Community First Credit Union

What Community First Credit Union does

Community First Credit Union is a member-owned financial cooperative headquartered in Appleton, Wisconsin, founded in 1953 and serving more than 150,000 member-owners across 12 counties in Northeast Wisconsin (Outagamie, Winnebago, Calumet, Manitowoc, Waupaca, Brown, Fond du Lac, Green Lake, Oconto, Shawano, Sheboygan, and Waushara). The credit union operates a full-service retail banking franchise spanning deposit products (checking, savings, money market, certificates of deposit at 4.10% APY for 5-15 month terms), consumer lending (auto loans starting at 4.25% APR, home equity loans, HELOCs, personal unsecured loans up to $50,000), residential mortgages (fixed, adjustable, balloon, 100% financing, construction-permanent), five credit card variants across Visa and Mastercard networks, small business banking, and wealth management delivered through LPL Financial under the Community First Financial Advisors brand.

The technology platform centers on a digital banking product (mobile app rated 4.8/5, web portal, dedicated mortgage subdomain at mortgages.communityfirstcu.org) integrated with Apple Pay, Google Pay, Samsung Pay, PayPal, Venmo, Cash App, and SavvyMoney for credit score monitoring. The platform includes member-to-member transfers, bill pay, remote check deposit, card controls, a Financial Hub for external account aggregation, and a Quick Balance widget. Distribution is omnichannel: physical branches throughout the service area, the digital platform, a contact center at 920.830.7200, and community-based engagement (scholarships, shred events, flood relief, NetGiver program).

The revenue model is that of a standard credit union: net interest income from lending operations (mortgages, home equity, auto, credit cards) constitutes the primary stream, supplemented by interchange fees from card transactions, account service fees, wire and overdraft charges, and mortgage origination and processing fees ($200 processing fee on home equity products). As a nonprofit cooperative, surpluses are returned to members via lower loan rates and higher deposit rates rather than distributed to shareholders. Catherine Tierney serves as President and CEO.

Name

Community First Credit Union

Legal name

Community First Credit Union

Website

https://communityfirstcu.org

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (52213), Credit Card Issuing (522210), Depository Credit Intermediation (5221)

SIC

Savings Institution, Federally Chartered (6035), Personal Credit Institutions (6141)

akta.pro primary industry

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

akta.pro secondary industry

Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL)

Keywords

• Retail banking services
• Consumer lending products
• Mortgage loan services
• Credit union membership
• Digital banking platform

Headquarters

HQ city

Appleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income from Lending: Primary revenue source from interest charged on mortgage loans, home equity loans, auto loans, personal loans, and credit cards. Offers competitive rates as a credit union focused on member savings.
2. Banking Fees and Service Charges: Fees from account services, overdraft protection, wire transfers, and other banking services.
3. Credit Card Transaction Fees: Interchange fees from credit card transactions processed through Visa and Mastercard networks.
4. Mortgage Origination and Processing: Revenue from mortgage origination fees, processing fees, and loan servicing. Includes $200 loan processing fee on home equity products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Community First Credit Union is a member-owned, not-for-profit financial cooperative that delivers consumer banking and lending products to 150,000+ member-owners across 12 Northeast Wisconsin counties. Its core offerings are deposit accounts (checking, savings, certificates of deposit), consumer credit products (five credit card variants, auto loans, personal/Homeowners Xpress loans, and mortgage/home equity products), small business banking, and investment/insurance services delivered through the LPL Financial partnership.

Product overview

Community First Credit Union operates as a member-owned financial cooperative offering a comprehensive suite of banking and lending products. The product portfolio centers on core deposit accounts (checking, savings, certificates of deposit) and credit products including multiple credit card variants (Cash Back Visa Signature, Great Rate, Great Rewards, Student Starter, and Credit Builder cards), consumer loans (auto loans, personal loans, Homeowners Xpress), and mortgage products (fixed rate, adjustable rate, construction-permanent, and home equity options). The Digital Banking platform serves as the primary digital channel for account management with integrated tools including Quick Balance Widget, Financial Hub for account aggregation, SavvyMoney credit monitoring, member-to-member transfers, and Bill Pay. Investment services are delivered through Community First Financial Advisors (LPL Financial partnership). The mortgage lending platform operates through a separate subdomain (mortgages.communityfirstcu.org) providing loan consultation, application, and rate lookup tools.

Differentiator

Problem solved

Functional benefit

Brands

• Mission to Save: Community First's initiative to help members save $50 million on their auto and home loans.
• Digital Banking
• Community First Financial Advisors

Products and services

• Checking Accounts Everyday checking accounts for individual members, with debit cards, digital banking access, and bill payment capabilities.
• Savings Accounts Deposit savings accounts for individual members, including tools within Digital Banking for setting and tracking savings goals.
• Certificates of Deposit Term deposit accounts offered in 5, 10, 15, and 18 month terms with APY of 4.10% (5/10/15 month) and 3.65% (18 month).
• Cash Back Visa Signature Credit Card Visa Signature rewards credit card offering unlimited 1.5% cash back on all purchases with no annual fee, no balance transfer fees, and no foreign transaction fees; APR as low as 14.75% variable.
• Great Rate Platinum Credit Card Mastercard low fixed-rate credit card with APR as low as 8.99% fixed, no annual fee, no balance transfer fees, and no foreign transaction fees.
• Great Rewards Platinum Credit Card Mastercard points-based rewards credit card earning 1 point per dollar spent with no cap; points redeemable for cash, travel, and merchandise; APR as low as 10.99% fixed, no annual fee, no balance transfer fees.
• Student Starter Credit Card Credit-building credit card for young adults starting at age 18 with 9.99% APR fixed, no annual fee; co-signer may be required if under 21.
• Credit Builder Credit Card Secured credit card requiring a refundable security deposit matching the approved credit limit, with fixed APR as low as 15.99% to help establish or re-establish credit history; no annual fee.
• Auto Loans Financing for new and used vehicles with competitive rates (as low as 4.250% APR) and flexible terms, included in the Mission to Save initiative targeting $50 million in member savings.
• Fixed Rate Mortgages Traditional mortgages with locked interest rates providing consistent monthly payments throughout the loan term; available in multiple term options via the dedicated mortgage portal.
• Adjustable Rate Mortgages (ARMs) Mortgages with initial lower rates that adjust periodically based on market conditions, available as 3/1, 5/1, and 7/1 ARM products.
• Balloon Mortgages Mortgages with lower initial rates allowing members to lock in favorable terms with a balloon payment structure at term end.
• 100% Financing Mortgages No-down-payment mortgage options for qualified borrowers, including first-time homebuyers seeking to become homeowners with minimal upfront costs.
• Construction-Permanent Loans One-step construction loans covering both the building phase and permanent mortgage with a single application, approval, and closing; construction draw periods of 6, 9, or 12 months available.
• 10 & Done Home Loan Accelerated mortgage payoff program allowing members to pay off their mortgage in 10 years using home equity, with no escrow requirements and no prepayment penalties; note rate as low as 5.125%, APR 5.169%.
• Home Equity Loans Fixed-rate home equity loans with terms up to 30 years and rates as low as 5.362% APR; can be used for home improvements, debt consolidation, or major purchases; $200 loan processing fee.
• Home Equity Line of Credit (HELOC) Revolving home equity credit line with up to a 10-year draw period and variable APR as low as 6.750% tied to Wall Street Prime; includes a Home Equity Line Visa Card for purchases and ATM access.
• Homeowners Xpress Loan Unsecured personal loan up to $50,000 without requiring home equity, closing costs, or appraisals; same-day funding available.
• Business Banking Business banking services including business checking accounts, business lending, and a Visa Business Rewards Credit Card for business expense management and rewards.
• Digital Banking Online and mobile banking platform providing account management, transfers, bill pay, mobile check deposit, credit score monitoring, budgeting tools, and card controls for members; rated 4.8 out of 5 stars.
• Community First Financial Advisors Investment and retirement planning services for members offered through a registered investment advisor and broker-dealer partnership with LPL Financial.
• Member-to-Member Transfers Internal P2P payment service allowing Community First members to send and receive money securely through Digital Banking without third-party apps.

Quantifiable outcome

• Mission to save members $50 million on auto and home loans

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• VisacoreTechnology or IntegrationCommunity First issues Visa-branded credit cards including Cash Back Visa Signature, Great Rate Platinum, Great Rewards Platinum, Student Starter, and Credit Builder cards. Cards feature contactless technology, digital wallet compatibility, and fraud protection.
• MastercardcoreTechnology or IntegrationCommunity First issues Mastercard-branded credit cards including Great Rate and Great Rewards options. Cards offer global acceptance and digital wallet compatibility.
• Apple PaycoreTechnology or IntegrationIntegration allowing members to add Community First credit and debit cards to Apple Pay for secure contactless payments using iPhone, iPad, and Apple Watch devices.
• Google PaycoreTechnology or IntegrationIntegration allowing Android users to add Community First cards to Google Pay for mobile payments at millions of participating retailers.
• Samsung PaycoreTechnology or IntegrationIntegration allowing Samsung Galaxy device users to add Community First cards to Samsung Pay for secure mobile payments.
• Area Credit Unions PartnershipminorStrategic or Co-development PartnerCommunity First partners with other area credit unions to host annual Secure Shred & Electronics Recycling events for member and community benefit.
• LPL FinancialcoreStrategic or Co-development PartnerSecurities and advisory services offered through LPL Financial, a registered investment advisor and broker-dealer. Community First Financial Advisors brand is used by registered representatives of LPL.

Scale indicators3 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Fox Communities Credit Union: Fox Communities Credit Union is also headquartered in Appleton, WI, and serves the same Northeast Wisconsin community with consumer banking, lending, and credit card products - making it the closest geographic and product-set competitor to Community First.
• UW Credit Union: UW Credit Union is a large Wisconsin-based member-owned credit union offering consumer banking, mortgages, auto loans, credit cards, and digital banking across a statewide footprint, making it a directly comparable cooperative peer.
• Connexus Credit Union: Connexus Credit Union is headquartered in Wausau, WI and provides consumer banking, mortgages, auto loans, and credit cards with a strong digital-first orientation - directly comparable to Community First in product mix and Wisconsin market.
• GreenState Credit Union: GreenState Credit Union is a Midwest community credit union offering full-service consumer banking, lending, and credit cards with a member-owned cooperative model analogous to Community First's structure.
• Veridian Credit Union: Veridian Credit Union is an Iowa-based member-owned cooperative offering consumer deposits, mortgages, auto loans, and credit cards - similar in product breadth and community cooperative positioning to Community First.

Broad incumbents

• Nicolet National Bank: Nicolet National Bank is a Wisconsin-headquartered community bank offering consumer banking, mortgages, and commercial lending across the same Northeast Wisconsin geography - a comparable regional incumbent, but structured as a bank rather than a credit union.
• Associated Bank: Associated Banc-Corp is a large regional bank headquartered in Green Bay, WI, providing consumer and business banking, mortgages, and credit cards across Wisconsin - a broader incumbent competing for the same member base.
• Bell Bank: Bell Bank is an Upper Midwest regional bank offering consumer and commercial banking, mortgages, and wealth services - comparable to Community First in serving similar regional markets with full banking products.
• Alliant Credit Union: Alliant Credit Union is a large digital-first credit union offering consumer banking, lending, and credit cards nationwide - representing a scaled cooperative peer that competes for digitally engaged members beyond any single geography.
• Empower Federal Credit Union: Empower Federal Credit Union is a large member-owned cooperative offering consumer deposits, mortgages, auto loans, and credit cards with a digital banking platform - a larger credit union peer with similar product breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/community-first-insurance-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Community First Credit Union