What Hoosier Hills Credit Union does

Hoosier Hills Credit Union is a member-owned financial cooperative founded in 1969 and headquartered in Bedford, Indiana. It operates 12 service centers across southern Indiana (Bedford, Mitchell, Paoli, French Lick, Ellettsville, Jasper, Tell City, Chrisney, Lawrenceburg, Greendale) and is federally insured by the NCUA with additional Excess Share Insurance coverage. Its product set spans deposit accounts (free checking, savings, money market, certificates, IRAs, HSAs, a Save-to-Win prize-linked savings product), consumer lending (mortgages, HELOCs, fixed home equity loans, auto, boat/RV, motorcycle, personal, solar, and land loans), credit cards (Visa Classic/Gold/Platinum with rates as low as 9.90% APR), and business banking (deposit accounts, commercial high-yield money market, business loans, commercial online services). Add-on modules include overdraft protection, loan protection (MRC/GAP/Life Plus), skip-a-pay, and an Extended Insurance Account via ModernFi providing deposit protection up to $10 million.

The credit union's go-to-market centers on local decision-making and in-person relationship banking: account opening is conducted at service centers, and the institution is supported by a distributed team of NMLS-licensed mortgage loan officers across Bedford, Paoli, Jasper, Tell City, and Ellettsville, plus a Director of Mortgage Production. Digital channels are mature but conventional — mobile banking on iOS/Android, online banking, eStatements, CardValet fraud protection, CardSwap, person-to-person payments, and Verified by Visa — sourced primarily from third-party providers rather than proprietary technology. Marketing is community-led: $17,000 in annual scholarships to local high school seniors, youth financial-literacy programs, member testimonials, social media (Facebook, Instagram, LinkedIn), and promotional pricing (2.9% HELOC intro APR, $500 mortgage gift card).

Revenue is generated through a diversified interest-rate-spread and fee model: net interest margin on loans and deposits, interchange and interest from credit cards, and discrete fees including $33 overdraft charges, $195 loan origination, $25/$50 wires, $25 skip-a-pay, and gift card fees. Insurance products are offered via referral partnership through Hoosier Hills Insurance Agency (home, auto, business, life). Ownership is cooperative — members own the institution — and no external investors, parent company, or M&A activity is present in the data.

Name

Hoosier Hills Credit Union

Legal name

Hoosier Hills Credit Union

Website

https://hoosierhills.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

101–250 employees

Short description

Hoosier Hills Credit Union is a member-owned, Bedford, Indiana-based community credit union founded in 1969, operating 12 service centers across southern Indiana to provide consumer, mortgage, and commercial lending, plus deposit, investment, and title services to individuals and small businesses.

Ownership category

akta.pro rank

Product category

Credit Union Retail Banking

NAICS

Credit Unions (52213), Credit Unions (522130)

SIC

Savings Institution, Federally Chartered (6035)

akta.pro primary industry

Cooperative Banks (Member-Owned Commercial/Retail) (FSABAEAF)

Keywords

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

Headquarters

HQ city

Bedford

HQ country

United States

HQ region

North America

Offices12 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 from Lending: Credit union earns interest income on various loan products including mortgages, HELOCs, auto loans, personal loans, credit cards, and business loans. Interest rates vary by product type and creditworthiness.
2. Interest on Deposits: Earns interest spread between what is paid to depositors on savings, checking, money market, and certificate accounts versus interest earned on loans.
3. Fee Income: Various fees including overdraft fees ($33 per transaction), loan origination fees ($195), wire transfer fees ($25 domestic, $50 international), and gift card fees. Most deposit account services have no monthly fees.
4. Credit Card Fees: Revenue from credit card transactions including interchange fees and interest charges on outstanding balances. No annual fees, balance transfer fees, or cash advance fees.
5. Insurance Products: Referral and partnership revenue through Hoosier Hills Insurance Agency for home, auto, business, and life insurance products.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Hoosier Hills Credit Union is a not-for-profit, member-owned financial cooperative chartered in 1969 (Charter #68414) serving southern Indiana. It provides personal deposit products (checking, savings, money market, certificates, IRAs, HSAs), consumer loans (auto, personal, mortgages, home equity, solar, boat/RV, motorcycle, land), credit cards, and business banking services (deposit accounts, commercial money market, business loans), supplemented by title and referral-based insurance and investment services.

Product overview

Hoosier Hills Credit Union is a community credit union serving southern Indiana since 1969, offering a comprehensive suite of banking products through a platform-plus-modules architecture. The core offerings include personal and business deposit accounts (checking, savings, money market, certificates, IRAs, HSAs), consumer and mortgage lending (auto, home, personal, solar, boat/RV loans), and credit card products. Digital banking capabilities encompass mobile and online banking with card management tools. Add-on modules include overdraft protection, loan protection programs (GAP, mechanical repair coverage), debt protection insurance, extended deposit insurance up to $10 million, and various business services. The product ecosystem is designed for both individual consumers and business members, with local decision-making and service center accessibility as key differentiators.

Differentiator

Problem solved

Functional benefit

Brands

• HHCU: Abbreviated brand name used for Hoosier Hills Credit Union in marketing materials and communications.

Products and services

• Free Checking

Quantifiable outcome

• Members save an average of $173 per year on auto loans compared to local banks
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Southern Indiana CommunitycoreOthers · 1 January 1969Founded in 1969, Hoosier Hills Credit Union has been serving southern Indiana for over 50 years as a community-based cooperative institution committed to making a positive difference in the communities served.
• Hoosier Hills Insurance AgencyminorOthersInsurance agency partnership providing home, auto, business, and life insurance products to members through referral arrangement at hoosierhillsinsurance.com
• Excess Share Insurance (ESI)coreOthersESI provides additional $250,000 deposit insurance coverage beyond standard NCUA $250,000 coverage at no cost to members, enhancing deposit protection up to $500,000 per depositor

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• IU Credit Union: Indiana-based community credit union serving members across the state with consumer deposits, lending, and digital banking. Highly comparable to Hoosier Hills in product breadth (deposits, consumer loans, mortgages, credit cards) and member-owned cooperative structure.
• Purdue Federal Credit Union: Indiana-based community credit union offering a full suite of deposit, consumer lending, mortgage, and commercial products. Comparable to Hoosier Hills in scope, governance model (member cooperative), and regulatory standing (NCUA-insured).
• FORUM Credit Union: Indianapolis-based community credit union operating a branch network with consumer and business banking, mortgages, and digital services. Closely comparable to Hoosier Hills on multi-branch community distribution and full-stack product offering.
• Elements Financial Credit Union: Indiana-based community credit union with consumer and commercial banking, mortgages, and investment services. Comparable to Hoosier Hills as a member-owned cooperative with similar product breadth and Indiana footprint.
• Connexus Credit Union: Member-owned community credit union offering consumer deposits, mortgages, auto loans, and credit cards with a strong digital platform. Comparable to Hoosier Hills on product breadth, member-owned cooperative structure, and NCUA-insured deposit model.
• Patelco Credit Union: Member-owned community credit union offering full-service consumer and mortgage lending, savings products, and digital banking. Comparable to Hoosier Hills on member-owned cooperative structure, NCUA insurance, and full-stack product offering.

Regional players

• German American Bank: Southern Indiana-headquartered community bank with branch presence overlapping Hoosier Hills' geography, offering consumer, mortgage, and commercial banking. A direct regional competitor for deposits and loans in the same footprint.

Broad incumbents

• Old National Bank: Indiana-headquartered regional bank with broad consumer, mortgage, and commercial offerings across the Midwest. A larger incumbent competitor to Hoosier Hills in overlapping Indiana markets.

Emerging players

• Alliant Credit Union: Member-owned credit union with a national digital-first footprint offering deposits, consumer loans, mortgages, and credit cards at competitive rates. Overlaps with Hoosier Hills on rate-led credit cards and consumer deposits but competes on a digital rather than branch basis.
• Discover Personal Loans: National online consumer lender offering personal loans, credit cards, and deposit products. Comparable to Hoosier Hills on the consumer loan and credit card product lines, and a competitor for the same rate-sensitive borrowers in HHCU's footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hoosierhillscu
• LinkedInlinkedin.com/company/hoosier-hills-credit-union
• Instagraminstagram.com/hoosierhillscu
• Xx.com/hoosierhillscu

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Hoosier Hills Credit Union