First Service Credit Union

What First Service Credit Union does

First Service Credit Union is a Houston, Texas-based member-owned credit union founded in 1977, operating 14 branches across the Houston metropolitan area (Houston, Katy, Sugar Land, The Woodlands, Humble, Spring, and a downtown tunnel system location) and serving individuals, small-to-medium businesses, and Texas residents seeking education financing. Its product platform is organized into four lines: deposit products (standard and premium checking, Bongo youth accounts, certificates of deposit including a Smart Growth monthly-deposit CD, money market, and savings variants); consumer and specialty lending (mortgage, home equity, home improvement, lot/land, auto with a First-Time Auto Buyer program and mileage-based Drive Smart variant, RV, boat, motorsport, Visa credit cards including a secured card, and personal loans/lines of credit plus secured loans); business banking (checking, savings, lending, business credit cards); and wealth management with IRAs and advisory services. The Power Up premium add-on ($6.99/month or $79.99/year) bundles cash back, identity protection, cell phone coverage, telehealth, roadside assistance, and fuel savings onto the checking relationship, functioning as the institution's primary monetization differentiation.

Name

First Service Credit Union

Legal name

First Service Credit Union

Website

https://fscu.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (522130), Credit Card Issuing (522210)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

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

Keywords

• Retail banking services
• Consumer lending products
• Mortgage and auto loans
• Credit union deposits
• Small business banking

Headquarters

HQ city

Houston

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, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Interest Income from Loans: Primary revenue stream from interest charged on mortgage loans, home equity loans, auto loans, personal loans, credit cards, and education loans. Competitive rates offered to members.
2. Fee-based Services: Various fees including monthly service charges (waived with Power Up), overdraft fees, wire transfer fees, early withdrawal penalties on CDs, and loan-related fees.
3. Premium Membership (Power Up): $6.99/month or $79.99/year subscription for premium banking benefits including cash back, protection services, and discounts.
4. Credit Card Transaction Fees: Interchange fees from credit and debit card transactions.
5. Dividend Payments: Interest paid to members on deposits including savings, checking, money market accounts, and certificates of deposit.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

First Service Credit Union is a member-owned financial cooperative that delivers retail and small business banking products, including checking, savings, money market, certificates of deposit, mortgages, home equity, auto, boat, RV, motorsport, personal, and student loans, as well as Visa credit cards and wealth management. Services are accessed through 14 Houston-area branches, a digital banking platform with mobile app, and partner networks such as Co-op Shared Branches and Allpoint ATMs. The Power Up premium membership program layers daily cash back, identity and cell phone protection, telehealth, roadside assistance, and fuel discounts onto the standard banking relationship.

Product overview

First Service Credit Union is a Houston-based financial institution offering a comprehensive banking platform organized into four core product lines: (1) Deposit Products including checking accounts with optional Power Up premium membership, Bongo Youth Account for minors, Certificates of Deposit (standard and Smart Growth CD with monthly deposits), Money Market Account, and various Savings Accounts (Primary, Secondary, Health Savings, Holiday Club); (2) Lending Products spanning Mortgage Loans, Mortgage Refinancing, Home Equity Loans, Home Improvement Loans, Lot and Land Loans, Auto Loans, Drive Smart Auto Loans, First Time Auto Buyer Loans, RV Loans, Boat Loans, Motorsport Vehicle Loans, Visa Credit Cards (standard, Cash Back, Secured), Texas Extra Credit Student Loans administered by HESC, Personal Loans, Personal Lines of Credit, and Secured Loans; (3) Business Banking including Business Checking variants, Business Savings, and Business Lending; and (4) Wealth Management services. The Power Up premium add-on ($6.99/month) enhances checking accounts with cash back rewards, identity protection, cell phone coverage, telehealth, roadside assistance, and fuel savings. The digital banking platform provides 24/7 account access, Zelle transfers, mobile deposits, and loan applications.

Differentiator

Problem solved

Functional benefit

Brands

• Bongo: Youth savings and checking account program for members ages 0-17, featuring educational resources, debit cards with customizable designs, and semester earnings rewards for academic excellence.
• Power Up

Products and services

• First Service Digital Banking Online and mobile banking platform for members providing account access, transfers, remote deposits, online loan applications, bill pay, account alerts, Zelle payments, and subscription management.
• Power Up Premium Membership Premium membership program ($6.99/month or $79.99/year) layered onto checking accounts, providing 0.15% daily cash back on debit purchases, cell phone protection up to $800, identity theft expense reimbursement up to $1M, $0 copay telehealth, roadside assistance up to $100, 5¢/gallon fuel savings at participating Shell stations, debit advantage purchase protection, and $10,000 accidental death & dismemberment coverage.
• Checking Accounts Personal checking accounts available in two tiers — standard Checking (no monthly fee, no minimum balance, nationwide ATM access, early payday, Zelle) and Checking Plus Power Up (includes all premium membership benefits).
• Bongo Youth Account Savings and spending account for youth ages 0-17 featuring no monthly fees, interest earnings, a Visa debit card for ages 8-17, Semester Earnings rewards up to $20/year for academic grades, Banzai financial education resources, and 85,000+ surcharge-free ATMs.
• Certificates of Deposit Fixed-rate certificates of deposit with terms from 6 to 60 months, $1,000 minimum opening deposit, standard and Jumbo tiers, and federal insurance up to $250,000. Includes a promotional 18-month CD offering up to 4.00% APY with direct deposit.
• Smart Growth Certificate of Deposit Monthly-deposit certificate of deposit starting at $100 with a $50 minimum monthly deposit requirement, 12-month term, high dividends on eligible balances, and federal insurance coverage.
• Money Market Account High-yield savings account with tiered dividend rates from 0.10% to 1.25% APY based on balance, no monthly service charges, check-writing access, and seamless integration with checking for overdraft protection.
• Savings Accounts Suite of personal savings products including Primary Savings (0.05% APY, establishes membership ownership), Secondary Savings (goal-based named accounts), Health Savings Account (tax-advantaged, $5 minimum), and Holiday Club Savings (0.30% APY with November automatic transfer).
• Mortgage Loan Conventional mortgage financing with competitive rates, as low as 3% down payment options, flexible terms up to 30 years, pre-qualification process, and local mortgage consultant support throughout the home-buying journey.
• Mortgage Refinancing Refinance solutions enabling lower payments, better loan terms, equity cash-out, PMI elimination, balloon payment avoidance, and streamlined loan type conversion with local advisor support.
• Home Equity Loan Fixed-rate home equity lending for debt consolidation, major expenses, home improvements, celebrations, vacations, and education with terms up to 20 years and a fast approval process.
• Home Improvement Loan Direct-to-contractor renovation financing up to 20 years with competitive fixed rates, where loan proceeds are paid to the contractor for specified work, supported by a local Houston-based lending team.
• Lot and Land Loan Land acquisition financing up to 10 acres within 250 miles of Houston, loan amounts $25,000-$250,000, terms 10-20 years, for primary, vacation, or investment property purposes.
• Auto Loan Vehicle financing for new and used automobiles with rates as low as 3.99% APR for 36 months, up to 90 days payment deferral, flexible terms, Express Check pre-approval, and refinancing options.
• Drive Smart Auto Loan Mileage-based auto loan payment structure offering lower monthly payments based on actual vehicle use, avoiding negative equity, with zero early payoff penalties and adaptable terms designed for financial wellness.
• First Time Auto Buyer Loan Entry-level auto financing for first-time buyers requiring no credit history or co-signer (with 12 months employment or recent graduation), with terms up to 81 months and competitive rates.
• Recreational Vehicle Loan RV and camper financing up to 100% of purchase price (including tax, title, license) for new units or up to J.D. Power retail value for used, with terms up to 180 months and rates from 6.74% APR.
• Boat Loan Watercraft financing for new and used boats up to 100% of purchase (including tax, title, license) or J.D. Power retail value, with 5-minute pre-approval and Express Check for dealer negotiation.
• Motorsport Vehicle Loan Specialty vehicle financing for motorcycles, ATVs, jet skis, and golf carts up to 100% of purchase price or J.D. Power value, with terms up to 72 months and rates from 8.55% APR.
• Cash Back Visa Credit Card Rewards credit card earning 0.50% cash back on all eligible net purchases with no annual fee, digital wallet compatibility (Apple Pay, Google Pay, Samsung Pay), Visa Zero Liability protection, roadside assistance, and ID Navigator identity protection.
• Visa Credit Card Standard Visa credit card with 0% introductory APR for 6 months on purchases and balance transfers, competitive fixed rate after the promo period, no annual fee, digital wallet support, balance transfer with no fees after promo, and identity protection.
• Secured Credit Card Credit-building credit card requiring a 110% security deposit hold, compatible with Apple Pay, Google Pay, and Samsung Pay, designed for building or rebuilding credit with no annual fee.
• Texas Extra Credit Student Loan Education financing administered by HESC for Texas residents, borrowing $1,000-$65,000 annually (max $150,000 aggregate), with fixed rates 2.74%-6.89% APR, no origination fees, cosigner release after 24 on-time payments, and total and permanent disability forgiveness.
• Texas Extra Credit Parent Loan Parent-funded education loan for Texas residents, $1,000-$65,000 annual borrowing, fixed rates 2.74%-6.89% APR, 5/10/15-year repayment terms, three repayment options (deferred, interest-only, immediate), auto-debit discount, and death and disability discharge.
• Texas Extra Credit Student Loan Refinancing Federal and private student loan consolidation with fixed rates 3.95%-9.16% APR, refinancing $7,500-$200,000, 5/10/15-year terms, no application fees, 0.25% auto-debit discount, no credit impact prequalification, and disability forgiveness.
• Personal Loan Unsecured personal lending from $1,000-$40,000 with fixed rates 11.99%-17.99% APR, terms 12-60 months (up to 66 months with credit insurance), no collateral required, no early payoff penalties, 60-day payment deferral, and digital application under 10 minutes.
• Personal Line of Credit Revolving personal credit facility from $1,000-$30,000 with variable APR, no collateral required, interest-only payments on borrowed amounts, and online application under 10 minutes.
• Secured Loan Asset-secured personal loan using savings, CD, or other collateral, with a rate of share rate plus 3% based on creditworthiness, designed for credit building with favorable terms.
• Wealth Management Investment advisory services including retirement planning, investment planning, education planning, and insurance planning with dedicated financial advisors.
• Individual Retirement Account Tax-advantaged retirement savings account with competitive rates and First Service Credit Union advisory support.
• Business Checking Commercial banking suite including Small Business Checking, Premium Business Checking, Business Analysis Checking, and Nonprofit Checking Account options with varied features and fee structures.
• Business Savings Business deposit products including Standard Business Savings, Nonprofit Savings, Business CDs, and Business Money Market accounts with tiered rates.
• Business Lending Commercial credit facilities including Business Credit Card, Business Loans, and Business Lines of Credit for business financing needs.

Quantifiable outcome

• Up to 4.00% APY on 18-month promotional CD for members with direct deposit
• +6 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• eCU Technology, LLCcoreTechnology or IntegrationeCU Technology, LLC is an affiliate of First Service Credit Union and a nonfinancial company. The relationship is disclosed in the privacy policy as part of the credit union's affiliate network.
• Higher Education Servicing Corporation (HESC)coreStrategic or Co-development PartnerHESC serves as the lender and loan originator for the Texas Extra Credit Education Loan program. HESC is a Texas-based private, nonprofit organization established in 1978. HESC handles all private education loan processing and communications with borrowers throughout the application process.
• Co-op Shared BranchescoreTechnology or IntegrationPartnership with Co-op Financial Services providing access to 5,600+ shared branches nationwide, allowing members to conduct transactions at other credit union locations.
• Allpoint ATM NetworkcoreTechnology or IntegrationPartnership with Allpoint providing access to 85,000+ surcharge-free ATMs nationwide for member convenience.
• Preferred Dealer NetworkcoreChannel Partner/ Reseller/ DistributorNetwork of local dealers providing exclusive deals on new and used vehicles. Accessible through FSCU's Preferred Dealer Directory (MemberAutoCenter).
• BanzaiminorStrategic or Co-development PartnerFinancial education platform partner providing interactive learning resources for youth and members to improve financial literacy.
• Fuel Rewards (Shell)minorGTM or Marketing PartnerPartnership with Shell/Fuel Rewards program providing Power Up members with 5¢/gallon fuel savings at participating Shell stations nationwide with extended Gold Status.
• VisacoreTechnology or IntegrationCredit and debit card network partner providing Visa-branded credit cards, debit cards, and contactless payment capabilities. Includes Visa Zero Liability Policy and ID Navigator powered by NortonLifeLock.
• ZellecoreTechnology or IntegrationReal-time payment integration enabling members to send money instantly to friends and family through digital banking.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Discover Financial Services: National credit card issuer offering Cash Back and other revolving credit products; competes with FSCU's Visa Cash Back card and broader credit-card portfolio at scale.
• Capital One: National bank and major credit card issuer with a large Texas/Houston retail and digital presence; competes with FSCU across credit cards, deposits, auto lending, and digital banking.

Direct peers

• Members Choice Credit Union: Texas-based credit union offering consumer checking, savings, lending, and digital banking, overlapping with FSCU's core retail banking value proposition in the Texas market.
• University Federal Credit Union: Texas-based credit union offering consumer banking, mortgages, auto loans, and student lending — directly competitive on education-loan and consumer-deposit products.
• Smart Financial Credit Union: Houston-based credit union offering comparable deposit, lending, and business banking products across the same metro geography, serving overlapping consumer and SMB segments with a similar digital-plus-branch model.
• Amplify Credit Union: Texas-headquartered credit union providing consumer and business banking with strong digital capabilities, competing for the same digitally-engaged Houston-area members.
• Houston Federal Credit Union: Houston-based community credit union offering deposit products, consumer loans, and digital banking services to members in the same metropolitan market.
• Texas Trust Credit Union: Texas-based community credit union providing similar deposit, lending, and digital banking services, comparable to FSCU in product breadth and member-owned structure.
• TDECU (Texas Dow Employees Credit Union): Large Texas-headquartered credit union offering the same core retail and business banking suite (checking, savings, mortgages, auto, credit cards) with broader geographic reach across Texas, directly competitive with FSCU's product set.
• Allegiance Credit Union: Houston-area credit union providing checking, savings, lending, and digital banking to consumers and small businesses, competing head-to-head in the same geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/fscu
• YouTubeyoutube.com/@FirstServiceCU
• Facebookfacebook.com/firstservicecu
• LinkedInlinkedin.com/company/first-service-credit-union
• Instagraminstagram.com/firstservicecreditunion
• TikToktiktok.com/@firstservicecu

Compliance2 records

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 First Service Credit Union