Pima Federal Credit Union

What Pima Federal Credit Union does

Pima Federal Credit Union is a member-owned, federally chartered financial cooperative headquartered in Tucson, Arizona, founded in 1951 by 16 teachers who initially pooled $84 in deposits. The institution operates as a full-service credit union serving consumers, small businesses, and non-profits across five Arizona counties (Pima, Maricopa, Apache, Navajo, and Yuma). Core products span deposit accounts (CareFREE Plus Checking, Regular Savings, Youth Savings, Money Market, Term Share Certificates up to 4.00% APY, Traditional and Roth IRAs), consumer lending (vehicle, home, HELOC, personal, and share-secured loans), Visa credit cards (Platinum, Signature Rewards, Business), and a complete business banking suite including Simple and Growth Checking, business loans, merchant services through Total Merchant Concepts, and commercial real estate financing. Niche offerings such as the Arizona Welcome Home Program (100% financing, no PMI) and WISH Down Payment Assistance target first-time homebuyers.

The underlying technology stack is a standard digital retail-banking platform consisting of iOS and Android mobile apps (iOS app id 1579365754, Android package com.digitalinsight.cma.fiid01729), online account opening portals, mobile deposit via camera capture, and a Money Management Dashboard. Member-facing integrations include Zelle for P2P transfers, ClickSWITCH for direct-deposit switching, CardSwap for vendor card updates, Visa Checkout, and mobile wallet support across Apple Pay, Google Pay, Samsung Pay, LG Pay, and Garmin Pay. Security relies on 256-bit SSL encryption, multi-factor authentication, and NMLS-licensed mortgage operations (NMLS #408885). Member deposits are NCUA-insured to at least $250,000.

The business model is that of a not-for-profit cooperative generating revenue primarily through net interest margin on consumer and commercial loans (vehicle, mortgage, HELOC, personal, credit card, and commercial real estate), supplemented by transaction fee income (insufficient funds $25, courtesy pay $25, stop payments $25, wire transfers, Visa replacement, safe deposit box rentals, cashier's checks, account inactivity fees) and interchange from debit and credit card transactions through a 55,000+ fee-free ATM network. Distribution is multi-channel: physical branches in Tucson and the Phoenix area, a phone contact center, online account opening, a dedicated business banking team (Tim Overton, Director of Business Services; plus four business banking officers), a commercial lending unit (Robert Motz, Senior Commercial Loan Officer), a six-person mortgage team covering Tucson and Phoenix, and Select Employer Group partnerships. With 101-250 employees and no disclosed financials, the institution operates without external shareholders, returning surplus to members through competitive deposit rates and reduced fees.

Name

Pima Federal Credit Union

Legal name

Pima Federal Credit Union

Website

https://pimafederal.org

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

101–250 employees

Short description

Pima Federal Credit Union is a member-owned financial cooperative founded in 1951 and headquartered in Tucson, Arizona. It provides full-service consumer and business banking, including deposits, consumer and commercial lending, mortgages, and credit cards across five Arizona counties via branches and a digital platform.

Ownership category

akta.pro rank

Product category

Credit Union Retail Banking

NAICS

Credit Unions (52213)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

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

Keywords

• Credit union services
• Consumer deposit accounts
• Mortgage lending
• Vehicle loans
• Business banking

Headquarters

HQ city

Tucson

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income from Loans: Primary revenue source from interest charged on loans including vehicle loans, home loans, HELOCs, personal loans, credit cards, and business/commercial loans. Interest rates vary by product type and creditworthiness.
2. Fee Income: Various account and service fees including insufficient funds ($25), courtesy pay ($25), stop payments ($25), wire transfers ($20 domestic outgoing, $35 international), Visa replacement ($15), safe deposit box rentals ($40-$120 annually), cashier's checks ($5), and account inactivity fees ($5/month after 1 year).
3. Interchange Revenue: Revenue from debit and credit card transaction processing. Enhanced by 55,000+ fee-free ATMs network and Visa debit/credit card offerings.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels15 records

Core offering

Pima Federal Credit Union is a member-owned financial cooperative headquartered in Tucson, Arizona, offering deposit products (checking, savings, money market, certificates, IRAs), consumer loans (vehicle, home, personal, credit card), and business banking (business accounts, commercial real estate lending, merchant services) to individuals, families, small businesses, and non-profits primarily in Arizona.

Product overview

Pima Federal Credit Union operates as a full-service financial cooperative offering a comprehensive suite of banking products and services. The core offerings center on deposit accounts (checking, savings, money market, certificates, and IRAs) and lending products (vehicle, home, personal, and credit card loans). Business banking includes checking, money market, merchant services, and commercial lending. The institution also provides digital banking through mobile and online platforms with 24/7 access, mobile deposits, Zelle transfers, and financial wellness tools. Ancillary services include skip-a-pay options, overdraft protection, mechanical breakdown protection, GAP insurance, and financial calculators. The product portfolio is structured around individual and business segments, with specialized programs like the Arizona Welcome Home Program (100% financing for first-time homebuyers) and WISH Down Payment Assistance. Digital banking serves as the primary delivery channel supplemented by branch locations and ATMs.

Differentiator

Problem solved

Functional benefit

Brands

• CareFREE Plus Checking: Premium checking account offering 2.50% APY up to $1,000, fee-free overdraft protection, and loan discounts for qualifying members who meet eStatement and $1,000 monthly deposit requirements.

Products and services

• CareFREE Plus Checking

Quantifiable outcome

• 2.50% APY on checking balances up to $1,000
• +6 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature5 records

Partnerships

18 partnerships are on record, tiered core, minor and major.

• The Golf Club at Dove MountaincoreStrategic or Co-development Partner · 7 May 2026Venue partner for annual Pima Federal Golf Classic (13th year). Tournament held at former Accenture Match Play Championship course. Sponsors and players participate annually.
• Therapeutic Riding of Tucson (TROT)minorStrategic or Co-development Partner · 1 January 20262026 Golf Classic beneficiary. Non-profit providing therapeutic horseback riding services.
• StandUp for KidsminorStrategic or Co-development Partner · 1 January 20262026 Golf Classic beneficiary. Non-profit organization helping homeless youth.
• Total Merchant Concepts (TMC)coreTechnology or IntegrationPartnership for merchant services providing POS terminals, mobile processing (SwipeSimple, Clover Go), online/eCommerce solutions, payroll services, gift/loyalty programs, and social media support for business members. No long-term contracts with competitive rates.
• Banzai Financial LiteracycoreStrategic or Co-development PartnerProvides free interactive financial education resources including articles, calculators, hands-on activities, and more for members and community. Supports youth financial literacy and adult financial wellness education.
• TruStage Insurance AgencymajorGTM or Marketing PartnerInsurance products including life, auto, and property insurance backed by 80+ years of credit union partnership experience. Available to members with special pricing. Also Tournament Sponsor for Golf Classic.
• Travelers InsurancemajorGTM or Marketing PartnerAuto, home, condo, and renters insurance with member discounts. Average savings of $638 on auto and $380 on home insurance reported by new policyholders.
• Get Away TodayminorGTM or Marketing PartnerTravel partner offering vacation packages to Disneyland Resort, San Diego, Universal Studios Hollywood, Hawaii, Caribbean, Mexico, Las Vegas, Orlando with best price guarantee.
• TurboTaxminorGTM or Marketing PartnerTax preparation software with $15 savings on TurboTax federal products for members.
• Franklin Madison GroupminorGTM or Marketing PartnerHospital Accident Insurance, Accidental Death and Dismemberment (AD&D), and Recuperative Care Insurance plans for additional coverage against accidental injuries.
• Tickets At WorkminorGTM or Marketing PartnerEmployee discount program offering exclusive discounts on theme parks, shows, sporting events, concerts, movies, and more using company code KBFPIMA.
• Federal Home Loan Bank of San Francisco - WISH ProgramcoreStrategic or Co-development PartnerWorkforce Initiative Subsidy for Homeownership (WISH) provides 4-to-1 matching grants up to $32,099 for first-time homebuyers' down payment and closing costs. Income must be at or below 80% of HUD area median income.
• Trico Electric Cooperative, Inc.minorGTM or Marketing PartnerElectric cooperative partnership allowing members of Trico to join Pima Federal Credit Union.
• Friends of the Pima County Public LibraryminorGTM or Marketing PartnerLibrary non-profit partnership allowing membership with $20 fee when opening account.
• VisacoreTechnology or IntegrationVisa debit and credit card issuing. Platinum, Signature, and Business credit cards with competitive rates. Visa Checkout, Apple Pay, Google Pay, Samsung Pay, LG Pay, Garmin Pay integration.
• ZellecoreTechnology or IntegrationReal-time money transfer service integrated into mobile banking for sending money to friends and family.
• NCUA (National Credit Union Administration)coreOthersFederal regulatory agency that insures member deposits up to $250,000 and provides oversight for credit unions.
• Bauer FinancialminorOthersNation's bank and credit union rating service. Members directed to view Pima Federal's rating on bauerfinancial.com.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Vantage West Credit Union: Tucson, Arizona-headquartered full-service credit union serving consumer and business members across Southern Arizona. Directly comparable to Pima Federal on geography, product mix (deposits, mortgages, business banking), and member segment focus.
• Hughes Federal Credit Union: Tucson-based credit union serving Southern Arizona with consumer deposits, lending, and business banking. Closest local competitor to Pima Federal given overlapping Tucson market footprint and similar size and charter type.
• OneAZ Credit Union: Arizona state-wide credit union headquartered in Phoenix offering consumer, mortgage, and business banking. Direct peer on Arizona-only geographic focus, member-owned cooperative structure, and overlapping membership eligibility across multiple counties.
• Desert Financial Credit Union: Arizona's largest credit union, headquartered in Phoenix, with full consumer, mortgage, and business banking. Direct peer on product breadth and Arizona geographic focus, though substantially larger in scale than Pima Federal.
• Arizona Federal Credit Union: Phoenix-based credit union offering consumer deposits, lending, mortgages, and business banking across Arizona. Direct peer on member-owned cooperative structure, geographic focus, and full-service banking model.

Broad incumbents

• Navy Federal Credit Union: Largest US credit union, federally chartered and member-owned, offering full consumer and business banking nationally. Comparable on cooperative structure, NCUA charter, and product breadth, though vastly larger and serves a different member eligibility (military).
• Alliant Credit Union: Large national digital-first credit union offering consumer deposits, lending, and credit cards to members nationwide. Comparable on member-owned cooperative structure and digital platform investments relevant to Pima Federal's mobile banking strategy.
• Pentagon Federal Credit Union (PenFed): Large federally chartered credit union offering consumer banking, mortgages, and auto lending nationally. Comparable on NCUA-regulated cooperative structure and full-service product portfolio, though with national rather than regional membership.
• BECU (Boeing Employees Credit Union): Large member-owned credit union serving the Pacific Northwest and expanding nationally, with full consumer and business banking. Comparable on cooperative structure, NCUA charter, and product mix including mortgages and business services.

Emerging players

• SoFi: Digital-first national bank (formerly fintech) offering consumer deposits, lending, credit cards, and mortgages without geographic restrictions. Emerging competitive threat to regional credit unions like Pima Federal in member acquisition and retention, particularly for younger, mobile-first members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pimafederal
• LinkedInlinkedin.com/company/pima-federal-credit-union
• Instagraminstagram.com/pimafederal

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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 Pima Federal Credit Union