What Truity Credit Union does

Truity Federal Credit Union (DBA Truity Credit Union) is a federally chartered, member-owned cooperative financial institution founded in 1939 as Jane Phillips Sorority Credit Union for female employees of Phillips 66 in Bartlesville, Oklahoma, reorganized as 66 Federal Credit Union in 1941, and rebranded to Truity in 2013 to consolidate fiduciary entities under a single trust-and-integrity identity. The institution is NCUA-insured, holds over $1.5 billion in assets, and serves more than 75,000 members across four states (Oklahoma, Kansas, Texas, Arkansas) through 9 branches, Interactive Teller Machines, a TruityCU mobile app, a web-based Digital Banking platform, and a nationwide network of 5,300+ credit-union Shared Service Centers. Membership is acquired primarily via 250+ Select Employee Group partnerships (ConocoPhillips, Phillips 66, Baker University, Tyson Foods, and others), the Truity Education Foundation, and Spirit Debit Cards that donate interchange to local schools. The product set spans tiered consumer checking (Essential, High Yield, Preferred, Advantage) and savings (Prime, Name It Save It, Premier, Money Market, Share Certificates), mortgages, auto and personal loans, credit cards (Signature Rewards, Platinum Rate, Share Secured), business banking, and an emerging BNPL offering (TruFlex and ReadySpend) integrated into digital banking, with a forthcoming InvestiFi-powered investing and crypto capability. Revenue is generated through interest income on loans and investments, fee-based services (overdraft, wires, ATM, account servicing), interchange on debit and credit transactions, and licensing/royalty streams from third-party protection products (Route 66 warranty, GAP, debt protection, identity theft, mobile phone coverage).

Name

Truity Credit Union

Legal name

Truity Federal Credit Union

Website

https://truitycu.org

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

101–250 employees

Short description

Truity Credit Union is a federally chartered, member-owned credit union founded in 1939, headquartered in Bartlesville, Oklahoma, serving 75,000+ members across Oklahoma, Kansas, Texas, and Arkansas with consumer and business banking, lending, credit cards, and digital services distributed through 9 branches, ITMs, and a mobile app.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (52213), Depository Credit Intermediation (5221), Credit Intermediation and Related Activities (522)

SIC

Savings Institution, Federally Chartered (6035), 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), Federations/Centrals & Cooperative Banking Networks (2nd-Tier Co-ops) (FSABAEAL)

Keywords

• Retail banking services
• Consumer lending
• Mortgage loans
• Member-owned credit union
• Digital banking platform

Headquarters

HQ city

Bartlesville

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income on Loans: As a credit union, primary revenue is generated from interest charged on various loan products including auto loans, mortgages, personal loans, credit cards, and business loans. Interest rates vary by product type and member creditworthiness.
2. Interest Income on Deposits/Investments: Revenue from investing member deposits and share certificates, generating income from the spread between what the credit union earns on investments and what it pays in dividends to members.
3. Fee-based Services: Various fee-based services including overdraft fees, wire transfer fees, insufficient funds fees, ATM fees at non-network ATMs, and service charges on certain account types.
4. Credit Card Interchange: Revenue from credit and debit card transaction interchange fees on purchases made with Truity-issued cards.
5. Protection Products: Revenue from selling ancillary protection products including extended vehicle warranties (Route 66), GAP coverage, debt protection, identity theft protection, and mobile phone coverage.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels8 records

Core offering

Truity Credit Union provides a full suite of consumer and business banking products — including multiple checking and savings tiers, credit cards, auto loans, mortgages, personal loans, business loans, and business deposit accounts — delivered through 9 physical branches, Interactive Teller Machines, web digital banking, and a native mobile app. As a federally chartered, NCUA-insured member-owned cooperative, it allocates profits to members via higher dividends on deposits, lower loan rates, and reduced fees.

Product overview

Truity Credit Union offers a comprehensive financial services platform consisting of personal and business banking products organized across checking, savings, lending, credit cards, and protection services. The core banking platform includes multiple checking account tiers (Essential, High Yield, Advantage, Preferred) and savings options (Prime, High Yield with Name It Save It, Premier, Money Market, Share Certificates). Lending products span auto loans, home mortgages (purchase, refinance, equity), personal loans, student loans, and business loans. The credit card portfolio includes Signature Rewards and Platinum Rate options. Digital services are delivered through web-based Digital Banking and native mobile apps (TruityCU), with integrated payment capabilities including Zelle P2P transfers and digital wallets (Apple Pay, Samsung Pay, Google Pay). Protection services include vehicle protection (Auto Essentials, Extended Warranty, Total Loss/GAP), identity protection, and insurance products. A recent addition includes Buy Now, Pay Later (TruFlex, ReadySpend) integrated into digital banking. Upcoming services include guided investing and cryptocurrency via InvestiFi partnership.

Differentiator

Problem solved

Functional benefit

Brands

• Truity Education Foundation: Educational foundation established in 2009 to support local public education in each serviced market. Has donated over $1,000,000 to local schools since inception.
• Spirit Debit Cards

Products and services

• Essential Checking Simple everyday checking account with no monthly service fee and no minimum deposit, including the Get Paid Early feature for direct deposit access, targeted at individual members.
• High Yield Checking Checking account paying 5.00% APY on balances up to $5,000 with no monthly fee; requires 20 debit card transactions and $1,000 in monthly direct deposit to earn the qualifying APY.
• Advantage Checking Premium checking account requiring $5,000 minimum balance, offering tiered dividends, 0.25% loan rate discount, free ID theft and mobile phone protection, ATM fee refunds up to $20/month, free wires and cashier's checks, and 3X CURewards points.
• Preferred Checking Checking account with 0.25% consumer loan rate discount, ID theft protection including dark web monitoring, and mobile phone coverage; waives monthly fee with 20+ monthly debit card transactions.
• Prime Savings Primary membership savings account serving as the entry point for Truity Credit Union membership, requiring a $5 minimum balance to keep membership active and earning dividends.
• Name It Save It High-yield savings account paying 20x the national average APY, with no minimum opening deposit, no monthly service fee, and earnings up to $1 million; six free withdrawals per 12-month period.
• Premier Savings High-yield savings account with tiered dividend rates to help savings grow; six free withdrawals per 12 months with $20 fee for additional withdrawals; savings capacity up to $1 million.
• Money Market Money market savings account offering competitive tiered rates with no early withdrawal penalty; checks available with the account.
• Share Certificates Certificate of deposit accounts with terms from 91 days to 5 years offering higher dividends than regular savings; minimum opening deposit of $500.
• Signature Rewards Credit Card Credit card earning 3X CURewards points when paired with the Advantage Checking account as part of the CURewards loyalty program.
• Platinum Rate Card Credit card offering competitive APR for members seeking low interest rates on balances.
• Share Secured Card Secured credit card backed by a savings share account, designed for members building or rebuilding credit history.
• Auto Loans Financing for new and used vehicles, refinancing, and integrated online car shopping through the AutoSMART network of more than 100 dealers; rates starting at 5.24% APR WAC.
• Home Loans (Mortgages) Mortgage products including purchase loans, construction financing, home equity loans and lines of credit, and mortgage refinance options for individual members.
• Personal Loans Unsecured personal loans for multiple purposes including debt consolidation, with specialty options such as Quick Cash Loans and Graduate Loans.
• Business Checking Business checking account designed for businesses of all sizes, paired with local service and lending options in Truity's branch markets.
• Business Loans Commercial lending products including term loans and lines of credit for business growth and operations, provided by local business officers in the Bartlesville and Lawrence markets.
• Business Credit Card Credit card product designed for business spending with earn and grow benefits for small and mid-sized business members.
• Interactive Teller Machines (ITMs) Video teller machines that combine ATM convenience with live teller video assistance, supporting deposits, withdrawals, transfers, and payments with human guidance during extended hours.
• Digital Banking Web-based digital banking platform providing account access, bill pay, ACH transfers, account aggregation across linked banks, Spending Wheel visualization, and integration with all Truity services.
• TruityCU Mobile App Native mobile banking application for iOS and Android enabling account aggregation, mobile deposit, card management, transfers, payments, and account freezing with FaceID/TouchID and 4-digit passcode security.
• Digital Wallet Mobile payment integration supporting Apple Pay, Samsung Pay, and Google Pay for contactless payments with Truity debit and credit cards.
• Buy Now, Pay Later (TruFlex and ReadySpend) Buy Now, Pay Later service integrated into Digital Banking: TruFlex splits eligible debit card purchases into smaller payments, while ReadySpend provides upfront funds that can be paid back over time; eligible members see offers automatically.
• Guided Investing and Cryptocurrency (InvestiFi) Upcoming guided investing, cryptocurrency education, and portfolio management service integrated into Truity's digital banking experience through a partnership with InvestiFi, providing diversified portfolios and automatic rebalancing.
• Auto Essentials Vehicle protection package covering key/remote replacement, tire and wheel road hazard protection, paintless dent repair, windshield repair, and 24-hour roadside assistance (towing, flat tire, battery, lockout).
• Extended Vehicle Warranty Route 66 Extended Warranty coverage picking up where manufacturer warranties end; includes 24/7 roadside service, $0 deductible, 30-day money-back guarantee, fully transferable, honored at ASE-certified facilities, nationwide coverage, and battery coverage.
• Total Loss Protection (GAP) Guaranteed Asset Protection covering the gap between vehicle value and loan balance in case of total loss, protecting members from owing money on a destroyed vehicle.
• Identity Theft Services Credit monitoring and identity theft recovery services to protect members from fraud and identity compromise.
• Voice ID Voice biometric authentication feature enabling members to verify identity via voiceprint when calling Truity, providing quicker and safer verification for phone banking.
• Spirit Cards Co-branded debit card program that donates to local schools and charities with each purchase, including dedicated designs for Bartlesville, Dewey, Lawrence, Olathe, Pawhuska, Tri County Technology Center, and Woolaroc; over $95,000 donated since inception.

Quantifiable outcome

• 14 consecutive years as Best Credit Union in Lawrence
• +4 more outcomes

Named customers7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability2 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered flagship and core.

• University of Kansas Alumni AssociationflagshipStrategic or Co-development Partner · 4 September 2024Truity designated as official credit union of the KU Alumni Association. Investment of over $3.5 million over seven years supporting Rock Chalk Forever event, Jayhawk Career Network, affinity networks, and Traditions Hall presenting sponsorship. Represents deepened relationship building on historical ties to Phillips 66 and shared Kansas connections.
• InvestiFicoreTechnology or IntegrationUpcoming partnership to integrate guided investing, cryptocurrency education, and portfolio management into Truity digital banking. Will provide members access to automated investing, crypto capabilities, and financial tools within the Truity app experience.
• Route 66 WarrantycoreTechnology or IntegrationProvider of extended vehicle warranty coverage for members. Coverage includes 24/7 roadside assistance, $0 deductible, 30-day money back guarantee, nationwide acceptance at ASE-certified facilities, and fully insured warranties.
• Select Employee Groups (250+ organizations)coreChannel Partner/ Reseller/ DistributorCommunity partner employers including ConocoPhillips, Phillips 66, Baker University, Tyson Foods, and 250+ other organizations whose employees qualify for Truity membership. Partners include schools, healthcare providers, local businesses, and government entities.
• Credit Union Shared Service Center NetworkcoreChannel Partner/ Reseller/ DistributorNetwork of 5,300+ credit union shared service branches nationwide enabling Truity members to access branch services at other credit unions for deposits, withdrawals, transfers, and loan payments regardless of location.
• Early Warning Services (Zelle)coreTechnology or IntegrationProvider of Zelle person-to-person payment service integrated into Truity digital banking and mobile app. Enables instant money transfers between Truity members and users at 2,200+ participating banks and credit unions.
• Truity Education FoundationcoreStrategic or Co-development PartnerFounded in 2009, the foundation supports local public education in each market Truity serves. Has donated over $1,000,000 to schools since inception through employee payroll deductions and company contributions.

Scale indicators11 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• BCU (Baxter Credit Union): Major employer-group Select Employee Group credit union operating across multiple states, serving hundreds of partner companies—architecturally analogous to Truity's SEG-centric growth model.
• Digital Federal Credit Union (DCU): Large, multi-state community credit union with employer-group membership model and full digital banking platform; competes with Truity on digital UX and rate competitiveness.
• Connexus Credit Union: Large, multi-state credit union with a strong digital banking platform, indirect lending, and member growth through employer groups and community charters—comparable digital-banking feature set to Truity at greater scale.
• Alliant Credit Union: Digital-first, large-asset credit union serving employer groups nationwide; operates as a direct national competitor for digitally-engaged members and offers similar high-yield checking and savings products.
• SchoolsFirst Federal Credit Union: Large community/employer-group credit union built around an education-affiliated membership; comparable to Truity's KU Alumni partnership in using a single institution affiliation for member acquisition.

Direct peers

• CommunityAmerica Credit Union: Kansas City-area member-owned credit union with similar scale, multi-state branch footprint, employer-group membership model, and full-suite retail and business banking products.
• Meritrust Credit Union: Wichita, Kansas-based community credit union of comparable size serving employer groups and retail members across Kansas with checking, lending, and digital banking services.
• FirstLight Federal Credit Union: El Paso, Texas-based federal credit union where Truity's CEO previously served as EVP/CIO; similar full-service community model and multi-state employer group membership orientation.

Regional players

• INTRUST Bank: Wichita, Kansas-based regional bank competing head-to-head with Truity in the Kansas retail and small-business banking market; comparable deposit-gathering and consumer lending footprint.
• BOK Financial: Tulsa-headquartered super-regional bank and Truity's most direct for-profit competitor across Oklahoma, Kansas, and Texas consumer and small business banking segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/truitycu
• Xx.com/truitycu
• LinkedInlinkedin.com/company/truity-credit-union

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Truity Credit Union