive rates.
• TruStage Insurance Insurance products including GAP insurance and MRC insurance offered to members through a partnership with TruStage for vehicle protection and related coverage.

Quantifiable outcome

• Auto loan rates as low as 5.22% APR
• +5 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Arkansas Consumer Council (ARCC)coreChannel Partner/ Reseller/ DistributorPartnership with the Arkansas Consumer Council, part of the American Consumer Council, allows UPFCU to open membership to any Arkansas resident. UPFCU pays the ARCC membership dues for new members using PROMO CODE UPFCU.
• BazingcoreTechnology or IntegrationBazing powers the UP-Lifted Checking account with embedded benefits including local savings and discounts through the Bazing app, cell phone protection, roadside assistance, ID theft restoration services, health savings card, and travel savings.
• MoneyPasscoreTechnology or IntegrationMoneyPass network provides surcharge-free ATM access at over 3,000 locations nationwide, allowing UPFCU members to access cash without fees across the country.
• MastercardcoreTechnology or IntegrationMastercard-branded credit and debit cards offered through UPFCU. Debit cards work at MoneyPass ATMs and merchants with POS terminals. Credit cards include MasterCard Platinum with low rates.
• TruStage InsuranceminorGTM or Marketing PartnerTruStage Insurance products offered through UPFCU as part of member insurance benefits.
• Enrich Financial Wellness PlatformcoreStrategic or Co-development PartnerFree interactive online financial wellness platform available to all UPFCU members featuring personalized tools, bite-sized lessons, assessments, retirement planning, budgeting basics, money personality quiz, and student loan repayment resources.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Others

• Enrich Financial Wellness: Provider of the financial wellness platform that UPFCU offers to its members. Not a competitor but a strategic technology/ecosystem partner that enables the credit union's differentiated financial education offering.

Regional players

• Arvest Bank: Arkansas-headquartered regional bank serving the same geography with consumer checking, savings, mortgages, and auto lending. Comparable on Arkansas footprint and consumer banking product set, but operates as a for-profit bank rather than a credit union cooperative.
• Simmons Bank: Arkansas-based regional bank offering consumer and small-business banking across the same geography. Comparable on Arkansas footprint and consumer deposit/lending focus, but with a for-profit commercial bank operating model and a much larger branch network.

Broad incumbents

• PenFed Credit Union: Large, federally chartered credit union offering consumer deposits, credit cards, auto, and mortgages nationally. Comparable product suite and member-owned model, but materially larger scale and broader geographic reach than UPFCU.
• Navy Federal Credit Union: The largest U.S. credit union, offering the same core product categories (checking, savings, credit cards, auto, mortgages). Comparable on credit-union structure and product breadth, but vastly larger scale and a specialized military field of membership.

Direct peers

• Connexus Credit Union: Community-charter credit union with a national digital reach and similar full-suite consumer banking and lending products. Comparable on digitally-led service model, community-charter membership philosophy, and credit card/auto loan product mix.
• Arkansas Federal Credit Union: Another Arkansas-based community credit union offering deposit and loan products to a similar Arkansas consumer base. Directly comparable on charter type, geography, product set (checking, savings, auto, mortgage, credit cards), and CDFI/community focus.
• Pine Bluff Cotton Belt Federal Credit Union: Arkansas-headquartered community credit union with a similar member-owned structure and consumer deposit/lending focus. Comparable on charter type, geographic footprint, and small-scale community credit union operating model.
• Alliant Credit Union: Large, community-charter credit union with broad membership criteria and a full digital banking platform. Comparable on member-ownership model, community-charter field-of-membership expansion, and emphasis on competitive savings/loan pricing without branch dependence.
• Telcoe Federal Credit Union: Little Rock-headquartered community credit union serving central Arkansas. Directly comparable as a federally chartered, community-focused credit union with similar deposit/lending product breadth and Arkansas member base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/upfcu
• LinkedInlinkedin.com/company/union-pacific-of-arkansas-federal-credit-union

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 UP Federal Credit Union