MAX Credit Union

Name

MAX Credit Union

Legal name

MAX Credit Union

Website

https://mymax.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (52213), Credit Card Issuing (522210), Sales Financing (522220)

SIC

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), General-Purpose Credit Card Schemes (FSAMAAAA)

Keywords

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

Headquarters

HQ city

Montgomery

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income: MAX earns interest income from lending products including auto loans, mortgages, home equity lines of credit, personal loans, and credit cards. Interest rates vary by product with APRs ranging from 3.75% for auto loans to 18.00% for personal credit lines.
2. Fee Income: Fees from ATM transactions at non-MAX ATMs ($0.50-$1.00 per transaction), monthly service charges on accounts that don't meet requirements ($4.95 for Achieve Checking), overdraft fees, and other account-related charges.
3. Insurance Commissions: MAX Insurance Services earns commissions from selling auto, home, life, and other insurance products from third-party carriers. They offer comparison quotes and automatic payment deduction options.
4. Share/Dividend Accounts: As a credit union, MAX is member-owned. Revenue from loans minus interest paid on deposits and operating costs generates returns that are distributed to members through competitive dividend rates on savings and checking accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

MAX Credit Union is a member-owned, not-for-profit financial cooperative that provides consumer and small business banking products and services, including deposit accounts (checking, savings, money market, certificates, IRAs), consumer loans (auto, boat, motorcycle, RV, personal, HELOC, mortgage), credit cards, insurance products through MAX Insurance Services, and wealth management. It distributes these offerings through 17 branches across Central and East Alabama, the myMAX digital banking platform, and a Preferred Dealer Network of 100+ auto dealerships.

Product overview

MAX Credit Union is a full-service financial institution offering a comprehensive suite of banking products and services through a platform of interconnected core banking products and digital add-on modules. Core offerings include multiple checking account tiers (Achieve Checking with up to 3.04% APY, Explore Checking, Student Spend for teens, Arrive for seniors 62+, and Perform Checking), savings accounts including Youth Savings and various Money Market accounts (Elevate at up to 5.00% APY, Performance, and Private Reserve), Certificate Accounts and IRAs with terms from 90 days to 60 months, and a full range of lending products including Auto Loans (as low as 3.75% APR), Boat/Motorcycle/RV Loans, HELOC, Personal Loans, and multiple Credit Cards (Smart Rewards, Secured Visa, Signature, and VISA Platinum). The digital banking platform provides 24/7 access via online and mobile banking, with features including Card Controls for fraud prevention, Pay a Person P2P payments, Ben AI virtual assistant, and over 50 financial planning calculators. Insurance products are offered through MAX Insurance Services partnerships covering auto, home, life, and specialty coverage. Community programs include SIDEKICK Financial Wellness coaching and the MAX4Kids Foundation.

Differentiator

Problem solved

Functional benefit

Brands

• MAX4Kids Foundation: Community foundation focused on youth development and charitable giving
• SIDEKICK Financial Wellness
• Ben
• MAX Insurance Services
• myMAX
• Smartfolio
• JennyMAX

Products and services

• Achieve Checking High dividend checking account paying 3.00% APY (3.04% APYE) on balances up to $15,000 and 0.25% APY above $15,000. Requires eStatements, direct deposit or mobile deposit monthly, and at least 10 debit card purchases monthly; $4.95 monthly fee waived with $500 minimum balance.
• Explore Checking Free checking account with no monthly fees and no minimum balance, designed for all ages 13 and up. Includes overdraft privilege, Advanced Deposit for early paycheck access, and 5 waived non-MAX ATM fees per month. $50 minimum deposit to open.
• Student Spend Checking account for teens ages 13-18 with no fees, no minimum deposit, and no balance requirements. Includes a free debit card with parental controls via Card Controls and 5 waived ATM fees per month for students under 26.
• Arrive Checking Free checking account for members aged 62 and older. No monthly fees, no NSF fees, $10 overdraft tolerance, and free debit card with complimentary checks.
• Perform Checking High-earning checking account paying dividends on the checking balance with exclusive access to Performance Money Market. No NSF fees, $10 overdraft tolerance, and up to 5 refunded ATM network fees per month. $1,500 minimum balance to avoid a $7.50 monthly service fee.
• Youth Savings Savings account for children ages 0-12 with no minimum balance and no monthly fees. Includes a welcome kit with piggy bank, activity booklet, and SIDEKICK Financial Passport. Offers competitive dividends paid quarterly and a welcome match up to $25.
• Elevate Money Market High-yield money market account earning 5.00% APY on the first $2,500, 4.00% APY on $2,500-$5,000, 3.00% APY on $5,000-$15,000, and 1.00% APY above $15,000. Requires a $50 minimum to open with no monthly minimum.
• Performance Money Market Premium money market account available only to Perform Checking account holders, paying the highest money market rates. Requires a $1,500 minimum opening deposit and allows six electronic transactions per month.
• Certificate Accounts Share certificate accounts with terms ranging from 90 days to 60 months and competitive fixed or variable dividend rates. Minimums start at $500; special 7-month CD requires $10,000 and jumbo CDs require $100,000.
• IRAs Individual retirement accounts with terms from 6 to 30 months, offering tax-advantaged savings with competitive dividend rates.
• Auto Loan Vehicle financing with competitive fixed rates as low as 3.75% APR for 48-month terms, quick application process, and flexible repayment plans. Rate includes a 1.00% discount for MAX checking account holders (3+ months) and 0.25% for qualifying LTV.
• Boat Loan Watercraft financing with competitive rates and terms for new boats and personal watercraft, part of MAX's recreational vehicle loan offerings.
• Motorcycle & RV Loan Recreational vehicle financing with competitive rates for motorcycles, RVs, and ATVs, offering flexible terms for adventure vehicles. RV rates as low as 7.00% APR.
• HELOC (Home Equity Line of Credit) Home equity line of credit with a 4.50% APR introductory rate for 6 months, 20-year term, and flexible or fixed repayment options after the introductory period. Used for home repairs, additions, and big-ticket purchases.
• Personal Loan
• Personal Line of Credit
• Share Secured Loan
• CD Secured Loan
• Smart Rewards Card
• Secured Visa Credit Card
• Visa Signature Card
• VISA Platinum Card
• Vehicle Insurance Auto and classic auto insurance coverage offered through MAX Insurance Services in partnership with top-rated carriers, with customizable coverage and premium payment plans that can be auto-deducted from MAX accounts.
• Home Insurance Homeowners and condo insurance coverage offered through MAX Insurance Services, protecting property and belongings with flexible payment options.
• Life and AD&D Insurance Life insurance and accidental death and dismemberment coverage offered through MAX Insurance Services for financial protection of beneficiaries.
• Other Insurance (Pet, Specialty) Additional insurance products including pet insurance, vacation coverage, and other specialty insurance options offered through MAX Insurance Services partner carriers.
• Business Checking Accounts Business checking account offerings for small and mid-sized businesses in Central and East Alabama, supporting cash management and operating expenses.
• Business Credit Cards Business credit card products for small and mid-sized businesses to manage business expenses and short-term financing needs.
• Business Loans Business loan offerings supporting small and mid-sized businesses in Central and East Alabama with financing for operations, equipment, and growth.
• Mortgage Loans Residential mortgage products originated by MAX Credit Union (NMLS 410580) for home purchases and refinancing for members in Central and East Alabama.

Quantifiable outcome

• 9,470 community volunteer hours and $427,000 in donations in a recent period
• +3 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• MAX Preferred Dealer Network (100+ automotive dealerships)coreChannel Partner/ Reseller/ DistributorExtensive network of over 100 new vehicle, pre-owned, and recreational vehicle dealerships across Alabama and Georgia. Dealers complete MAX loan applications on behalf of customers, enabling financing to be completed at the dealership without requiring a branch visit. Includes major brands like BMW, Mercedes-Benz, Toyota, Honda, Chevrolet, Ford, and many others.
• BanzaicoreStrategic or Co-development PartnerFinancial education partner providing interactive learning tools including Banzai Teen for ages 13-18, Banzai Junior for ages 8-12, and courses on preparing for college and buying a car. MAX offers these resources free to members and prospects. Also provides the SIDEKICK Financial Wellness platform with educational games, calculators, and videos.
• CO-OP Shared BranchingcoreTechnology or IntegrationNetwork partnership providing MAX members access to 30,000+ surcharge-free ATMs nationwide. Enables members to conduct transactions at any CO-OP network ATM without incurring fees.
• Various Insurance Carriers (for MAX Insurance Services)coreChannel Partner/ Reseller/ DistributorMAX Insurance Services partners with multiple top-rated insurance carriers to offer auto, classic auto, homeowners, condo, life, pet, and vacation insurance products. Products are customizable with premium payment plans that can be auto-deducted from MAX accounts.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Redstone Federal Credit Union: The largest credit union in Alabama, headquartered in Huntsville with a comparable full-service consumer banking, lending, and digital platform offering. Direct overlap on auto lending, mortgages, member deposits, and branch-based service across overlapping Alabama geographies.
• America's First Federal Credit Union: Alabama-headquartered community credit union serving Birmingham and surrounding markets with similar consumer banking, lending, and digital services. Comparable scale, member-owned cooperative model, and community-focused positioning in adjacent Alabama geography.
• Listerhill Credit Union: Alabama-based credit union operating across north/central Alabama with consumer checking, savings, lending, and indirect auto financing. Closely comparable on indirect auto lending and community credit union operating model.
• Alabama ONE Credit Union: Tuscaloosa-based community credit union serving central and west Alabama with a similar member-owned model, consumer lending focus, and branch + digital service mix. Directly comparable scale and product breadth.
• First South Financial Credit Union: Alabama-headquartered credit union offering consumer banking, mortgages, and indirect auto lending with a comparable community-focused operating model. Overlaps on indirect auto dealer relationships and member deposit products.

Regional players

• Auburn University Credit Union (AU Credit Union): Auburn, AL-based community credit union serving East Alabama — the same region where MAX operates Auburn and Opelika branches. Comparable consumer banking and lending products with a defined community/membership charter.

Broad incumbents

• Navy Federal Credit Union: The largest U.S. credit union with a national digital + branch footprint offering checking, lending, cards, and insurance. Represents the scale-and-technology benchmark against which regional credit unions like MAX must compete on rates and digital UX.
• Alliant Credit Union: Nationwide digital-first credit union known for high-yield deposits and a member-friendly product mix. Comparable on rate-competitive deposit products (e.g., money market and checking) that compete directly with MAX's Elevate and Achieve tiers.
• PenFed Credit Union: Large national credit union offering consumer banking, mortgages, auto loans, and credit cards with strong digital capabilities. Comparable across MAX's full product suite and represents the digital/mobile benchmark for member service.
• Regions Bank: Major regional bank headquartered in Birmingham with deep Alabama branch presence offering consumer and commercial banking. Direct competitor for member deposits, mortgages, and consumer loans across MAX's Central/East Alabama footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MAXCreditUnion
• YouTubeyoutube.com/user/MAXCreditUnion
• Facebookfacebook.com/maxcreditunion
• LinkedInlinkedin.com/company/max-credit-union
• Instagraminstagram.com/maxcreditunion

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 MAX Credit Union