Westby Co-Op Credit Union

What Westby Co-Op Credit Union does

Westby Co-op Credit Union (operating as WCCU Credit Union) is a member-owned, federally insured cooperative credit union headquartered in Westby, Wisconsin, founded in 1939 and serving a regional field of membership across the Wisconsin driftless area. It provides a full-spectrum retail banking product suite to consumer, business, agricultural, student, and Spanish-speaking members, including multiple checking tiers (Awards Checking, Freedom Checking, and four Business Checking variants), tiered savings and term products (Member Savings, Money Management Plus, Certificates with a 22-month special at 3.70% APY, IRAs, HSA, Christmas Club, Buck's Club), a broad lending portfolio (vehicle, home, HELOC, construction, energy, personal use, student, savings- and CD-secured loans, Kwik Cash line of credit, Emergency Relief Loans, business and agriculture loans), a three-card credit card lineup (Emerald Cash Back VISA, Ruby Rewards VISA, Platinum VISA/MasterCard), and ancillary services such as merchant services, financial counseling, identity theft protection, and referrals to TruStage Insurance and WCCU Investment Consultants.

The technology stack is built entirely on third-party vendor integrations rather than proprietary systems: Alkamitech powers the WCCU Online Banking portal and native iOS/Android mobile apps, MeridianLink hosts online loan and credit card applications, Payrailz delivers the upgraded Bill Pay and Pay A Person P2P service, CU*Rewards runs the credit card rewards redemption platform, Velera provides back-office card fraud servicing, and AutoSMART (CUDL) supports vehicle search for auto loan originations. Distribution combines multiple full-service branches with a 2026 Mobile Branch schedule that extends in-person service into rural areas, plus self-service digital channels (web, mobile app, phone banking) and Spanish-language service infrastructure. Membership/ownership is cooperative; revenue is generated primarily through net interest income on the lending portfolio, credit card interest and interchange, deposit-related fees, merchant services, and referral income from insurance and investment partners.

Name

Westby Co-Op Credit Union

Legal name

Westby Co-op Credit Union

Website

https://www.wccucreditunion.coop

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

51–100 employees

Short description

Westby Co-op Credit Union is a member-owned, NCUA-insured cooperative credit union headquartered in Westby, Wisconsin, providing consumer, business, agricultural, and youth banking — deposits, lending, credit cards, insurance, and investment referrals — to members across regional Wisconsin via branches, a mobile branch, and a third-party-powered digital and mobile banking platform.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (522130), Credit Bureaus (561450)

SIC

Savings Institution, Federally Chartered (6035), Services-Consumer Credit Reporting, Collection Agencies (7320)

akta.pro primary industry

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

akta.pro secondary industry

Federations/Centrals & Cooperative Banking Networks (2nd-Tier Co-ops) (FSABAEAL)

Keywords

• Retail banking services
• Consumer lending
• Credit union
• Deposit accounts
• Small business banking

Headquarters

HQ city

Westby

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Net Interest Income from Member Lending: Primary revenue stream generated through interest on vehicle loans, home loans, construction loans, energy loans, personal use loans, student loans, savings-secured loans, CD-secured loans, HELOC, business loans, agriculture loans, and business & ag credit cards. Deposit pricing (e.g., 3.00% APY on Awards Checking up to $20,000; 2.50% APY on Money Management Plus $500,000+; 3.70% APY 22-month certificate special) reflects liability side.
2. Credit Card Interest, Fees, and Interchange: Recurring revenue from card balances (Emerald 15.00-18.00% APR; Ruby 13.25-18.00% APR; Platinum 10.75-18.00% APR) plus fee income: No Annual Fee, Cash Advance Fee 2% (min $5), Foreign Transaction Fee up to 1%, Late Payment Fee $25, Return Payment Fee $25. Interchange income on purchase transactions and rewards breakage also contribute.
3. Deposit Account Service Fees and Card Sales: Fee income from share/savings accounts, checking accounts, and ancillary products such as VISA Gift Cards and the Reloadable Everyday Spend Card, governed by the credit union's published fees, forms, and policies.
4. Merchant Services and Business Banking Fees: Revenue from Business Solutions and Merchant Services offered to business members across Business Basic, Premium, Elite, and Non-Profit Checking tiers.
5. Insurance and Investment Referral Income: Referral/affiliate income from TruStage Insurance and WCCU Investment Consultants (wccuinvestmentconsultants.com) for member cross-sell of insurance and investment products.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Westby Co-op Credit Union (WCCU) is a member-owned cooperative credit union that provides consumer and small-business retail banking, lending, deposits, credit cards, insurance and investment referral services across Wisconsin. It distributes these services through full-service branches, a scheduled Mobile Branch, a web banking portal, and native iOS/Android mobile banking apps, supported by bilingual (English/Spanish) member support.

Product overview

Westby Co-op Credit Union (WCCU) is a community credit union operating as a single, integrated financial services provider rather than a multi-product platform. Its core offering is consumer and business banking delivered through branches, an Online Banking portal, and the WCCU Mobile App (distributed via the Apple App Store and Google Play), supported by the contact center (608-634-3118). Around this core, WCCU bundles a portfolio of account products — personal checking such as Awards Checking and Freedom Checking, instant-issue debit cards, savings (Member Savings, Money Management Plus, Saver's Sweepstakes, Christmas Club, Buck's Club), share Certificates, IRAs and an HSA — together with lending products including Vehicle Loans (with an AutoSMART vehicle search), Home Loans, HELOC, Construction, Energy, Personal Use, Student, Savings Secured, CD Secured, Kwik Cash line of credit, and Emergency Relief Loans. The consumer credit card suite spans Emerald Cash Back VISA, Ruby Rewards VISA, and Platinum VISA/MasterCard (with CU*Rewards and Velera Card Services back-office integration), while business members are served by Business Basic/Premium/Elite/Non-Profit Checking, Business and Agriculture Loans, Business & Ag Credit Cards, Business Solutions, and Merchant Services. Layered on top are digital services — Online Banking, the WCCU Mobile App, the new Payrailz-powered Payment Solutions (Bill Pay and Pay A Person), Phone Banking, VISA Gift Cards, the Reloadable Everyday Spend Card, AutoSMART Vehicle Search, and the 2026 WCCU Mobile Branch schedule — plus member resources (Financial Counseling, Identity Theft Protection, TruStage Insurance, WCCU Investment Consultants).

Differentiator

Problem solved

Functional benefit

Products and services

• Awards Checking High-yield personal checking account paying 3.00% APY on balances up to $20,000, marketed as WCCU's most popular account for individual members and households.
• Freedom Checking Personal checking option offered alongside Awards Checking within the Personal Checking lineup for WCCU member households.
• Instant Issue Debit Cards Customizable debit cards with multiple design options and built-in contactless tap-to-pay technology, issued instantly to members in branch.
• Member Savings Core personal savings account for WCCU members under the Save & Invest menu.
• Savers Sweepstakes Savings product with a sweepstakes-based incentive structure featured in the Save & Invest menu.
• Money Management / Money Management Plus Tiered money management savings product highlighted on the homepage at 2.50% APY on balances of $500,000+.
• Certificates (Share Certificates) Term-share certificate product line, including a 22-month Certificate Special paying 3.70% APY with a $1,000 minimum deposit.
• IRAs Individual Retirement Account offerings available to members under Save & Invest.
• Health Savings Account (HSA) Health Savings Account offered as part of the personal Save & Invest lineup.
• Christmas Club Seasonal goal-based savings account listed under Save & Invest.
• Buck's Club Club savings account offered alongside Christmas Club in the Save & Invest menu.
• Vehicle Loans Auto and recreational vehicle financing products, promoted with up to 1% rate discount specials and supported by the AutoSMART vehicle search tool.
• Home Loans Home mortgage lending products offered to members, linked from the Personal Loans & Credit menu.
• HELOC (Home Equity Line of Credit) Home equity line of credit promoted on the homepage under "Build A Better Life With Your Home's Equity."
• Construction Loans Construction financing product within the Loans & Credit menu.
• Energy Loans Specialty loan product for energy-related projects, listed under Loans & Credit.
• Personal Use Loans General-purpose personal loans offered to members.
• Student Loans Education financing product within the Personal Loans & Credit lineup.
• Savings Secured Loan Loan product secured by a member's savings balance.
• CD Secured Loans Loan product secured by a member's share certificate.
• Kwik Cash Personal Line of Credit Revolving personal line of credit product offered under Loans & Credit.
• Emergency Relief Loans Emergency relief loan product promoted on the homepage in response to recent weather events and member hardship.
• Emerald Cash Back VISA Signature Cash back credit card (15.00%–18.00% APR) earning 1.5% cash back on purchases with $5,000 minimum credit line, $250,000 travel accident/baggage delay insurance, and rewards redeemable via CU*Rewards.
• Ruby Rewards VISA Rewards credit card (13.25%–18.00% APR) earning 1 point per $1 spent, with $100,000 travel accident/baggage delay insurance and points redeemable through CU*Rewards.
• Platinum VISA / Platinum MasterCard Low-rate platinum credit card (10.75%–18.00% APR) offered in both VISA and MasterCard variants, with no rewards program; the only program in which secured cards are available.
• Business Basic Checking Entry-level business checking account offered under the Business menu.
• Business Premium Checking Premium-tier business checking account for higher transaction volumes.
• Business Elite Checking Top-tier business checking account listed within Business banking.
• Business Non-Profit Checking Checking account tailored for non-profit organizations under Business banking.
• Business Loans General commercial lending products for member businesses.
• Agriculture Loans Agricultural financing products listed within the Business loan menu.
• Business & Ag Credit Cards Credit cards tailored to business and agricultural members.
• Business Solutions Suite of ancillary business services offered under the Business menu.
• Merchant Services Merchant card acceptance and payment processing services for business members.
• Online Banking Web-based online banking portal that supports account access, transfers, card management, and bill pay, with tutorials and FAQs.
• WCCU Mobile App (iOS and Android) Native mobile banking app distributed via Apple App Store and Google Play, supporting mobile deposit and account access.
• Payment Solutions (Bill Pay & Pay A Person) Bill pay platform upgraded via Payrailz plus a peer-to-peer "Pay A Person" service for instant transfers to friends.
• AutoSMART Vehicle Search Hosted CUDL AutoSMART vehicle search experience integrated with WCCU vehicle loan offerings.
• Financial Counseling Member financial counseling services promoted under Personal Finance Resources and Educational Resources.
• Identity Theft Protection Identity theft protection resources and tools available to members under Safety & Security.
• TruStage Insurance Insurance products from partner TruStage offered to members via a dedicated page on the WCCU site.
• WCCU Investment Consultants Investment advisory services for members, linked from the Personal Finance Resources menu to a separate branded site.
• Phone Banking Telephone-based banking service offered as part of Personal Finance Resources.
• VISA Gift Cards Prepaid VISA gift cards available to members under Personal Finance Resources.
• Reloadable Everyday Spend Card Reloadable prepaid spending card offered alongside VISA Gift Cards under Personal Finance Resources.
• WCCU Mobile Branch Mobile branch schedule and in-person services that bring WCCU staff and services to additional outlying locations.

Quantifiable outcome

• Up to 1% rate discount on auto and recreational vehicle loans
• +6 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and supporting.

• CU*RewardscoreTechnology or Integration · 15 April 2025CU*Rewards powers the credit card rewards program used by Emerald Cash Back and Ruby Rewards cards. It also hosts the credit card management site where members redeem points for merchandise, travel, gift cards, and statement credits, and supports the Access Point transaction view inside WCCU Online Banking.
• Velera Card ServicescoreTechnology or IntegrationVelera is the card-services partner providing fraud contact information for WCCU credit and debit cardholders. Members are directed to Velera for after-hours card fraud servicing, integrating WCCU-issued cards into Velera's fraud operations infrastructure.
• PayrailzcoreTechnology or IntegrationPayrailz provides WCCU's upgraded Bill Pay and Pay A Person (P2P) payment solutions, replacing prior payment rails. A dedicated Payrailz Terms and Conditions disclosure governs member use.
• TruStage InsurancecoreOEM/ Whitelabel/ Licensing PartnerTruStage Insurance products are offered to WCCU members as a co-branded/white-label insurance solution under Personal Finance Resources, giving members access to TruStage's insurance portfolio through the credit union.
• MeridianLinkcoreTechnology or IntegrationMeridianLink's consumer platform hosts WCCU's online loan and credit card application flows, including the "Apply For A Loan" and credit card application entry points embedded throughout the website.
• AutoSMART (CUDL)supportingTechnology or IntegrationAutoSMART powers the WCCU-branded vehicle search experience at wccucreditunioncoop.cudlautosmart.com, helping members find vehicles and originate auto loans with the credit union.
• WCCU Investment ConsultantssupportingStrategic or Co-development PartnerWCCU Investment Consultants (wccuinvestmentconsultants.com) is the credit union's affiliated investment services arm, offering investment advisory services to members as part of the Personal Finance Resources suite.
• AlkamitechcoreTechnology or IntegrationAlkamitech provides the digital banking platform powering WCCU's online and mobile banking experiences, including the WCCU Mobile app and registration/disclosure infrastructure hosted under orb.alkamitech.com production assets.
• Apple App StoresupportingChannel Partner/ Reseller/ DistributorWCCU distributes its iOS mobile banking app (id 783760395) via Apple's App Store, extending self-service banking to iPhone users.
• Google Play StoresupportingChannel Partner/ Reseller/ DistributorWCCU distributes its Android mobile banking app (coop.wccucreditunion.android) via the Google Play Store.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• CoVantage Credit Union: Wisconsin and Upper Michigan cooperative credit union with similar consumer/business/agricultural lending focus and community cooperative model. Comparable member-owned structure with rural and small-town service emphasis.
• Royal Credit Union: Wisconsin-based community credit union with a comparable full-spectrum consumer and business banking suite, similar field-of-membership model, and overlapping western Wisconsin footprint. Direct competitor for deposits, consumer lending, and member relationships.
• UW Credit Union: Large Wisconsin-headquartered credit union offering consumer checking, lending, credit cards, and business banking across a multi-county footprint. Closely comparable product mix and member-owned structure, though at substantially larger scale.
• Summit Credit Union: Wisconsin-based community credit union with consumer and business banking, auto lending, and digital banking capabilities. Operates as a direct competitor for personal and small-business relationships in overlapping regional markets.
• Consumers Cooperative Credit Union: Wisconsin-based cooperative credit union offering full-service consumer, mortgage, and business banking. Closely aligned member-owned structure, geographic proximity, and product breadth make it a head-to-head peer.
• Cooperative Educational Credit Union: Member-owned community credit union with personal/business banking, lending, and digital banking services. Comparable cooperative governance model and product positioning to WCCU.

Broad incumbents

• Alliant Credit Union: Large digital-first credit union offering high-yield checking, savings, and lending products to a national membership. Competes with WCCU on deposit-rate competitiveness and digital banking experience, though at much greater scale and geographic reach.
• GreenState Credit Union: Iowa-headquartered credit union with multi-state footprint, extensive deposit product line, and a well-known high-yield savings franchise. Competes with WCCU on deposit-rate positioning and digital banking experience, though at much larger scale.
• Veridian Credit Union: Iowa and Nebraska cooperative credit union offering a broad consumer/business product suite with a member-owned structure analogous to WCCU's. Overlaps with WCCU on community banking, lending, and digital services, with broader geographic reach.
• Navy Federal Credit Union: Largest U.S. credit union with a full-spectrum consumer and business product suite, including checking, credit cards, and lending. Establishes the upper-bound benchmark for credit-union product breadth and digital capability against which WCCU's offering is implicitly positioned.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Westby Co-Op Credit Union