First Credit Union

What First Credit Union does

First Credit Union is a not-for-profit, member-owned financial cooperative founded in 1929 and based in Chandler, Arizona. It serves individuals and small businesses with deposit accounts, consumer and business credit cards, vehicle and home financing, personal and recreational-vehicle loans, investment services, and payment support. The operating footprint comprises nine branches across the Phoenix and Tucson metropolitan areas, and the institution is federally insured by the National Credit Union Administration.

Service delivery combines the branch network with an online banking platform, mobile application, video banking through eBranch, a 24/7 telephone teller, and account-management tools. Digital support includes ClickSWITCH for migrating direct deposits and automatic payments, FirstFunds planning and purchase tools, financial calculators, and RAE, a virtual assistant chatbot. The provided material does not specify the underlying system architecture, proprietary development status, or whether the chatbot uses an internally built or third-party model.

The business generates interest income from loans, service fees and charges, and investment income. Published rates include savings APY up to 0.10%, certificate accounts at 4.05% APY, credit cards from 13.40% APR, home loans at 6.00% APR, auto loans from 5.24% APR, and introductory home-equity APR from 4.99%, subject to creditworthiness and market conditions. Distribution is relationship-led through community engagement, local branches, digital self-service, appointments, referrals, and small-business banking, while the cooperative model directs profits toward member pricing and services.

Name

First Credit Union

Legal name

First Credit Union

Website

https://firstcu.net

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

101–250 employees

Short description

First Credit Union is an Arizona member-owned credit union providing consumer and small-business banking, lending, cards, savings, and digital account services through nine branches in the Phoenix and Tucson metropolitan areas.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (52213)

SIC

Personal Credit Institutions (6141), Savings Institution, Federally Chartered (6035)

akta.pro primary industry

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

akta.pro secondary industries

Credit Cards & Revolving Credit (FSABAAAC), Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL)

Keywords

• Retail banking services
• Consumer lending
• Credit union membership
• Small business banking
• Savings and checking

Headquarters

HQ city

Chandler

HQ country

United States

HQ region

North America

Offices9 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: Primary revenue stream from interest charged on various loan products including auto loans, home loans, credit cards, and personal loans. As a credit union, profits are returned to members through better rates and lower fees.
2. Service Fees and Charges: Fees associated with account maintenance, transactions, and specialized services. The credit union emphasizes lower service charges compared to traditional banks.
3. Investment Income: Income generated from investment of deposits and reserves in securities and other financial instruments

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

First Credit Union is a member-owned, not-for-profit credit union that provides deposit products (savings, money market, certificates, checking, HSA, retirement), credit cards, vehicle loans (auto, motorcycle, RV), home loans (purchase, refinance, HELOC, home equity), personal loans, and small business banking services to individual members and small businesses across the Phoenix and Tucson metropolitan areas of Arizona. Services are delivered through 9 branch locations, online and mobile banking, video chat (eBranch), and 24/7 telephone teller support.

Product overview

First Credit Union offers a comprehensive suite of financial products and services as Arizona's first credit union since 1929. The portfolio includes personal and business savings products (Personal Savings, Money Market, Term Certificates, Youth Savings, Small Business Savings, Education Savings, Health Savings, Retirement Savings, and Save-to-Win); checking accounts (Sunshine Checking, Simply First, Business First, Business Premier); credit cards (Rewards, Secured, Credit Builder, Business Rewards, and Sunshine Points); vehicle loans (New Auto, Used Auto, Refinance, Private Party, First-Time Buyers, Motorcycles, Boats/RVs, Motorsport Toys); home loans (Purchase, Refinance, Home Equity Loans, HELOC, First-Time Home Buyers); personal loans (Signature Loans, Shared Secured Loans); investment services; and digital banking tools. Supporting services include Financial Calculators, ClickSWITCH account migration tool, FirstFunds planning tools, Scam Spotlight education, Wire Transfers, and Telephone Teller.

Differentiator

Problem solved

Functional benefit

Brands

• Financial Sunshine: The company's brand tagline: 'Find sunshine on a cloudy day with a First Credit Union savings account' and 'Find Your Financial Sunshine' - used as the company's service philosophy and marketing messaging.
• Sunshine Checking
• Sunshine Points
• FirstFunds
• RAE (Robotic Assistant Experience)
• eBranch

Products and services

• Personal Savings Account
• Money Market Account
• Term Certificate Accounts (CDs)
• Youth Savings Account
• Education Savings Account
• Health Savings Account (HSA)
• Retirement Savings Account (IRA)
• Save-to-Win Account
• Sunshine Checking Account
• Simply First Checking Account
• Business First Checking Account
• Business Premier Checking Account
• Small Business Savings Account
• Rewards Credit Card
• Secured Credit Card
• Credit Builder Credit Card
• Business Rewards Credit Card
• New Auto Loan
• Used Auto Loan
• Auto Loan Refinance
• Private Party Auto Loan
• First-Time Auto Buyer Loan
• Purchase Home Loan (Mortgage)
• Refinance Home Loan
• Fixed Home Equity Loan
• Home Equity Line of Credit (HELOC)
• First-Time Home Buyer Program
• Student Loan Options
• Recreational Vehicle Loan (Boats, Campers, RVs)
• Motorcycle Loan
• Motorsport Toy Loan
• Personal Signature Loan
• Shared Secured Loan
• Investment Services

Quantifiable outcome

• Savings APY up to 0.10%
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor.

• Hot 97.5minorGTM or Marketing Partner · 1 August 2025Partnership with Hot 97.5 radio station for the 'Tails of Giving' community campaign to support Arizona families with pet care assistance. The campaign helps pet owners facing financial challenges with veterinary care, behavioral training, and pet supplies.
• Almost There RescueminorGTM or Marketing Partner · 1 August 2025Local animal rescue organization partnering with First Credit Union for pet supply donation drive. Drop-off location for pet care items during the Tails of Giving campaign in August 2025.
• Lost Our Home Pet RescueminorGTM or Marketing Partner · 1 August 2025Local animal rescue organization partnering with First Credit Union for pet supply donation drive. Drop-off location for pet care items during the Tails of Giving campaign in August 2025.
• Pima Paws for LifeminorGTM or Marketing Partner · 1 August 2025Local animal rescue organization partnering with First Credit Union for pet supply donation drive. Drop-off location for pet care items during the Tails of Giving campaign in August 2025.
• MoneyEduminorGTM or Marketing PartnerFinancial education content partnership providing members access to additional financial wellness resources, calculators, and educational materials through the Financial Wellness Center.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Arizona Federal Credit Union: Arizona-based community credit union offering a similar full suite of consumer and small-business banking products. Direct competitor for Phoenix-metro members and a natural benchmark for an Arizona community credit union of comparable scale.
• OneAZ Credit Union: Statewide Arizona credit union serving consumers and businesses with deposit, lending, and wealth products. Direct peer given overlapping Arizona footprint and similar community-cooperative value proposition.
• Desert Financial Credit Union: Arizona's largest credit union, headquartered in Phoenix, offering consumer and business banking. Closest scale-relevant peer in the same primary market, exercising direct competitive pressure on Phoenix-metro members.
• Hughes Federal Credit Union: Tucson-headquartered credit union serving members across southern Arizona. Direct peer specifically within First CU's Tucson footprint, with overlapping consumer lending and deposit products.

Broad incumbents

• Mountain America Credit Union: Large multi-state credit union serving members across the Intermountain West including Arizona. Broad incumbent that competes for the same consumer/small-business relationships with greater scale and product breadth.
• SchoolsFirst Federal Credit Union: Large California-based credit union with a broad consumer and small-business product suite. Comparable institutional profile (large community-focused cooperative) but does not directly compete geographically in Arizona.
• Pentagon Federal Credit Union (PenFed): One of the largest US credit unions, offering consumer banking, mortgage, auto, and credit cards nationally. Comparable product breadth; represents the upper bound of credit-union scale and competitive intensity for lending and deposits.
• JPMorgan Chase (Consumer Banking – Arizona): National bank with significant Phoenix/Tucson retail branch presence and a leading digital platform. Broad incumbent that competes directly for the same consumer and small-business banking relationships First CU targets.

Emerging players

• Alliant Credit Union: Digital-first, nationwide credit union competing primarily on rates, low fees, and a strong online/mobile experience. Comparable on member-value proposition but represents a different delivery model that pressures traditional community credit unions.
• Digital Federal Credit Union (DCU): Digital-forward credit union offering consumer banking, lending, and digital tools nationally. Comparable on full-service product suite while representing a technology-led alternative that competes for younger, mobile-first members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/FirstCU
• YouTubeyoutube.com/user/FirstCreditUnionAZ
• Facebookfacebook.com/FirstCU
• LinkedInlinkedin.com/company/first-credit-union_3
• Instagraminstagram.com/firstcreditunion

Compliance1 record

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 Credit Union