CUSG
CUSG (now branded Navari) is a credit union service organization and subsidiary of the Michigan CU League that provides Martech, HR Performance, Financial Empowerment, and embedded fintech (BNPL) solutions to 300+ credit unions and banks across the United States.
- Company typePrivate
- Founded1996
- HeadquartersLivonia, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What CUSG does
CUSG, now operating under the Navari brand, is a privately held credit union service organization (CUSO) and wholly-owned subsidiary of the Michigan Credit Union League, founded in 1996 and headquartered in Livonia, Michigan. The company delivers a multi-solution platform for credit unions and banks organized around four pillars: Martech Solutions (website design, secure hosting, digital accessibility via AudioEye, financial calculators via CalcXML, marketing automation via Marquis, and mobile/online banking via Access Softek); HR Performance Solutions (Performance Pro, Compease, The Learning Center, Leadership Forum, plus engagement and recognition modules); Financial Empowerment (Love My Credit Union Rewards, TruStage insurance, tax services, Trust & Will, Save to Win prize-linked savings, and FIST Score financial wellness assessment); and Fintech (white-label BNPL through Equipifi and Velera integrations).
The platform follows a hub-and-spoke architecture: core experience platforms (MemberXP, BankingXP, Performance Pro) anchor the suite, with add-on modules and partner-powered capabilities extending the surface area. Technology delivery is web- and mobile-based, with no public API surface disclosed.
CUSG makes money primarily through subscription-based SaaS fees for its core Martech and HR products, partner-driven revenue shares (notably TruStage insurance, reaching 19M+ members), BNPL white-label licensing through Equipifi, and financial empowerment monetization via Love My Credit Union Rewards. Pricing is not publicly disclosed and operates on a quote-based B2B model. Go-to-market combines channel partnerships through credit union leagues, direct enterprise sales to larger institutions, and community-led engagement via webinars, events, and the Love My Credit Union Rewards program. The company serves more than 300 credit union and bank clients across the United States.
CUSG firmographics
Firmographics- Name
- CUSG
- Legal name
- CUSG
- Website
- https://cusg.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- CUSG (now branded Navari) is a credit union service organization and subsidiary of the Michigan CU League that provides Martech, HR Performance, Financial Empowerment, and embedded fintech (BNPL) solutions to 300+ credit unions and banks across the United States.
- Ownership category
- akta.pro rank
CUSG industry classification
Industry- Product category
- Credit Union Technology Services
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- SIC
- Finance Services (6199), Personal Credit Institutions (6141)
- akta.pro primary industry
- Customer Experience & Engagement (CRM, Support, Rewards, Loyalty) (FSAGAAAM)
- akta.pro secondary industries
- Merchant-Integrated BNPL (Checkout POS Financing) (FSAGAIAA), Merchant-Integrated BNPL (Online Checkout) (FSAKACAA), Buy Now, Pay Later (BNPL) Platforms (BPAMAFAG)
Keywords
Where CUSG is headquartered
LocationHeadquarters
- HQ city
- Livonia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CUSG business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Martech Solutions Subscription: Recurring subscription revenue from marketing technology solutions including website design, secure hosting, digital accessibility, financial calculators, marketing automation, and mobile banking platforms.
- HR Performance Solutions: Subscription-based HR performance software including Compease, Performance Pro, The Learning Center, and Leadership Forum solutions for credit unions.
- Financial Empowerment Products: Revenue from financial empowerment offerings including Love My Credit Union Rewards program, insurance partnerships (TruStage), tax services, trust and will services, and Save to Win prize-linked savings.
- BNPL White-Label Licensing: White-label BNPL platform licensing to credit unions through the equipifi partnership, enabling institutions to embed buy-now-pay-later capabilities in their digital banking experiences.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
CUSG product offering
Product offeringCore offering
CUSG provides credit unions and banks with a multi-solution platform encompassing Martech Solutions (website design, secure hosting, digital accessibility, financial calculators, marketing automation, mobile and online banking), HR Performance Solutions (performance management, compensation, learning, and leadership development), and Financial Empowerment (member rewards, insurance, tax and estate services, prize-linked savings, and financial wellness tools). The company also embeds white-label Buy Now, Pay Later (BNPL) capabilities through the equipifi partnership, distributing all offerings primarily via subscription-based SaaS and channel relationships.
Product overview
CUSG (now rebranded as Navari) operates as a comprehensive technology platform company serving credit unions with four integrated solution areas: Martech Solutions (digital marketing, website design, hosting, and banking platforms), HR Performance Solutions (performance management, compensation, learning, and recognition), Financial Empowerment (member rewards, insurance, savings incentives, and financial wellness tools), and Fintech (BNPL and digital banking capabilities). The platform follows a hub-and-spoke architecture with core platforms (MemberXP/BankingXP for experience, Performance Pro for HR) supported by multiple specialized modules and partner integrations including CalcXML calculators, AudioEye accessibility, Marquis marketing automation, Access Softek banking, TruStage insurance, equipifi BNPL, Save to Win, and FIST Score financial wellness assessment.
Differentiator
Problem solved
Functional benefit
Brands
- MemberXP and BankingXP: Experience platform solutions for credit unions
- Save to Win
- FIST Score
- Compease
- Performance Pro
- Love My Credit Union Rewards
- FIST Score (FInancial STability)
Products and services
- MemberXP and BankingXP Experience platform providing member and banking experience solutions for credit unions, enabling enhanced member engagement and satisfaction tracking.
- Website Design Professional website design services for financial institutions, enabling credit unions to establish and maintain their digital presence.
- Secure Hosting Secure hosting services for financial institution websites, providing infrastructure and security for online operations.
- Compease HR performance solution providing compensation and benefits administration, compliance tracking, and benchmarking for credit unions.
- Performance Pro Comprehensive HR performance management platform enabling goal setting, performance reviews, and employee development for credit unions.
- Love My Credit Union Rewards Member rewards and discount program providing savings on popular services and products for credit union members.
- Trust and Will Estate planning service offered through Love My Credit Union Rewards, providing members with affordable and secure will and trust creation tools.
- Tax Services Tax preparation services offered through Love My Credit Union Rewards, providing members with savings on TurboTax and H&R Block services.
- TruStage Insurance Auto and home insurance program offered through TruStage Insurance Agency, providing savings opportunities for credit union members with affiliates serving over 19 million members.
- Save to Win Prize-linked savings program that incentivizes saving behavior by offering members entries into cash prize drawings for deposits, with over $5 million in prizes awarded and $200 million in savings generated.
- FIST Score for Credit Unions Financial wellness index powered by CalcXML that assesses members across four risk areas (liquidity, longevity, life, loans) and provides personalized dashboards with peer comparisons and tailored product recommendations.
- equipifi BNPL White-label Buy Now, Pay Later (BNPL) solution embedded within credit union digital banking apps, enabling members to access flexible installment loans through existing checking accounts and debit cards.
Quantifiable outcome
- 70% of consumers prefer receiving BNPL from their financial institutions rather than third-party fintech providers (PYMNTS research)
Companies that use CUSG
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
CUSG technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature3 records
CUSG partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered secondary, core and flagship.
- VelerasecondaryEstablished partnership with Velera alongside CUSG to enable credit unions to launch their own in-house BNPL products through the equipifi platform.
- EquipificoreStrategic partnership to embed BNPL (Buy Now, Pay Later) capabilities within credit union digital banking apps. Through this white-label solution, credit unions can offer members flexible installment loan options for larger purchases, helping retain member engagement that might otherwise migrate to third-party fintech providers.
- EquipificorePartnership began in March to extend BNPL solutions across CUSG's network of credit union partners, enabling credit unions to launch their own in-house BNPL products.
- Access SofteksecondaryPartner for mobile and online banking solutions integrated into CUSG's Martech Solutions suite.
- AudioEyesecondaryDigital accessibility solutions partner providing accessibility compliance tools for credit union websites.
- MarquissecondaryMarketing automation solutions partner integrated into the CUSG Martech Solutions platform.
- TruStagecoreTruStage Insurance Agency provides insurance products to credit union members through the Love My Credit Union Rewards program. TruStage affiliates have been serving credit unions for over 80 years, reaching more than 19 million members.
- InetSolutioncoreAcquired Michigan-based website design and hosting company serving banks and credit unions. The acquisition expands CUSG's digital solutions offerings and adds over 300 clients to its portfolio.
- TurboTax and H&R BlocksecondaryTax preparation services offered through the Love My Credit Union Rewards program, providing savings for credit union members.
- Trust & WillsecondaryEstate planning services offered through Love My Credit Union Rewards program, providing easy, affordable, and secure options for credit union members.
- Michigan CU LeagueflagshipCUSG is a subsidiary of the Michigan CU League, leveraging this primary channel partnership to distribute solutions to credit unions throughout the league's network and affiliated state associations.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
CUSG competitors and assessment
Company assessmentRegional players
- Lumen Analytics (formerly CU*Answers): CU*Answers is a credit union-owned CUSO offering core processing, digital banking, and managed technology services, primarily to mid-sized US credit unions. It is a comparable CUSO-platform peer with similar league-affiliated distribution dynamics.
Broad incumbents
- CUNA Mutual Group (TruStage): TruStage is the insurance and financial services affiliate of CUNA Mutual, serving 19M+ credit union members. CUSG resells TruStage products via Love My Credit Union Rewards, making TruStage a partner-incumbent that could disintermediate CUSG in member monetization.
- Q2 Holdings: Q2 (now part of Thoma Bravo's portfolio) provides digital banking platforms to banks and credit unions, including lending and member engagement modules. It is a larger, venture-backed incumbent competing for the same digital experience budget as CUSG.
- Jack Henry & Associates: Jack Henry is a major core banking and digital technology provider serving thousands of US credit unions and community banks. It competes with CUSG's digital banking, marketing, and member engagement modules and could in-source BNPL/white-label partnerships.
Direct peers
- CUNA Strategic Services: CUNA Strategic Services is the CUSO sourcing arm of the Credit Union National Association, vetting and endorsing third-party technology and service providers for credit unions. It plays a similar CUSO-broker role to CUSG and competes for league endorsement and distribution slots.
- PSCU (now part of Velera): PSCU merged into Velera to form the largest credit union payments CUSO in the US, offering card services, fraud, lending, and digital channels. CUSG overlaps in digital banking and lending enablement for credit unions, and the two work together on the BNPL rollout.
- CO-OP Financial Services (Velera): CO-OP Financial Services rebranded to Velera and is one of the largest credit union-owned CUSOs, providing payments, digital banking, and shared branching to thousands of US credit unions. It is CUSG's most direct peer in the credit union technology space and is also a CUSG partner (Velera co-enables the Equipifi BNPL rollout).
- Alkami Technology: Alkami provides a digital banking and account opening platform to banks and credit unions, with explicit credit union segment focus. It competes head-on with CUSG's MemberXP/BankingXP and mobile banking offerings for the same mid-market financial institution buyer.
Emerging players
- Access Softek: Access Softek provides mobile and online banking platforms to credit unions and is a CUSG technology partner. It competes in the same digital banking channel space and could disintermediate CUSG by selling directly to credit unions.
- equipifi: Equipifi is the BNPL-as-a-service provider whose white-label platform CUSG resells to credit unions. As a partner that could also sell directly to financial institutions, it is both a critical enabler and a potential competitor to CUSG's BNPL go-to-market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
CUSG social profiles
Digital presenceCUSG financial estimates
Financial estimateRevenue estimate
Valuation estimate
CUSG leadership team
Management profileNumber of profiles
CUSG subsidiaries and ownership
Company hierarchySubsidiaries1 record
CUSG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CUSG M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CUSG
What does CUSG do?
CUSG provides credit unions and banks with a multi-solution platform encompassing Martech Solutions (website design, secure hosting, digital accessibility, financial calculators, marketing automation, mobile and online banking), HR Performance Solutions (performance management, compensation, learning, and leadership development), and Financial Empowerment (member rewards, insurance, tax and estate services, prize-linked savings, and financial wellness tools). The company also embeds white-label Buy Now, Pay Later (BNPL) capabilities through the equipifi partnership, distributing all offerings primarily via subscription-based SaaS and channel relationships.
Is CUSG a public or private company?
CUSG is a private company. It is classified as corporate owned and is currently operating.
When was CUSG founded?
CUSG was founded in 1996. It employs 51 to 100 people.
Where is CUSG based?
CUSG is headquartered in Livonia, United States, in the North America region.
How does CUSG make money?
Four revenue lines are on record. Martech Solutions Subscription is the primary driver. The others are HR Performance Solutions, financial Empowerment Products and BNPL White-Label Licensing.
Who are CUSG's main competitors?
Lumen Analytics (formerly CU*Answers) is listed as a regional player. Broad incumbents are CUNA Mutual Group (TruStage), Q2 Holdings and Jack Henry & Associates. Direct peers are CUNA Strategic Services, PSCU (now part of Velera), CO-OP Financial Services (Velera) and Alkami Technology. Emerging players are Access Softek and equipifi.
Does CUSG have an API?
No public API is recorded for CUSG.
What industry is CUSG in?
CUSG's product category is Credit Union Technology Services. Its primary akta.pro industry code is FSAGAAAM, Customer Experience & Engagement (CRM, Support, Rewards, Loyalty), with a secondary code of FSAGAIAA, Merchant-Integrated BNPL (Checkout POS Financing). Its NAICS code is 51821 and its SIC code is 6199.