Canyon View Credit Union

What Canyon View Credit Union does

Canyon View Credit Union is a member-owned cooperative financial institution headquartered at 490 East 500 South in Salt Lake City, Utah, originally founded in 1956 as the University of Utah Credit Union and later operating as University First Federal Credit Union before adopting its current trade name. It serves approximately 130,000 members across Utah through 21 local branches spanning Salt Lake, Davis, Utah, and Washington counties — including several University of Utah campus locations (Student Union, Research Park, Moran Eye Center, Campus Store), Eagle Mountain, Lehi, Daybreak/South Jordan, Bountiful, Holladay, Cottonwood Heights, Draper, Sandy, Riverton, and St. George — supplemented by access to 30,000+ CO-OP ATMs and 5,600+ CO-OP shared branches nationwide under NCUA federal insurance (NMLS #654272).

The core platform comprises personal and business deposit accounts, consumer and commercial lending (auto from 4.74% APR, 30-year fixed mortgage at 6.250%/6.513% APR, HELOC from 4.49% intro, personal/signature at 12.24%, VISA cards at 11.99%, certificates up to 4.05% APY, jumbo mortgages up to $2M, SBA loans, commercial real estate, construction, and equipment financing), and VISA personal and business credit cards. Digital channels are delivered through an iOS/Android mobile banking app (with Apple Pay, Google Pay, Zelle, mobile check deposit, card manager, bill pay, and goal-based savings), online banking, and 24/7 telephone banking. Add-on modules include Autobooks SMB accounting, LendKey student loan origination, Experian IDNotify identity protection, TurboTax free edition, and insurance (auto, home, life, loan, AD&D, Medicare) via insurance partners and the Canyon View Financial Services subsidiary.

Revenue is generated transactionally — primarily through net interest margin on loans (auto, mortgage, HELOC, personal, business, credit card), followed by deposit account fees, insurance and financial-services commissions, and business-banking fees (merchant services, payroll, ACH origination, wire transfers, Tap to Pay). Customer acquisition is direct-to-consumer across Utah via branch, digital self-service, and community outreach (Shred Days, scholarships, Make-A-Wish and Boys & Girls Club partnerships), with new-member promotions such as a $700 sign-on bonus. The go-to-market is horizontal: serving both individual consumers and Utah small/mid-market businesses from a single regional footprint, with dedicated business loan officers (Steve Mathews, Chris Higbee, Mike Denison) handling SBA, CRE, and equipment financing.

Name

Canyon View Credit Union

Legal name

University First Federal Credit Union

Website

https://canyonviewcu.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

101–250 employees

Short description

Canyon View Credit Union is a member-owned cooperative serving 130,000 Utah consumers and small businesses through 21 branches, comprehensive deposit and lending products (auto, mortgage, HELOC, personal, business), VISA cards, digital and mobile banking, and CO-OP shared branching.

Ownership category

akta.pro rank

Product category

Retail Banking (Credit Union)

NAICS

Credit Unions (52213)

SIC

Federal & Federally-Sponsored Credit Agencies (6111), Personal Credit Institutions (6141)

akta.pro primary industry

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

akta.pro secondary industries

General Purpose Credit Cards (FSAKABAA), Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL)

Keywords

• Consumer banking services
• Commercial lending products
• Mortgage and home equity
• Digital member banking
• Business deposit accounts

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices19 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 Loans: Primary revenue from interest charged on loans including auto loans, mortgages, home equity loans, personal loans, business loans, and credit cards. Competitive rates offered to members.
2. Deposit Account Fees and Services: Fees from checking accounts, savings accounts, certificate accounts, money market accounts, and related banking services.
3. Financial Services and Insurance: Revenue from insurance products (auto, home, life, loan insurance), Medicare services, and financial advisory services.
4. Business Banking Services: Fees from business checking, savings, loans, merchant services, payroll services, and commercial real estate financing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Canyon View Credit Union is a member-owned financial cooperative providing retail and commercial banking products to Utah residents and businesses. Its core offering encompasses deposit accounts (checking, savings, money market, IRAs, HSAs, certificates), consumer and commercial loans (auto, mortgage, home equity, personal, SBA, business), and VISA credit cards, delivered through 21 Utah branches, mobile and online banking channels, and the CO-OP shared network. Supplementary services include insurance products, financial/retirement advisory, business merchant and payroll services, and Experian-powered identity protection.

Product overview

Canyon View Credit Union offers a comprehensive suite of financial products and services organized as a platform-plus-modules architecture. The core banking platform encompasses personal and business checking and savings accounts, with specialized product lines including Home Loans (Home Center) for mortgage and home equity products, Personal Loans for auto, signature, and student financing, Credit Cards (VISA) for personal and business use, and Business Banking services. Digital banking is delivered through Mobile Banking App and Online Banking as the primary access channels, supplemented by add-on modules like Card Manager, Bill Pay with Direct Pay, Mobile Check Deposit, Goal-Based Savings, Digital Wallets (Apple Pay/Google Pay), and Zelle for P2P payments. Additional services include Insurance Products, Financial Services for investment/retirement planning, Fraud Protection with Experian IDNotify, and Business Services with Autobooks, payroll, and merchant services.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobile Banking App Full-service mobile banking application for iOS and Android enabling members to manage accounts, schedule bill payments, send Zelle P2P transfers, deposit checks remotely, control debit and credit cards, and apply for loans from a smartphone.
• Online Banking Web-based digital banking platform allowing members to view accounts, transfer funds, pay bills, and access financial tools through any modern browser.
• Personal Checking Accounts Personal checking account options for Utah residents, including standard, youth, and teen variants, paired with a VISA debit card and Card Manager controls.
• Personal Savings Accounts Savings products for individual members including standard savings, money market, certificates of deposit, IRAs, youth and teen savings, and Health Savings Accounts (HSAs).
• Auto Loans New and used vehicle financing offering competitive rates starting at 4.74% APR with quick approvals and personalized member service.
• Home Loans (Home Center) Comprehensive home financing solutions including first mortgages, refinancing, construction loans, FHA and VA loans, jumbo mortgages up to $2 million, and home equity loans and lines of credit.
• Personal Loans Unsecured and secured personal lending options including signature loans, e-cash instant loans, savings-secured loans, overdraft line of credit, and student loans, at 12.24% APR for qualified borrowers on signature loans.
• VISA Credit Cards Personal VISA credit cards including rewards cards with cashback and 4x points on gas at 11.99% APR, plus debit, gift, and travel card options.
• Business Banking Full-service business banking including business checking, savings, money market, HSA, and business credit cards, paired with merchant services, payroll, wire, ACH origination, and Tap to Pay.
• Business Loans Commercial financing for small and mid-sized Utah businesses including SBA loans, commercial real estate and construction loans, equipment loans, and lines of credit.
• Insurance Products Member-accessible insurance offerings through partner providers covering auto, home, life, loan protection, accidental death and dismemberment, business, and Medicare-related coverage.
• Financial Services Investment and retirement planning services including IRAs, Medicare advisory, and access to financial advisors delivered through Canyon View Financial Services.
• Youth and Teen Accounts Banking products designed for young members, including age-appropriate checking, savings, and certificate accounts, complemented by Pay for Grades and scholarship programs.

Quantifiable outcome

• Scholarship awards of $30,000 annually to members
• +3 more outcomes

Named customers5 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

Integration16 records

AI capability1 record

Feature5 records

Partnerships

Eight partnerships are on record, tiered core.

• City of West JordancoreStrategic or Co-development Partner · 30 September 2025Joint unveiling of the Canyon View Credit Union Community and Arts Center in West Jordan, Utah on September 30, 2025. Celebrates partnership and community support for fostering creativity and connection.
• Make-A-Wish UtahcoreStrategic or Co-development PartnerCanyon View Credit Union partners with Make-A-Wish Utah to support children in the community. The Star Wish Month campaign encourages members to donate and create magic for kids who need it most.
• Spence Eccles Boys & Girls ClubcoreStrategic or Co-development PartnerPartnership to help fulfill holiday needs of children across the region. Supports holiday donation drives and community programs.
• Boys & Girls Club of Utah CountycoreStrategic or Co-development PartnerHoliday donation partnership supporting children and families in Utah County through the Making Spirits Bright initiative.
• Boys & Girls Club of Washington CountycoreStrategic or Co-development PartnerHoliday giving partnership supporting children and families in Washington County through community donations.
• Experian (IDNotify)coreTechnology or IntegrationExperian IDNotify provides free identity theft protection and credit monitoring services to Canyon View Credit Union members. Includes credit monitoring, child monitoring, identity restoration, and surveillance services.
• CO-OP Financial ServicescoreChannel Partner/ Reseller/ DistributorCO-OP network provides shared branching and ATM access. Members gain access to 5,600+ shared branches and 30,000+ ATMs nationwide.
• VisacoreTechnology or IntegrationVisa provides debit and credit card processing services including Visa Checkout, fraud protection, and Apple Pay integration.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SchoolsFirst Federal Credit Union: One of the largest U.S. credit unions with a defined-membership (educator-affiliated) model similar to Canyon View's University of Utah heritage. Comparable mission-driven cooperative structure and member-centric product breadth.
• Mountain America Credit Union: One of the largest credit unions in Utah, serving the Salt Lake City metro and broader Intermountain West with consumer and business banking, mortgages, and digital channels. Highly comparable given overlapping branch geography and product breadth.
• BECU (Boeing Employees' Credit Union): One of the largest U.S. community credit unions, member-owned, with a broad consumer and business banking platform, nationwide digital reach, and similar field-of-membership expansion strategy.
• Cyprus Credit Union: Utah-headquartered community credit union offering consumer and business banking, mortgages, and digital services across the Salt Lake City market. Comparable product set, geographic overlap, and member-size category.
• University Federal Credit Union: Utah-based credit union with university-affiliated heritage serving the Wasatch Front with consumer banking, lending, and digital services. Comparable university-roots positioning and regional deposit franchise.
• Goldenwest Credit Union: Large community credit union offering full personal and business banking, lending, and digital services. Comparable cooperative model and mid-to-large institution profile.
• America First Credit Union: The largest credit union in Utah and one of the largest in the U.S., offering a similar consumer and business banking platform with extensive branch coverage across Utah. Most directly comparable peer in the same market.
• Deseret First Credit Union: Utah community credit union serving Wasatch Front members with personal and business banking, mortgages, and digital channels. Directly comparable size, geography, and product mix.

Broad incumbents

• Ally Financial: Large digital-first U.S. retail bank and lender with no Utah branch dependence; competes head-on with credit unions on deposit rates, auto loans, and credit cards, pressuring member acquisition and retention.
• Zions Bancorporation: The largest Utah-headquartered commercial bank franchise, offering full personal and business banking, mortgages, wealth, and commercial services across Utah and the Western U.S. Broad incumbent competitor in the same geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/CanyonViewCU
• YouTubeyoutube.com/@canyonviewcu
• Facebookfacebook.com/CanyonViewCreditUnion
• LinkedInlinkedin.com/company/canyonviewcreditunion
• Instagraminstagram.com/canyonview.cu

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Canyon View Credit Union