People Driven Credit Union

What People Driven Credit Union does

People Driven Credit Union (PDCU) is a state-chartered, member-owned financial cooperative headquartered in Southfield, Michigan, founded in 1928 and federally insured by the National Credit Union Administration (NMLS #776727). It serves Michigan residents, employees and retirees of designated companies (Ford, Visteon, Tower Automotive, and related suppliers), small businesses, families, and youth, operating five branch locations across southeast Michigan (Livonia, Southfield, Warren, Ypsilanti, Romeo) augmented by Interactive Teller Machines, a 37,000+ surcharge-free ATM network via CO-OP and Alliance One, and the MyPDCU mobile and online banking platform.

The product set spans core deposits (Basic Checking, Member Savings at 0.01% APY, Money Market up to 3.40% APY, CDs up to 4.00% APY, IRAs, Save to Win), consumer lending (auto loans from 4.74% APR, HELOCs and home equity loans at 6.50% APR, fixed and adjustable-rate mortgages via Member First Mortgage, personal loans from 11.04% APR, Rewards Driven Credit Card at 3.99% APR, PD Quick Cash up to $2,000), commercial lending, and business banking (ACH origination, payroll, merchant services, remote deposit capture, high-yield business money market). Differentiated platform features include PDCUpay P2P payments powered by Payrailz, the TransUnion-backed MyPDCU Credit Score & Score Simulator, CashBack+ rewards, and Skip-a-Payment loan relief, with partner-delivered services from GreenPath (financial counseling), Osaic FA (financial planning), and TruStage/Liberty Mutual (insurance).

Revenue is generated primarily through net interest income on the loan portfolio (auto, mortgage, home equity, personal, commercial), supplemented by transactional fees (Skip-a-Payment $35, coin machine 3%, GAP insurance $699, out-of-network ATM $5, PD Quick Cash $15 origination) and net interest margin on deposits. The go-to-market is community-led: physical branches drive acquisition in southeast Michigan, eligibility expands membership to all Michigan residents and family members of qualifying employees, and digital channels (MyPDCU app, social media, webinars, content marketing) handle retention and cross-sell. Growth has been achieved through four mergers since 1992, with the most recent being Community Alliance Credit Union in 2023.

Name

People Driven Credit Union

Legal name

People Driven Credit Union

Website

https://peopledrivencu.org

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

11–50 employees

Short description

People Driven Credit Union is a Michigan state-chartered, member-owned credit union founded in 1928 that provides consumer and small-business banking products — deposits, loans, mortgages, and digital banking — to Michigan residents and auto-industry employees across five southeast-Michigan branches.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (52213)

SIC

Savings Institution, Federally Chartered (6035)

akta.pro primary industry

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

akta.pro secondary industries

Cooperative Banks (Member-Owned Commercial/Retail) (FSABAEAF), Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL)

Keywords

• Consumer banking services
• Credit union lending
• Mortgage and home equity
• Deposit and savings products
• Digital banking platform

Headquarters

HQ city

Southfield

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income from Loans: Primary revenue stream from interest charged on various loan products including auto loans, home equity loans, mortgages, personal loans, and business loans. The credit union offers competitive rates with AutoPay discounts.
2. Fee-based Services: Various fees including Skip-a-Payment fees ($35 per loan), coin machine service fees (3%), PD Quick Cash origination fees ($15), and other transactional fees for services like wire transfers and ATM usage.
3. Share/Savings Account Interest: Members earn interest on savings products including savings accounts, money market accounts, CDs, and IRAs. Membership requires a $5 share deposit.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

People Driven Credit Union is a member-owned financial cooperative founded in 1928 serving Michigan residents and select employee groups. It offers a full suite of retail and small-business banking products including checking, savings, money market, CDs, auto loans, home equity loans, mortgages, personal loans, credit cards, and business banking services. Members access these through five Michigan branch locations, Interactive Teller Machines (ITMs), and the MyPDCU digital banking platform including mobile app and online portal.

Product overview

People Driven Credit Union operates as a Michigan state-wide credit union (founded 1928) offering a comprehensive suite of financial products and digital banking services. The core digital banking platform consists of the MyPDCU App and Online Banking portal, which provide 24/7 account management, fund transfers, bill pay, and check deposits. Key integrated features include MyPDCU Credit Score & Score Simulator (powered by TransUnion), PDCUpay person-to-person payments (powered by Payrailz), and CashBack+ rewards program. The credit union offers traditional deposit products including Checking, Savings, Money Market, and Certificate of Deposit accounts, with specialized Youth Accounts and Save to Win Certificates. Lending products span Auto Loans (with GAP Insurance add-on), Home Equity Loans and HELOCs, Fixed and Adjustable Rate Mortgages (via Member First Mortgage partnership), Personal Loans, PD Quick Cash short-term loans, and Rewards Driven Credit Cards. Business services include Business Checking, Commercial Loans, ACH origination, Payroll Services, Merchant Services, and Remote Deposit Capture. Additional member services encompass Financial Planning (via Osaic FA), Insurance (via TruStage/Liberty Mutual), GreenPath Credit Counseling, Skip-a-Payment relief, Financial Calculators, and Homebuyer Bootcamp webinars. Physical services include five branch locations with Interactive Teller Machines (ITMs) providing 24/7 self-service and live teller assistance. The credit union is federally insured by NCUA and maintains NMLS #776727 registration.

Differentiator

Problem solved

Functional benefit

Brands

• MyPDCU App: Mobile and online banking application offering account management, credit score tracking, and financial tools
• PDCUpay
• CashBack+
• PD Quick Cash
• Save to Win
• Round Up to Win

Products and services

• Basic Checking Account Checking account with Visa Debit Card access providing foundational banking services including direct deposit, bill pay, and ATM access for individual members.
• Member Savings Account Primary savings account requiring $5 deposit for membership; earns 0.01% APY with minimum deposit. Foundation account for credit union membership.
• Money Market Plus Investment savings account offering competitive rates while maintaining access to funds. Part of investment and savings product suite.
• High-Yield Money Market Account High-yield savings option for members seeking better returns with maintained accessibility to funds, earning up to 3.40% APY.
• Certificates of Deposit (CDs) Fixed-rate savings certificates with competitive APY rates up to 4.00% APY. Includes special 9-month CD, IRA Certificates, and Save to Win Certificates.
• Auto Loans Vehicle financing for new and used cars, trucks, SUVs (up to 5 years old), with rates starting at 4.74% APR for up to 72 months. Includes AutoPay discount of 0.25% and option to add GAP Insurance.
• Home Equity Loans Fixed-rate home equity loans allowing members to borrow against home equity with rates as low as 6.50% APR.
• Home Equity Line of Credit (HELOC) Revolving credit line secured by home equity with rates as low as 6.50% APR, providing flexible access to funds.
• Fixed Rate Mortgage Conventional mortgage with fixed interest rate for predictable monthly payments. Offered through partner Member First Mortgage with mortgage loan officer Michelle Dzon.
• Adjustable Rate Mortgage Mortgage with initial fixed period followed by rate adjustments. Alternative to fixed-rate mortgages for qualified buyers.
• Mortgage Refinance Refinancing options for existing mortgages to potentially lower rates or change loan terms. Available through Member First Mortgage partnership.
• Personal Loans Secured and unsecured personal loans for various needs including debt consolidation, with rates starting at 11.04% APR.
• PD Quick Cash Quick cash loans of $500-$2,000 with same-day approval for qualified members who have had direct deposit for at least six months. $15 origination fee.
• Rewards Driven Credit Card Visa credit card earning points on purchases redeemable for merchandise, travel, and cash back. Rate as low as 3.99% APR.
• Personal Lines of Credit Revolving credit accounts providing flexible access to funds as needed, with credit-based limits and rates.
• GAP Insurance (Guaranteed Asset Protection) Protection product covering the gap between auto insurance payout and remaining loan balance in case of total loss or theft. One-time fee of $699, includes $1,000 credit toward next vehicle and up to $1,000 deductible assistance.
• MyPDCU Mobile App Mobile and online banking platform enabling members to manage accounts, transfer funds, pay bills, deposit checks, view credit scores, and access financial tools 24/7.
• Online Banking Portal Web-based portal for account management, transfers, bill pay, and accessing PDCU services. Login available at my.peopledrivencu.org.
• MyPDCU Credit Score & Score Simulator Free credit monitoring tool integrated into the MyPDCU app providing credit scores from TransUnion (VantageScore 3.0), real-time alerts, credit report details, Credit Goals feature, and interactive Score Simulator to model how financial decisions may affect credit scores.
• PDCUpay Person-to-person payment service powered by Payrailz, integrated into the MyPDCU app, enabling members to send money to friends, split bills, and send funds to family securely.
• Interactive Teller Machines (ITMs) Drive-thru banking terminals that combine ATM functionality with live video teller service. Available 24/7 for self-service; live teller assistance during branch hours at all five PDCU locations.
• CashBack+ Cashback rewards program allowing members to earn cash back on everyday purchases through participating offers, activated via the MyPDCU app.
• Business Checking Accounts Business banking accounts with services including ACH origination, payroll services, merchant services, fraud prevention, and remote deposit capture for small business owners.
• Commercial Loans Business lending products including commercial real estate loans and business expansion financing for Michigan small businesses.
• Insurance Services Insurance products offered through TruStage partnership with Liberty Mutual, including auto, home, life, and health insurance with group pricing discounts for members.
• GreenPath Debt & Credit Counseling Free financial counseling, guidance, and educational resources through partnership with GreenPath Financial Wellness, a nonprofit credit counseling organization.
• Financial Planning & Trusts Professional financial planning services through partnership with Osaic FA, providing guidance on retirement planning, investment strategies, and estate planning.
• Coin Machines Coin-counting machines available at Southfield, Warren, and Ypsilanti branches. 3% service fee applies; no rolling or sorting required.

Quantifiable outcome

• Auto loan rates as low as 4.74% APR with AutoPay discount
• +5 more outcomes

Named customers3 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

Integration6 records

AI capability3 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• GreenPath Financial WellnesscoreImplementation/ SI/ Consulting PartnerGreenPath provides free confidential financial counseling, debt management, credit improvement, and budgeting strategies to PDCU members. Members can call 877-337-3399 to access counseling services. GreenPath is a nonprofit organization offering educational resources and one-on-one sessions.
• PayrailzcoreTechnology or IntegrationPayrailz powers PDCUpay, the money transfer feature in the MyPDCU app that allows members to send money securely to anyone in the U.S.
• Member First Mortgage, LLCcoreChannel Partner/ Reseller/ DistributorMember First Mortgage is PDCU's mortgage lending partner, with Michelle Dzon (NMLS #401292) serving as PDCU's dedicated Mortgage Loan Officer. Handles all mortgage products including fixed and adjustable rate mortgages, refinancing, and home equity loans.
• TruStagesupportingChannel Partner/ Reseller/ DistributorTruStage (through Liberty Mutual) provides auto insurance products available to PDCU members with built-in member discounts. Part of CUNA Mutual Group.
• CO-OP NetworkcoreTechnology or IntegrationCO-OP Network provides access to 37,000+ surcharge-free ATMs and shared branch locations nationwide, enabling PDCU members to access their accounts without fees at participating credit unions and retail locations.
• Alliance OnesupportingTechnology or IntegrationAlliance One provides additional surcharge-free ATM access for PDCU members at participating locations across the network.
• Osaic FAsupportingImplementation/ SI/ Consulting PartnerOsaic FA provides financial planning services available exclusively to PDCU members, offering professional guidance on financial planning and investments.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Lake Michigan Credit Union: The largest credit union in Michigan and one of the largest in the U.S., serving members statewide with a full suite of consumer, mortgage, and business banking. Directly comparable to PDCU as a Michigan-headquartered community credit union targeting retail members, with overlapping branch geography in southeast Michigan and similar product breadth.
• Genisys Credit Union: Michigan-based community credit union with a comparable employer-group and geographic membership model. Competes directly with PDCU in the Detroit metro and offers a similar mix of consumer deposits, lending, and digital banking services.
• DFCU Financial: Michigan-headquartered community credit union with a strong southeastern Michigan branch presence. Comparable to PDCU in target member base, product mix (consumer and business banking, mortgages, and digital services), and community-focused cooperative model.
• Michigan State University Federal Credit Union: Michigan-based community credit union with statewide membership eligibility and a comparable mix of consumer, mortgage, and small-business products. Overlaps directly with PDCU in serving Michigan residents and competing for the same household banking relationships.
• Community Choice Credit Union: Farmington Hills, Michigan-based community credit union offering similar consumer and business banking products. Competes with PDCU for Michigan residents and small businesses in the Detroit metro, with comparable digital banking capabilities.
• BlueOx Credit Union: Michigan-based community credit union serving members across the state with consumer and small-business banking products. Comparable to PDCU in scale, geographic focus, and cooperative member-owned structure.
• DTE Energy Credit Union: Michigan-headquartered credit union with employer-group roots and community membership expansion. Comparable to PDCU in serving auto/industrial employer ecosystems in southeast Michigan with a similar consumer and small-business product set.
• ELGA Credit Union: Michigan-based community credit union serving members across the state. Directly comparable to PDCU as a member-owned cooperative offering similar consumer deposits, lending, and digital banking services in overlapping Michigan geographies.

Broad incumbents

• Flagstar Bank: Michigan-headquartered regional bank with a national mortgage franchise and a large retail branch network in Michigan. Competes with PDCU for consumer deposits, mortgages, and small-business banking in the same Michigan geographies, though as a much larger, broader financial institution.
• Huntington Bancshares: Regional bank holding company with a major retail presence across the Midwest, including southeast Michigan. Overlaps with PDCU in consumer deposits, mortgages, and small-business banking, but operates at vastly greater scale with a much broader product and geographic footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/peopledrivencu
• YouTubeyoutube.com/channel/UCadXdQS70zfFacdrP7ksoNg
• Facebookfacebook.com/peopledrivencu
• Instagraminstagram.com/peopledrivencu/?hl=en
• TikToktiktok.com/@peopledrivencu

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

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 People Driven Credit Union